How to Create a High Converting Real Estate Landing Page
We’ve come a long way since the days of planting a sign in a yard and blindly hoping to get a call from a elusive prospect. But unfortunately, many realtors still take the traditional approach to their landing pages.
We get it. Digital marketing is rife with jargon and complexity. Headlines, images, retargeting pixels… is all this necessary?
Yes and no.
As with all things online, some factors are more important than others — your ROI depends on how well you prioritize. We analyzed dozens of real estate landing pages to help you avoid the common pitfalls and create real estate landing pages that bring in leads.
If you think your landing page is your home page, brace for disaster!
First, let’s differentiate between what is and isn’t a landing page
A landing page (also known as a lead capture page, sales page or squeeze page) is a single web page assigned to one specific objective: turning passive prospects into active leads.
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Remember the famous “reco” scene in Boiler Room? Vin Diesel picks up the phone and closes a skeptical lead without even breaking a sweat.
That’s what your landing page is: a digital Vin Diesel. The prospect has noticed, clicked on your ad and landed on your page. Congrats you’ve got their attention.
Now your landing page needs to be Uber fast and furious to seal the deal.
What isn’t a landing page?
Most real estate agents seem to think a solid home page is all you need to convert leads online successfully.
OK: spoiler alert, a home page, and a landing page are 2 very different types of beasts. Check this article if you don’t believe me…
In reality, the average person sees between five and ten thousand ads per day and in 2019 has an attention span of 7 seconds.Your mission, if you accept it is to cut through the noise.
The value of a real estate landing page is it lets you hold your prospect’s attention and speak directly to their unique needs.
Put yourself into your the prospect’s shoes. Guiding a lead to your home page after clicking an ad for the ‘home of your dreams’ is the real estate marketing equivalent of presenting your girlfriend a diamond earring for your tenth anniversary — nice and everything, but NOT what she wanted.
Websites take time to download. A landing page is just one simple page with a minimum of information and opens in a couple of seconds.
Disclaimer: before you design your landing page
The only way to stand out from the crowd and grab those leads is to create a landing page that speaks directly to the contemplation already happening in your prospect’s head, depending on where they are in their real estate odyssey.
Eugene Schwartz, the author of Breakthrough Advertising and pioneer of conversion-focused marketing, outlined these 5 levels of awareness:
Unaware: Your prospect neither know you from Adam nor know they need you to purchase the house of their dream. They haven’t properly identified their pain or your role in curing it.
Example: A millennial reading a blog post on personal finance eyes a real estate ad targeting first time home buyers.
Pain-Aware: Your prospect is experiencing some pain but isn’t aware that solutions exist for that pain.
Example: A potential seller needs to relocate promptly and clicks a Google ad for a real estate company that buys “as is.”
Solution-Aware: Your prospect has felt the pain and discovered that a cure exists for it.
Example: A potential home buyer shops around for top realtors in her area.
Product-Aware: The prospect knows your solution is one of the answers to their pain. Now they need to be convinced yours is the correct one.
Example: An informed buyer scans your site for testimonials.
Most Aware: Your prospect knows your solution is one of the answers and promises to be the best solution to their pain.
Example: A high-end referral wants to schedule a showing.
If you want to know more about the 5 stages of awareness, click here...
How to Write a Real Estate Landing Page That Captures Leads
Copywriting Your Phenomenal Headline
Now that you’ve taken a minute to walk in your prospect’s shoes, it’s time to think like a copywriter.
Top performing content online is at or below ninth-grade reading level. The best-converting real estate landing pages have clear, concise headlines that are easy to read and serve up a ton of value for the prospect.
Keep it simple.
Use clear, uncomplicated language. Never include jargon — your landing page isn’t the place for fine print.
Wondering how to get your agents to follow up consistently? Learn how one broker built a ‘Client Care Team’ that converts leads into clients holds agents accountable and handles all post-close follow up for reviews and referrals.
This landing page headline from realtor Jonathan Greene gives potential buyers exactly what they want, confirming that they’re in the right place and making it easy for them to click through.
The best landing page headlines address the profound emotional benefit of doing business with you.
This landing page revealed itself while reading Nerdwallet’s blog post on Millennials and Homebuying: Myths and Reality. Their readers don’t just want to know a bit about home buying; they want to be seen as an authority on the topic.
Face the pain.
Home buying is a significant milestone and the fear of making such a large purchase is genuine. Tackle it head on, use a lead magnet landing page, offer a free PDF, checklist, survey, or ebook and your prospect will know you’re on their side.
Remember: Your first ad, blog or email should tie in seamlessly with your landing page headline. A landing page that doesn’t deliver on what was promised creates a message that’s mismatched with the result, feeling like a digital bait-and-switch. Deliver to your prospect what they demand, and they’ll return the favor.
Let’s talk About Supporting Copy?
You should spend as much time on the headline as in the rest of your copy!
What Are “Headlines” and Why Are They So Important?
Take any ad, and look at it with your eyes half closed. What do you see?
Most people have no reason to care about what you are saying…
Those commercials for McDonald’s, those magazine ads for Southwest, those Facebook ads for Essential Oils…….. these are things most normal people don’t spend a huge amount of time looking at.
Unless, something in the headline grabs their attention!
The job of a headline is to get people attention!
Take a look at this mailer from The Boardroom report:
A normal envelope would probably just go into the trash bin…..but the headline emblazoned across this envelope would probably make most people at LEAST a tad bit curious to open it.
Another example is from this brilliant billboard commercial for Subway…
Now you understand why the headline is important? You are absolutely compelled in reading the headline. because you were so surprised by the headline, you started to read the subheadline to see what this is all about…
And so on…
The headline makes the user look, the subheadline should make them stay.
However, if it doesn’t address a critical question, desire or fear, don’t include it.
This here is an example of a real estate landing page with a simple but powerful follow-up. The subhead assures the reader this will be easy and fast, and reminds the prospect how they can benefit. They’ve removed all barriers to make signing up a no-brainer.
Creating a Magnetic Value Prop
Your value proposition illustrates precisley what your prospect gets when they sign up with you. Again, it’s all about how they will benefit.
Take a look at how Golden Key uses their benefits list to spell out the value leads get in exchange for their contact info.
A good landing page should offer a clear value proposition.
The Personal Approach
Top-ranked realtor, Paige Martin personalizes her value proposition to attract buyers looking to relocate to Houston. She knows exactly who her audience is and how aware they are. This allows her to offer information she knows they’re looking for — a move that will put her far ahead of the competition.
Testimonials That Say it All
One of the most frequent errors realtors make is linking the landing page to their about page. Reputation and personal brand are crucial in the real estate business, but even solution-aware leads who know your name don’t want to know your mission statement. They want to see what people like them think about you.
- Choose the ones that are most relevant to your target audience. Your prospect needs to envision themselves on the page.
- Use visuals whenever possible. Videos and images are an excellent way to build trust and hold your prospect’s attention.
- Be specific. Select testimonials that include exact numbers or details that help paint the picture for your reader.
Upnest kills it with a potent combo of compelling customer video and detailed testimonials to let readers know exactly what to expect.
Testimonial Real Estate Landing Page
A Clickworthy Call To Action
Remember what we said about your real estate landing page being your online deal-closer?
- Go bold! You want a BIG button in a sharp, contrasting color. Make sure it’s eye-catching enough so that it passes the squint test. Your reader can’t miss it.
- Be creative. Nobody gets hyped up to “submit”. Make your CTA persuasive and exciting. Remind the reader what’s in it for them.
- Focus on the ONE next step you want your prospect to take. Never divert the reader’s attention with multiple options or offers. Tell them what to do next: Sign Up. Get It Now. Contact Us.
Here’s a fantastic example of a home value estimator landing page that offers extraordinary value to seller leads.
As with all things business, successful landing pages are all about prioritizing the client.
Done right, they can be a low-cost way to bring in TONS of top quality leads.
Done wrong, they’re the black hole in your marketing funnel.
There’s so much opportunity for realtors willing to take a creative approach to the real estate landing page, so feel free to think outside the box and have fun with it. As long as you’re prioritizing your prospect, you’re sure to succeed.
Xavier Lannes is the CEO of MyAdGency.Com & has several specialties: Graphic Design, Copywriting, Facebook Ads, Funnels, Sales Pages. Xavier's job is to attract, retain & monetize customers but find that copywriting, content creation & graphic design are the most rewarding parts. He has a BS in On-Line Publishing, a Master in Languages & certifications in copywriting. He also enjoys skateboarding in pools & bowls. Contact: firstname.lastname@example.org