We’ve come a long way since the days of sticking a sign in a yard and hoping against hope to get a call. Unfortunately, though, many brokers and real estate agents still take an old-fashioned approach when it comes to their website landing pages.
We get it. Digital marketing is rife with complexity and jargon.
Headlines, images, retargeting pixels…is it all really necessary?
Yes and no.
As with all things digital marketing, some elements are more important than others—and your ROI depends on how well you prioritize. We’ve reviewed dozens of real estate landing pages and compiled the best ones to help you avoid common pitfalls and start bringing in measurable, conversion-ready leads.
A landing page (also known as a squeeze page or lead capture page) is a single web page dedicated to one specific objective: turning passive prospects into active leads.
Many real estate agents think a solid home page is all you need to successfully convert leads online. We wish that were true. In reality, the average person sees between 5,000 and 10,000 ads per day and has an attention span of eight seconds.
It’s going to take more than your standard home page to cut through that much noise.
Put yourself in the prospect’s shoes. Being directed to a generic home page after clicking an ad for the ‘home of your dreams’ is a bit of a let down. The beauty of a dedicated real estate landing page is that it gives your prospects exactly what they came for, holds their attention longer and speaks directly to their specific needs.
So, how do you create landing pages that will help you stand out from the crowd and convert more leads faster?
Here are 7 steps that will help you knock it out of the park.
3 Proven Landing Page Strategies for Real Estate Brokers
If you’re here, it’s probably because you have a sense that your online conversions are a little low—you’re getting decent traffic to your website, but the number of new leads hitting your CRM could definitely be better.
The best way to improve your digital marketing ROI is to create a real estate landing page (or pages) that speak directly to the conversation already happening in your prospect’s head, based on where they are in their real estate journey.
Eugene Schwartz, author of Breakthrough Advertising and pioneer of conversion-focused marketing, outlines five levels of awareness:
Example: A traveling millennial reading a blog post on personal finance sees a real estate ad targeting first time home buyers.
Example: A potential seller needs to relocate quickly and clicks a Google ad for a real estate company that buys ‘as is.’
Example: A potential home buyer shops around for top Realtors in her area.
Example: An informed buyer scans your site for testimonials.
Example: A high-value referral wants to schedule a showing.
In order to gauge the true performance of your landing page, it’s important to be clear about what counts as a conversion.
When a prospect moves from being less aware of your brand to taking a specific, predefined action to engage with it, that’s a conversion.
Depending on the landing page, this might be any of the following:
To get to your conversion rate, simply divide the number of people who take the requested action by the number of total visitors to your landing page.
Now that you’ve taken a minute to walk in your prospect’s shoes, it’s time to talk copy.
Top performing content online reads at or below a ninth-grade reading level. The best-converting real estate landing pages have clear, concise headlines that are easy to consume and serve up a ton of value for the prospect. This leads us to the first and perhaps most important point in crafting a headline:
Use clear, easy language in your headline. Never include jargon—your landing page isn’t the place for fine print.
This landing page headline from Realtor Geoff Goolsby gives potential buyers exactly what they want, confirming that they’re in the right place and making it easy for them to click through.
The best landing page headlines provide an emotional benefit.
This landing page popped up while reading Nerdwallet’s blog post entitled Millennials and Homebuying: Myths and Reality. The goal of the title “Become a home buying pro” is to convince readers that they can become authorities on the topic rather than just informed subscribers.
Your initial ad, email or blog needs to tie in seamlessly with your landing page headline. A landing page that doesn’t deliver on what was promised creates a message mismatch, and the end result feels like a digital bait-and-switch. Give your prospect what they want and they’ll return the favor.
According to digital marketing expert Neil Patel, “If the headline makes the user look, then the subheadline should make them stay. A subhead is part of the one-two punch of a landing page’s power.”
If it doesn’t answer a key question, address fear or evoke desire, leave it off.
Here’s a great example of a landing page with a simple but powerful follow up. The subhead assures the prospect that this will be fast and easy, and reminds them of what’s in it for them. With this landing page, this team has eliminated all barriers to make signing up a no-brainer.
Your value proposition spells out in plain language exactly what your prospect gets when they sign up with you. Again, it’s all about what’s in it for them.
Take a look at how Golden Key uses their benefits list to spell out just what leads get in exchange for sharing their contact info.
Top ranked Realtor Paige Martin personalizes her value proposition to attract buyers looking to relocate to Houston. She knows exactly who her audience is and how aware they are. This enables her to offer information she knows they want—a move that keeps her far ahead of the competition. You could consider having dedicated landing pages for different client segments.
One of the most common mistakes Realtors make is linking landing pages to their "About" page. Personal brand and reputation are crucial in the real estate business, but honestly, even solution aware leads who know your name don’t want to read your mission statement—they want to see what people like them think about you.
In fact, 92% of consumers read testimonials and reviews before considering a purchase.
Here are a few factors to keep in mind when selecting testimonials for your landing page:
Upnest kills it with a powerful combo of compelling customer video and detailed testimonials that encourage visitors to check out their service.
Remember what we said about your real estate landing page being your online deal-closer?
It all comes down to the button.
Here’s the quick and dirty for a clickworthy CTA:
Bob Lucido’s top-ranking team provides a beautiful example of a home value estimator landing page that offers killer value to seller leads.
Mobile traffic accounts for approximately half of digital traffic worldwide, so there’s almost a 50% chance that your buyers and sellers will be using phones to check out your landing page.
If your website is not well-optimized for mobile, you will lose leads. A staggering 80% of mobile users abandon a mobile site that has a poor user experience.
Here are some of the most important steps to take::
Ryan Rodenbeck, a broker and owner of boutique brokerage Spyglass Realty, has always been a huge fan of using technology to drive his company’s bottom line.
When you look at a Spyglass Realty landing page, there are no fancy background videos, but every element of the page is optimized for performance. No wonder Ryan and his team regularly score over $90 million in sales per year.
This Spyglass Realty landing page uses numbers and analytics to promote the team’s effectiveness.
Here are some of the other key additions Ryan’s team uses to make their landing page effective:
After leads opt in using the website forms, they instantly become a part of a conversion funnel, which is comprised of a number of workflows that Ryan’s team uses to convert prospects into buyers.
The best part is Ryan makes sure he can easily control every part of the conversion funnel by integrating the website with his CRM, Follow Up Boss.
With this integration, Ryan can easily switch how the new leads are distributed among agents. He segments the leads by price point and type and makes sure that everyone who fills out the form on the website gets instantly assigned to the most capable agent on his team.
Anthony Malafronte and his team at My Tampa Agent have perfected the art of building trust with customers before they even start working with them.
No fancy listings or videos required. In fact, before you even learn anything about Anthony and his team, prospects get at least three different points of value up-front on the My Tampa Agent landing page.
First, you’ll find a simple slogan that sets expectations, and a search bar to help you find exactly what you need. Simple and effective.
Next, you’ll see a list of featured and regularly updated listings to explore.
Finally, you’ll see a community exploration section designed to help you learn as much as possible about a specific area in the market.
Only afterwards do you meet Anthony and the rest of the team.
But the value doesn’t end there. After a short testimonial block, leads can see the latest updates from the company’s blog with articles on home equity, property valuation, and first-time homebuyer steps.
Because the landing page gives so much value up front without trying to sell anything, customers already feel like they can trust Anthony and his team.
With their simple, customer-centric approach, My Tampa Agents has become one of the leading low-inventory teams in their region.
Tailoring your landing page to your ideal customer is a sure way to win, but there are also some great examples of agents and brokers who set themselves apart simply by showing who they are beyond the classic ‘About Us’ page.
They are using a background video on their landing page, but not to show off drone sequences of a luxury property.
They are telling a story about their team. And it’s captivating.
By the time you’re finished viewing this landing page, you feel like you know every agent at Enclave, and you want to work with them.
The rest of the landing page follows this example: every block doubles down on the idea that the Enclave Team is a real estate team like no other with exceptional work ethic, transparency, and pure positivity.
If clients still aren’t sure about their next step, Beth and her team use the same technique as Anthony, providing extra value via links to the most useful articles on their blog at the bottom of her page.
After they’ve earned the lead, the Enclave Team doesn’t stop there. Beth uses Follow up Boss to visualize the lead pipeline and easily see whether leads are moving faster or slower through certain stages of her process.
In one instance, with this advanced tracking in place, Beth easily identified that almost half of the leads that signed up didn’t close, and fixed that by applying new accountability programs.
As with all things business, successful landing pages are all about putting the client first.
Done right, they can be a low-cost way to bring in TONS of top quality leads.
Done wrong, they can be a black hole in your marketing funnel.
Are you losing revenue because your agents are struggling to convert your website leads?
With the Follow Up Boss Pixel, you’ll know just what your leads viewed, liked, browsed, allowing you to create a custom game plan to convert them.
Additionally, you’ll be able to group your website leads based on their actions and interests, send automated marketing campaigns, and assign different types of leads to the agents most qualified to work with them.
Try Follow Up Boss free for 14 days, and see for yourself how the most advanced and easy-to-use CRM on the market can help you convert visitors into happy clients with ease!