Real estate landing pages are often where potential clients get a close look at an offer for the first time. Redirected from external sites or social media real estate offerings, they check the details to assess whether the offer fits them or not. Their experiences on your pages determine if they take the purchase under consideration or look for other options. And this is exactly why it’s absolutely crucial to perfect every aspect of your real estate landing pages.
In this article, we delve into the real estate landing page best practices, which – if applied properly – will help you generate leads and purchases more effectively. Here is the full list of practices we’ll talk about below:
- Create a compelling headline
- Use high-quality images
- Implement a clear call to action (CTA)
- Craft an engaging property description
- Provide accessible contact information
- Incorporate a lead capture form
- Build trust with signals
- Offer a virtual tour or video
- Ensure mobile responsiveness
- Optimize for SEO
- Add a map widget
- Integrate a calendar
- Include a counter widget
- Utilize icons for key features
- Offer free resources
No time for reading the whole post? No worry! Here are the key takeaways summarizing what we’ll discuss:
- Crafting relevant and compelling copy is crucial for a high-converting real estate landing page, focusing on strong headlines, clear CTAs, and well-structured descriptions.
- Utilizing high-quality visuals, such as professional images and video tours, significantly enhances engagement and creates an emotional connection with potential buyers.
- Including trust signals like testimonials and social proof can build credibility and increase the likelihood of converting visitors into leads or clients.
- Adding elements like maps, appointment calendars, and urgency counters can boost conversion rates too.
- The most valuable landing page optimization tools include Google Analytics, Hotjar, Landingi, SEMrush, BuzzSumo, Mailchimp, and Yoast SEO.
- Real estate landing page builders offer a range of industry-specific tools for creating high-converting or/and lead-generating pages (from templates to widgets).
- The average conversion rate for real estate landing pages is 7.4%, while the median is 2.6%.
No further ado, let’s get started!
What are Best Practices to Create High-Converting Real Estate Landing Page?
Best practices for building high-converting real estate landing pages include crafting relevant copy (strong and well-targeted headline, CTA, well-structured product descriptions), utilizing visuals of high quality, perfecting contact details (lead capture form and contact buttons), adding social proof, and using elements like video tours, calendars and maps, which particularly recommended in the discussed industry. Why these elements are of great importance? Let’s take a closer look at each one of them (and few others) and give some examples for your inspiration.
1. Create a Compelling Headline like Andrew Milsom
A compelling headline should convey the primary value proposition of the property or offer in a way that immediately resonates with potential buyers or renters. The headline is the first thing visitors see when they land on your page, so it needs to be attention-grabbing and clear. Also, it should be concise yet powerful, setting the tone for the rest of the page and encouraging visitors to explore further. Andrew Milsom uses a headline to inspire trust in his person as well as promises to share with potential home buyers valuable local knowledge:
Pro-Tip: Make your headline benefit-oriented, focusing on what the visitor gains rather than just what you offer. For example, “Discover Your Perfect Home Today” instead of “Available Homes for Sale”.
Mistake to Avoid: Avoid using vague or generic headlines that don’t convey clear value. A headline like “Explore Our Listings” doesn’t capture attention or convey a strong message.
2. Use High-Quality Images like Aaron Kirman and Altman Brothers
Using high-quality images and overall visual appeal is crucial in real estate, as potential buyers or renters rely heavily on photos to make initial decisions. Attractive visuals should showcase the property’s best features, such as spacious interiors, modern amenities, or beautiful surroundings. Professional photography can make a significant difference in how a property is perceived, helping to create an emotional connection with the viewer. Just look at the following selection by Aaron Kirman, luxury real estate agent:
You’d buy it, wouldn’t you?
Apart from using images to improve property listings, a good idea is also to put a few into a slider and build it into the page background. It can improve the overall user experience from the very beginning they land on your page. This is exactly what The Altman Brothers does on their real estate landing page:
Pro-Tip: Use a variety of images, including wide-angle shots and close-ups, to provide a comprehensive view of the property. Ensure that images are well-lit and professionally edited.
Mistake to Avoid: Don’t use low-resolution or poorly composed images, as they can make the property look less appealing and unprofessional.
3. Implement a Clear Call to Action (CTA)
Implementing a clear and compelling CTA is essential for guiding visitors toward the next step, whether it’s scheduling a viewing, requesting more information, or making an inquiry. The CTA should stand out on the page, be action-oriented, and clearly communicate what the visitor will gain by clicking it. This element is absolutely critical in converting visitors into leads or clients. Take a look at the example by the Nowak Estate agent. A relevant call to action is clearly visible below the hero copy with no distractions around:
Pro-Tip: Test different CTA colors and wordings to see which one drives the most conversions. A/B testing can help optimize this element for maximum effectiveness.
Mistake to Avoid: Avoid having multiple CTAs that lead to different actions on the same page, as this can confuse visitors and dilute the effectiveness of your main goal.
4. Craft an Engaging Property Description like Keen-Summit
The property description should provide essential details in a concise and engaging manner. It should highlight the key selling points, such as location, size, unique features, and any other aspects that set the property apart. A well-written description helps potential buyers or renters quickly understand what the property offers and why it’s worth considering.
An advantageous technique here is a list of key features, as they are capable of compressing a lot of information into a small space. It’s good to further enhance them with icons to break up the text’s monotony, which Keen-Summit did:
Pro-Tip: Highlight unique features that differentiate the property from others on the market, such as energy-efficient appliances, custom designs, or proximity to landmarks.
Mistake to Avoid: Don’t overload the description with jargon or overly technical details that might overwhelm or confuse potential buyers.
5. Provide Accessible Contact Information like homfi
Providing clear and accessible contact information is crucial for making it easy for potential buyers to reach out. This can include phone numbers, email addresses, or even live chat options. Having contact details prominently displayed helps build trust and encourages visitors to take the next step in their property search. Here is the perfect application of this point by homfi:
Pro-Tip: Include multiple ways for visitors to contact you, such as phone, email, and live chat, to accommodate different preferences. Also, ensure that contact options are prominently displayed.
Mistake to Avoid: Don’t hide contact information at the bottom of the page or in hard-to-find places. Make it easy for visitors to reach out at any point during their browsing experience.
6. Incorporate a Lead Capture Form like RE/MAX
A lead capture form is a powerful tool for collecting visitor information, allowing you to follow up with potential clients. The form should be simple and easy to complete, asking only for essential information like name, email, and phone number. Offering something in return, such as a free market analysis or property brochure, can increase the likelihood of visitors filling out the form. RE/MAX bet instead on the newsletter, including the latest news and deals. All of these keep website visitors updated, which is a clear value for their target audience.
Pro-Tip: Make sure the form is visible and readable. It should be located in the hero section and – if you decide to repeat it – in the penultimate section (before the footer).
Mistake to Avoid: Avoid asking for too much information upfront, as this can deter visitors from filling out the form. Lengthy forms tend to have lower conversion rates.
7. Build Trust with Signals like Van Poll and Keller Williams
Build trust with signals, such as testimonials, reviews, or badges. All of these help to ignite credibility and reassure visitors that they are dealing with a reputable company. These elements can showcase your experience, customer satisfaction, and the quality of your service, making it more likely that visitors will trust you and take the next step. Von Poll real estate business company deals with it through a separate badges section:
A good alternative for trust badges and client testimonials is also a section with numbers. They are much better at fostering credibility than bare statements with no evidence behind. Just take a look at the following application by Keller Williams:
Pro-Tip: Feature customer testimonials or reviews from previous clients that specifically highlight your strengths in the real estate market, such as responsiveness or local expertise.
Mistake to Avoid: Don’t use outdated or generic testimonials that don’t relate directly to the type of property or service you’re promoting on the page. Ensure proper positioning of social proof on the website and make it highly visible (in the example above badges section is placed just above the footer, which is too low).
8. Offer a Virtual Tour or Video like Josh Flagg
Offering a virtual tour or video walkthrough provides a more immersive experience, allowing potential buyers to explore the property remotely. This can be particularly useful for out-of-town buyers or those who prefer to get a feel for the property before scheduling a physical visit. Videos and virtual tours can highlight the flow of the space and give a better sense of scale and ambiance. They work, however, also on real estate agents’ landing pages, even if depicting example properties. This is because they are a kind of promise of a future transaction with an ideal property, reinforcing buyer commitment. Josh Flagg knows it well. Check out the stunning video played in the background of his landing page:
Pro-Tip: Include a voiceover or captions in your video or virtual tour to guide visitors through the property, pointing out key features and benefits as they view each area.
Mistake to Avoid: Avoid using auto-play for videos with sound, as it can be intrusive and may cause visitors to leave the page. Give users the choice to play the video or not.
9. Ensure Mobile Responsiveness with Landingi
In today’s mobile-first world, ensuring your landing page is fully optimized for smartphones and tablets is essential. A mobile-responsive design adjusts the layout and content to fit smaller screens, providing a seamless user experience. This ensures that visitors can easily navigate your page and take action, no matter what device they’re using.
To speed up the mobile optimization process use landing page builders with a dedicated drag-and-drop mobile view editing mode and the automated mobile view generator. This is how it works in Landingi:
Pro-Tip: Include a prominent click-to-call button on your mobile-responsive landing page. Many potential clients browsing real estate listings on their smartphones prefer to call directly for more information. This feature not only enhances user experience but also boosts conversion rates by making it easy for visitors to connect with you instantly.
Mistake to Avoid: Don’t overlook the importance of fast load times on mobile devices. Heavy images, videos, or poorly optimized code can slow down your landing page, leading to higher bounce rates.
10. Optimize for SEO
SEO optimization involves using relevant keywords, meta tags, and structured content to improve your landing page’s visibility on search engines. A well-optimized page attracts more organic traffic, increasing the chances of reaching potential buyers or renters who are actively searching for properties like yours. Including targeted keywords and providing valuable content can significantly boost your rankings.
Pro-Tip: Translate your landing pages to different languages to attract a broader audience, including non-native speakers who are searching for properties in their language. Use automated translations to accelerate the process and reduce costs.
Mistake to Avoid: Avoid overloading your landing page with too many keywords. While it’s important to include relevant keywords, stuffing them into your content can harm readability and negatively impact your search engine rankings. Focus on natural, valuable content that appeals to both search engines and users alike.
11. Add a Map Widget like Ashley Adams
A map widget allows visitors to see the exact location of the property, helping them visualize the neighborhood and its proximity to amenities like schools, shopping centers, and public transport. An interactive map can also allow users to explore the surrounding area, making the property more attractive by showcasing its prime location. Sometimes, embedding simple Google Maps is perceived as useful, as it’s a tool that most of the users are familiar with. Here is an exemplary implementation on Ashley Adams company’s home page:
Pro-Tip: Add to your real estate landing pages a map (e.g., using a map widget) to allow users to easily identify where the property is located and what kind of amenities (such as schools, parks, restaurants, and public transport options) are available in the neighborhood.
Mistake to Avoid: If nearby developments, new amenities, or changes in infrastructure are not reflected on your map, it can lead to a negative user experience and potential distrust. Ensure your map widget is regularly updated to provide the most accurate and relevant information to your visitors.
12. Integrate a Calendar
Integrating a calendar widget enables visitors to schedule viewings or appointments directly from the landing page. This feature simplifies the process of booking a property tour and can significantly increase engagement by allowing users to select a date and time that works best for them.
Pro-Tip: Ensure that your calendar widget integrates seamlessly with popular calendar apps like Google Calendar, Outlook, or Apple Calendar. This allows users to easily add their scheduled appointments or viewings to their personal calendars, reducing the chance of missed appointments.
Mistake to Avoid: Avoid using a calendar widget that does not update availability in real-time. If users attempt to book a time slot that is no longer available, it can lead to frustration and potentially lost leads.
13. Include a Counter Widget
A counter widget displays real-time data, such as the number of available units, how many people have viewed the property, or the countdown to an open house event. This feature can create a sense of urgency and encourage visitors to take action before they miss out on an opportunity. The best landing page builders have many predefined styles for counters, which facilitate crafting one aligned with your branding. Here are a few example counter kits from Landingi:
Pro-Tip: Display real-time engagement metrics, such as the number of people currently viewing the property or recent bookings. Highlighting active interest can create social proof, making the property more appealing by showing that others are also interested.
Mistake to Avoid: Avoid letting your counter widget display stale or inaccurate information. If the data isn’t regularly updated or doesn’t reflect real-time changes, it can erode trust and reduce the effectiveness of the urgency you’re trying to create.
14. Utilize Icons for Key Features like Hannels
Utilizing icons helps visitors quickly grasp key features and amenities of the property. Using simple and recognizable icons can make the information more digestible and can highlight important details like the number of bedrooms, parking availability, or pet-friendliness. You can also iconize the company’s unique selling points to strengthen messaging, just like Hannels does:
Pro-Tip: Include alt text for each icon to improve accessibility for users who rely on screen readers. This ensures that all visitors can understand the key features, regardless of how they access the information. Additionally, it influences SEO in a positive way.
Mistake to Avoid: While icons are effective for highlighting key features, using too many can overwhelm visitors and make the page feel chaotic. Focus on the most important details and use icons sparingly to maintain clarity and visual appeal.
15. Offer Free Resources like The Moore
Providing free resources on your landing page can be an excellent way to build trust and demonstrate your expertise. Resources such as eBooks, market reports, or home-buying guides can offer real value to potential clients, making them more likely to engage with your services and share their contact information.
The Moore Company allures potential clients with a list of ideas on how to spend time in Columbia before dying. Apart from a well-crafted title, this type of content may increase the likelihood of purchase, as it warms the image of the place, showing that in this location, you can’t get bored.
Pro-Tip: Tailor your free resources to address common pain points or questions your target audience may have. For instance, offering a “Homebuyer’s Checklist” or “Guide to Selling Your Home Fast” can attract visitors who are serious about making a move.
Mistake to Avoid: Don’t offer useless or typical content that can be easily found elsewhere. Ensure that your resources are high-quality, up-to-date, and specific to your market to stand out and truly benefit your audience.
What is the Best Real Estate Landing Page Builder?
The best real estate landing page builder is Landingi due to the many industry-specific features it has, such as plenty of templates, map and calendar widgets, counters, accordions (great for FAQs), thousands of free visuals (images and icons) and many optimization tools.
Build a page like the one above using Landingi’s “Real Estate Selling” template.
Create a similar real estate landing page based on the “Meet Developer” template by Landingi.
How can I Optimize my Real Estate Landing Page for Higher Conversion Rates?
You can optimize real estate landing pages by improving particular elements (headline, form, call to action, navigation, copy, and visual content, etc.) based on the conclusions drawn from testing and analyzing their current performance. A few tools may prove valuable once involved in the process:
- Google Analytics (for tracking visitor behavior based on stats and numbers),
- Hotjar (to gain insights through heatmaps and user session recordings – a great option for identifying users’ key pain points),
- Landingi (to perform A/B testing and event tracking, which is a “must” while optimizing individual on-page elements),
- SEMrush (to perform keyword research and determine the most relevant ones),
- BuzzSumo (for generating compelling content ideas based on what’s trending in real estate),
- Mailchimp (to integrate with your landing page for effective email marketing follow-ups),
- Yoast SEO (to ensure your landing page and its content are search engine optimized and rank well).
Remember, creating high-converting landing pages is not done once and for all. To create such pages, you should constantly monitor, analyze, test, and optimize for better performance.
What are the Key Elements of an Effective Real Estate Landing Page?
Key elements of effective landing pages in the real estate sector comprise a well-thought-out headline, attractive visuals, highlighted CTA, detailed offer description and contact elements. Apart from these essential items, it’s also good to use the following elements, which are not necessary, but usually increase the conversion rate:
- maps to allow users to instantly localize the property,
- calendar to allow prospective buyers to make appointments with you or your sales team,
- counters for emphasizing that the offer is time-limited to use a sense of urgency.
What is the Real Estate Landing Page Builder?
A real estate landing page builder is a specialized tool designed to help real estate professionals create dedicated landing pages that effectively showcase properties, capture leads, and convert visitors into clients. Tools of that kind are equipped with features tailored to the real estate industry, such as customizable templates for property listings, integrated lead capture forms, and the ability to embed maps for location details. By using a real estate landing page builder, agents and agencies can easily create visually appealing, high-converting pages that highlight the unique aspects of their properties and services, ultimately driving more inquiries and sales.
What is the Average Real Estate Landing Page Conversion Rate?
The average real estate landing page conversion rate is 7.4%, as reported by MarketingProfs. This may sound surprising since many real estate businesses tackle much lower CRs. How is it possible?
First of all, many users confuse the average conversion rate with the median conversion rate, which for real estate landing pages is equal to 2.6% (the same source). The latter is always lower than the former because usually, very few high-converting landing pages dramatically increase average CR (while the majority of them have very low iCR indexes). The median conversion rate is, therefore, a better measure for detecting real trends in the industry, as it is insensitive to such extreme cases.
What is actually a median? It is the so-called “central value,” which means the value dividing the whole population (in this case, all the real estate landing pages analyzed) into two equal groups: those with lower (than the median) and higher (than the median) conversion rates.
Finally, note that even if 2.6% is not an outstanding result, classical real estate websites have a much lower CR, at 0.6% (according to Serviceform)! It clearly indicates that landing pages convert much better than websites in the real estate industry (as well as in other industries).
Build Landing Pages for Your Real Estate Business With Landingi
You’ve got the fundamentals and seen real estate landing page examples, so the learning part is done! It’s time to get some practice.
In Landingi, you can easily create landing pages with a no-code drag-and-drop interface. You can start from scratch to have full control over every detail or based on hundreds of customizable templates (more time-saving option). You may adjust the design, add forms and icons, create new sections, connect integrations, and much more. You can, finally, optimize your real estate landing pages, based on data with A/B testing and EventTracker, as well as generate content for them with AI Assistant.
Hop on a free trial and test it out on your own!
