Real Estate Landing Pages: Definition, How They Work & Types
This article is part of a larger series on Real Estate Lead Generation and Marketing.
In addition to a real estate website, agents can accelerate their lead generation efforts by including a landing page—but what is a real estate landing page? Real estate landing pages generate leads by capturing the contact information of active homebuyers and sellers. They do this by offering free content or tools that entice page visitors to give you their contact information, and, ultimately, use your services to buy or sell a home.
We’ll guide you through the different types of real estate landing pages, how landing pages work, and why they are essential to your success as a real estate agent.
If you already know what landing pages are and want to see examples and landing page builders, visit our article, 15 Real Estate Landing Page Examples & How They Convert Leads.
How Real Estate Landing Pages Work
If you’re a real estate agent and don’t have a landing page, it’s time to get one―because just having a website is not enough. If you’re wondering how real estate landing pages work, a real estate landing page is essentially a lead capture form connected to (or part of) your real estate website. As with any sales-type role, you guide visitors through a funnel to convert them into clients. Here is the process:
- A website visitor clicks on a call to action (CTA) to direct them to your real estate landing page.
- The landing page contains a form that the visitor completes in order to get the free incentive being offered (access to listings, a downloadable asset of real estate information, a home valuation report, etc.).
- The completion of the form converts the visitor into a lead and saves their information in your database.
- Using the information they input into the form, you can market to them based on their real estate preferences and needs. That way, they will become an active client, and, ultimately, a completed transaction.
Landing pages allow you to target specific audiences and showcase your expertise to leads, so they want to use your real estate services to buy or sell their home. This lead generation strategy effectively captures leads that are actively ready to move forward with the sales process. Not only are they often prepared to take action, but based on your landing page’s content, they are likely to be qualified, meaning they fit your buyer personas, ideal client types, or desired niche audience.
Pro tip: Landing pages are also useful for brokerages that want to recruit new agents. For other helpful information on starting a brokerage, check out our article, The 7-Step Guide to Starting a Real Estate Brokerage.
3 Types of Real Estate Landing Pages
There are three strategic types of real estate landing pages based on the target audience: home search, home value, and free content. Each has its expected conversion rate and its benefits and drawbacks. For that reason, you should strategically choose the type of landing page that best fits your business needs and your target audience’s desires and online activity.
Take a look below at intended strategic uses, conversion rates (how many people provide their contact information), and real estate agent landing page examples before choosing which type of landing page will work best for you:
Type 1: Home Search Landing Pages
Higher ad click-through rate
Lower conversion rate; people want to search your listings but still may not be willing to sign up
Home search landing pages are strategically used to target buyers rather than sellers. They offer to let people search for active home listings in a specific area when they click on your ad. Leads are then directed to a landing page on your website’s domain to search for homes and save their favorites. Once the lead is interested in a property, the page prompts them to input their contact details to get more information, generating a new lead for your business.
Home search landing pages generate leads based on the prospect’s curiosity or necessity. Active buyers want to see what their money can get them in a specific neighborhood or area, and you are there to provide the listings. Many home search landing pages allow visitors to look at a few listings before prompting them with the lead capture form. By that time, the visitor is often so interested in the listings that they have no problem exchanging their information to continue their search.
To get started, turn to a service like Real Geeks that enables you to turn any page on your website into a landing page. It specializes in conversion-optimized landing pages to capture leads, so you can focus on converting leads rather than generating them.
Type 2: Home Valuation Landing Pages
Medium to high
Often have a good conversion rate; leads get valuable information with little effort on their end
May require a cost for your subscription to instant home value services
Sellers are often worried they won’t get the proper value for their home but are also intimidated to reach out to an agent they’ll feel stuck working with. Home valuation landing pages allow sellers to ascertain the value of their homes before listing them. They provide clients with the information they need to move forward with the sales process in a way that is not intimidating or overly committal. The prospect will let you speak with them in-depth and build strong customer relationships if you can establish trust and a sense of comfort.
To get people to visit your home valuation landing pages, use your website, advertise online, or send mass emails or direct mailers offering a free home valuation. When a potential lead clicks on the ad or visits your website after receiving an email or direct mail piece, they are directed to your home value landing page. To get the valuation of their home, they’ll be required to enter their contact information, which generates your new lead.
Home value landing pages come in two forms: instant home value and comparative market analysis (CMA) landing pages. Both work well to generate leads because you are providing essential and valuable information clients need to list their homes for sale.
- Instant home value landing page: If you want an instant home value landing page, subscribe to a service that produces instant home valuations like iNCOM or Real Geeks.
- Comparative market analysis landing page: CMA landing pages require more work on your end as a real estate agent to produce a professional CMA report. However, they strongly encourage clients to work with you because of your expertise and the fact that this essentially starts the process of working together. Use your local multiple listing services (MLS), CloudCMA, or HouseCanary to assist with gathering property information to create a detailed CMA report.
If you’re having trouble coming up with a landing page for a home valuation, Placester can update your website for the best traffic and conversion. Placester will design custom lead capture forms to engage your readers and generate more leads for your company.
Depending on the plan purchased, Placester provides industry-specific website tools, such as home valuation pages, area pages, IDX search and mapping of listings, and agent profile pages. These ready-made tools make creating a real estate website that generates targeted leads simpler. Furthermore, busy agents can have Placester’s design experts create their websites and landing pages to streamline the process and add a professional touch.
Type 3: Free Content Landing Pages
Seller or buyer
Medium to high
Leads are more likely to leave contact information in order to gain access to free materials
Leads may be further away from readiness in terms of making a buying or selling decision
Free content landing pages are real estate landing pages offering free content in exchange for a prospect’s contact information. This lead generation strategy works well with people on the fence about buying or selling but who want to learn more about the process. It gives them unique and valuable information directly from an expert in the field. This is your opportunity to showcase your expertise and start a conversation that can inform and encourage a lead to become your client.
Examples of effective free content could be an e-book, report, checklist, how-to guide, or a downloadable PDF with other types of content buyers or sellers might want from a real estate agent. For instance, a guide to off-market listings, a list of the top 10 renovations with the best return on investment (ROI), home staging advice, a real estate closing checklist, and topics addressing other typical buyer or seller concerns.
These leads aren’t necessarily active and motivated buyers or sellers. While they are typically further up in the funnel, they can be easily nurtured over time with drip email campaigns. A client relationship management tool (CRM) like Pipedrive will automatically send emails (called drip campaigns) to leads generated from your landing pages. These campaigns develop relationships with prospects and cultivate their interest in choosing you when they are ready to buy or sell.
Reasons Why Real Estate Landing Pages Are Important in 2023
Today, homebuying journeys start online. In 2021, 97% of buyers used the internet to search for a home, and 51% of buyers found the home they ultimately purchased after looking online. In fact, according to the National Association of Realtors (NAR), 43% of homebuyers’ first choice was to search the internet for a home before contacting an agent. By creating landing pages, we can work on capturing that audience.
With many online resources available, real estate landing pages allow you to more easily guide potential clients into deciding on their next step. Take a look at the top five reasons why landing pages can maximize your success as an agent and put more clients (and money) in your pocket:
1. Allows You to Build an Email List to Nurture Future Clients
Even prospects who aren’t ready to buy or sell right now are bound to need help in the future. When your real estate landing page captures their information, their contact details become part of your email, newsletter, and direct mailing lists. This enables you to market your expertise and present your value over time, leading to conversions later.
Consider investing in a customer relationship manager (CRM) to track and organize leads generated through your landing pages. HubSpot CRM offers a free CRM and a free landing page builder as additional tools. It’s an excellent choice for contact management and marketing tools to keep your brand exciting and your online content up to date.
See our article, 7 Best Free Real Estate CRM Software, for an in-depth evaluation of HubSpot and other CRM software.
2. Reduces Distractions So Leads Focus on Content
Real estate landing pages have become increasingly important in the age of the internet, in part because our attention spans crave immediate results. If you send a lead to your website’s homepage, they may click around, get distracted by something, and never return because the average human attention span is just 8.25 seconds.
In contrast, landing pages are specifically designed to capture contact information using targeted, single-focus content. This content includes the text copy and the design, layout, images, and call to action (CTA) that specifically addresses the audience you want to attract (e.g., home buyers and home sellers).
Did you know? For the real estate industry, the media for lead conversions is 2.6%, which means you may convert two to three people for every 100 leads. But Ruler Analytics reports have shown that the average lead conversion rate for real estate organic search is 3.2% and 1.5% for paid search.
A CTA directly reflects the need or desire of your target audience and specifies what the site visitor should do, such as “Find out how much your home is worth” or “Book an appointment to find your dream home.” Reducing distractions is essential in the digital age in converting leads into clients. Plus, it makes it super-easy for your audience to take the step you want them to take, namely, giving you their contact information.
3. Captures Leads Who Are Ready to Convert
While 68% of real estate agents have a website, it’s essential to also have a landing page to optimize your results. Many potential clients may reach your website, but if you don’t have a way to capture them with a landing page, it won’t bring in as many leads as you’re hoping to generate.
Since landing pages target a specific audience (buyers, sellers, renters, vacation homes, and so on), when potential clients search the internet for professional advice, your landing page is the ticket to answering their questions. When visitors get to your landing page, they are likely at the bottom of your sales funnel and ready to buy or sell, so it’s much easier to entice them to give you their contact information.
4. Lets You Optimize Conversion Results With A/B Testing
One of the most powerful features of landing pages is the ability to A/B test them, which is not something you can do as quickly or affordably with direct mail marketing pieces or social media ads. A/B testing is the tactic of offering different versions of the page to different visitors to see which works best.
To determine the most effective copy, create two different versions of landing page content and set up your landing page to show half your visitors option A and the other half option B. Then identify which copy performed best and run that version in the future to capture more leads.
Did you know? 17% of marketers use landing page A/B testing to improve their conversion rates.
Ensure your landing pages aren’t stale by repeating the A/B testing process often. To do this scientifically, change just one page element at a time to ensure easy tracking, and always make sure changes are consistent with your brand.
With general real estate listing sites, you can’t tell how effective your ads are because you often don’t get access to that data. But by using a landing page, you’ll be able to identify where your traffic is coming from. You can use that data to make informed decisions about where and how you invest in advertising and to maximize your advertising return on investment (ROI).
5. Real Estate Landing Pages Work With Offline Ads Too
Another reason to master real estate landing pages is that you can drive traffic to them from many different sources. Landing pages capture contact information from leads who click on your online ads and link to them from your social media accounts or with quick response (QR) codes on yard signs, postcards, billboards, business cards, and flyers.
QR stands for “quick response.” QR codes can be scanned with any internet-connected device, providing quick access to more information about your services online. It’s an image, similar to a barcode, with an encrypted code that stores a unique internet link. This is a great way to use technology to see how many people visit your website from offline real estate marketing tactics.
Create trackable QR codes linking to your online content, such as landing pages, events, or listings, and add them to your offline marketing collateral, like business cards and direct mailers. When people scan your landing page-connected QR code, they are quickly taken to your landing page to learn more. There are many free QR code generators, and generating a QR code is easy. Read HubSpot’s guide on developing a QR code to learn more.
Knowing what a real estate landing page is and its importance for real estate can’t be overlooked. You can pinpoint your target audience, increase conversion rates, and build your business by leveraging the types of landing pages best for your business. Although it is not the only lead generation technique, it is especially effective in the digital, internet-based world we are living in today.