Building a Landing Page for Realtors
A landing page for realtors should include certain elements to increase the ROI. When you execute with the trusted landing page elements already used by the top real estate marketers you will maximize your chances for success.
It’s about providing potential clients with a great user experience and displaying the offers that are most relevant for their needs. A one-size-fits-all landing page is a bad idea, as clients need to access the offers that are within their search criteria. This could be the location, price range, number of bedrooms and so on.
Search functionality with filters
An ideal real estate landing page should have a search function with filters so that clients can find the property listing that matches their criteria. The majority of people looking for property are used to looking for the search function as soon as they arrive on a landing page.
However, the search function is not as important when the clients come from advertisements that filter the customer base. For example, if you post an advert for homes for sale in Palm Beach, then you can take them to a landing page that has homes for sale in Palm Beach. This might be better because it immediately throws the relevant listings in the face of the client.
Capture the email address
Regardless of what landing page type you opt for or what industry you are operating in the email address must be captured. This ensures that you have a consistent channel of communication with the client. You could find out what type of properties a specific client is interested in through browsing history and send them relevant property offers.
Email capture can be located in the sidebar in a subtle way or it can be in the middle of the page with the majority of the attention directed towards the email capture form. Also a call to action should be used to increase the rate of email capture, so mention the benefits of the email list. Also mention that you will not share the email with other companies and spam will not be sent.
Photos are important
Other than the details for the property like price and square footage, the pictures are the most important element of a listing. Great pictures of the property can tell a story and it allows the person sitting in front of the computer to get excited about the property.
Make sure the photos are high definition and can be zoomed in. This ensures the client can get a very detailed look at the property. To take advantage of existing technologies you should include a 360 view at various points of the home. This allows the client to have a virtual tour of the home.
The more photos you use the better, because listings with more photos receive higher rates of engagement. Whereas, listings without any pictures at all receive a considerably smaller share of the attention.
Call for a viewing
Ideally you should get the potential client on the phone so that you can increase the chances of a conversion. You can provide additional details about the property, answer questions, offer other properties and also get them to come in for a viewing.
The phone number should be above the fold and in big numbers so that the client can notice it right away. This increases the chances of them actually picking up the phone and making a call.
Conclusion
Designing a real estate landing page differs from ecommerce products and ebooks for example. They need to have a search function and plenty of images. Understanding this will increase the rate of your conversions.
However, don’t take the information you learnt here blindly and implement it without testing. You need to see what works best for your specific real estate landing page. It might be the case that what works for most real estate companies doesn’t for your particular client demographics.
Taking the time to learn the best practices in the real estate sector and fine-tuning the landing page is worth it. The increase in ROI and user engagement will pay for the cost of spending resources to improve the quality of the landing page.
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Originally published at landingpageschool.com on March 8, 2018.
