In addition to a real estate website, agents can boost 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. These pages offer free content or tools to entice page visitors to share their contact details and, ultimately, use your services to buy or sell a home. We’ll guide you through how landing pages work, the types that are available for your business, and why they are important to your success as a real estate agent.
Real Estate Landing Pages Defined & How They 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. And 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 agent 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 the visitor completes to get the free incentive being offered (access to listings, a downloadable asset of real estate information, a home valuation report, etc.).
- Completing 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 clients based on their real estate preferences and needs, making them active clients and securing a completed transaction.
Knowing what is a real estate landing page allows 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 real estate lead generation strategy effectively captures leads who 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 qualified, meaning they fit your buyer personas, ideal client types, or desired niche audience.
What is the difference between a website and a landing page?
A website is a multifaceted online platform with interconnected pages offering comprehensive information on various topics, serving as a hub for broader content and navigation. In contrast, a landing page is a focused, standalone web page designed for specific marketing campaigns with the primary goal of converting visitors into leads. Landing pages are concise, with minimal navigation, aiming to deliver a targeted message and encourage a particular action, while websites provide a more extensive and immersive user experience.
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. Therefore, you should strategically choose the type of landing page that best fits your business needs and your target audience’s desires and online activity.
What is real estate conversion?
The real estate conversion definition involves guiding potential buyers through the purchasing process and ultimately closing deals with them. It all starts with a general list of leads, some of whom will choose to buy from you, while others will not. The ones who choose to do business with you are called your converted leads.
Take a look below at strategic uses, conversion rates (how many people give their contact information), and real estate 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. Upon clicking your ad, they enable people to browse active home listings in a specific area. Leads are then directed to a property listing landing page on your real estate website’s domain to search for homes and save their favorites. Once the lead is interested in a listing, the landing page prompts them to input their contact details to get more information on the property, generating a new lead for your business.
This type of landing page generates leads based on the prospect’s curiosity or necessity. Active buyers want to see what their money can get them in a particular neighborhood or area, and you are there to provide the listings. Many property search landing pages allow visitors to view a few listings before being asked to fill out a lead capture form. By this point, visitors are often so intrigued by the listings that they have no problem sharing their information to continue their search.
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 often fear undervaluing their homes yet feel intimidated to approach an agent they’ll feel stuck working with. Home valuation landing pages help sellers assess their home’s value before listing, providing them with insights to ease the sales process. Establishing trust is key for in-depth discussions and building strong customer relationships.
To drive traffic to your home valuation landing pages, use your website, online ads, or mass emails/direct mailers offering free home valuations. Clicking an ad or visiting your site directs the potential leads to your landing page. To receive the home valuation, they must submit their contact details, creating a new lead for you.
Home valuation landing pages come in two forms, and both effectively generate leads by providing fundamental information clients need to list their homes for sale.
- Instant home value landing page: This provides users with an instant property valuation based on historical data, including current, low, and high estimates, as well as a 30-day change.
- Comparative market analysis (CMA) landing page: CMA landing pages require more work on your end as a real estate agent to produce a professional CMA report. However, these pages emphasize your expertise and encourage clients to work with you.
Type 3: Free Content Landing Pages
Seller or buyer
Medium to high
Leads are more likely to leave contact information 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 offer valuable 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 knowledge directly from an industry expert. This is your opportunity to demonstrate your expertise and start a conversation that can inform and motivate a lead to become your client.
Many types of free content that can be effective for real estate agents include e-books, reports, checklists, how-to guides, and downloadable PDFs. Buyers and sellers may also be interested in topics such as a guide to off-market listings, a list of the top 10 renovations with the best return on investment (ROI), home staging tips and advice, a real estate closing checklist, and other subjects addressing common buyer or seller concerns.
Tools to Create Real Estate Landing Pages
If you are in need of tools to create a landing page, we recommend reading our guide on the best landing page builders. However, if you’re looking for a quick overview of some great tools to get started, below is a list of highly effective options. Though creating a landing page may differ slightly for each tool, they all offer intuitive page-building tools with drag-and-drop editing and all the necessary elements, such as forms, buttons, and more.
Sales CRM and email marketing integrations for lead capture and nurturing
Building a website with landing pages on your own domain
Businesses relying mainly on bulk email marketing campaigns for leads and sales
Creating landing pages with an integrated, full-featured CRM system
Starting Monthly Price for Paid Plans
Why Real Estate Landing Pages Are Important
Today, homebuying journeys start online. According to the National Association of Realtors (NAR), 96% of homebuyers used the internet to search for homes, with 51% ultimately purchasing a home they found online. Furthermore, 47% of buyers reported beginning their search by looking for properties for sale online before contacting an agent. By creating landing pages, we can work on capturing that audience.
With many online resources available, 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 contact details, they 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 free CRM and landing real estate page builders 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.
2. Reduces Distractions So Leads Focus on Content
Landing pages have become increasingly important in the digital age, partly 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 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 precisely addresses the audience you want to attract (e.g., homebuyers and homesellers).
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 necessary in the digital age to convert leads into clients. Plus, it makes it very easy for your audience to take the step you want them to take, namely, giving you their contact information.
Did you know? For the real estate industry, the lead conversion rate is 2.4%. This means you may convert two to three people for every 100 leads. Reports have also shown that the average lead conversion rate for organic real estate searches is 2.2% and 2% for paid searches.
3. Captures Leads Who Are Ready to Convert
While 66% of real estate agents have a website, it’s also essential to 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 details.
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 you cannot do as quickly or affordably with direct mail marketing pieces or social media marketing ads. A/B testing offers different versions of the page to diverse visitors to see which works best.
To determine the most effective copy, create two distinct versions of landing page content and set up your landing page to show option A to half of your visitors and option B to the other half. Then, identify which copy performed best and run that version in the future to capture more leads. In fact, 17% of marketers use landing page A/B testing to improve conversion rates.
To consistently keep your landing pages up to date, utilize frequent A/B testing. For optimal tracking, it’s important to modify one element at a time and ensure the changes align with your brand. With general real estate pages and 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. Use that data to make informed decisions about where and how you invest in advertising and maximize your 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. In addition to online ad clicks, landing pages can capture contact information from leads who scan quick response (QR) codes found on offline ads like yard signs, postcards, billboards, business cards, and flyers.
QR codes can be scanned using any internet-connected device, granting quick access to more details about your services online. Similar to a barcode, a QR code is an image 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 property 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 will be quickly directed to your landing page for further information. Many online QR code generators can easily generate QR codes for free.
Frequently Added Questions
Real estate landing pages have conversion rates of 2% to 3%. This metric is a key indicator of the effectiveness of online platforms and marketing strategies real estate professionals employ to convert website visitors into potential leads or clients. A conversion rate in this context reflects the percentage of visitors who take desired actions, such as submitting contact information, scheduling property viewings, or engaging in other relevant interactions.
Creating a landing page may cost depending on your chosen platform. Some platforms, like HubSpot and Wix, provide free plans. However, monthly paid plans can range from $10 to $50 per month.
Yes, having a website in addition to a landing page is still important for real estate agents. A website serves as the central hub for your online presence and allows you to showcase your brand, expertise, and all your available services. It also provides a platform to feature more comprehensive information about your business and the real estate market in general.
Understanding what is a real estate landing page can be very effective in generating leads. A landing page is specific to a particular marketing campaign and designed to capture leads by offering a free incentive. However, it should be seen as a supplement to your website, not a replacement.
Knowing what a real estate landing page is and its importance can’t be overlooked. By utilizing the most suitable types of landing pages for your business, you can pinpoint your target audience, increase conversion rates, and grow your business. While it is not the only method for generating leads, it is particularly effective in today’s digital, internet-based world.