As a real estate company, getting someone’s contact information can be immensely helpful. With it, you can follow up with the potential customer to:
- Qualify them as a lead and…
- Sell them on the benefits of going with your company
For example, if someone is looking to buy a house, you can find out what exactly they are looking for in their new place and make personalized recommendations.
However, it all starts with being able to talk with them one-on-one. That’s where real estate landing pages come in.
In this post, we’ll discuss the benefits of using landing pages, the types of landing pages real estate companies use, elements to include on your landing page, and show you over 30 ideas that you can learn from and copy.
Let’s get to it:
You can use the links below to “jump” to each section:
What is a Real Estate Landing Page and Why Should You Use One?
A landing page, sometimes referred to as a “squeeze page”, is a web page used to collect information from leads or in other words, potential customers. This is its sole purpose. A good landing page should be optimized to present the offer and collect the visitor’s contact information.
A landing page or squeeze page is not your website’s homepage. It can be a page on your website specifically designed to be a landing page or it can be a page hosted by a landing page builder.
Landing pages are often used in ad campaigns via Google AdWords, Facebook, or Pinterest.
From the ad, you entice the viewer with an offer and send them to a landing page where they need to fill in their contact information in order to receive the offer (ex. A PDF, a free offer, a free consultation, a free eBook, etc.).
With this information, you can follow up with the person in order to qualify them as a lead and potentially move them forward in your sale process.
If you send the person to your homepage, there is a lot of information to distract the visitor and you likely won’t get their contact details. Thus, you could be spending a lot of wasted money on advertising with limited results. This is why landing pages are so important.
They reduce distraction and move the visitor towards action. Landing pages have a specific purpose, thus they typically have short, to-the-point copy, a few images, and a contact form.
To summarize, using a real estate landing page offers the following benefits:
- Landing pages reduce distraction. Thus, leading the visitor to an action (in this case, their contact information in exchange for the offer).
- You can A/B test different landing pages to discover the most effective designs and marketing copy for your offers.
- You can use landing pages for offline advertising too. For example, you can tell people to go to a specific URL on your website (ex. mywebsite.com/landingpage) from a flyer, business card, postcard, etc. You can also include a QR code that sends them directly to the landing page. With either of these methods, you can find out which offline advertising campaigns are most effective (by creating separate landing pages for each advertising method and seeing which page gets the most hits).
What Elements Should Your Landing Page Include?
A good landing page should have at least two key elements:
- A direct heading. This is typically a short message that acts as the most prominent text on the page. For example, “Download Our Free eBook on Selling Your Home” or “Find Out Home Much Your Home is Worth by Filling Out the Following Form”. Keep it short and to-the-point. This message should also tie in with your ad so the visitor knows immediately that they are going to get what they came for.
- An offer or value prop. The offer or value prop is what you plan to give to the visitor in exchange for their contact information. It can be a free piece of content like an eBook, a free estimate, a free consultation, etc. As long as the offer provides enough value in order to convince the visitor to give away their contact information.
- A clear CTA. The visitor should be able to easily identify how to receive the offer. The call-to-action (CTA), in this case the contact form and submit button, should be readily available and instructions should be clear.
Additionally, you may consider adding social proof in the form of testimonials (ex. reviews of your eBook), a video explaining the benefits of your offer, and/or a few images. However, don’t go overboard. You want to keep the design and copy simple in order to reduce distraction.
The Three Main Types of Real Estate Landing Pages
A landing page can be used for many purposes. However, in almost all cases, they are used to collect contact information from the visitor.
With this in mind, we’ve identified three main types of landing pages real estate companies use to do this:
Home Value Landing Pages
The home value landing page allows the visitor to look up the value of their home. In most cases, in order to receive the estimate, the visitor needs to enter in their email and/or other contact information. The estimate may be instant or an associate may need to contact the person directly in order to provide a custom estimate.
Free Content Landing Pages
The free content landing page is used to provide the visitor with a free piece of content. Most often this is a PDF, an eBook, a checklist, or any other type of content that might entice the visitor to input their contact information.
Home Search Landing Pages
This last landing page allows the visitor to search for new homes in their desired area. In this instance, this type of page isn’t really a “landing page”. The person may “land” on it from an ad, however, they can navigate the site freely and search for home listing results.
Some companies may decide to completely limit the search by having visitors enter in contact information before they can even look at any of the listings. Most often, however, other methods are used to collect contact information such as timed popups (a popup shows up after a certain amount of time on a page) or a limited number of searches may be allowed before the visitor has to enter in their contact information to continue.
Real Estate Landing Page Examples
Now that we’ve covered why you should use landing pages and some of the main types that real estate companies use, let’s take a look at some examples:
Home Value Landing Page Examples
These landing page examples provide the visitor with a chance to receive an estimate of their home value.
1. Lesko to the Beach
Pros: The page forces visitors to enter in their contact information in order to view the listings, allowing the company to follow up.
Cons: While gating the listings upon arrival allows the company to collect contact details, doing so right away may cause visitors to leave before browsing the site.
2. YHM Property Solutions
Pros: The layout of the copy and form is well-constructed. It assumes the appearance of a literal funnel (the layout gets narrower as it drops down to the form) so you can’t ignore its call to action.
Cons: It isn’t apparent to visitors that they should enter their details in the form if they are indeed selling houses in the area.
Pros: The CTA is clear and to-the-point: “Get an offer on your home with the press of a button.”
Cons: The other text over the background image is tough to read and may distract the visitor.
4. Real Estate Webinars
Pros: The page includes social proof in the form of reviews and testimonials.
Cons: The page is too busy with too many CTAs and elements. As a result, it confuses visitors on what action to take.
Pros: Very clear and straightforward landing page with a clear-cut value proposition.
Cons: The page could benefit for a one to two customer testimonials or the advantages of getting a free home evaluation.
Pros: The page design is clean and modern. It provides a few key benefits but keeps the design simple in order to reduce distraction.
Cons: The menu could be removed to ensure the only action the visitor can take is to provide their address to get started.
7. Adams Homes
Pros: The map with pins on properties is a nice touch to show the specific location of each property. The bullet list gives an overview as to what people can expect after filling out the form.
Cons: The page would benefit from a larger heading to compel visitors to get more information.
8. Beazer Homes
Pros: The page shows the steps necessary to complete the offer of the landing page.
Cons: The overall layout and design of the page is too busy. There are too many elements crammed in a single page, causing distraction and possibly moving visitors away from the CTA.
9. Wells Realty & Law Groups
Pros: The offer is straight to the point. The visitor knows that by entering in their information they will receive a custom estimate.
Cons: The copy and design could use improvement. The design looks a bit dated whereas a cleaner, modern look would help lead the visitor’s eyes to the copy. This company might also consider removing the navigation menu to decrease distraction.
Pros: The page explains the benefits of getting an evaluation. By answering “why,” the visitors are reassured and gain a better understanding of what the site is offering.
Cons: The menu links should be removed to prevent visitors from veering away from the page’s CTA. By getting rid of potential distraction on your landing page, you increase the chances of converting visitors into leads.
Pros: The page design is simple and the menu has been removed to reduce distraction.
Cons: The copy needs improvement. Instead of just mentioning “Three Easy Steps!”, the page should discuss the value that users will get upon submitting the filled-out form.
Pros: The landing page sets a clear expectation for users. There are three steps involved in this process. Users know what comes after filling out the form and what happens after the last step.
Cons: The presence of the menu bar and the chat widget in the bottom right corner can distract people from completing the form.
13. Jameson Brinck
Pros: The copy contains everything you need to know about the landing page in just one sentence: “If you would like to know the value of your home, enter your information below!”. The copy is clear and visitor knows what to expect.
Cons: The menu bar could be removed to eliminate distraction.
Pros: The page immediately draws your page to the form thanks to the great use of color. The copy explains everything you need to know before filling out the form.
Cons: There are too many elements going on the page. Aside from the needless menu links and social media buttons, the chat widget is partially covering the form.
15. Agent Pronto
Pros: This page benefits from having a header with no menu links and a simple form with only one field to fill out. The copy and value prop are clear. The visitor knows exactly what to do and what they’ll get by submitting the form
Cons: The subheading text could be larger as it is a bit difficult to read.
Free Content Landing Pages
These landing page examples allow the visitor to receive a free piece of content (such as a PDF, eBook, or even newsletter alerts) in exchange for their contact information.
16. Ten-X Commercial
Pros: The text is easy to read, the value prop is apparent (“Get FREE Commercial Listing Alerts”), and the form is straightforward.
Cons: There is too much use of the same color. The use of more contrasting colors, particularly for the form background and submit button, could help to draw the visitor’s attention to the form.
17. The Kingdom Real Estate
Pros: The page features clear copy, reasons why the visitor should download the guide, and a brightly-colored submit button.
Cons: The page could benefit from a few key testimonials or reviews.
Pros: The layout and design of this landing page work well. The contrasting colors (the blue background and red buttons) help draw the attention to the form.
Cons: The navigation links and CTAs (“Buy Now” and “Request Demo”) in the site’s menu are a distraction. They should be removed to emphasize the goal of the page (to have the visitor complete the form).
Pros: Unlike the previous example, the landing page makes it a point to emphasize that the eBook is “free”.
Cons: The sidebar and its elements are a distraction. It should be removed. The body text is also difficult to read.
20. Rush Realty
Pros: This is a great landing page with a functional background. Also, there is a great use of color to accentuate the most important elements of the page (like the “Search” button).
Cons: The menu links are too busy and could be a distraction. The page itself is also quite busy with a lot of text going on. A bit more spacing between the elements (the text and form) would help create a cleaner look.
Pros: The headline focuses on the benefits of buying or selling properties. It further breaks down these points below the offer to make a more compelling case.
Cons: The image is high-quality but looks generic that can be used on other businesses. It doesn’t say anything about selling or buying a home.
Pros: The layout is clean and simple.
Cons: There are two CTA buttons that serve different purposes which can confuse visitors as to which action to take. The body text is also small and difficult to read.
Pros: The use of actual shots of the eBook helps to illustrate the value that the visitor will get by filling out the form. The brightly-colored orange submit button also helps draw the visitor’s attention.
Cons: The form is a scrunched together. More spacing between the element (the text, email field, and submit button) would help to create a cleaner look.
24. Karen Kitzmiller
Pros: Text discussing the eBook’s learning points, as well as the eBook cover graphic, help the illustrate the benefits of filling out the form to get the free download.
Cons: The text and elements are all scrunched together. More spacing could help to create a cleaner look.
Pros: The “What you’ll learn in this eBook” clearly defines the lessons and benefits that the visitor will learn by downloading the eBook.
Cons: The design is distracting and looks dated.
Home Search Landing Pages
These landing page examples allow the visitor to search for new homes in their area.
Remember, this type of page isn’t really a “landing page” in the definition of the word. However, many real estate companies do send visitors to a home search page from ads. So visitors do technically “land” on this type of page. Thus, we’ve included a few examples in order to be thorough.
Pros: The value prop is clear: “Sell for more, pay as low as a 1% listing fee”. The visitor knows by going with this company, they can expect low listing fees.
Cons: There are three CTAs on this page: find a home, sell my home, and see home estimate. Since the copy pertains to selling the home, it creates a bit of confusion for the visitors as to why the other choices exist.
27. Dream Town
Pros: The page includes a simple form that allows visitors to search for homes in their area.
Cons: The text is small and difficult to read. The page could benefit from a more engaging CTA and a less distracting background image.
28. Market Leader
Pros: The page copy gets right to the point: “Get More Buyer and Seller Leads”. Visitors know immediately how the company can help them.
Cons: The page could use more color, particularly in a few keys place such as the form background or submit button. This helps to draw the visitor’s attention.
Pros: Less is more as seen in this landing page. The copy is short but clear: “Rent your next apartment”. In addition, the background is clean and the text is easy to read.
Cons: The menu bar is the only sore point of this page. If the page is meant to be used solely as a “landing page”. The menu could be removed to ensure the only action the visitor can take is to use the search form.
Pros: Similar to Rent.com, the simplicity of this landing page make its intended purpose more apparent. The clever web copy “Let us guide you home” sets the tone for the page. The background also helps convey the message of finding a property that you can comfortably call home.
Cons: The form lacks an actual search button which may be confusing to some. Including a button would make the search form more user-friendly.
31. Berkshire Hathaway
Pros: The past two landing pages, including this one, follow the same effective blueprint. All elements on the page, from the background to the copy, help communicate the message of helping visitors find great homes.
Cons: Unlike the previous two, however, this landing page suffers from having multiple calls to action. You can search other things aside from home (agents, offices, etc.) which could confuse some visitors.
32. McGraw Realtors
Pros: The page uses straightforward copy that resonates to people tired of the red tape involved in real estate.
Cons: The menu links and the chat widget are distractions. Thus, they could be removed. The other buttons (“Search Our Listings” and “Find an Agent”) should be removed as well to put the focus on encouraging people toward the page’s free consultation offer.
33. Colorado HomeFinder
Pros: It’s simple, easy-to-understand, and clear – everything you could ask for in a landing page.
Cons: While the menu is compressed to not become a distraction from the initial offer, the truncated elements that looks like portions of a map are.
34. Team Carter NC
Pros: The form also has contrasting colors to the background, thus attracting the attention of visitors.
Cons: The background is a play on words in the headline (“We go to great depths…”) but it doesn’t have anything to do with buying homes. The copy could be more compelling.
35. Team Ruby Henderson
Pros: The headline and offer form are front and center on the page so that you can’t miss them.
Cons: The heading and menu sections of the page take too much space and attention away from the page’s offer. The social media sharing buttons and the chat widget also don’t need to be on the page.
Create Your Own Real Estate Landing Page with Landingi!
Inspired by these real estate landing page designs but aren’t quite sure where to start?
Landingi makes it easy to create landing pages even without having any design experience. Our platform has over 200+ high-converting templates to choose from, so you don’t have to come up with a design from scratch. Once you’ve selected a template, edit the elements to match your message and branding before hitting “Publish”.
Not to mention, our easy to use drag-and-drop editor makes designing your page a breeze should you want to build one yourself. You can then track and measure the progress of your landing page based on conversions and other metrics.