As more buyers and sellers start their home search online, it’s crucial to meet our clients where they are—online. A digital marketing funnel begins with your real estate landing pages, turning a website visitor into a lead in your pipeline. As a real estate agent, you must optimize this page to ensure a steady stream of leads you can convert into clients. I’ll cover the critical elements of an effective real estate landing page, discuss tips on creating your landing pages for real estate, and provide a few examples. Let’s dive in!

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What Are Real Estate Landing Pages? 

A real estate landing page is a dedicated webpage for your business designed to capture leads by providing value in exchange for contact information. It’s different from a general real estate website because it focuses on prompting visitors to act, such as signing up for a newsletter, requesting a home valuation, or searching for properties. 

Real estate landing pages are a vital part of your digital marketing strategy because they insert leads at the top of the funnel, hoping to carry them toward taking action, culminating in a sale.

Real estate sales funnel with landing pages on top of funnel and responsive forms on bottom of funnel.
Sales funnel explanation (Source: MightyForms)

Remember that the realtor landing page is separate from your personal website or business homepage. It is a single page specifically made to capture leads and prompt visitors to act in a certain way, whereas your real estate website is built to house multiple pages with broader information.

Top Real Estate Landing Page Examples (+ Providers)

Before we get into how to create your landing page, you need to see some examples to understand what they should look like and get inspiration for your own. Creating real estate landing pages that convert requires a blend of art and science. You want to balance engaging visuals with strategic content and technical back-end optimization. 

Each example below is from a reputable landing page provider, so if you like one of the designs, check out the provider to use their services to create your landing page.

Example 1: Agent Image

Landing page picturing Sharona Alperin next to a lead capture form.
(Source: Sharona Alperin)

This realtor landing page from Sharona Alperin was created with Agent Image. She has a clear call to action (CTA) reading, “Let’s connect – Don’t miss a beat,” which stands out against the rest of the page in capital bold letters. Sharona also tells the visitor what you’re exchanging for your contact information: market updates, restaurant picks, and home inspiration, all enticing items for a buyer or seller. Agent Image specializes in full agent websites, so you can use their services to complete an online makeover.

Example 2: AgentFire

Using a home valuation page is a great way to snag seller leads at the beginning stages of the selling process. AgentFire offers multiple landing page options that are engaging and easy to set up. A cool feature from AgentFire is that you can set up realtor landing pages to provide an instant valuation, meaning visitors get a result immediately. However, those are based on algorithms. If you’d like, you can also set the system up to notify you when visitors provide their information and then create a custom comparative market analysis.

Example 3: iNCOM

Landing page of Bristol Place with lead capture form in the foreground and dining room in background.
(Source: iNCOM)

This example from iNCOM entices clients with exclusive “VIP Platinum Access” to brand new condos in exchange for their contact information. This type of landing page is great for realtors who specialize in niches, particularly condo sales. Other iNCOM landing page features include mobile-optimized designs, higher conversion and click-through rates, and lifetime support from the iNCOM team.

Example 4: Placester

Middleburg real estate lead landing page
(Source: Atoka Properties)

To be a functional landing page, it’s important to provide your visitors with value, like the above example made by Placester for Atoka Properties. In exchange for contact information, visitors will receive a guide to homebuying, which will help them in their journey and encourage them to work with the people who created it—and that’s the way to get people into the sales funnel! Placester has other amazing landing page designs and a Do It For Me lead generation website system where professional designers will create your online pages and maintain your site.

Example 5: Easy Agent PRO

Landing page from Summer Aston Real Estate Group with forest landscape and sunset in background and newsletter sign up in foreground.
(Source: Easy Agent PRO)

This simple yet effective landing page from Easy Agent PRO hits visitors with a stunning visual and a quick CTA of “Get the newsletter.” While minimalist, it appeals to the foundations of a successful landing page to bring buyer and seller candidates to the beginning of the sales funnel. And don’t forget, with Easy Agent PRO, you can create an unlimited number of neighborhood sites. This feature helps establish your credibility and improves your website rank in the top results for search engine optimization (SEO).

How to Create a Strong Real Estate Landing Page

Now that you have a better understanding of what a landing page is and ideas of what you want yours to look like, let’s talk about how to create a real estate landing page for yourself. To see success with your real estate agent landing page, you’ll need to offer something of immediate value to your visitors in a super-easy process. All they’ll have to do is provide their contact information to get your value-add item. 

Strong Headline 

The headline is the first thing visitors will see on your landing page. It should be simple, direct, and short. It is one or two concise sentences (see what I’m doing here?). The font and colors should stand out from the page and be exceptionally legible. The goal is for visitors to know what you are offering and be enticed to click on that offer. That way, you’ll have generated a lead for yourself

Here are some examples: 

  • Join Our Newsletters
  • How Much Is Your Home Worth? 
  • Get Our Free Homebuying Guide
  • Find a Home You Love 
  • Sell Your Home Fast 
Example landing page headlines (Source: RE/MAX and Quick Move Now)

Pro tip: When you’re writing your headlines and landing page copy, make sure to pay attention to the words you’re writing. The words should appeal to the audience that you intend to capture by using proper keywords and search engine optimization (SEO) tactics.

Call to Action

A call to action (CTA) is a statement and typically a button on your page that directs visitors to the item you’re offering. Similar to the headline, it should be kept short, have bold colors, and give an obvious directive to your landing page visitor. When people click this link, they will be prompted to complete a lead capture form. Choose from some of these CTAs: 

  • Get in touch 
  • Get an estimate
  • Sign up today 
  • Get my free offer
  • Sell with us 
  • Send me a newsletter 
  • Schedule a tour
Example CTAs (Source: McGraw Realtors and Tiffany Koffel Realty Group)
Example CTAs (Source: McGraw Realtors and Tiffany Koffel Realty Group)

Lead Capture Form 

Everything you’ve done so far has led to your lead capture form. This is the most important piece of the landing page real estate puzzle because it moves website visitors into your sales funnel. The form should contain all the pertinent information you need to contact the person on the other side of the screen. This includes someone’s name, email address, and phone number. However, you can also include more options to learn about your visitors. 

  • Radio buttons asking someone is a buyer or seller
  • Message box to add a personal question
  • Drop-down with a preferred method of communication (email, phone, text, etc.) 
  • Checkboxes asking how far they are in their home search or sale (Just started, saw a few houses, have been working with an agent, lost one offer, etc.)
McGraw Realtors lead capture form for landing page.
Example lead capture form (Source: McGraw Realtors)

Keep in mind that you want the form on your real estate landing pages to be as easy as possible so that visitors aren’t deterred from completing it. According to Email Vendor Selection, the landing page conversion rate is 10% when you ask for three pieces of information. Even though it’s tempting to include all of the above information in your form, be selective and pick only what is necessary to move your leads forward in this process. 

Value Proposition

While your ultimate goal is to snag contact information, you must provide value to website visitors in exchange. This value proposition can be anything from e-books to free consultations. Still, it has to work in the favor of your target audience, whether they’re buyers, sellers, investors, renters, etc. Here are some ideas: 

  • Free home valuation or comparative market analysis
  • E-book about the homebuying or selling process, home staging tips, templates for investors, etc. 
  • Listings and property information 
  • Free marketing materials like flyers and brochures 
  • Virtual meet-and-greet

No matter which you choose, it has to be enticing enough for visitors to willingly give up their information (with the assumption you will use it to contact them). 

High-quality Images 

Your visuals are crucial because you only have a few seconds to grab a visitor’s attention. For a real estate landing page, high-quality images representing the neighborhood, the type of properties, or your marketing location could be the difference between a visitor and a lead. These images should capture the area’s essence—appeal to your ideal client and help them create an emotional connection that encourages them to engage with your landing page.

River Edge Realty landing page with image of front porch with flowers.
Landing page with high-quality image (Source: Easy Agent PRO)

Mobile Experience 

Optimizing your landing page for mobile users is non-negotiable. According to the National Association of Realtors (NAR), 76% of homebuyers used a mobile or tablet search device in their home search. With such a large portion of web traffic coming from mobile users, your landing page needs to focus on two essential things: 1) it should load quickly, and 2) your landing page should look great on all screen sizes. Before publishing your site, preview the mobile experience and ensure it’s easy to navigate and looks amazing. 

A/B Testing

A/B testing is an invaluable way to improve the performance of your landing page over time.

To do this, experiment with different elements, change the number of fields in your lead capture form, and continually tweak the performance of your CTA buttons. Does a red button or a green button do better? How about filling out three forms vs four? Perform the tests and take the data to improve your landing pages through ongoing optimization.


Bringing It All Together

Have you succeeded with a real estate lead generation strategy that includes landing pages? Do you have a genius strategy for converting traffic into clients? Still have questions about landing pages? Let us know in the comment section below.

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