When creating a landing page for real estate, you need to know the specifics of what design features should be implemented. In the real estate industry there are a number of landing page features that can increase your conversion rate and provide more value to the potential lead.
In this article you’ll learn some tips for creating a highly converting landing page that’s ideal for the real estate market. Making the investment to learn and implement these tips will pay off in the end in the form of more leads.
Include pictures of the property
Whatever type of real estate you are offering, you need to include pictures to grab the attention of the audience. When it comes to real estate, pictures are very important, because buying a home is a very emotionally-driven decision.
The pictures you include need to be taken via a professional setup, because of what the expectations are these days. Most people have access to high quality cameras via their smartphone, and therefore the expectation is that a high resolution picture is included.
It might be the case that the properties you’re selling are constantly being sold, so a property you have available today might be gone tomorrow. Therefore, you’ll need to constantly update your landing page, and that can be done with some kind of software solution.
Build localized landing pages
The visitors that are coming to your real estate landing page should be segmented based on where they are. Therefore, those living in Los Angeles should be funnelled to a landing page that’s about Los Angeles property, and likewise for other cities.
You can even go deeper than that and segment the visitors based on searches for specific neighbourhoods. This increases the relevance of the landing page for the visitor and that’s going to have a positive impact on your conversion rate.
Capture email addresses
Some realtors might have hundreds of suggestions that they can offer a potential client, however doing that in a single landing page for real estate is not practical. It’s probably going to put the client off because of the confusion of so many choices.
However, if you use your landing page for real estate to capture the email address of the prospect instead of getting the sale, you’ll open up a channel of communication where you can send messages many times over.
You can send a weekly or monthly newsletter to the prospect displaying the offers that are most relevant to them. You can even send them an email as soon as a new property becomes available that closely matches their preference. This type of sales funnel is highly effective at eventually converting the lead into a home buyer.
Add a search function
Another idea is to integrate search engine functionality into your landing page, which allows visitors to search for available properties within your database. The search engine should be prominently displayed towards the top of your landing page so that they cannot miss it. This is a great way to make your page more interactive.
Moreover, the search engine should provide a couple of options to filter the properties such as whether they are looking to rent or buy, what their price range is and what type of property they are looking for. This type of landing page therefore needs to be integrated with your website so that there is a seamless transition between the two.
Also, some of the filters for the search function can already be completed on behalf of the user if the information is available. For example, if they did a search for “buy an apartment in Palm Beach” in order to go to the landing page, then the appropriate fields can be completed to enable such a search in your directory.
When designing a landing page in the real estate industry, you need to make it functional for the end user in your specific market. There is no point in doing competitor analysis in other industries, because the landing pages there might not be well suited for your own territory.
On the other hand, it’s a great idea to look at a sample landing page for real estate from the top brokers in your industry to see what techniques they are implementing to increase the conversion rate. Even if you just implement the advice in this article, you’ll have a much better chance of success in positively lifting your numbers.
Nicholas is a growth marketing consultant and the founder of Earnworthy and Landing Page School. He specializes in landing page design, testing, and optimization.