Wishing your website could do a better job capturing leads? The perfect real estate landing pages take short attention spans into account and uses that tiny window of opportunity to convert a visitor into a lead. But what kinds of page elements, content offerings, and designs encourage visitors to offer up their contact information and jump into your sales funnel?
In this article, we’ll discuss the essential elements of a great real estate landing page and look at five proven examples. We’ll also answer all of your landing page strategy questions. But first, let’s take a look at our recommendations for landing page providers:
Our Top Picks for Real Estate Landing Page Providers
| Landing Page Provider | Best For |
|---|---|
| Real Geeks | High-converting landing pages within an ecosystem that nurtures leads |
| Placester | Those who want a new website with a built-in conversion strategy |
| AgentFire | Multiple landing page options that are engaging and easy to set up |
| iNCOM | Landing page packages on a budget |
| Luxury Presence | Show-stopping, award-winning options designed with an eye for beauty and detail |
What Is a Real Estate Landing Page?
Landing pages are a crucial tool in your lead generation strategy. When people click on your ad or find you via web search, they are taken to a landing page—a specific page (different from your website’s homepage) that encourages them to take a specific action. Think of a landing page as a platform for a trade: the agent offers something of value and visitors trade their contact information to get it.
Landing pages take many different forms. One of the most common is a home valuation page, which offers potential sellers an idea of what their home is worth in exchange for their name and email addresses. You can then use that contact information to nurture and convert that prospective seller.
The landing page could also offer the opportunity to sign up for a local newsletter, get advanced notice of hot listings, create an account to save favorite listings, or download an e-book for first-time buyers. For more on real estate landing pages, check out our FAQ below.
Now let’s see our five favorite examples of clever landing pages that actually convert in action.
5 Clever Real Estate Landing Page Examples
Landing pages come in all shapes and sizes, but we’ve found these five examples to be the most effective at lead capture. The partners we’re showcasing are top-notch, but many, if not most, of these landing pages are available no matter which provider you use.
1. Coming Soon by Real Geeks
Coming soon landing pages, like this sample from Real Geeks, are ideal for attracting buyer leads, especially in a hot market. Buyers give you their contact information in exchange for early access to the photos, details, and pricing of a property about to hit the market.
These pages are also excellent marketing tools for social media. Caption a listing photo with a call to action (CTA) encouraging followers to click the link to get more information and photos—all they need to do is enter their contact info!
💡The Close Pro Tip: A landing page lead capture form should have no more than four fields to complete. Stick with the information you absolutely need: name, email address, and phone number. Then try button messaging like “sign me up” or “get it now” (instead of “submit”) to convey a conversational tone about the value they’re getting for their efforts.
Real Geeks Review: An In-depth Look at Features & Pricing
2. Exclusive Content by Placester
Offering helpful guidance in exchange for contact information is a tried-and-true approach for a reason. Giving a free resource that hits on consumers’ pain points is a great way to start a client relationship and highlight your value as a trusted adviser.
Providing content designed exclusively for prospects who are still in the information-seeking phase (like this buyer’s content landing page by Placester) plays the long game—but it allows you to begin the nurturing process before any of your competitors have a chance to get involved.
You can even further customize your landing pages to your target prospects. Consider tailoring your offerings to particular profiles, goals, or needs. For example, “The Ultimate Guide to Buying a Home in Charleston” would get more leads than just a general home purchasing guide.
💡The Close Pro Tip: Your real estate landing page’s headline is the first (and sometimes only) thing that visitors will read from start to finish, so craft a clear message that captures attention and is easy to understand.
Placester Marketplace Makes Real Estate Websites Insanely Easy to Create
3. Home Valuation by AgentFire
Home valuation landing pages, like these by AgentFire, give property owners a free estimate of their home’s value. These types of leads are especially valuable because now you know these site visitors are at least considering the idea of selling their home.
You can set up your landing pages to provide an instant valuation, which means visitors get a result right away. Keep in mind, though, instant valuations are based on algorithms, which leaves room for error.
In order to provide something that’s a clear step up from the Zillow Zestimate experience, you could also offer a delayed valuation. You’ll set the system up to notify you when visitors provide their information and then create a custom comparative market analysis that is more accurate and detailed.
💡The Close Pro Tip: Make sure your property valuation landing page is mobile-friendly. Double-check that your form works on both Apple and Android phones before publishing.
4. Property Search by iNCOM
Prospective buyers use property search landing pages, like these from iNCOM, to look for available properties and set up custom alerts. Prospective buyers will be much more likely to exchange their contact information for insider information, exclusive listings, or alerts on homes that fit very specific criteria. When putting together your landing page, consider what is most valuable to house hunters in your market.
💡The Close Pro Tip: Your audience’s attention span is a matter of seconds. Every single word and punctuation mark on your real estate landing page must have a purpose. Sharpen and edit your copy to be simple, direct, and clear in order to drive action like the iNCOM examples above.
5. Community Guide by Luxury Presence
The community guide landing page, like this one by Luxury Presence, is one of our favorites because it conveys your value proposition to your farming area.
You’re a community expert. You know every street, every hip-and-happening coffee shop, and every grocery store. Leverage your community expertise like Kinga Mills does here using Luxury Presence. Offer exclusive advice on events, insider info on neighborhoods, and suggestions on how to get the most out of what your market has to offer. Get $500 off by clicking the button below.
💡The Close Pro Tip: Use a fantastic image that represents your geographic area. A landing page image for an agent in Manhattan could be the city skyline or a swanky New York loft. Here, Kinga’s photo really highlights the beauty of Hawaii.
Real Estate Landing Page FAQs
If you’re new to the idea of using real estate landing pages to turn web searchers into leads, here are a few of the basics:
How much do landing pages cost?
This all depends on the website platform you use. Some companies include landing pages in their packages and others offer it as an extra add-on. Placester’s DIFM Package, for example, includes landing pages in its $119 per month* fee, while AgentFire offers a website builder for $129 per month, with a home valuation landing page tool for an additional $39 per month.
*This price is for National Association of Realtors (NAR) members, billed annually.
How do I drive traffic to my landing page?
Driving free traffic is as simple as sharing the URL that leads to your landing page with prospects. You can also try adding a button to your landing page somewhere on your website. It takes time, a commitment to best practices, and consistency. If you want to look at paid options, consider purchasing ads on Google or social media. Some platforms, like Luxury Presence, offer marketing integration as part of their suite of solutions.
How do I use a CTA on my landing page?
A call to action (CTA) is essentially what you want the visitor on your page to do. In this case, you want visitors to give you their contact information in exchange for something that’s valuable to them.
It’s important to craft a CTA that is clear, concise, and direct. There should be no question as to what step leads should take and what they will receive in exchange.
Remember, people are visiting your landing page because they were prompted by a question they want answered, such as, “How much is my home worth?” Real estate agents who have their website game dialed in know that the most effective landing pages answer these questions—and only these questions.
Don’t provide visitors with unsolicited information, background noise, or further options that don’t answer the original question. This will help you create a clear, strong CTA that will capture leads.
Does my landing page need to match my branding?
Yes! Most providers offer templates that are customizable, which allows you to integrate your landing pages with your website, connect them to your social media, and use your branding colors, images, and logo to make it all one seamless experience for visitors.
Do I need a professional web designer to set up a landing page?
Not necessarily. The landing page providers in this article offer easy-to-use templates and expert support. Setting up a landing page with them can be as easy as inputting an MLS number to an existing website domain address and creating a form to collect contact information.
We like the providers listed here because, while they give you a lot of control and creative license, they realize most agents don’t have time to be both web developers and real estate experts!
Bringing It All Together
We hope this rundown of real estate landing page tips, examples, and providers will help you generate more buyer and seller leads.
Have you had success 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 comments below.
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