How to Create Effective and Engaging Landing Pages for Real Estate Websites?
For real estate websites, landing pages are critical in making or breaking their online presence. A well-designed and engaging landing page can instantly capture your target audience’s attention and convince them to take the desired action. Whether they want to schedule a property viewing, fill out a contact form or sign up for a newsletter, the real estate landing page should be designed for that specific action.
In this article, we are going to explore the key elements of an effective and engaging landing page and the best practices for creating the real estate web pages that your users want and need. By reading further and applying our tips, you can improve conversion rates which lead to the growth of your business.
Landing Page for Real Estate Websites: Definition and Types
A real estate landing page is a standalone website page specifically designed to capture leads and convert them into potential customers. The landing page serves as an initial point of contact between a user and a real estate business. Its objective is to encourage users to take a specific action, such as filling out a contact form, scheduling a consultation, subscribing to the business’s newsletter, etc.
The landing page design must be straightforward and have a concise layout highlighting your real estate business’s unique selling points. The selling points can focus on the types of property you help sell or rent, your areas of expertise and your experience in the industry. To convert visitors into leads, we advise you to include compelling images and videos of the properties, feature testimonials from satisfied clients, and add alluring calls to action (CTA) that encourages potential clients to take action.
An effective and engaging landing page for real estate websites is a powerful tool for attracting traffic from multiple sources, such as organic search, social media, ads, etc. and converting them into leads. Keep in mind that your real estate website has various purposes, while a landing page is hyper-focused on one objective, one single action and has one single goal.
We strongly recommend you include dedicated landing pages targeted to specific customer profiles in your marketing strategy. Let’s explore the types of real estate landing pages that you can leverage to achieve your business goals.
- A property search is a page dedicated to a potential buyer looking to rent or buy a house in a specific area.
- Property evaluation is a webpage dedicated to homeowners that want to verify and understand the value of their property.
- The guides and guidelines page emphasises the aspects that make a real estate company an expert in the field. Its purpose is to build trust and capture the attention of prospective buyers and sellers attention.
- The exclusive content webpage is an excellent way for real estate agents to increase their customer database and generate leads. All you have to do is to offer valuable and exciting content in exchange for contact information. The exclusive content can be an e-book, a series of videos, or even tips for getting the best offer on the market.
Know Your Real Estate Target Audience
A real estate agency should know the target audience for its website or marketing campaign. The goals and the strategies change based on who they want to address their content. In general, the target audience of a real estate company is:
- Buyers – buyers are individuals that are looking to purchase a home. They can be first-timers or be interested in a move-up or size-down opportunity. Home buyers usually go through the process of searching for properties that fit their needs and preferences. Remember that they will be interested in working with a real estate agent or broker to help them with their buying process or choose to go through it independently.
- Sellers – sellers are individuals who want to sell their residential or investment property. Current homeowners usually work with a real estate agent or a broker to help them advertise and sell their property. The agent or broker will assist the seller in setting up a price for the listing based on the market demand and the property’s condition and features. Once the listing is posted for sale, potential buyers can visit the property and make an offer.
- Real estate investors – real estate investors are companies or individuals looking to purchase real estate to generate income by renting or appreciation over time. Investors have a deep understanding and knowledge of the real estate market and may have experience in property management, construction and finance. They analyse metrics such as cash flow, cap rates, and return on investment before acquiring a property.
- Renters – renters are individuals who are looking to rent a residential or commercial property from a landlord or property owner. Usually, renters wish for a temporary living arrangement because it provides flexibility and convenience. They can work with a real estate agent or broker to find a suitable rental property that meets their needs and preferences, such as location, amenities and property size.
- Real estate professionals – real estate professionals such as agents, brokers, property managers and appraisers work in the industry. Real estate agents and brokers are licensed professionals who represent buyers or sellers. They help their clients find suitable properties, negotiate prices, and go through the buying or selling process. Real estate appraisers estimate the value of a property to help buyers or potential sellers make an informed decision on a property’s market value. Property managers handle the day-to-day operations of rental properties on behalf of the property owner. Their tasks include screening tenants, collecting rent, taking requests, handling repairs and maintenance, and ensuring compliance with local regulations.
Why Do Real Estate Websites Need to Have Engaging and Effective Landing Pages?
A high-converting landing page is crucial in the real estate market because it drives conversion and viable leads. Engaging and effective landing pages are a magnet for qualified traffic and help turn potential leads into active leads and, in the end, into customers. Landing page conversions are the best way to convert real estate leads into happy customers. We strongly recommend implementing custom landing pages based on your target audience’s profile into your digital marketing strategy.
Real estate landing pages bring value to a business in more ways than leads and conversions. Let’s explore together the importance of real estate landing pages:
- Lead generation by capturing contact information from potential sellers, buyers, or renters. We recommend providing a clear call-to-action button and offering something valuable in return for their email address and name. You can offer them a free home valuation, a guide they can download, etc. A real estate marketing strategy for lead generation can successfully include this type of landing page to increase the database and start a conversation with potential leads. Use a sign-up form to gather contact details.
- User experience plays a critical role in engaging and converting visitors. Users’ online real estate journey is more engaging and effective the more targeted and relevant the content is for them based on their search intent. Landing pages can target a specific user category based on demographics, interests, etc. You can use Google Analytics and Facebook Pixel to track user behaviour and create pages that address their needs and interests.
- Conversion rates can be improved when you remove distractions and provide a compelling, straightforward message that resonates with your visitors. Your real estate digital pages should focus on a specific offer encouraging users to take action and become clients. You can use landing pages together with targeted advertising campaigns such as Google Ads and Facebook Ads to deliver a highly personalised and relevant message specific to your target audience.
- Branding can be reinforced by showcasing your unique value proposition, expertise and personality. Create a consistent and compelling brand experience across your website and all marketing channels. This way, you build trust and credibility with potential customers.
- Improve SEO (search engine optimisation) by creating targeted landing pages. You can improve your search engine rankings by using targeted and relevant content for specific keywords and search queries. By focusing your efforts on optimising landing pages for search engines, you will attract more organic traffic to your website and generate leads and conversions.
- Increase flexibility to attract audiences. Real estate landing pages are highly customisable and can be tailored to various marketing goals and types of clients. You can create pages for different types of properties, focusing on specific neighbourhoods and services. We recommend customising your message, using branded and minimal design and ad call-to-actions to suit the audience’s needs.
- Better tracking and analytics because landing pages provide detailed monitoring and analytics data that will help you understand the effectiveness of your campaigns and make data-driven decisions. You can evaluate the impact and improve the landing page’s performance over time. Use Google Analytics and A/B testing to analyse user behaviour and track metrics such as bounce rates, conversion rates, time on page, etc.
How to Create Effective and Engaging Landing Pages for Real Estate Websites?
People have a brief attention span, and they want you to find them, not the other way around. Users also want to avoid scrolling and navigating through pages to see what they need. Creating compelling and engaging landing pages for real estate websites requires planning, thoughtful design and persuasive copywriting. We will give you some landing page tips and analyse some landing page examples for you to learn how to drive more leads and conversions.
Engaging Landing Page Tips:
- First and foremost, we advise you to set clear goals and objectives. Ask yourself what action you want your visitors to take on your landing page. Do you want them to fill out a sign-up form to increase your mailing list? Do you want them to call you or download a guide? You will determine your page’s design, message, and call-to-action based on your goals, such as generating leads, promoting a property, or building brand awareness.
- Craft straightforward and strong headlines because they are the first thing users see on your page. Landing page headlines allow you to hook your visitors immediately and ensure you do not confuse them. We recommend concisely communicating your offer’s value proposition using action-oriented language. Make sure you use a bold font and a contrasting colour to make your headline stand out.
- Use compelling visuals to showcase your popular properties or services. Make sure your high-quality images or videos help you reinforce your message. Take advantage of the white space and use a clear hierarchy. Moreover, you can also add visual walkthroughs or video tours and relevant property details.
- Craft persuasive and focused content. Your copy should be clear, concise and focused on the advantages of your offer. We recommend formatting your content using bullet points and short paragraphs to make your page easy to scan and read.
- Use social proof, such as customer testimonials or customer reviews, to build trust and credibility. Your audience is more likely to engage and take action if they see other peers have taken the same action. In the real estate context, social proof is one of the essential elements to be provided. Buying or selling a house is a significant decision that requires trust and confidence in real estate professionals.
- Include clear call-to-action with action-oriented language and urgency, such as “Download Now” or “Get Started Now”. Moreover, make sure the CTA stands out visually. It is prominent and aligned with your goals. Place the call-to-action above the fold or at the top of the page. This way, users do not need to scroll through the landing page to take action and will notice it.
- Optimising for mobile as responsive design is mandatory for businesses to place higher in the search results and reach all their audiences. A responsive landing page, optimised for mobile devices, helps the users navigate easily on the page while on the go and provides a positive user experience, regardless of the used device.
- Optimising for SEO will help search engines place you better in the search results and will help you reach a more relevant audience, increasing lead generation. Use relevant keywords and make sure you include them in your headings and throughout your page’s content. Optimise your meta descriptions and meta tags, including internal linking, etc.
- Test, analyse and optimise your landing pages for better results. We strongly recommend experimenting with different designs, copies and CTAs. A/B testing is a fantastic way to understand what resonants with your audience better. Moreover, test one variable at a time and use the data you got to optimise for improved effectiveness.
By following and implementing these tips, you can create effective and engaging landing pages for your real estate business to attract more leads and convert leads into customers.
Landing Page Examples:
For this section, we are going to take three real estate websites and analyse their landing pages. The first website is Flyhomes, a popular real estate website offering homebuyers and sellers a wide range of services. The company’s services include buying and selling homes, mortgage services, and investment opportunities. The second real estate website is Realtor.com which offers comprehensive property listings, home value evaluation and provides resources for homebuyers and sellers. The third website is Redfin, an online real estate brokerage platform for buying and selling properties with comprehensive property listings, evaluations and guides for buyers or sellers.
The Home Search Landing Page
Flyhomes’ home search landing page grabs attention with a high-quality hero image, bold headline, and action-oriented CTA. The Realtor.com home search landing also uses a high-quality hero image with a headline that underlines their value proposition, and users have the option to choose if they what to buy, sell, rent, or monitor the sold or pre-approved properties and also get a home evaluation. The Redfin home search landing page uses a more minimal design approach, with the headline and subtitle copy on the left and a cartoon image on the right.
As we may see, each real estate website has its unique branding, tone of voice and different target audiences. Based on the images they present as attention-grabbing, we say that Flyhomes has as its primary target Millenials, Realtor.com targets people in young families, and Redfin has a more general approach. Furthermore, all landing pages use best practices as they grab attention with an image or bold headlines. The copy is short and clear, and the CTA is action-oriented.
Page Property Listings Landing Page
Flyhomes’ website has a special flow until we get to the property listings page.
- After clicking on the “Get Started” CTA, users are redirected to another page where they can choose what they want to do: buy, sell or both.
- Based on what you click on, the next step is to choose the location you are interested in living.
- The next step is to choose when you want to buy the property.
- Choose what the motivation behind your buying decision is.
- Next, you should select your budget.
- You should choose the downpayment value.
- The last step is to provide your contact information so the real estate agents to contact you.
Now you can see the listing page based on your answers. The page includes a dynamic Google Maps feature on the left of the page that features the price and location of the listing. The selected listing will appear on the right by clicking on the price on the map.
You can also find other filters you can apply, such as home types, number of beds, baths, and price range. You can also have the option to save the search.
You can filter the listings by active, new, open, and pending on the right side.
The listing preview includes details such as property price when the listing was added to the website, the number of beds and baths, the square footage, the address and a favourite button (the heart button), which will save the listing in your saved homes tab, but only if you have an account on their website.
Realtor.com flow is fairly straightforward. Users can search by city, address, school, ZIP or neighbourhood, and they will be redirected to a listing page where they can see all the listings corresponding to their search. Moreover, they can apply more filters such as price, property type, number of beds and baths, listing status and a more filters tab where users can apply more selection criteria such as pool, basement, waterfront, home age, etc.
The property listing features the brokerage that has the property, the time when the listing was added, if it is for sale or rent, the price of the house, the number of beds and baths, the square footage and lot size and the address. As actions, users can press the heart-shaped button to add the listing to their favourites tab, but only if they have an account. Moreover, users can choose to click on the “email agent” button to get in touch with the appropriate person to find out more details about the listing.
The Redfin home search flow is very similar to Realtor.com. Users can search properties by location (City, Address, School, Agent or ZIP) and price range. They will be redirected to the property listing page with a dynamic Google Map on the left, property listings, and more filters on the right. When users click on any area of the map, they will be zoomed in and choose the exact neighbourhood or even address they want to see the listings, while on the right side, only listings from that area will be displayed. Users have other filters to choose from, such as home status, property details, home features, listing type, etc.
The listing features the time it was added to the website, if a 3D walkthrough is available, price, number of beds and baths, square footage and address. You have two immediate options to like the listing and share it to an email address or social media channels.
To make a comparison, Realtor.com and Redfin have a similar flow to their home search and listing pages that is simple and focuses on the location and price, giving users the possibility to add more filters to their search after they get to the listing page. On the other hand, Flyhomes has a long and more tedious home search flow. Even though all three websites focus on the same flow, Flyhomes has a better process than the other two because it feels more personal and more customised to a user’s needs. Moreover, they use a sign-up form at the end of the process to get contact information and increase the number of relevant leads.
Home Valuation Landing Page
The real estate services landing pages such as home valuation or mortgage calculator landing pages are a great tool to help potential sellers or buyers to make an informed decision and to analyse their options better.
Realtor.com’s home valuation is similar in design to their home search landing page. They use a hero image with a bold heading and a CTA. Moreover, they provide valuable information to users, such as when is the best time to sell and use a great action-oriented CTA. Furthermore, they offer real-time home value reports, the option to keep your listing up-to-date, compare your home with others in the area, and explore multiple ways to sell your house.
Redfin’s home valuation landing page keeps consistent in terms of design style, with a more explicative and educational approach. They provide more information about how the home valuation is calculated, offer monthly home reports, and track home value and market trends. Moreover, they provide more information, such as blog articles for homeowners relevant to potential sellers.
The home value landing pages are a valuable resource that real estate websites can offer to potential sellers. Both real estate websites have great landing pages that provide valuable information to potential customers and are consistent in design, tone, branding and flow.
Guides and Guidelines Landing Page
We have three different approaches for the guides and guidelines landing pages. We took the seller’s guide landing page for this example.
We will start with the Flyhomes seller guide, which is actually and frequently asked questions approach. The Realtor.com approach is a landing page with a series of blog articles. They provide valuable information to every homeowner that wants to sell a property. From how to prepare your home for sale to the home closing process, everything is explained step by step from start to finish. Redfin’s approach is to provide various tools and articles for sellers to understand better the process of selling a home, finding an agent, getting their home evaluated, etc.
We stand by the Realtors.com approach to this guide as it is more informative and thorough than the others. It has a natural and logical hierarchy of the article positions, and they cover all the details that might interest a potential seller.
As you can see, all three websites tick every box for highly engaging and effective landing pages. They use high-quality photos that fit their website style and design. They use persuasive and strong headlines that emphasise what the page is about and use action-oriented and clear CTAs. Moreover, they cut down on irrelevant information and provide only details that interest potential customers based on their needs.
We have worked with Romania’s most prominent real estate company to create, design and implement their responsive website and developed a custom CRM that accommodates their goals and client needs. You can read everything about the project, our approach and solutions in our real estate case study. Contact us today to help with your real estate project or improve your landing pages!