8 Ways to Make Sure Your Real Estate Landing Page Stands Out
Do you know the difference between a landing page and a website? Websites are designed to inform and educate your audience, allowing them space to explore who you are and what you do at their own pace. Because they target the broadest audience, homepages contain generic messaging, multiple page goals, various links, buttons, and navigational tools for visitors to choose from.
Landing pages, on the other hand, have one goal: conversion. They target specific audiences and allow you more control over where that traffic flows. Landing pages provide a single focal point for viewers to hone in on, reducing distractions so visitors are more likely to follow through on the call to action. The result is a completely customized experience, from ad to click to conversion.
This difference is crucial! The modern consumer has an incredibly short attention span – just 8.25 seconds as of 2015. Your real estate landing page does a lot of the heavy lifting by keeping your audience focused on one path with one ending: scheduling a consultation, requesting a quote, or simply submitting their personal information for easy follow-up. Let’s take a look at some of the best practices for real estate landing page design.
Breaking Down the Landing Page Formula
It’s no secret that online engagement has changed a LOT in the last two decades. Not only are our attention spans shorter, but those short attention spans are encouraged through technology; cell phones are used considerably more than computers or tablets, and social media dominates the internet.
As a result, we’re almost exclusively interested in bite-sized content (which explains why Instagram and TikTok have exploded). Microcontent MUST be incorporated into your landing page if you want to capitalize on this trend!
Let’s take a look at some of the elements you need to effectively design a real estate landing page and start generating high quality leads. These are the same guidelines we follow at REN!
1. Headline: The goal of a headline is to grab the attention of your audience immediately. It’s most likely going to be the first thing their eyes land on, so you want to get right to the point of the page. Consider it like an ad; be very clear and use language that your visitors are going to be interested in.
For example: 17 Strategies to Get More Value Out of Your Home. Because real estate landing page design is all about funneling your viewers toward a singular goal, make sure the rest of your page matches your header. This all comes down to pain and motivation; what problem are you solving? Does your headline clearly communicate that?
2. Sub-headline: The sub-headline is an extension of the headline. This means you should be using similar language while also diving a bit deeper into the topic. Keep it short and sweet! The goal of the sub-headline is to tease details to continue driving your audience farther into the page.
For example: Get access to the top strategies homeowners are using in today’s market to get more value from their house.
3. Description: Sales copy is a very important aspect of your real estate landing page design, and for good reason! It gives details about your business and creates a story for the viewer to follow all the way down to your CTA.
The key is to find a solid balance between persuasion, action, and direction. Come off too strong and your audience will abandon the page; be too gentle and they’ll never commit to the CTA. Use words that create an image and tell a story in the prospect’s mind while focusing on pain and pleasure motivations.
Pro tip: Don’t be afraid to take advantage of the free tools available to you. I frequently use Grammarly, an AI that reviews spelling, grammar, and punctuation, whenever I need to write sales copy. It saves a considerable amount of time and frustration!
4. Testimonials: Testimonials play a crucial role in establishing trust between you and your audience. A study in 2017 found that 73% of consumers surveyed said positive reviews made them trust local businesses more. The more viewers can see how much you’ve helped others find their dream home or make a profit selling their house, the more likely they are to choose you for the same reason.
How many reviews and testimonials should you have on your landing page? As many as possible! You want your audience to be so blown away by the fact that you have 50 to 100 (or more!) satisfied clients that they jump right to contacting you or following through on your CTA.
5. CTA: Your call to action needs to be customized to your professional and personal goals. What is the ultimate action you want your audience to take? Common ones include signing up a newsletter, downloading a free resource, or simply sending you a message. Whatever you land on, it’s essential that you’re capturing as much information as you need to follow-up with your leads down the line.
Be sure to be descriptive! Don’t just say “click here” or your conversion rate will be negatively impacted. People need to be reminded of what they’re getting or doing or their attention could drop off. A/B testing can help you determine what CTA is most effective.
6. Buttons: Your buttons should be BIG, bright, and do anything but blend in. You want your visitors to be drawn to them (and your CTA) with ease. Your overal real estate landing page design will determine what colors you choose. This brings us to color contrast!
Color contrast describes the difference between different color hues. Opposing colors always look the best, such as blue and orange or green and purple. Whatever colors you go with, it’s vital that they not be SO powerful that it distracts from your sales copy; everything written on your landing page must be clear and legible.
7. Images and Videos: Did you know that 58% of consumers won’t watch a business video past 60 seconds? This statistics supports the short attention span of online users and reaffirms that bite-sized content MUST be integrated into your real estate landing page design.
Because our brains process visuals 60,000 times faster than text, you must have images interspersed throughout your page. Long form content is still important, but you want to make sure you’re breaking it up with images and videos.
8. Attention: Everything important about your landing page – the headline, explainer videos, infographics, CTAs, etc – need to be above the fold. This is because most viewers won’t take the time to scroll through your page; anything that gives you credibility and earns trust must be visible as soon as the page loads to keep them moving toward your CTA.
The best real estate landing page designs contain these elements in some form or another. It can be intimidating to look at now, but the execution isn’t as overwhelming as it feels – especially if you have the right systems, tools, and technology to do the heavy lifting for you.
Our company uses REN 360 to generate and convert high quality leads; everything you need to succeed comes in one easy-to-use platform. Plus, our team is always available to help you out along the way. Try REN 360 for free today and see how easy it is to generate leads that turn into sales.
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