Our world has shifted to a digital one and the real estate industry is no exception. According to a 2016 report from the National Association of Realtors, 83% of buyers use the internet to search for homes and that number keeps rising. Digital marketing has taken over and it has come to the forefront of the real estate agent’s marketing strategy.
Agents need to attract leads that will (hopefully) convert to clients. One strategy to draw traffic and convert is by optimizing your landing page. Before creating a landing page that converts, you need to know what a successful landing page looks like and every aspect behind its success.
Landing Pages and Why They’re Important in Real Estate
Your landing page strategy can make a huge difference. It’ll attract a targeted customer to the right page to increase conversions. So what exactly is a landing page?
A landing page is one page with a single goal: to make sales and attract leads by encouraging visitors to take a specific action. Visitors to your landing page will get there by clicking on a call-to-action, an ad, an email link, or through social media. Optimizing your landing page involves improving certain factors on your page to make those conversions. There will be trial and error and having the perfect landing page won’t happen on day one.
How can real estate agents utilize their landing pages?
Landing pages have different objectives, such as:
- growing a mailing list,
- scheduling private showings of a listing,
- communicating with buyers interested in a property,
- driving traffic to promote your products and/or services,
- a free home valuation report,
- and more.
Keep your objective in mind while creating your landing page. Make your page do the work for you to achieve your goal.
What Makes a Good Landing Page?
Your landing page needs to grab the attention of its visitors, give all of the necessary information they’re looking for, and convince them why they need your product or service.
Here are a few tips towards optimizing your landing page:
Keep It Simple
Your landing page should be clean, simple, and well-organized. Keep your copy short and to the point. A majority of viewers online-only skim material. You don’t want to make your page look messy or be too overwhelming.
You can use text, visuals, or videos to get your key points across to visitors. Every single aspect of your landing page should have a purpose, whether it’s to attract a buyer to a listing or sign up for e-mail newsletters. Make your content stand out and easy to read with contrasting and complementary colors. Show your key information in the visitor’s line of sight.
Keep your page attractive and give your visitors the information they need.
You don’t want grainy, unattractive images to represent you or your business. Use your photos or stock image websites. Keep quality in mind, but don’t forget performance.
Not optimizing your images can slow down your website and search engines consider loading speed as an essential contributing factor towards engagement. The top reasons why your images are slowing down your landing page are due to:
- large image files,
- several elements are trying to load simultaneously,
- and too many images.
There are compression tools available online, try lowering the display size, and don’t go crazy with the number of images. Try to keep it under five.
Use a Captivating Header
Your header is in large, bold font and at the top of your landing page. It’s the first thing eyes will land on so make your visitors know exactly what your page is all about.
Your header and subheading tell your visitors what you’re offering and how it will help them. This is what they will see first. The average attention span is >eight seconds, and at that time, you have to grab the attention of your visitor and make them want to read more.
Your heading needs to spark interest, and the subheading needs to make them stay.
Call to Action (CTA)
A call to action is the action you want the visitor on your landing page to take.
Do you want a lead’s information for future contact or for visitors to click through into a sales funnel? For contact information, you want to include a form asking for a name, an email address, and a space to include a quick message. A click-through landing page has a CTA that leads the visitor from your landing page to your website and into a sales funnel.
Make sure your CTA is direct, and it stands out among your content. Make visitors want to click.
Visitors will not become clients if they do not trust you. Put a face to the name and show off any credentials.
Build networks on social media and add those links to your landing page. Show that you have a following that listens to you and enjoys your content. It’s difficult to trust someone when you have no idea who they are.
Additional trust-building elements are:
- reviews from past clients,
- years in the real estate industry,
- and the homes you’ve sold.
Clients want to see that you are a real, trustworthy person with experience in the business. Building that trust makes visitors more likely to listen to your pitch and act on your CTA.
A real estate landing page offers the services of the agent, a property on the market, or another promotion such as en ebook. What you offer will be in your sales pitch.
Why should a lead want your offer? Include some advantages of your offer and how that visitor will benefit. Crafting a solid sales pitch means you need to know your audience. Test each element of your landing page and make necessary adjustments.
Be creative with your approach.
The Bottom Line
To become successful, real estate agents need to master the art of digital marketing, and your landing page needs to fit into your strategy. Done right, and your leads become clients. If it’s not quite there, make some changes and see what works with your audience.
real estate website concept -DepositPhotos