Real Estate Landing Pages: A Guide to Generating Leads
Gina is a licensed real estate salesperson, experienced trainer, and former high school educator of 1,000+ learners. She writes for Fit Small Business with a focus on real estate content.
This article is part of a larger series on Real Estate Lead Generation and Marketing.
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 what real estate landing pages are, the different types of landing pages, and why they are important to your success as a real estate agent.
How Real Estate Landing Pages Work
If you’re a real estate agent and don’t have a real estate landing page, it’s time to get one―because just having a website is not enough. Real estate landing pages work well for lead generation because you offer visitors relevant advice, help, information, or tools of some kind for free—all they have to do is give you their contact information, which, in turn, becomes a new lead.
A real estate landing page is essentially a lead capture form. It is connected to (or part of) your real estate website. You can also link your real estate landing pages to ad campaigns on Facebook, Google, Instagram, and other websites to drive more traffic and generate more leads.
Once the lead arrives at the top of your sales funnel by “landing” on your landing page, they are offered valuable information or tools in exchange for their contact information. These include things like access to search active listings, interactive tools like calculators and home valuators, or downloadable materials like how-to guides for buying or selling.
Landing pages give you the opportunity 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 is very effective in capturing leads that are actively ready to move forward with the sales process. Not only are they often ready 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: Real estate 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 Ways to Generate Leads With Real Estate Landing Pages & Examples
There are three different strategic types of real estate landing pages based on target audience: home search, home value, and free content. Each has its own expected conversion rate as well as its own benefits and drawbacks. For that reason, you should strategically choose the type of landing page that best fits your business needs as well as the desires and online activity of your target audience.
Take a look below at strategic intended uses, conversion rates (how many people provide their contact information), and real estate landing page examples before choosing which type of landing page will work best for you:
Strategy 1: Home Search Landing Pages
Screenshot of Real Geeks landing page
Lead type: Buyer
Conversion rate: Low
Benefits: Higher ad click-through rate
Drawbacks: 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, which then generates 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 give visitors the option 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. They specialize in conversion-optimized landing pages to capture leads, so you can focus on converting leads rather than generating them.
Strategy 2: Home Value Landing Pages
(Source: Profusion360)
Lead type: Seller leads
Conversion rate: Medium to high
Benefits: Often have a good conversion rate; leads get valuable information with little effort on their end
Drawbacks: 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 value landing pages allow sellers to ascertain the value of their home before listing them. They provide clients with information they need to move forward with the sales process in a way that is not intimidating or overly committal. This helps establish trust and a level of comfort, making it more likely the prospect will let you speak to them in-depth and convert them into clients.
To get people to visit your home search 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. In order 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 important and valuable information clients need in order to list their home 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 MLS or CloudCMA to assist with gathering property information to create a detailed CMA report.
(Source: Placester)
If you’re struggling to create a home valuation landing page, Placester can update your website for optimal traffic and conversion. Placester will create custom lead capture forms that will keep your readers engaged and generate more leads for your business.
Strategy 3: Free Content Landing Pages
(Source: HomeLight.com)
Lead type: Seller or buyer
Conversion rate: Medium to high
Benefits: Leads are more likely to leave contact information
Drawbacks: 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 strategy of lead generation 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, e.g., a guide to off-market listings, a list of the top 10 renovations with the best return on investment (ROI), home staging advice, a closing checklist, and topics addressing other common 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 a series of 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.
5 Reasons Why Real Estate Landing Pages Are Important in 2022
Today, homebuying journeys start online. In 2020, 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 the large amount of online resources available, real estate landing pages allow you to more easily guide potential clients into making a decision about their next step. Take a look at the top five reasons why real estate landing pages can maximize your success as an agent and put more clients (and money) in your pocket:
1. 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 come back.
In contrast, landing pages are specifically designed to capture contact information using targeted, single-focus content. This content includes not only the text copy, but also the design, layout, images, and call to action (CTA) that specifically addresses the audience you want to attract (e.g., homebuyers and/or homesellers).
Did you know? For real estate agents, the national average for internet lead conversions is 2% to 3%, which means for every 100 leads you may convert two to three people. But studies have shown that real estate landing pages with one CTA have an average conversion rate of 13.5%.
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 and is an important part of 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.
2. Captures Leads Who Are Ready to Convert
While 69% of real estate agents have a website, it’s important 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 are searching the internet for professional advice, your landing page is the ticket to answering their questions. By the time 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.
3. Lets You Optimize Conversion Results With A/B Testing
(Source: Leadpages)
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 easily 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? Fifty percent of companies that use A/B tests improve their conversion rates.
Ensure your landing pages don’t get 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).
4. Real Estate Landing Pages Work With Offline Ads Too
Another reason to master real estate landing pages is because you can drive traffic to them from many different sources. Landing pages not only capture contact information from leads who click on your online ads, but you can also link to them from your social media accounts or with quick response (QR) codes on yard signs, postcards, billboards, business cards, and flyers.
QR code for FitSmallBusiness.com
QR stands for “quick response.” QR codes can be scanned with pretty much any internet-connected device, providing quick access to more information about your services online. It’s an image, similar to a barcode, with 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 generating a QR code to learn more.
5. 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 down the road.
Consider investing in a customer relationship manager (CRM) to track and organize leads generated through your landing pages. HubSpot CRM offers both a free CRM and a free landing page builder as a supplemental tool. It’s a great choice for contact management and marketing tools that will keep your brand interesting and your online content up to date. Take a look at our article, 7 Best Free Real Estate CRM Software, for more information.
Bottom Line
The importance of real estate landing pages can’t be overlooked. By leveraging the types of landing pages that are best for your business, you can pinpoint your target audience, increase conversion rates, and build your business exponentially. Although it is not the only lead generation technique, it is especially effective in the internet-based world we are living in today.
For other tips for lead generation, check out our article Top 15 Ways to Generate Real Estate Leads.