In 2019, a landing page is the digital equivalent of the “for sale” sign you hang in a client’s yard. And as with that “for sale” sign, clients on the internet may keep “driving by” your landing page, or they may slow down and take a look. What makes the difference? Real estate landing pages that pop. Here are seven best practices for realtor landing pages that convert.
What are real estate landing pages?
Real estate landing pages (also referred to as squeeze pages) are more than just a house listing. Connected to your website and laser-focused on specific audiences with tailored content, these pages help guide visitors to your site through a series of actions online that (hopefully) lead to the ultimate commitment: a new home sale.
Content on real estate landing pages can vary and may include some of the following:
- Forms for mortgage pre-approval
- Search functions to look for a house
- Information on home trends in the area
- eBooks to download (to build your email list!)
- Real estate buying guides for a certain market
And so much more. Essentially, real estate landing pages that convert do so by offering valuable information to the site visitor that engages them and prompts them to get in touch.
A true landing page is one that exists almost in a vacuum. It is connected to your website but may only be initially reached by clicking a link sent as part of a digital marketing push (i.e., though PPC ads, via email marketing, or social media). It is a standalone page with only one job: convert visitors.
Do real estate landing pages work?
Considering that 43% of people start their home search online (and 94% of millennials and 84% of baby boomers, the two largest demographics in the U.S., end up there), you cannot afford to neglect proper real estate landing pages.
Whether you deliver a landing page link through social media marketing, as part of a pay-per-click (PPC) campaign, or via email to your subscribers, real estate landing pages are a crucial part of every realtor’s digital marketing strategy.
Best practices to create realtor landing pages that convert
Because the average person has an attention span of just eight seconds (one fewer second than a goldfish), creating realtor landing pages that convert is crucial.
Here are seven best practices to create real estate landing pages.
1. Keep prospects on the page
The best real estate landing pages have only one option: fill in the form to get more information (or download the eBook, or list your home, etc.).
There are no buttons to navigate anywhere else. This points visitor attention to the only thing that matters on the page – the call to action.
2. Have a clear and compelling call to action
Which brings us to a crucial best practice for real estate landing pages. You must have a clear, easy to locate call to action (CTA). Don’t hide it or use a small or ornate font. Place that button front and center and make visitors want to click.
Make sure there is only one action to take, and no way out but through that “submit” button.
3. Keep your text (especially the headline) easy to read
You want visitors who click to your landing page to get clear and simple information. Do this by checking your page’s Flesch-Kincaid readability score before you publish your page. An average reading level of eighth grade or lower is the level to shoot for.
You can check the Flesch-Kincaid readability level when you check for spelling and grammar errors in Word (or use an online readability calculator).
4. Avoid jargon
Not only does jargon change the readability score, it also confuses the visitor and makes your copy hard to understand.
The best real estate landing pages have clear headings and powerful subheadings that further compel landing page visitors to take an action.
5. Use emotion, but not gimmicks
Home buying can be intimidating, enough so to scare off potential buyers. The goal of a real estate landing page is to remove that fear and provide support, so much so that the casual visitor becomes a committed buyer. Your landing page needs to empower potential clients, not scare them off.
6. Offer something that is truly valuable
Anyone online can find a list of available homes. Your value proposition (what you offer in exchange for a client’s information) should provide something your customer wants.
For example, offer a valuable home buying eBook guide for your local market in exchange for their email.
7. Good design matters – especially when it comes to The Button
Too much text, muted colors, stock photography, tiny font. No matter how great your value proposition is, these are fatal flaws when it comes to real estate landing pages. Take some time to consider everything about your website, from the background colors to the type of font and where you place The Button. Consider clever text on the CTA button (instead of just “submit” or “click here”).
And don’t forget compelling, eye-catching pictures. In many ways, buying a home starts with a dream. Give visitors something beautiful to reach for.
If you are looking for expert website design for your real estate landing pages, click through to Boost your conversions!