How To Build A Real Estate
Landing Page That Sells

At first glance, it seems a daunting task to craft a landing page for a real estate website that will convert well. However, it’s not as complicated as it looks with the proper steps and some guidance.

Real estate landing pages—short and sweet pages that define the benefits of working with you—help convert prospective leads into clients. Landing pages are beneficial for websites because they capture visitors’ attention without overwhelming them.

Landing pages are designed to be the first point of contact between potential customers and businesses in the real estate industry. 

The goal of a landing page is to make a potential customer want to take action and convert—meaning take the desired action, such as signing up for your newsletter or making an appointment to see your home. Landing pages are often used in conjunction with SEO.

Things to consider when creating or redesigning your landing page

Creating a high-converting real estate landing page requires you to have a deep understanding of the elements that make up such a page. To help you out on your next landing page, here are some elements that you need to consider if you want to secure a reasonable conversion rate.

1. Do you have a clear offer?

Since people will not read the entire page, it is crucial that you make your offer enticing and convincing in the first few paragraphs, highlighting the benefits of buying a home or investment property from you.

Keep the explanation short and exciting, but still, explain all the benefits of your offer. 

In addition, some home buyers want to know what value-added services you provide to help them get a better mortgage or make a cash purchase. Send the client to a landing page that describes how you bring peace of mind to your clients.

BE TRANSPARENT ABOUT YOUR OFFER. As an agent, you want clients to get excited about a property. That’s what it’s all about, right? Making an offer they can’t refuse! But it’s just as important to be transparent

about your offer. A lead is likely meeting you for the first time over a phone call or email, so you have a chance to earn their trust with clear, plain language.

By using clear, plain language with compelling descriptions and providing details about the location and price, you’re setting the terms for your offer. Using specific terms, like “open floor plan” or “beautiful light” is one way to get your leads to see the property in their minds. (You may also be interested in The Best Real Estate Keywords .)

2. Do you have an eye-catching headline?

The headline is the first thing users see. Its job is to attract attention, build trust, and open communication. You can have the greatest content in the world, but if your headline doesn’t grab your visitor’s attention at first glance, you will lose them.

A compelling headline should be short and sweet (less than 20 words), present the product or service right away, and be eye-catching.

A great headline is something that incites interest, piques curiosity, and persuades visitors to take the next step. 

Characteristics of effective landing page headlines

• CLARITY. The first step when creating a headline is to get to the point. You want the first thing your visitor reads to be clear and easy to understand. It should have no room for confusion or misinterpretation. A good headline gets right to the point and doesn’t beat around the bush with metaphors or too much text.
• RELEVANCE. As marketers, we know the goal is to drive leads and move those leads down the funnel to a sale. How did the lead get from point A (advertisement) to point B (landing page)
  
  Have you ever noticed how certain ads get you really excited and make you want to click? That’s messaging. Your headline has to grab the visitor’s attention and what your ad says has to match with the message on your landing page. You can’t just say “free trial” in an ad and then have a page that says “sign up here to get started.” It would be like if Nike advertised a free pair of running shoes and then when you go to the store they don’t have any running shoes at all. The customer would feel cheated and most likely never buy a thing from that store again.

• EMPATHY. There’s a lot to be said about the key ingredients that make up a winning headline, but the most important factor is empathy. When you empathize with your visitors, they know that they are your priority. They feel like you’re speaking directly to their pain.

Empathy may sound like: ‘’_ __I see where you’re coming from. You’ve put your heart and soul into building a real estate business online, but marketing didn’t seem to get the results you were hoping for. It would be great if there was somewhere you could turn to learn the skills you need to not only get your business off the ground but to grow it far more successfully than you ever imagined? That’s where we come in.”

3. Is your subheadline well-detailed?

Let’s say you want to sell a house. This will usually take the form of a real estate advertisement. The headline probably does not describe the property accurately, but it will bring attention to it. The subheadline then continues to get interested as well as informing the reader on why they must go to view the residence.

Is it the convenience of the location or its history? Is it the marble-top kitchen island or the spacious balcony that’s perfect for entertaining? Why not tell people the good selling points of the home. Present truthfully what you’re selling, but also add extra information that will have prospective buyers asking for an inspection of the home.

Sample subheadlines:

• Featuring a sunken kitchen and the other signature touches you’ve come to expect, this unit is just like new and perfect in every way. If you want luxury living in a prime location, this property is for you.
• This two-bedroom home has a variety of features that you would be delighted to see for yourself! The location is unbeatable and the layout is perfect for entertaining.
• Historic details and modern touches make this one-of-a-kind colonial the perfect place to live. This home is overflowing with charm, including a stunning list of luxurious amenities.
• Luxury to be believed. An English Tudor home on a highly sought-after street, this property is a must-see! In fact, you’ll have to be quick to grab it before anyone else can.

4. Do you have a good solution to your customer’s problem?

Identifying your customers’ pain points and solving them is a good tactic for real estate agents. You need to create a copy that explains the benefits of this service in the headline and body. The value they will get from your real estate services are added benefits and offer relief from their woes.

For example, a low credit score can be a significant hassle for buying a house. Your team will help clients figure out what they want in a new place and make an effort to identify issues that stop people from moving forward with the purchase of the home. It could be something like lowering the interest rate on their mortgage. The value consumers get from your services are additional benefits.

You can write something like these: 

• You’re left on your own to find a home and make the best decision possible. You always have the option of signing up for our newsletter or calling us if you need help with your search.
• Let me show you how I can get you the home of your dreams.
• We can help you find the solution to your housing needs.
• Find relief from the painful task of house hunting.
• The pain of never knowing which home is the right one for you, or if you will ever find it, is over. Contact us to see your next home!

To market your real estate services, you can create a targeted landing page on your website. A high-converting landing page clarifies the benefits of working with you and draws potential leads away from their current source of information.

4. Do you have compelling visual teasers?

When the copy is ready, it is time to focus on the visuals. You might need a large, high-quality photo on the real estate landing page to pack a visual punch. 

You can use it to write powerful subheads and captions to explain why your house/offer is the one to choose. You can always do this step vice-versa and focus on the visual teasers before the copy. 

5. Do You Have A Single, Visible Call To Action?

You’ve got the content, you’ve got the design, now it’s time to convert viewers into customers. Call-to-action buttons, otherwise known as “CTAs,” help drive conversions. But like any design, there are some rules of thumb you should follow when planning your CTA buttons.

WHAT TO DO NEXT? Your CTA should always support your conversion goal, so start by thinking about what you want to achieve with a particular campaign. If you’re looking to book more appointments, you might encourage leads to select a time slot from your calendar and submit their phone number. 

If you want to generate leads, then you should ask people to fill out their contact information in exchange for something that they’ll likely see value in. In this case, instead of going the route of asking visitors to submit their name and email address, it might make more sense to offer them access or a free trial. 

If you want to get more sales or start booking more appointments, you may want to include a CTA that asks visitors to book an appointment or call a phone number.

Whatever it is, make sure you’re keeping the whole process in mind — from the point of view of both you and your customer, and that it supports your conversion goal.

YOUR CTA SHOULD BE VISIBLE TO THE READER. Make it pop! Generally, your CTA button should be bigger and brighter than the rest of the content on your site — including the surrounding colour palette. Colours like orange, red, and yellow will grab the attention of viewers in a way blue or green will not.

Put yourself in the place of someone who’s landing on your site:  They probably don’t know what you do or what you’re offering. Make it as easy as possible for them to figure it out by making your primary CTA button stand out. It can be tempting to throw a few images around your copy and call it a day, but make sure that you’re leveraging the power of color so you’ll maximize conversions — even if you’re only using one color.

Your CTA needs to stand out against your website and draw attention to itself. Your CTA needs to appeal to the user but not in a tacky way.

What are the benefits of having a good landing page?

1. Creating well-designed landing pages can help you achieve your business goals.
2. Landing pages convert more visitors.
3. Landing pages generate critical data and insights for your business.
4. Landing pages boost the effectiveness of pay-per-click (PPC) advertising campaigns.
5. Landing pages are a great way to grow an email list.
6. Landing Pages add a professional look to your website, helping potential buyers to trust you more.
7. Landing pages are designed to increase brand awareness.

Want to learn more about real estate marketing? Visit brily.com