“Driving website traffic” is something you’ve likely heard other real estate agents talk about, even if you’re not actively working on that yourself. Smart marketers know that traffic doesn’t necessarily signify success, however—you want to convert website visitors into leads and then, hopefully, into clients.
When it comes to real estate digital marketing, this conversion is best accomplished through the use of optimized landing pages.
A true and effective real estate landing page is a page on your website that is designed for one specific purpose or action, and one only. In their purest form, landing pages won’t even have navigation menus that can direct users away from the page; the only option is for the visitor to either finish the task you’ve set for them, or abandon ship entirely.
The purpose of a landing page is its CTA, or “call to action”—the task you’ve set for your visitor. This could include signing up for an email newsletter, booking an appointment, requesting a CMA, or downloading some kind of guide.
So technically speaking, some of the real estate landing pages examples we’ll discuss aren’t legitimate landing pages because they will contain some of the elements that a genuine landing page wouldn’t have. For example, from a user experience standpoint, home search real estate pages (even prefiltered ones) should absolutely allow users to navigate elsewhere on the website from the search results.
But you can use some landing page best practices across your website by creating calls to action that makes sense for the visitor and could potentially convert them in the future. On a real estate landing page for searching homes, a CTA that tells a searching buyer that they can “get these search results emailed to you” is an easy way to continue the conversation with more website visitors, while creating a search bar will allow them to browse the listings on their own and save them.
Because a landing page is built to drive a visitor to complete one targeted action, they are usually different for different types of clients.
This means that a dedicated real estate landing page built for existing homeowners or renters in an area will probably be different than the effective landing page for buyers and different than the effective landing page for sellers. Even if they’re all downloading the same neighborhood guide or asking for access to the same market analytics, their reasons for wanting them vary.
A real estate agent landing page would be a page promoting your personal brand and what you have to offer for buyer and seller clients, both actively seeking a real estate agent or those who know that they will need one in the near future. It is important to include all the relevant information in a concise way and make it possible for people to reach you out.
Squeeze pages are a type of real estate landing pages that are designed to collect contact information from prospective buyer and seller clients. It can successfully enrich your database with quite a few new prospect leads, but you have to play it by the rule.
If you want visitors to leave their email address so that you contact them later and turn them into leads, you obviously have to make a strong promise or give them something in return. Good squeeze pages offer free downloadables (a catalog, an ebook, a free webinar invitation) or simply a great offer that the visitors want a follow up on.
As a real estate professional, you can offer a free consultation, inform about an open house event, share a useful PDF file. You just need to know your prospect clients and give them what they will find useful enough to trade for their email address. In the next sections of the article, you will discover some of our ideas for creating a high converting landing page that will generate leads.
One of the most lucrative types of high converting landing pages to build for your website is a home valuation page where current homeowners (and prospective sellers) can get a number that helps explain their home’s value.
It’s probably smart to give homeowners and sellers instant home valuation upfront and make the call to action something extra, such as a custom CMA that analyzes the very latest home sales data (including list-to-sales price) and gives them a better understanding of their home’s current value. Most automated valuations are barrier-free, so asking a homeowner to trade an email address or phone number for a it doesn’t make a lot of sense, but explaining to them that valuations are based on algorithms and offering to give them something that explains market value in deeper and more accurate detail is a much fairer trade.
It’s an unfortunate fact of realtor's life: Sellers are quite unclear about exactly what an agent does in order to earn their commission, which is why the commission conversation happens at so many listing appointments. And it makes sense! It’s not always easy to understand what an agent’s job entails.
One way to explain it without coming across as defensive of your commission is to offer sellers a guide that explains how they can sell their house for the most money. This involves exposing the house to the widest possible range of qualified buyers, of course—that’s basic common sense and economics—so once you’ve established this concept in the mind of a seller, they should realize fairly quickly that for them to market a house like a real estate professional would will be a daunting and likely quite unwanted challenge.
Source: Equity Colorado Real Estate landing page
Creating specific guides for how to sell a house for its highest sales price in a specific neighborhood (and how an aspiring FSBO seller might go about doing this at the same level as an agent) is time-consuming in the sense that when you do it right, you’ll be creating a whopping guide or resource … one that’s so overwhelming to execute, readers are likely to call you and ask you to do it for them.
Here is a great example of a How to Sell a House landing page done for Equity Colorado Real Estate. It is an extensive and valuable resource for sellers that will grasp the visitors' attention for more than just a second. Those who are determined to sell their property on their own will find it useful and those who find it too overwhelming will likely give you a call. That's a win-win situation that with an effect every killer real estate landing page should have.
Source: Equity Colorado Real Estate landing page
One landing page every agent should have is a way for sellers to book listing appointments.
There are ways to do this that sync directly with your calendar, so that site visitors can see what dates and times are available and choose one that works for them; then the appointment is automatically booked on both your calendar and theirs. You can also create appointment fields for the seller’s address and any other details or information so you can bring an up-to-date comparative market analysis to the appointment.
Moving to a new area is a stressful experience, especially if you’re not overly familiar with it. Buyers want to know what to expect, not just from a home price standpoint, but also from a “what’s it like to live here” perspective. Neighborhood and community guides can provide answers to their questions while subtly establishing yourself as someone who can answer all kinds of questions about living in your farm, including how to buy a house there. This kind of a landing page is a great way of strengthening your personal brand andna social proof that you know the area, as well as are familiar with people who live and work there.
A general neighborhood guide should include information about (in no particular order):
When you send the guide (gated for email capture), offer to provide buyers with the most up-to-date market and event information about the neighborhood where they’re interested.
For buyers, a guide on how to buy can focus more on the biggest challenges to purchasing a house in the area (and, indirectly, how an agent can help).
Are home prices higher than national averages? Buyers might appreciate information about programs that will allow lower down payments, or tips on saving for a house.
Is the housing stock older in your metro area? Buyers want to know details about common problems that emerge in inspections, how difficult it is to care for or maintain a historic or older home, and names or lists of reliable contractors who can help them fix any problems.
You can create a buyer’s guide for every neighborhood or geographic area where you provide real estate services. The more targeted you can get, the better!
As mentioned earlier, home search pages technically don’t count as landing pages because there is more than one exit to the page besides the CTA and typically it will have a search bar. You don’t want to strand your search page visitors in an endless loop of listings with no escape, so page navigation options should still be available on these (not quite) landing pages.
You can create a landing page element by giving site visitors the option to save the search for future reference or sign up for alerts about new homes for sale, or personalized marketing text messages about the neighborhood. “I’ll deliver more of this thing you like directly to you for free at regular intervals” is an enticing offer that will encourage visitors to fill out the contact form and help you generate more leads!
Maybe you specialize in waterfront property around a certain lake at a specific price point, and you want to make it easy for buyers who are interested in that kind of home to find it quickly. Or maybe it’s high-end condos in a busy urban neighborhood, or historic homes in a suburb.
Prefiltering search pages and offering to send similar results to visitors in the future is an easy and (depending on how well the search fits your niche) sometimes lucrative way to showcase your expertise in the area.
These are home search pages with a bit more targeting, and they might not connect directly to your IDX like a traditional page for searching homes would. Maybe upcoming listings that aren’t yet available on the MLS, or pre foreclosures, or high-end or luxury homes that aren’t on the MLS for privacy concerns.
If you have access to listings like this, giving buyers a (gated) way to access them can be an enticing way to capture their contact information and vet them to help protect your sellers all at once.
Technically, this is a landing page for buyers featuring one specific house that they might be interested in. A single property landing page typically includes listing photos, property details and descriptions, video tours, drone photos, and other buyer-related tidbits about the house. If you’ve built neighborhood guides or lifestyle guides, you can also link to those on the property page to help provide more context or information to buyers.
Source: Atoka Properties landing page
Sellers appreciate property landing pages, too! When you’re able to say “I’ll create a custom landing page on my website that showcases your house at its very best,” it shows your listing clients that you’re committed to making sure all the most qualified buyers who possibly can find their house will have a place to learn all about it (and contact you for more information about touring it, incidentally).
Source: Equity Colorado Real Estate landing page
Source: Equity Colorado Real Estate landing page
When you’re working with a new buyer client, you’ll want to get a sense for where they’re looking to buy, whether they’ve been preapproved (and for what amount), and their general lifestyle—part of your job as a buyer’s agent is to help uncover possible homes that they didn’t know might work for them, after all.
Intake appointments for new buyer clients aren’t quite the same as those for sellers, and you may want to create different types of appointments using your booking software so that you can spend an appropriate amount of time with each type of client.
Many real estate agents are so focused on generating buyer and seller leads that they entirely forget about homeowners. This is understandable—and a mistake. Homeowners will eventually become sellers and buyers again, and the more you have in your network, the more of their business you can capture!
Consider adding the following multiple landing pages for homeowners to your website.
A homeowner is going to be interested in different attributes of their home’s value than a seller. For one thing, a homeowner who has no intention of moving for the immediate future will have more time to renovate or update their house, adding more square footage or making other significant improvements.
For this target audience, home valuation pages might not simply include information about the home’s current value, but also an offer to consult with the homeowner about the home’s available equity and how the homeowner might leverage that resource now or in the future.
Checklists and how-to guides for home maintenance are popular with new buyers, but they’re also useful for long-term homeowners who need a refresher. You can create maintenance guides that help homeowners make decisions about upgrading a plumbing, HVAC, or electrical system that help them find reliable seasonal help for maintaining those systems.
Your homeowner contacts are likely interested in knowing the best painters, landscapers, cleaners, plumbers, and other service providers in your area. Home maintenance landing pages that offer access to those resources are a good way to capture their information and make them receive recurring automated promotional messages.
Unlike home maintenance, home improvement involves making changes to your home that create a more livable, enjoyable atmosphere. Building a deck or a patio, renovating a kitchen, or adding a bedroom or a bathroom to your home can improve its value and make it more pleasant for the current homeowner.
A home improvement landing page can show before-and-after case studies for how certain homeowners achieved a result, lists of resources who can help bring a vision to life, a background video of the refresh process and other assets that homeowners might find useful.
Kitchen cabinets seem to go through as many style phases as clothes, and when you add in wild cards like global pandemics (hello, work-from-home culture!), there’s almost always something new to talk about in the home design arena.
Colors, textures, types of flooring or paint, curb appeal are all things that current homeowners care about, especially those who want their homes to reflect the latest and greatest (as well as those who are striving for a classic vibe).
Showcasing different design styles and explaining how to achieve that look in a guide, with an offer to provide links and details to more goods and services when you find them, is a wonderful homeowner service to provide on a standalone web page.
For buyers, focus your neighborhood or area guides around explaining what it’s like to buy a house (and, to some extent, to live) in a specific geographic area. For homeowners (or renters), the guide should help them learn about a place they probably already understand pretty well.
One great way to do this is to think about these neighborhood or area guides as driven more by different lifestyles than the real estate sales funnel. What do the following types of people want to know about what it’s like to live where you operate a real estate business?
Take your own specific knowledge and apply it to these guides. Maybe you’ve been taking your SUP (stand-up paddleboard) out for a few years now and can tell people about good spots to SUP (and where to park), repair shops, a list of necessary (and nice-to-have) gear and where to find it, and restaurants that package up SUP-friendly meals, just as an example.
If you’re a parent who’s got summer activities down to a science, create a summer family planning and event guide. If you’re actively dating, create a list of your favorite first-date or anniversary-level restaurants and activities.
Create your guide in a downloadable or emailed PDF or link to a gated page on your website; to access it, visitors should provide a valid email address. (If they agree to future contact, you can offer to email them guide updates and to establish an ongoing connection.)
Real estate landing pages are mostly used for lead generation, however, they are also a very useful tool when it comes to recruiting new talents to your brokerage. Those who want to enter the real estate market are actively looking for a hiring brokerage on the internet. Sending CVs and cover letters to just any brokerage knowing that most of the e-mails will never be even opened and read, job seekers will appreciate a simple form to fill out to apply for the post.
Source: Equity Colorado Real Estate landing page
Source: Equity Colorado Real Estate landing page
Typically a recruitment landing page will include all the details about the post: a few words about your real estate agency, a job description and the benefits of working there.
Source: Kensington Real Estate Brokerage landing page
One of the easiest ways to build landing pages for buyers, sellers, and homeowners is to work with a real estate website platform that provides built-in real estate landing page templates as well as writing and design support for creating customizable landing pages. (Placester is one of them!)
We’ve written an entire guide on creating real estate landing pages. First, you’ll need to understand the purpose of your landing page and why it needs to exist on your website.
Are you trying to power buyer or seller lead generation, or build your network of existing homeowners or renters? Determining your ultimate goal will help you decide which type of real estate landing page will best accomplish it.
When you’ve chosen a landing page type, decide what your call to action will be. Focus on the benefit to the user. What will they learn or get as a result of clicking that CTA?
Writing a solid CTA and designing a visually arresting landing page might sound easy … but some people find these tasks easier than others. If you need help, working with writers and designers who specialize in landing page conversion for real estate can be a godsend.
Then you’ll need to determine how to get people to visit your landing page. Where will you promote the page to buyers, sellers, homeowners, or renters? Social media and email lists are two primary ways that real estate agents drive traffic to landing pages; you can also use ads on social media or search engines like Google to bring more people to your landing page.
Finally, you’ll want some kind of methodology for analyzing and iterating on your efforts, so you can determine what’s working well, what still needs massaging, what you should cut or revamp entirely, and where you’re getting the most bang for any dollars you’re investing into your real estate website strategy.
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