Custom Landing Pages: The Key to Real Estate Website Lead Generation
By Colin Ryan
About Website Design
What are visitors seeing when they arrive on your real estate website?
You may think it’s your homepage. But if the answer isn’t “custom landing pages,” you’re missing a major opportunity to personalize the home buyer/seller journey.
Using real estate landing pages to target to different types of visitors is essential to capturing more high quality online leads.
In this post, we’ll cover everything you need to know to craft high-converting landing pages that can turn your real estate website into a powerful lead-generating machine.
We included links below so you can jump to specific sections of interest within the guide.
Table of Contents
- What Is a Custom Real Estate Landing Page?
- Why Are Custom Landing Pages Important?
- 7 Best Real Estate Landing Pages
- 10 Best Practices for Building Real Estate Landing Pages
- [Bonus] 4 Tips to Get More Leads From Your Real Estate Landing Pages
- Create Your Own Free Real Estate Landing Pages With Placester
What is a real estate landing page?
The name can be confusing. Many people define a landing page as simply any page a visitor lands on after clicking some type of CTA in an email or promotional campaign. That’s incorrect.
Similarly, just because your homepage gets the most organic and paid traffic doesn’t make it a landing page.
A landing page is any standalone web page, disconnected from the main navigation, that is built to get visitors to take a very specific action (sign up, download, call etc)
For example, a person may see a custom landing page after clicking a link in a Tweet that encourages them to download your newest ebook. That landing page prompts them to fill out a form in order to get the ebook, which captures their contact information so you can follow up through phone and email marketing.
Who uses real estate landing pages?
Buyer agents, seller agents, and brokers can all use landing pages to reach new prospects and clients.
- A seller agent marketing a pocket listing before it hits the market
- A buyer agent offering a beginner’s guide for first-time homebuyers
- A broker trying to recruit new agents to his or her team
You don’t have to be an agent or broker to use real estate landing pages, either. For example: consumers can set up simple landing pages to sell properties on their own.
Why are landing pages so important for agents and brokers?
What’s the big deal about real estate landing pages?
Basically, they are your lead generation workhorse. In fact, companies using 40 or more landing pages generate 120% more leads than those using fewer than 5:
It’s hard to deny the correlation between the number of landing pages and leads.
Here are a few real estate stats to sell the value of custom landing pages:
- Most consumers start the home buying process online. According to REALTOR.org, 43% of all home searches start on the internet.
- Most consumers search for real estate online. According to The National Association of REALTORS®, 95 percent of consumers use the internet at some point during their home search, with 44 percent of consumers turning to the web as their first step.
- Most millennials search online for real estate. According to a 2017 study by the National Association of Realtors, 99% of millennials use the Internet as part of their home search process.
- Most consumers work with the first agent they speak to. Sixty-eight percent of homebuyers only interviewed one agent during their search, which suggests making first contact with an online lead is critical.
- Most agents and brokers have a website. The majority of real estate professionals are using the internet to market their businesses: 93 percent of brokerages and 70 percent of individual agents have a website.
- Agents and brokers struggle to capture website visitors. The average conversion rate for Google search ads across all industries is 3.75 percent. But, real estate businesses only convert 2.47 percent of Google PPC traffic. Clearly, real estate professionals are having a hard time turning clicks into conversions, and leaving a lot of money on the table.
By using custom real estate landing pages for each different offer or value proposition, you can increase lead conversions and win more clients.
You may be thinking, “I get it: more landing pages = better.
But, how do I go about producing more of these lead gen assets?”
The answer boils down to three fundamental components:
- Create more offers
- Focus on the conversion
- Scale with the right tools
Let’s start by looking at examples of different offers you can try.
7 Best Real Estate Landing Page Types (with Examples)
Book an Appointment Landing Page
Lead Type: Buyer
Consumers are used to making bookings online for everything from dinner reservations, to hair appointments, to product demos. With that in mind, it’s important to make it as easy as possible for prospects who are ready to speak to a real estate agent to book an appointment with you online.
If you use a tool like Calendly for scheduling appointments, send visitors directly to your page to schedule their appointment. Otherwise, stick with your own landing page.
When creating a landing page for appointments, be sure to set clear expectations about when and how a lead will hear from you. Also, be sure to give visitors the option to call right away.
Home Valuation Landing Pages
Lead Type: Seller
The majority of real estate marketing efforts are focused on buyers. But landing pages can help you convert seller clients as well.
One of the best ways to do this is by offering prospects a free home valuation report when they provide their address and contact information.
Home Valuation landing pages are a great opportunity to use a two-step form.
First, a visitor enters their street address and clicks the button. Then, they’re prompted for contact details so you can send a report.
This tactic uses micro-commitments to boost conversion rates: once a visitor completes the first step (entering their street address), they are more likely to finish the process by filling in contact information.
Once a seller prospect submits your form, you could use tools provided by your MLS or third-party software like CloudCMA to send a Comparative Market Analysis (CMA) report. Or, you could contact them to introduce yourself and gather more information about their needs.
Community Landing Page
Lead Type: Buyer
The most qualified buyer prospects have done their homework, and are looking for more specific information about the areas they’re interested in. A community page, also called an area page, allows you to highlight a specific region within your market.
An effective community page should offer visitors a combination of images and content that demonstrate your expertise about a local area. The best community pages drill down to smaller areas like neighborhoods, school districts, housing developments, and include search keywords and phrases relevant to those areas.
By focusing on these keywords, you’ll increase your chances of ranking at the top of Google search results and getting found by motivated leads ready to reach out.
Bonus resource: Check out our Ultimate Guide to Creating a Real Estate Community Page.
Buyer Guide Landing Page
Lead Type: Buyer
Whether they’re buying a first home, or fifth, consumers are always looking for tips and guidance on how to navigate the home buying process.
By offering a downloadable home buyer’s guide, you can give prospective clients a valuable resource that demonstrates your expertise.
Seller Guide Landing Page
Lead Type: Seller
Home sellers are also looking for advice, including how to set the right sale price and which improvements should be made before putting a home on the market. A downloadable seller’s guide provides useful insights and demonstrates your expertise.
Specialty Property List Landing Page
Lead Type: Buyer
Property listings are a real estate agent or broker’s greatest assets. While full details are readily available for most listings on the web, certain kinds of listings are not.
These include foreclosure listings, “coming soon” listings, or pocket listings, as well as unique or luxury listings that may be more difficult for visitors to pick out.
By assembling lists of these specialty properties (and offering them up in exchange for contact information), you can quickly create a valuable asset that captures the interest of motivated buyers.
Pre-Filtered Listing Search Landing Page
Lead Type: Buyer
While it doesn’t meet all the criteria for a landing page, a pre-filtered listing search is a quick and easy way to offer visitors a page that’s tailored to their needs. Whether you’re advertising waterfront properties in Cape Cod, or townhomes in Brooklyn, a search landing page helps you engage and capture a select group of qualified visitors.
Editor’s note: Placester’s IDX search pages can be pre-filtered according to nearly any data field in your MLS, including price, bedrooms, bathrooms, zip code, and many more.
Now that you’ve looked at some of the most common types of real estate landing pages, let’s review some best practices for increasing conversions.
10 best practices for building high-converting real estate landing pages
What elements go into a good real estate landing page?
While there’s no set formula, adhering to the best practices below will help you generate more leads.
#1. Understand the real estate buyer/seller journey
According to HubSpot, the buyer’s journey is the active process buyers go through to become aware of, evaluate, and purchase a new product or service.
Before you set out to create a custom landing page, think about your target customers. What is their path to buying or selling a home? Generally, any buyer’s journey consists of three main steps:
- Awareness: a prospective buyer recognizes a need, problem, or opportunity, and determines how important it is to them. (“Our house is too small, and we have another baby on the way.”)
- Consideration: the buyer has defined their goal in more detail, and is now in search of a professional to help them achieve it. (“We’re looking for a home in Bloomington, and we’re ready to move in the next six months.”)
- Decision: the buyer has found on an agent or broker they like, and is ready to take action.
By creating landing pages with offers that correspond to each stage in the home buyer and seller journey, you can identify prime opportunities to connect with prospects when they’re ready and motivated, then tailor your landing page messaging to their precise needs.
#2. Match the message and style of your original ad
People don’t stumble across your landing page: they’re brought there by an online ad, search result, social media post, video, or mailer. With that in mind, it’s important to make your landing pages consistent with the look, feel, and message of the content that drove visitors there in the first place.
When a visitor sees the headline, color scheme, or imagery of your landing page is the same as the display ad they clicked on, they’ll know they’re in the right place, and be less likely to abandon the page.
#3. Nail the value proposition
Generating leads is a two-way street. Your audience won’t give you their contact details if there’s nothing in it for them. By offering something of value on your custom landing page, you create an incentive for them to take a step closer to becoming your client.
For example, a couple who is considering moving to your town may be interested in a free neighborhood guide with information about local attractions, businesses and schools.
Not only will they learn more about your area when they download the guide: you’ll be there to help them take the next step.
Here are a few key elements of a strong value proposition:
- Describes a solution to a customer’s problem.
- Explains why someone should buy from you.
- About you and the employee serving each other.
Whatever you offer, make sure (1) it’s compelling to your target audience, and (2) they know exactly what they need to do to obtain it.
This brings us to:
#4. Write a single clear call-to-action on your custom landing page
Once you’ve drawn a custom landing page visitor in with a strong value proposition, you should provide a call-to-action (CTA) that’s equally direct and specific about what happens next.
Choose one step you want a visitor to take. Don’t confuse visitors with multiple offers or actions: if you have a second activity or offer, save it for a thank you page.
For the button itself, instead of using general terms like “submit” or “register,” try to emphasize the value users will receive in exchange: “Get Home Value,” “Download eBook,” “Claim Your Spot.”
#5. Keep custom landing page forms short and sweet
Unnecessarily long forms are one of the biggest conversion killers.
A study by Hubspot shows that reducing the number of fields from four to three brings a 50% improvement in conversion rate:
Every additional question you ask increases the risk of visitors abandoning your form, and website.
Stick to a bare minimum of contact information (full name, email address, and phone number), with an optional final question that’s specific to the offer on your landing page.
Remember, you can always ask leads for additional details when you follow up via email or phone call.
Remove navigation links (and distractions)
Most pages on your website will have various navigation options and content for visitors, including menus, buttons, links, images, and so on. These help visitors explore your business and find the information they’re looking for.
On a landing page, however, you don’t want visitors to explore: you want them to decide, commit, act.
For this reason, your real estate landing page should have a single call to action, and few (if any) options to leave the page. By keeping a visitor focused on your offer, you’ll reduce the risk of them becoming distracted and failing to complete and submit a form.
Keep landing page visitors’ attention with eye-catching visuals
Just because your landing page is simple doesn’t mean it has to be boring—in fact, it should be exciting, with visuals that draw visitors in.
To start, select vibrant colors that will get visitors’ attention. If you have a brand or logo color you want to incorporate in your design, make sure that you supplement it with other contrasting colors. Shades of red, orange, and yellow are especially eye-catching.
A header or background photo can also enhance the look and feel of your custom landing page, as well as provide more information to visitors about your offer.
Use a high resolution image, making sure that any text that appears on top of the image is readable. Remember, people often make decisions with their eyes!
Use design and layout to increase conversion
The design and layout of your landing page can also influence whether or not a visitor fills out a form. The key is to guide visitors’ eyes toward your proof and call to action. Pay special attention to your call-to-action button, ensuring that it stands out from the rest of the elements on the page.
Experiment with font, size, and color to make sure visitors notice it right away.
Above all, keep your content to a minimum. The more visitors have to scroll, the less likely they are to follow your call to action. If possible, try to fit the main value proposition and form at the top of the page or “above the fold.”
Use social proof (testimonials) to build trust
One way to boost conversions is to incorporate social proof in your messaging. For instance, if you’re using a landing page to promote your brokerage’s property management service, consider adding a real estate testimonial with a quote or rating from a satisfied customer.
When incorporating testimonials into a landing page, be sure to choose that are most relevant to your target audience. If possible, include a photo or video to keep visitors engaged, and get specific with stats or details that help prospects understand the ROI you’ve generated for clients.
[Bonus] 4 Tips to Get More Leads from Your Real Estate Landing Pages:
Drive more traffic with paid ads
Depending on your existing marketing mix (SEO, social media, email marketing, etc.), you may need help driving traffic to your real estate landing pages. Paying for online ads can help quickly extend reach and expose your landing pages to a much larger segment of your target audience.
Two of the best platforms for real estate advertising are:
Start by using Google AdWords’ Keyword Planner tool to research keywords and phrases that are relevant to your market and business. The Keyword Planner will show you the search volume, competition level and estimated cost for each keyword. This can help you find ideas for offers to build your landing pages around, as well as determine which phrases to avoid.
Once you’ve narrowed down the keywords, use the AdWords Editor to build ads for Google’s search and display networks that link back to your custom landing pages.
To learn more about building Google ads, check out Placester’s Google AdWords Glossary.
You can create ads that appear in the news feeds of local Facebook users that match your target audience. For instance, you can choose which users see your ads based on demographic (e.g. education level, relationship status, family status) and interests stats (e.g. real estate, parenting, home improvement):
Or behavioral targeting:
Once you’ve selected your audience, build Facebook ads that look just like regular news feed posts with images, links, titles, and descriptions:
To learn more about building ads on Facebook’s platform, visit our Academy post, How to Create Facebook Real Estate Ads: A Beginner’s Guide.
Add a Facebook Pixel to landing pages (and thank you pages)
Have you noticed that ads for items or services you’ve viewed seem to follow you around the web? It’s called “remarketing,” and it’s not a coincidence.
By adding a pixel to your landing pages, you can continue to connect with visitors who leave without filling out your form.
A Facebook pixel is an invisible snippet of code added to your website that allows you to show Facebook ads to visitors the next time they log into the social network.
To set up a Facebook pixel on your website, follow Facebook’s instructions. (For Placester customers, the process is even easier: simply copy and paste Facebook’s pixel code into your Site Tracking panel, and we’ll do the rest.)
To learn more about using a Facebook pixel in your marketing, check our our Academy post: The Facebook Pixel Explained: How to Use Ad Retargeting for Real Estate Lead Generation.
Use A/B testing to fine tune your pages
A/B testing, also known as split testing, is the act of sending traffic to two versions of a landing page or app to determine which one converts higher.
Basically, you;re running an A/B test that compares a test variant against the current (control) variant to see how changes to copy, imagery, CTAs, colors and other landing page elements impact performance.
A custom landing page isn’t finished when you publish it—in fact, it’s just getting started. A/B testing gives you the ability to split your visitors into two groups, then serve slightly different versions of your landing page to each one.
After determining which version of your page captures more leads, you can improve your landing pages to generate better results.
Some examples of page elements to consider testing include images, calls to action, even button colors.
There are a variety of tools and methods for setting up A/B test. For instance, you can use a third-party landing page tool to build and test your pages. Alternatively, you can create two versions of a Google search ad, each with a link to a different page. However you choose to test, it’s important to limit the differences between page versions. Otherwise, you may not be able to determine which adjustment led to your improved conversion rate.
Use heat maps to understand user behavior
Another way to test and improve your custom landing pages is with a tool called a heat map. A heat map tracks visitors’ mouse movements and clicks to help you determine which areas of your landing page get the most attention.
With a heat map, you can see which landing page elements are effective, and which ones are getting in visitors’ way. For instance, if visitors are clicking a link in your landing page copy, but not clicking your CTA button, that may be a signal to either remove the link, or strengthen your CTA.
Nurture landing page leads with email campaigns
Capturing leads is only the first step in generating new business. Not all your leads will be ready to work with you right away. Because of this, it’s crucial to have a strong lead nurturing system in place to keep yourself top of mind with leads.
One of the best ways to nurture leads is with drip marketing campaigns. A drip marketing campaign is a series of emails “dripped” to your leads in the days, weeks, and months after they fill out a form on your site. Each email includes content to showcase your expertise and help you learn more a lead’s wants and needs.
Placester’s CRM and email marketing solutions offer tools to help you automatically nurture leads, including form autoresponder messages, customizable drip campaigns, and email newsletter templates.
Create Your Own Real Estate Landing Pages With Placester
Placester’s advanced plan includes a custom real estate landing page builder to help you craft a page around a unique offer.
Choose your headline, add a header image, and insert body to explain your offer. You can also hide website navigation and footer links to keep visitors engaged.
Finally, Placester’s real estate landing pages offer customizable lead capture forms to help you tailor the details you’re collecting to fit your offer. Use the drag-and-drop interface in our Form Builder to add a variety of fields, including price ranges, zip codes, dates, text boxes, checkboxes, and drop-down menus.
Ready to learn more about Placester’s custom landing pages? Request a demo from one of our experts today.
Does your IDX site have all the essential pages that are needed to convert leads? Watch our webinar to find out!
Published on December 12, 2018