If you’re in the real estate business, you need a real estate landing page. And the three main reasons for it all involve lead generation.
- To increase the number of real estate leads you’re getting.
Most websites include several links, distracting prospects from doing the one thing you want them to do — convert.
A landing page, on the other hand, has one focus: convincing prospects to become leads and clients. This focus it has over homepages means more conversions.
- You’re running a specific campaign (example: a promo for residents or potential residents of a certain area) and need a landing page to get as many leads as possible.
- As conversions increase, your lead generation costs naturally reduce.
For most estate agents, any of the reasons above signal they need a landing page.
Now that you know why you need a landing page for your real estate services, let’s examine some real estate landing page examples that are worth copying:
1. Byson Real Estate Company’s straight-to-the-point listing page
What’s the intent of people visiting a listing page? They’re not looking for in-depth information about your company, a block of text showcasing your staff, or a bio of yourself.
More often than not, they’re on your listing page because they need to see:
- The types of property you have
- Where your apartments/land/homes are situated
- The costs of each property
- What they look like
Byson Real Estate Company’s listing page shows all this information at once; everything in the bulleted list is there for potential clients to see the moment they land on the page. And still, with all this information, the site is not cluttered.
The images of each apartment give prospects another reason to stay on the page — increasing the chance they’ll convert. And then, there’s a search bar right at the top of the page, making it much easier for people to find the type of apartment, home, bedrooms, and price points that they’re looking for.
So let’s say you were planning to run a campaign to target people looking for apartments in the New York area, for example. A listing page like this one from Byson Real Estate Company is really worth learning from.
2. Corcoran’s GIF telling a story
You probably already know how powerful visuals are for businesses (real estate or not). It’s cliché to say, “A picture is worth a thousand words,” but it’s true — a picture or any other visual helps to communicate ideas faster than text would.
Giant real estate company Corcoran is using GIFs to welcome visitors and prospects to their Discover page — targeted at people who are looking to sell their homes.
The soundless video depicts people moving into an apartment, clearly happy about their new digs. And since the page is targeted at people looking to sell their homes, the video makes sense; it paints a picture of home sellers successfully selling to people who are happy to pay and move in.
Would GIFs work for your real estate landing page?
In most cases, yes.
Real estate customers are highly visual people. So a video or image depicting the dreams they have in mind about their apartments or homes would help you better convert them.
How much does it cost to create a GIF like Corcoran’s?
It’s not expensive – it’s something you can easily do with a smartphone that has a good camera.
In fact, if the pictures and videos you take with your phone are good quality, then you can use your phone to make a video of the experience you want to share with prospects and set it up on your landing page.
After making the video, simply convert it to a GIF. A quick search on Google will get you a GIF converter in no time. Of course, make sure it’s of great quality so you can give prospects a good impression of your business.
If you’re not able to create the video or GIF yourself, get an expert who can. That’s also not overly expensive. In the end, you’ll be creating great experiences for prospects on your landing page, significantly increasing your chances of converting them.
3. M Squared’s contact form
The problem with a lot of real estate landing pages is that visitors have to go through a heap of stress to convert.
For example, filling out an incredibly long contact form is stressful for most people. Make your form as short and concise and possible, only asking for information you need to serve customers.
Take M Squared Real Estate for example. On landing pages for each of the apartments or homes they’re selling, they have this contact form asking for First Name, Last Name, Email Address, and Phone Number. The best part? They have the Message field already filled out with information for each page.
The questions in these fields are usually the only questions you need to ask prospects when converting them into leads.
Unless it’s absolutely necessary, there’s no need to ask for their zip code, country, home address, or any other sensitive information. The easier and fewer you make your questions, the better.
4. 99co’s scroll CTA and chatbot
It’s frustrating if prospects have to look for a button or form on your page to sign up for your offer. Make your call-to-action (CTA) easy to find.
Take for example the Singapore-based real estate company 99.co. They have a landing page targeted at people looking to buy a property that’s still in the building stages (to be completed circa 2023). Their goal with the page is to have it convert prospects who would be interested in owning or renting an apartment in Leedon Green once it’s ready.
So they have a scroll CTA widget and a chatbot, making conversions a breeze for potential customers who want to sign up or have a question.
The scroll CTA remains on the page as visitors scroll down and the chatbot is also always there. This means that at any point, should potential customers have questions, they can easily get in touch and ask the 99.co team.
Bottom line here is this: You need to make it super easy for people to sign up for your landing page offer. The easier you make it for them, the more leads you get.
5. NestAway’s targeted, concise copy
There are few things that excite prospects and convert them more often than a real estate landing page that promises to grant their desires.
The landing page by NestAway (in the screenshot above) nails the promise that everyone wants to hear when they’re looking for a home.
People want a home that isn’t too far from where they work so they can live a healthier lifestyle and easily come back to their families after a workday. So NestAway shares that clearly in their headline pictured above.
On the same page, NestAway shares the major benefits customers get from their real estate services:
The clearer your real estate landing page is on benefits your company provides, the better your likelihood of conversions.
6. Compass’ thorough explanation of benefits
The more expensive your real estate offer is, the more thorough description your leads will need.
Sometimes, when you’re not thorough enough, a handful of customers may get in touch and ask questions. But others would just leave your page. Generally, the higher the stakes or cost of your property, the more information customers expect and need to make an informed decision.
Don’t miss out on the chance to close a deal because a customer can’t find information they think should be on your page. Detail as much as possible on your real estate landing pages — so you don’t risk customers ditching you for another realtor.
Compass, for instance, does a full breakdown of their Compass Concierge services, such that prospects won’t have to go elsewhere looking for information.
The entire page provides answers to questions their prospects usually ask, like:
- Costs and interest
- Their agent’s extent of involvement in the home selling process
- How long it usually takes to get a house sold
- And any bits of much needed information that you can reveal upfront
How much does a real estate landing page cost?
The truth is, it depends on your budget.
You can have a simple, inexpensive real estate landing page (try one of GetResponse’s landing page templates here) or you can hire a web developer to design something more expensive and robust for you.
Whichever route you choose, make sure your landing page is focused on your customers, their real estate needs, your promise to meet their needs, and an easy way for them to convert or get in touch with you.
We hope you’ve been able to find some inspiration for your landing page in the examples.
To recap, here are the major takeaways that’ll inspire you in creating your next or first real estate landing page:
- Be straight to the point in your copy
- Create a GIF of a real-life customer that depicts the experience your prospects are looking for
- Make it super easy for prospects to convert
- Nail your promise and make it targeted to specific people
- Be thorough enough so prospects don’t need to look elsewhere for information