Sure, real estate landing pages look great, but do they convert? There's more to a great real estate website than just mouth-watering images of homes priced for sale. Your real estate website should offer multiple features like an MLS listing storefront, a booking platform, a home valuation page, and even a digital business card that includes your background story and bio.
Most importantly, your website should be designed with your prospects in mind and provide them with the exact information they need and instructions for getting in touch. Because at the end of the day, a website's effectiveness (and ROI) can be judged in one thing: its ability to convert leads.
Before you hire a copywriter or hire ChatGPT to craft catchy phrases and descriptions, check out our guide covering the key elements every real estate landing page needs and some great examples .
Tips for an effective real estate landing page (and examples of how it works)
Tip #1: Tailor your pages to your target audience
One of the most obvious traps new real estate agents fall into is making their website all about “me, me, me.” Please remember. Your potential client is skimming dozens of agent's girlfriend websites. While they are do They're interested in finding the right property, but they're also looking for information that will solve their most pressing problem: buying or selling a home.
Yes, please share information about your background, personal interests, and professional qualifications. However, you must first recognize how you can help the other reader.
First, explain the basics: who you are, what areas you serve, and what types of properties and clients you represent. Then, acknowledge their pain by showing them exactly how you can help them. Prove your trustworthiness using quantifiable data such as total sales and years of service.
Check this example.
This Placester real estate landing page is aimed at buyers looking for a property. Notice how the biggest headline on this landing page directly responds to what the audience wants. While the agent's name, Charlotte Archer, is elegantly displayed in the top left corner, this focus helps website visitors do what they're looking for: finding the perfect, most comfortable place to live and searching for property information. What you're doing draws attention.
Tip #2: Use a clean and impressive layout
Your website design should be clean, professional, and easy to navigate. Use a visually appealing color scheme that aligns with your brand guidelines. Using memorable images and highlighting colors can be effective, but you need to balance artistic style with functionality. Make it easy for your visitors to follow the flow of information and navigate your site.
Check this example.
Austin-based Realtor® Kumara Wilcoxon uses the Luxury Presence website template to showcase some stunning images and professional portraits. Still, her navigation is clear. Her website includes a simple menu, her toolbar, professional statistics such as total sales for 2023, links to news outlets, a newsletter sign-up sheet, a custom home valuation tool, and available properties. A link is provided. It seems very easy to navigate, with plenty of options for visitors to keep clicking on the page.
Tip #3: Feature inspiring images
When people buy their next home, they prefer an aspirational image. That’s why high-quality photo and video walkthroughs are so important when planning your real estate landing page. Use professional, high-resolution photos that represent the type of property you represent, as well as photos and videos that capture the feel of the neighborhood and surrounding area. Don't forget to include lots of unique headshots of yourself.
Check out these examples.
This boutique brokerage showcases an astonishing array of properties from every angle on its Luxury Presence website. Featuring aerial drone shots and a well-produced embedded YouTube video, this real estate landing page leaves nothing to the visitor's imagination and encourages them to think deeply about their next move.
Tip #4: Prioritize SEO
Choose a website builder that helps you optimize for Google search engines and increase the visibility of small but important details. First, find options with fast page load times (search crawlers prefer fast pages). When writing your copy, include relevant keywords that your ideal client might be looking for. For example, if you live in the Bay Area, optionally include the phrase “Bay Area Realtor.”
We'll also update the alternate description field for all site images and metadata descriptions for landing pages and blog posts. These may seem like trivial details, but these small bits of added text can help search engine crawlers understand the content of your real estate landing page and drive traffic to it. Helpful.
Check this example.
This Colorado-area broker uses a template from Sierra Interactive. It boasts fast loading times and tools specifically built to increase organic SEO traffic. Look out for headings like “Colorado Springs Area Homes” and “Greater Colorado Springs Area Listings.” Perhaps this copywriter for her website knew exactly what she was doing to attract readers searching for these terms.
Tip #5: Capturing emails
Incorporate the ability for visitors to sign up for newsletters, real estate alerts, or customized monthly market reports. Adding incentives and valuable offers to your real estate landing page will help you collect email addresses and serve potential customers year-round. When the time is right, they will contact you to inquire about your services. Until then, they will stay informed.
Check this example.
This template from iNCOME features a website widget that allows users to enter their email address and receive a free real estate report in their area.
Tip #6: Use responsive design for all devices
Your website should be accessible and look great on all devices and browsers, including desktops, tablets, and smartphones. Responsive design accomplishes this by adjusting page formatting and orientation to scale at any screen width, without distorting banner images or messing up fonts.
Check this example.
Responsive design allows you to instantly reformat the same website to mobile size without blurring gorgeous background images or cutting off text. Squarespace isn't just for real estate agents (MLS feed functionality is limited), but it's great for new real estate agents who simply need a user-friendly, easy-to-launch website with attractive branding.
Tip #7: Include contact information that is easy to find
Make sure your contact information is prominently displayed and easy to find. Include a phone number, email address, or a short contact form (not too long) so visitors can request an appointment with you.
Check out these examples.
In writing this article, we reviewed the websites of dozens of agents, teams, and brokerages. Many of them proved very difficult to contact. We love this clean contact form on Agent Image's website, which was built for the Oppenheim Group in Southern California. In addition, social media icons are prominently displayed in the bottom right of each page of the site, and a bright red “chatbot” symbol appears in the bottom left, making it easy for site visitors to get in touch. can do.
Agent Image's second example template displays three main calls to action. One for buyers, one for homeowners looking to sell, and one to invite site visitors to your mailing list.
Tip #8: Display your brand proudly
Repetition is one of the magic ingredients of marketing. Adding brokerage or personal agent branding to your real estate website gives your website a polished look and trains visitors to pay attention to your logo and company name.
Check this example.
This dynamic Propertybase website template has it all: client testimonials, an IDX property search bar, local profiles, professional headshots, and more. But one element is consistent. It's a securities company's logo. Similarly, you should use a real estate landing page builder that has space for your brand logo at the top, bottom, and throughout your website.
Tip #9: Write good, compelling copy
How do you create catchy copy for your real estate landing page? It starts with clean, effective copy. Every page should have a purpose, and every word on the page should compel the visitor to take a specific action.
In general, copies should follow this logic flow:
1. Your homepage should introduce the basics: who, what, when, where, and why. What are you, your brokerage, or your team about? Where are you licensed to practice?
2. Address client pain points. Use language they understand and speak directly to their needs. Use short, lively sentences that include words like “easy,” “luxury,” and “trustworthy.”
3. Paint your visitors a picture of how great it would be to work with you throughout your about page and real estate landing page. However, don't overdo it. People value open honesty, not superficiality.
4. Your call to action (CTA) should also be clear and direct. Encourage website visitors to take the next step from your real estate landing page. For example, we may schedule a property viewing, request a home evaluation, sign up for a newsletter, or contact you for more information.
Check this example.
The New York-based real estate agent uses a humorous and empathetic approach to her website copy, designed by Luxury Presence, and describes herself as a “Sherpa” and “Doorman Whisperer.” However, she has since gained credibility by using the word “legendary” to describe her ability to make her clients' goals a reality.
Bonus: One agent's DIY landing page advice
If you're worried about how to write copy for your real estate website, South Carolina-based agent Laura Sinclair has some advice. “I wrote all the copy on the website myself,” she told Housing Wire. “I spent a lot of time thinking about my ideal client's pain points, understanding their frustrations, and writing copy that communicated that I had a solution.”
She believes effective communication occurs when agents put themselves in the client's shoes, which can be difficult when juggling so many responsibilities. “As a business owner, it can be difficult to remember what's going on in your client's mind,” she said. But her top recommendation when creating a real estate landing page is to treat your landing page like your online storefront, engaging your visitors and offering expert advice.
You need to know your clients and your services very well and be able to speak very concisely to both, leaving people wanting more from you.
Laura Sinclair
She also emphasized the need to differentiate from typical listing marketplaces by adding distinctive touches. “Housing searches are typically the primary content on an agent's website. Consumers want it, but the vast majority of consumers already have that need met. This is a professional search site.
solution? Make it memorable. “Give them a reason to join your ecosystem before they leave.”
