What Makes a High-Converting Real Estate Landing Page?

The real estate industry is a highly competitive market, and it is crucial to capture leads and build an excellent database of potential buyers. Therefore, an online presence is needed in establishing relationships and trust.

According to a report from REALTOR.org, about 43% of all home searches are done online.

This number shows almost half of your prospective audiences that are ready to engage in your business. So, what is the best way to capture the attention of these audiences? The answer to that is simple, a real estate landing website that is optimized to create high-converting leads.

What is a real estate landing page?

To give you an insight into this topic, landing pages, also known as “squeeze pages” is considered one of the most effective ways to increase inbound leads. Simply, the leads go to your website instead of you hunting and looking for them. The main function of a landing page is to act as a single website page that gathers your visitor’s contact information. However, keep in mind that an excellent landing page convinces your visitors to provide their information in the first place.

There are different ways or sources for you to attract traffic into your landing pages through Google search, or by posting on social media platforms such as Facebook, Instagram, Pinterest, and Twitter, or through an email marketing campaign.

Getting your visitors’ attention

Did you know that an average person sees between 5,000 to 10,000 advertisements daily? While the human’s attention span lasts about eight seconds? Therefore, there is a huge need to cut through the noise of the online industry so you can stand out amongst your competition.

The beauty of a landing page is that it helps you maintain your prospects’ attention and determine what they specifically need. An effective way to stand out and increase your leads is to create a landing page that speaks directly to them — put yourself in their shoes to know what they are thinking about their real estate journey.

Now, you must be thinking about what makes a landing page increase your conversion. Below are useful guidelines on how you can create a high converting real estate landing page:

These 5 guidelines are about creating easy, engaging, and personalized experience for your visitors.

1.Keep your search tools and lead capture forms simple

Always keep in mind that when it comes to your landing pages, simplicity is the key — this goes for everything such as the imagery, to your copy to the CTAs (call to action), and search functionality. When people are in the process of purchasing or selling a property, they don’t want to go through reading a book of fine-print text. You should always make sure to keep your copy and design simple, to the point, and relevant whether you’re trying to generate more leads through an email collector form or just have your visitors search for properties using your landing page.

Overloading people with information and options create cognitive friction that often leads to getting no further action from them at all.

2. Have a stunning image to use as a focal point for your landing page

What comes to your mind when you hear the words “real estate”? A beautiful interior with an inviting feel, or an image of a peaceful farmhouse that is surrounded by lush greenery, or a residential property with a lovely neighborhood — sounds about right, does it?

It can also be true that these images may be far from some of your clients’ budget, but it is still important to create a landing page that would suggest that dream lifestyle they’ve always wanted. Imagery is one of the keys to designing a high-converting real estate landing page because people are naturally visual creatures.

An excellent example is Steven Cohen Team | Keller Williams Realty‘s landing page. It is a sleek dream kitchen that most visitors would strive to obtain.

What you can do is hire a professional photographer to take photos of your properties and ensure that the images are magazine-perfect-shots!

3. Use customer testimonials, awards, and badges to build a trusting image

One of the most effective ways to build trust is to let your prospects know how excellent it is to work with you, allow your happy clients to do the talking for you because this impacts your business’ image. Yes, you may have a dedicated web page for your clients’ testimonials, but it won’t hurt to insert some on your landing page. This can be a powerful conversation and communication tool for you — helping you turn doubtful prospects into one who is willing to share their contact information with one of your agents.

Another effective way is by placing awards and badges given to you and your team on your landing page. This would make your visitors feel that your service is authentic and top notch.

4. Optimize your CTA

CTA is one of the most important elements of an excellent landing page because it encourages your visitors to take action on your website by giving their contact information. To optimize your CTA, you have to keep it below the fold of your landing page and keep in mind to avoid friction words such as buy or submit.

Did you know that friction words tend to make visitors think they have to work on something to be able to get to the next action on your website? Let’s take a look at this chart from HubSpot, you can see that the friction word “register” performed the worst compared to other words for CTA buttons — you can alternatively use the words “access your free valuation” or “download our guide.”

5. Personalize your visitors’ experience

By asking the right questions in the right order, you can highly improve your visitors’ user experience. This will help you ensure that you are speaking to their needs — if your prospect is looking to rent and you’re speaking towards buyers only, then your landing page is not going to convert that visitor and would likely look for the right option for them.

Here’s how Zillow’s landing page speaks to different visitors. They have an option for them to choose, whether they are looking to buy, sell, or rent a home.

It is only right to make a high-converting real estate landing page nowadays because the online industry gets more competitive each day. These guidelines can help you identify what your landing page is lacking and therefore, you can address that problem and work on the solutions.