Today we will talk about how to design a real estate landing page in a workmanlike manner, considering that nowadays, not surprisingly, one of the greatest challenges faced by real estate agents is precisely to keep up with the advancement of technology.
Social media, email marketing, online real estate listings – the number of tools available can overwhelm you when you’re trying to run your business in the digital world. But the fact is that you will have to find a way to be able to better cope with the technological change because it is now established that almost half of the real estate buyers start looking for a new home online.
If you are a real estate agent, you will therefore have to start creating specific web pages for your target (more precisely called landing pages), to push users to contact and facilitate their purchase process.
The question you have to ask yourself is: why do you need a real estate landing page?
You must know that even when people do not immediately start looking for a new home online (for example, they inquire from friends and relatives, read a local trade magazine, trust the advertising of a well-known real estate franchise seen on TV …), to they end up there anyway. According to Realtor, 99% of millennials and 89% of baby boomers say they still use the internet during the property-purchase process. A figure that leaves no room for replicas!
This means that if you are a real estate agent you should have a strong online presence no matter what your niche is.
And since every Internet marketing strategy integrates different channels available such as social media, email and pay-per-click advertising, you will need a real estate landing page that your customers can land on once they have clicked on your web advertising campaign. real estate.
What is a real estate landing page?
Have you already created a real estate landing page for your business? Here’s how to figure it out:
1. Is your page disconnected from your website navigation?
Your landing page should be part of your website, but it should be inaccessible from your site navigation. To be a true landing page, potential customers should be able to enter it after clicking on a link they received via one of your communication channels – email, pay-per-click ads or social media.
2. Is your page solely for converting visitors?
Some people will tell you that your page must have a specific structure or call-to-action (CTA) to be considered a landing page.
What you create must have one and only goal: conversion.
Why a real estate landing page is so important to an agent in 2019
Imagine a real estate landing page just like the small studio where agents usually welcome their customers to close a sale, smaller and more intimate rooms than the usual noisy offices. These rooms are not meant to have more privacy, but to gain customer attention and facilitate business. It is easier to make a decision in a closed environment, without too many distractions that could lead the user to other corners of the web.
In 2019, the vast majority of users are online and the “small rooms” where agents make sales with their customers have now disappeared. Now there are their virtual equivalents: real estate landing pages. What you need to do is persuade users to give you their contact information, and hope they want to interact with you.
Combine online and offline marketing
An interesting possibility that technology offers today is to connect your real estate landing page to your social accounts, even via QR codes, starting from billboards, flyers, business cards or any other offline promotion tool. This is a great way to use technology to track how many people visit your website from offline tools.
Landing pages allow you to get a longer and more targeted pitch
While most real estate agents will say that your landing page content should be as short as possible, you actually have the ability to put a lot more information on your real estate landing page than you can on Facebook.
Also, if you direct your leads to your website home page, they are more likely to get distracted and never come back. Because real estate landing pages are specifically designed to get contact information from potential sellers or buyers, you’re much more likely to get a better head start with a well-targeted campaign.
It is possible to do an A / B test on the landing pages and modify them based on the results obtained
Let’s say you’ve thought of two different pieces of content for your landing pages, but aren’t sure which one to choose. You can set up your real estate landing page to show one version of the content to half of your visitors (option A) and the second version of the text (aka version B) to the other half, so you can see which one has the best performance. You can also do these tests for layouts, images, Call-to-Action, and even with the color of the CTA button or contact forms. The following tools might be right for you: Unbounce, VWO, and KISSmetrics.
Now that we’ve completed an introduction to the real estate landing page and why it’s so important, let’s take a look at the three types of landing pages every real estate agent should be able to create in 2019.
The different types of real estate landing pages
1. Real estate appraisal landing page
- Lead Type: Real Estate Sellers
- Advantages: good conversion rate
- Disadvantages: May require a subscription to real estate appraisal services
Real estate appraisal landing pages are the most used landing pages by real estate agents in 2019 to get leads from sellers. Here’s how they work: A real estate agent creates a Facebook ad for users who need to sell their homes. Generally, the ad will offer them a free home appraisal so they can find out how much it’s worth on the market. When a potential lead clicks on that ad, they land on the property appraisal landing page.
There are two sub-categories of landing pages in this regard:
1a. Instant evaluation landing page
- Conversion rate: Medium / High
- Advantages: Higher conversion rate
- Disadvantages: More partial leads (eg. They just leave their address without indicating emails)
This type of real estate landing page offers potential clients an instant home appraisal in exchange for their contact information. In order to set up an instant home value landing page, you need to be able to offer prospects an appraisal of their home right away as soon as they provide their contact information, using automated software with pre-set parameters.
The great thing about these types of pages is that the conversion rate (the percentage of people who leave their contact information) is among the highest in real estate landing pages. After all, people are more likely to give their information in order to get something in return immediately.
The downside is that you have more partial leads, as people tend to enter only their address and some details about their home but leave no useful information.
1b. Landing page of the CMA (Comparative Market Analysis) offer
- Conversion rate: Medium / Low
- Advantages: it more likely leads to requesting the CMA
- Disadvantages: Fewer users leave their contact information
A landing page of the CMA offer encourages visitors to your website to provide you with contact information so that you can more accurately rate their home. Your ads will look very similar to; “Is your house worth more than you think?”.
2. Real estate landing page with free content
- Lead type: Seller or buyer
- Conversion rate: Medium / High
- Benefits: Leads will be more likely to leave their contact information
- Disadvantages: Leads may be further away from making a buying or selling decision
For this type of landing page, you could offer Ebooks for both buyers and sellers, a guide to off-market listings in your area, a list of the top ten renovations with the best ROI, an updated list of foreclosures or any other content. a buyer or seller might want from a real estate professional.
While free content landing pages tend to have a relatively high conversion rate, there could be a danger that the leads you get are too high up in the conversion funnel, still in the awareness stage, and won’t guarantee you immediate revenue. .
3. Landing page for real estate search
- Lead Type: Buyer
- Conversion rate: low
- Benefits: Higher CTR (click-through rate, i.e. how many people click on your ad)
- Disadvantages: lower conversion rate
People will search for ads on your website but they don’t necessarily sign up. This type of page it optimizes times a lot because you don’t even need one real landing page, you can simply use your home page by adapting it, obviously with all the limits of a lower conversion rate.
The 3 main elements of a real estate landing page
Before taking a closer look at the software and tools needed to create landing pages. let’s take a look at the three common factors that distinguish them: copywriting, general layout, and CTA (Call to Action).
In the copywriting of a real estate landing page, the main objective is to briefly describe one’s value proposition and demonstrate one’s relevance and authority in the real estate sector. For example, you can write a short paragraph about why users should download your ebook, call you, or do whatever you are trying to get them to do. Recognition, significant exploits, and sales testimonials can be extremely effective in this regard.
Write simple text
Remember that your landing page needs to convince potential customers in fractions of a second. Keep the copywriting clear and concise. Use short declarative sentences. Complex sentences bore people and increase the chances of them leaving your page.
Break up your content
If you want to insert different texts on your landing pages make sure to divide them with subtitles, icons, images or bulleted lists. Structuring the speech will make it easier for people to browse the page and read-only what they are most interested in.
Since you have such a short time to grab users’ attention
and get them to convert, you need to use eye-catching ploys. Make use of statistics and expressions that show a certain urgency for action (such as the “Call Now” CTA…). Remember the content marketing formula: Problem-Agitate-Solve. Create a need or a problem, push your presentation and then propose your solution.
Here are some examples of copywriting depending on their effectiveness:
- Poor content: “There are many new 3 bedroom apartments in your area”
- Good Content: “There are 97 3-bedroom apartments in Parma on the market right now”
- Great Content: “There are 17 3-bedroom apartments for less than € 60,000 in your area. Check it out before anyone bids! “
Always remember your goal
The most important thing to keep in mind when writing copywriting for your landing page is to always be clear about your goal. Before adding another word, always ask yourself if it will help you persuade your lead to fill out the form and leave you the contact information you want so much. If the answer is no, forget it.
2. General layout
Like copywriting, your landing page design should also be simple, attractive, and help convince your leads to give you their contact information.
Here are some tips for designing your real estate landing page for great user conversion rates.
Use pre-set and custom landing page templates
Most people think graphic design is simple. After all, you may think that it is child’s play and that you just need to have photoshop installed on your pc or have attended a simple course. The answer, of course, is that, like all trades, setting up landing pages in a professional manner can take many years of experience.
But there’s no need to make things too difficult when creating your landing page. Just customize one of the hundreds of landing page templates available on software like Unbounce or Instapage.
The lead acquisition should be the main focus of your landing page
Don’t worry about making your landing page perfect. Yes, of course, you want to create something that looks professional, but that doesn’t mean it has to be filled with fancy special effects or graphics. In many cases, the simpler landing pages have a better conversion rate. While this may seem somewhat counterintuitive, it makes more sense than you imagine. People want to work with someone they can feel trusted. Who would you trust most, a luxury Wall Street investment bank or your local credit bank?
Landing pages must be responsive
A page is responsive when it adapts to desktops and mobile devices. As you may have guessed, in today’s mobile-first world it is imperative to make sure your landing page is perfect on both mobile and desktop. You may need to create two separate pages. Fortunately, you can do this quite easily using landing page builders like Unbounce.
Less is more
As with your content, you should always ask yourself if the layout, fonts or images you choose will serve to attract more people and provide you with their contact information. In most cases, this means fewer images, fewer fonts, and fewer colors or other distractions.
Use images to get an emotional response
The images you choose are just as important as the content and the Call-to-Action. When choosing images for your real estate landing page, make sure they are of good quality. Most importantly, make sure your leads react positively to your page. In general, this means having high-quality, large-sized shots available.
Think about it, the image of a beautiful house will likely produce a more positive emotional response than an ugly one. That said, however, it is also true that the image of a mansion could be intimidating to someone living in a low-income area. Always adapt ad images to your audience.
Houses or people?
While house images are generally a winning bet for landing pages, images of people may be less useful for your conversion goals. In a recent experiment, pages showing only properties for sale achieved 34% more conversions than pages showing photos of people.
If you really can’t help but insert smiling people on your website, make sure that the subjects are facing your CTA towards your contact form.
Insert archive photos
Sometimes you can also find stock photos that work amazingly well for landing pages. If you want high-quality photos, you can use free sites like Unsplash or paid sites like Stock or Getty.
3. The Call-to-Action
Okay, now let’s look at the most important element of any landing page: the CTA. The CTA encourages your visitor to take action.
Here are some tips for creating effective CTAs.
Enter your CTA at the top of the landing page
While it may not look good you should always put the CTA at the top of the page. This will greatly increase the chances of conversion. However, if you’ve developed a real estate appraisal landing page where you’re trying to get people to sign up for benchmarking market analysis, it might be worth putting your CTA at the bottom.
In 2017, A / B tests were carried out which showed how CTAs placed at the bottom of the page get 20% more conversions than CTAs inserted at the top.
Avoid words that require commitment from your users
Friction words are words that create negative associations in your visitors. Avoid using words like send, buy, sign up, or click in your CTA text. It seems like something small but these verbs can give users the impression that they have to do something challenging.
According to data from Optinmonster, red buttons for calls to the action performed better than green buttons. Use colors that stand out from that of the main page. This will help your button stand out and increase clicks.
The best real estate landing page templates
There are several tools to create landing pages, and we have already mentioned a few, but now we would like to be more complete. Here is a nice list of the most used ones:
- Mail up
These tools are ideal for facilitating lead generation and increasing the benefits for your brand. Thanks to them, you can create landing pages with a simple but effective interface at the same time, having many templates to choose from. Let’s see some of the tools mentioned above in detail.
This software allows you to have the ability to choose templates based on the goal you want to achieve. The cost of the service is fair and the pages that are created are responsive.
Leadpages is a very affordable service, very simple to use and offers tons of templates to choose from. In addition, Leadpages gives the opportunity to take inspiration from the landing pages created by other users and thus have creative ideas on the design to use.
Mailchimp users can create free landing pages. MailChimp was actually born as an email marketing software (EMS) that offers a series of simple landing page design options to match your email marketing. The number of options available and the easy-to-use interface differentiates MailChimp from other types of software.
Unbounce is used by marketing teams and agencies to create landing pages (custom pages dedicated to a single campaign goal) and overlays (targeted calls to action that can appear at the top of any web page), without having to rely on designers or developers.
It is designed to allow marketers to be fast and have all the customization possibilities they need to launch and repeat campaigns for conversions. A / B testing, drag-and-drop functionality, lead generation, CRM integration, a rich gallery of responsive templates and dynamic text replacement are some of the elements this tool allows you to work with.
An ideal landing page includes many different components that take time and experience to manage them effectively. We hope these tips have given you some ideas for your real estate marketing so that you can best design your real estate landing page.
Knowing how to create landing pages for the real estate sector is becoming a crucial skill for real estate agents in 2019. After all, what’s the point of inviting people to click on your Facebook ads if they don’t provide their contact information?
What can real estate professionals do to ensure that their agency stands out from the rest when users do their research online? One of the most important things is to make sure that all landing pages are perfectly designed.
Whether you’re a real estate agent or a business owner, you probably already know how important your landing pages are in a world where the internet reigns supreme.
Have you found the right inspiration?
What kind of real estate landing page have you created for your website?
Were you already aware of the tools to create landing pages that we presented to you in the article?