As a real estate agent, you’re always on the lookout for new clients. Whether they’re buying or selling a home, you want to be their go-to person. Leads can come from many different sources like word of mouth and print advertising but most commonly you’ll find that fresh leads come from digital marketing. The best way to ensure those leads are being nurtured and converted into customers is to capture their interest when they’re ready to buy. That is where a real estate landing page comes in.
Are you still sending potential leads to the homepage of your website? If so, you might be missing out on potential conversions. Your homepage is a great overview of your brand, but to convert a lead, sending them to a real estate landing page is key.
Below we discuss why it’s important to create landing pages for your real estate business and how to ensure they are optimized to convert.
Homepage Vs. Landing Page
You may be asking yourself why you need a real estate landing page when you have a homepage. Aren’t they the same thing? In short, not at all.
Your homepage is the face of your brand. If your real estate business were a home for sale, your homepage would be the curb appeal. It’s pretty and eye-catching but it doesn’t necessarily entice a person to buy (or sell). It contains a wide array of information designed to give an overview of who you are and what you offer.
A real estate landing page, on the other hand, is designed around a specific campaign. For instance, if you’re running ads or boosted social media posts, you would link to a landing page that is relevant to the campaign. If you’re trying to sell a particular home, you run a campaign and send leads to a landing page with more details on that specific property.
Sending paid or organic traffic to a custom landing page creates a relevant experience for potential customers. It captures their attention on the exact topic they are interested in. They will be much more likely to provide their contact information if they are sufficiently convinced that you can meet their needs. Your landing page can show them that.
Ultimately, the goal of your landing page will likely be to collect data from visitors, like their contact information, so you can get in touch and encourage them to use your services. Let’s go over how to make your landing pages convert visitors into qualified leads.
Use a Captivating Header
The headline of your real estate landing page is the first thing visitors will see. You should use this opportunity to grab their attention, establish trust, and guide them down the page. The main goal is for visitors to know the purpose of the page within seconds of arriving.
With a simple, yet enticing, header like, “What is your home really worth?”, visitors will immediately recognize that you can provide answers to their questions and they will likely continue reading to find out how. You’ll want to avoid headlines that are overly clever or intricate as they may be too confusing.
Create a Focal Point with Eye-Catching Imagery
The next thing your website visitors will notice after the headline is the imagery, and honestly, they might even see the images first. Which is to be expected, as many of us are visual creatures. Real estate lingo and home specs aren’t necessarily a fun read. Instead of trying to describe with words, show them with high-quality imagery. Images need to be just as important, if not more so, than the copy on your landing page. After all, the old saying is true: a picture is worth a thousand words.
The images you use on your real estate landing pages represent how you will showcase a home to sell and the homes that you have available to sell. Select aesthetically pleasing, eye-catching options accordingly.
Prioritize Transparency
When you’re targeting real estate clientele, you have to work hard to earn their trust. We’ve all heard the horror stories of realtors taking advantage of homebuyers or not disclosing pertinent information. You can remove any doubt by showing complete transparency from the moment they interact with your brand. Your landing page needs to prove to a potential lead that you are trustworthy and reliable.
You can do this by being direct and transparent in your copy. Be open and clear about what you are requesting. If you’re showcasing a property, you should clearly state the price and specs. Make sure the information on the page is relevant to them and up to date. Updated content shows that you are active in your business and aware of what is going on in the industry.
You’ll likely want this real estate landing page interaction to end with a lead providing their contact details. They’re only going to do that if they trust you.
Anticipate How Customers Will Interact
Now that you’ve perfected your headline, added attractive imagery, and established trust, you need to review your landing page with fresh eyes. Interact with the page as if you were a customer to ensure the organization, information, and experience make sense.
When you open the page, where are your eyes drawn to first? If it’s not the headline, you might reconsider your design. Will a visitor understand what you want them to do? If your call to action is not clear and obvious, you will lose potential conversions. Ideally, a call to action should be above the fold, which in digital terms means visible before you have to scroll.
Imagine you’re viewing the landing page as a visitor. Would you trust this brand to help with your home selling and buying needs? If the answer is no, you need to revisit your copy.
Call Motivated Sellers
A landing page is a must-have for a real estate website. This dedicated page is created with a specific campaign in mind to convert potential leads into qualified customers. We hope this list has helped you understand why you need to create a landing page and how to optimize it for conversion.
If you’re looking for more help finding qualified leads, look no further than Call Motivated Sellers. With our real estate cold calling services, you can always have a consistent stream of motivated and qualified seller leads to help your business grow.
Are you interested in working together? Contact us today!