Read this guide to 2x leads from your landing page with today’s top marketing techniques for real estate companies…
Real estate companies are in a tough spot these days.
Did you know that only 1 in 2 Americans are willing to share their contact information online (and only 1 in 3 in other countries)?
And with privacy and data concerns rising through 2020 and 2021, real estate companies are spending time and money on campaigns that are capturing the attention of an ever-decreasing number of potential customers…
So how can you fight against this trend?
Well, if you want to ensure your real estate business is getting the most out of its marketing efforts, it’s important to create a strong and persuasive landing page in order to attract potential customers and convert them into leads.
A well-designed and written landing page is the foundation of any successful marketing campaign because it helps you build your brand and establish trust, which leads to quality leads.
With this article, we want to show you how real estate companies can create a landing page that really drives leads.
So let’s get started!
1- Keep the data fields simple
You shouldn’t clutter your landing page with unnecessary text or distractions.
Instead, you should create your landing page in a way that makes it as easy as possible for your prospects to submit lead capture forms to your real estate business.
Too much text and needless artwork can confuse the visitors and can reduce data capture and increase your page’s bounce rate, which is not a desirable situation.
2- Use a Z page layout
While a traditional F-Layout is great for longer sales pages with lots of content, the Z-Layout is a perfect choice for pages with minimal copy that are easy to scan quickly and get to the point, such as a landing page.
Essentially, a Z pattern is best suited for pages where simplicity is a priority, and the main takeaway is the contact information and CTA.
Here’s an example of a simple Z-Format real estate landing page from Vision Investment Properties:
3- Have a large, prominent CTA button
So, you’ve designed your landing page so that it’s simple to scan- now what?
The next step is to draw the user’s attention to your call-to-action (CTA) button.
To ensure that you’re CTA button stands out on your landing page, it’s best to use contrasting colors and place it in a location where it will be visible for most visitors.
You may want to try placing your CTA button in a location where visitors’ eyes will naturally be drawn to, like the lower right corner.
4- Include a downloadable ‘lead magnet’
A lead magnet is a free, downloadable incentive you offer in exchange for somebody’s contact information.
To increase conversions on your landing page and help capture leads, try creating a high-quality, informative Report, E-Book, Guide, or Free Home Estimate that will educate and inform your prospects about the real estate industry or their property.
Here’s an example of a great lead magnet from Dotloop, with a free guide on “How to Win a Bidding War”:
5- Use persuasive copywriting on your landing page
Your landing page is a sales pitch in and of itself, so you should use engaging copywriting that’s persuasive and speaks to the reader about:
- their pain points
- your solutions to their problems
- how your product can benefit their lives
Remember to be honest with your writing- if your product or service isn’t perfect, don’t try to fool your visitors.
Instead, draw on real experiences from your customers that relate to the landing page topic.
6- Include visuals
Pictures, videos, and stories can go a long way in establishing trust and credibility with potential customers.
You may want to include images of your properties, your real estate e-book topic, or people who are happy with your real estate service or even add video testimonials from past clients.
You’ll be sure to have more leads when your sales page can show, not just tell, why your real estate content and service is the best.
7- Don’t overdo it with your content.
Remember that you’re creating a landing page, not an entire website.
You don’t have to include every detail about your real estate company or product- instead, it’s best to focus on the most important information that is useful and helpful for your audience.
No visitor wants to spend 10 minutes reading before getting to the point, so make your landing page simple and easy to understand within seconds.
8- Add social proof.
If you’ve gotten reviews from clients, use these as social proof on your landing page.
This will convince a visitor that they can trust you and your service- especially if it’s their first time visiting the real estate page or the company.
You may want to show any awards or recognition you have received to prove that your business is credible and has been well-established for years.
With the money required for investing in real estate, customers prefer dealing with reliable real estate businesses, so testimonials and awards can fill the gap.
9- Optimize your landing page with targeted keywords.
To make it easy for Google to find your real estate landing page, be sure to optimize it for your target keywords.
You can use tools like Google Adwords or SEMRush to help you see which keywords are most relevant to your service.
Try to include these keywords naturally in your copy without overdoing it, so you can attract the right audience.
For example, if you’re real estate business specializes in luxury homes for sale, include words like “luxury” and “high-end” throughout the page.
10- Personalize the landing page for each user
Landing pages and CTAs are the most effective when they offer a huge benefit in exchange for the customer’s personal information.
Creating a personalized experience for your user means you’ll know exactly what offer will benefit them the most…
Leading to more leads for your real estate business!
So how do you personalize your landing page?
You can, for example, ask your visitors a series of questions in a form and get their contact details to provide them with personalized real estate recommendations.
You could also create unique landing pages that are tailored to each area of the country your realtors service.
When users fill out an information form, they’ll see their location in the CTA, so they know that clicking on it will provide them with local and highly relevant real estate information.
11- Use pop-up CTAs
Pop-up CTAs are as the name suggests, clickable text or images that appear on screen when a visitor scrolls to a certain point on your landing page…
And they can be a great way to turn any page on your real estate website into a lead-generating machine.
For example, if somebody is reading about your real estate services for luxury properties in San Francisco, you can make a pop-up appear near the bottom of the page and offer them a free guide or report on “How to Sell Luxury Properties in San Francisco”.
However, pop-up forms can be annoying and interruptive, so you need to make them compelling and attractive to your site visitors.
With the stiff competition in the real estate industry and the growing adoption of information technology, it has become increasingly important that real estate companies maintain a robust website with customer-centric sales pages.
By following the tips mentioned in the article, you can increase the quality of leads, resulting in increased revenue.
You can take inspiration from other similar real estate websites and include their innovative features in your sales page to further increase your leads.