Optimising Real Estate Landing Pages For Better Lead Generation

by Ben Liau
January 11, 2024
property development, Property Marketing, Property Websites, Real Estate, real estate marketing, Real Estate Marketing Tips
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Optimising Real Estate Landing Pages

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It’s never a good idea to just throw a bunch of random information about your property project on a landing page and expect visitors will “just” convert into leads. This is definitely far from the truth, as having well optimised project landing pages are an essential element of any successful real estate lead generation campaign.

A well-designed landing page can be the deciding factor between a successful lead capture and a lost opportunity. So let’s deep dive and explore the best practices and design elements for optimising your landing pages for real estate lead generation.

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What Is a Real Estate Landing Page

A real estate landing page is a standalone web page, distinct from a website’s main navigation, designed specifically for the purposes of a marketing or advertising campaign. This focused, conversion-oriented page is where a visitor ‘lands’ after clicking on a link in an email, an ad from Google, a social media post, or similar. In real estate, landing pages are used to target specific segments of the market with tailored messages.

For example, a landing page could be dedicated to a particular property listing, a downloadable guide for first-time homebuyers, or a registration form for an open house event. The key elements of a successful real estate landing page include a compelling headline, high-quality images, concise and persuasive copy, a clear call-to-action (CTA), and a form to capture visitor information. The primary goal of these pages is to convert visitors into leads by encouraging actions such as scheduling a viewing, signing up for a newsletter, or requesting more information about a property. By providing focused content and reducing distractions, real estate landing pages are powerful tools for increasing conversions and effectively tracking the success of marketing campaigns.

Here are 5 best practices for real estate landing page design

1. Keep It Simple

The most effective landing pages are those that are simple, straightforward, and easy to navigate. Avoid clutter, unnecessary information, or design elements that distract from the main goal of the landing page, which is capturing leads.

2. Focus On Your Benefits

Your landing page should clearly communicate the benefits of your real estate project offering. Highlight the unique features of your property project, and make sure that your messaging speaks directly to the needs and desires of your target audience.

3. Use Compelling Imagery

Images are a powerful tool for capturing attention and communicating emotion. Use high-quality, professional images of your property to create an emotional connection with your prospective buyers.

4. Include A Clear Call-To-Action

Your call-to-action (CTA) is the most important element of your landing page. Make sure that your CTA is prominent, clear, and compelling. Use action-oriented language and communicate the value of taking the desired action of registering your their interest.

5. Optimise Your Landing Page For Mobile

More and more people are using mobile devices to browse the internet, so it’s essential that your landing page is optimised for mobile devices. Ensure that your page is responsive, loads quickly, and is easy to navigate on a small screen.

Here are 5 design elements for effective property landing pages

1. The Hero Image

The hero image is the large, visually prominent image that sits at the top of your landing page. Use a high-quality, professional image of your property to create an emotional connection with your visitors.

2. The Headline

Your headline should be clear, concise, and attention-grabbing. Use it to communicate the main benefit of your offering and to capture your prospects attention.

3. The Sub-Headline

The sub-headline should provide additional detail about your offering and support the main benefit communicated in the headline.

4. Trust indicators

Trust indicators, such as customer testimonials, industry awards, or accreditations, can help to build credibility and trust with your prospects.

5. Lead Capture

Your lead capture form should be prominently displayed on your landing page and should be easy to fill out. Only ask for essential information and avoid asking for too much personal information, as this can be a turn-off for visitors.

Conclusion

Optimising landing pages for real estate lead generation requires a combination of best practices and design elements. By keeping your landing pages simple, focusing on the benefits of your offering, and using compelling imagery and a clear call-to-action, you can create landing pages that generate high-quality leads for your property project.

If you haven’t already started optimising your campaign landing pages, now is the time to do an audit on all the landing pages you have on the market and make sure they are optimised to generate the maximum number of leads.

Stay tuned with the realestatemy.com/blog for more up-to-date tips and guides for real estate marketing professionals.