You need to create a strong positive first impression if you want a real estate website that reels in sales prospects. Web developers agree that the best platform to build that lasting first impression is through the real estate landing page.
A landing page or a lead capture page gives businesses the leads that they can nurture. For a real estate business, a landing page converts a passive user looking for properties to an active lead.
To develop this vital platform for real estate digital marketing, it is important to first understand that by function, a landing page is different from a website homepage. This difference, however, does not mean one having an edge over the other. Both are equally important in real estate online marketing, once their definitions and distinctions have been taken into account.
Real Estate Website
A website homepage introduces your services and data on the specific market you cover. It is your website visitors’ window and link to pages detailing the various aspects of your real estate marketing services. Put in the simplest of terms, a website is your business card.
It’s a business card like no other though. A real estate website is the central hub of your online presence. It is the portal to different social media platforms, like Facebook, YouTube, and Instagram that real estate agents can’t do without.
Through a website, more exposure could be generated by the sales listings you post on Facebook or YouTube. A website can also integrate into your digital marketing process the option to publish and disseminate a newsletter to specific audiences.
Creating a website is an exercise in merging digital real estate marketing tactics into a seamless whole. This puts you in a better position to achieve the maximum results from each of your social media posts or newsletter editions. It allows you to avoid the isolation of elements, which no matter how beautifully presented, would be less effective if left as stand-alone marketing pitches.
The marketing messages contained on a website are indeed varied and need to be cohesive. Its pages include information on the specific communities or neighborhoods where you operate. Your homepage is likewise the portal to available properties in the Multiple Listing Service (MLS). Here, your visitors can search for one that fits their wants and needs.
Industry-related blogs, market news, and client testimonials are also among the typical pages that a real estate website homepage holds. A navigation menu on the homepage provides access to all the elements linked to it. Given the volume of information available on a website’s homepage, it would therefore be unwise to use it as your landing page itself.
Real Estate Landing Page
A landing page is needed in addition to a website homepage, in a real estate digital marketing setup. A real estate landing page, unlike the information-rich home page, is a more focused component of your website. The typical setup though is that the landing page can also be accessed via the navigation menu on your website’s homepage. Traffic to your landing page can likewise be drawn from your ads and social media posts.
As an inbound platform, your real estate website landing page is designed specifically to draw contact details from its visitors. The data captured on this page becomes the backbone of your customer relationship management (CRM) system by which you can pursue leads and generate sales. All the data compiled in the CRM system eventually becomes a valuable resource for improving and growing your business.
Landing Page Quick Tips
- Keep the page design simple with minimal text and visual elements
- Create a short but compelling headline, such as “Sell at Top Dollars,” “Best Value Here”
- Adopt a sub-heading to support the text if necessary
- Use a lead capture form urging an immediate call to action (CTA) to sign up in the landing page
- Minimize the fields to fill up in your lead capture form so that it is quick and easy to accomplish. Signups are reduced 15-20 percent for every field added in this opt-in form.
- Deploy power words like “win,” “free,” “earn” in the landing page headline, sub-heading, and CTA
- Inspire trust through images, photos or short videos
- Limit the page’s navigation feature to just a CTA button in the lead capture form
- Make the page mobile-friendly, one study shows 76% of homebuyers use their phones in their property search
- Boost the landing page’s appeal through compelling visuals
- Content corresponding to your ad copy
- Images/videos that are attractive and engaging
- A CTA (Call To Action) form, asking for a users name, phone number, email
- A thank you note after the form submission
What Is NOT A Real Estate Landing Page?
Many real estate agents think just having a website to direct their audience towards is enough to compete in the market. Imagine, you click on an attractive looking real estate ad, you get directed to a website homepage, browse around, read a little bit, and then close the tab.
What purpose did the ad serve? The agent just paid for that ad click, and the user left the space leaving minimal information of value.
This is where landing pages come to rescue. A landing page is specifically designed to gather information from users. A real estate agent who is running ads on social media or on the search engine needs a high converting landing page. This is where a user can submit their information.
Generally, on a landing page, there are fewer distractions, which means no links, no social media buttons, etc.
Real Estate Landing Page Ideas
Another great thing about a landing page is that you can create multiple pages. It would be beneficial to have a landing page for each new real estate online marketing campaign that you launch. The more landing pages your website has, the more opportunities you get to generate traffic and potential sales leads.
Take a look below for examples of the themes for real estate landing pages ideas. Each is structured with a unique magnet for lead generation purposes. From these setups, you can check how to develop landing pages suited for both buyers and sellers or those tailor-made exclusively for a seller or buyer.
Offer free access to exclusive content you have in exchange for contact information. Ensure that you are offering quality content, such as a well-written ebook on home staging for sellers or on handling the mortgage process for homebuyers.
Lure aspiring home sellers with a free home valuation on your landing page. This approach enables you to not only capture contact information. It also provides you with details about a prospective seller’s residence, such as square footage and other residential features.
Create a landing page wherein the full details of your MLS listings are made available only after the users have entered their email address. This type of landing page requires that it has a robust integration with the MLS. This listing service is a dynamic platform that features hourly updates, and it would be cost-effective if you develop your MLS-linked landing page with the help of professional real estate web developers. Here’s an example of a market search landing page.
Publish an e-newsletter with in-depth information about the local market and expert neighborhood insights. Make your publication available only through an e-mail subscription.
Real Estate Video Landing Page
Because of the drawing power of images on a landing page, many website developers have found it fruitful to embed a video into it. The power of a video on the landing page is certainly something you shouldn’t miss. In one study, it was shown to have increased the conversion rate by as much as 34 percent.
There are several reasons why a video is such a powerful digital marketing tool for conversion. It is in this process wherein your landing page viewers are convinced of its messages and eventually become leads or potential paying customers.
Firstly, a video helps to create a trustworthy image for your business. A video builds a connection to your audience. Additionally, a video landing page contributes to building up the value of the service you offer. You can also capitalize on this entry point to present the market worthiness of the properties you handle.
Professional Video Tips
To convert your audience to leads, it goes without saying that your video landing page has to be done professionally. Here are some ways on how to do this.
- Prepare a shooting script before recording so that the video flows smoothly, and editing is easier
- Keep your video short at about a minute or two to keep the audience engaged
- Provide the video with directional cues, that point toward important elements, such as your lead capture form
- Overlay the video with an appropriate audio
- Embed the video on the landing page using a standalone player like YouTube or Vimeo.
- Put your video on looped auto-play to give the landing page a sophisticated and customized look
Real Estate Landing Page Tips
Clear and concise headlines are key to a successful landing page. Do not use unnecessary jargon.
The above sample has an apt catchy headline “Award Winning Luxury Homes in …….”
Information gathering is critical. So the focus should be on the form. You should have the form placed strategically on the website. Ideally, once at the start above the fold, and also at the end of the page (if the page design permits). This will serve secondary CTA in case a user scrolls down.
Responsive Landing Page
You don’t want your landing page to look distorted if viewed on a smaller screen. Make sure landing pages are responsive and scale evenly on a mobile device.
Use Images / Videos
Images and videos serve as an emotional connection for the viewer to their dream home. A carefully crafted image and video can pull a user’s attention and associate it with your firm. So make sure you have the best quality image or video placed on your landing page.
Create Value / Lead Magnet
A user will be interested in filling out the form if there is value in doing so. A CTA form that offers a download link to “Best Home Buying Tips”, or “Must Have Checklist Before Buying a Home” will serve as a lead magnet, but only after a user fills in his details.
Look at how the Golden Key uses a lead magnet at the end of the form to capture the lead and also offer value for a user.
Previous buyers who have good things to say about you are your best asset. Include a testimonial in your real estate landing page that serves as a validation to your hard work for others to see. We all value genuine and unbiased opinion, for someone who is passively looking for properties is also looking for reviews of a realtor. So have the best ones on your landing page, create a carousel that a user can swipe through. Use can also use a video testimonial. (Just get creative).
A/B Testing of Landing Page
Have multiple landing pages designed, track the performance of all in terms of conversion and then and leverage the one that is performing the best. This way you’ll know what your audience is truly seeking and how you can best serve them. Experimenting with different layouts, elements, CTA position, will give you an understanding of your audience.
How to Get Started
All these theme variations for landing pages involve a mastery of various disciplines ranging from web design and copywriting to photography and videography. On top of these creating landing pages require that they are optimized for SEO. This optimization is crucial because the page needs the right makeup, such as keywords, appealing to the algorithms which direct searches to competing web pages.
Clearly, a lot of work is involved in creating professional and SEO-optimized landing pages. For this reason, real estate agents typically outsource website and landing page development to companies or agencies with expertise in digital marketing. This is a cost-effective approach. For as low as $100 monthly, such services as website design and maintenance can be provided.
Moving onwards in 2020, real estate agents have to increasingly rely on digital marketing experts not only for the ultimate in real estate landing pages. Fruitful lead generation activities in the property market also involve successfully harnessing other dynamic elements such as MLS integration, website homepages, online ads, and social media presence.
Let the creatives at roomvu deliver to you all these lead-generating instruments. They have created a real estate ecosystem where you get a free landing page rich with market report videos, lead capture forms, client testimonials, bargain homes, etc. Keep the free agent web profile and only subscribe to the premiums individually if you find them valuable.
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