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How To Write the Perfect Real Estate Landing Page That Converts

A landing page for real estate is a standalone page with a single role: convert traffic into leads. Thus, anyone visiting your landing page should be persuaded to provide their contact information in exchange for helpful content. This can be anything from market trend reports to property searches, to simply promoting your project and its amenities in order to acquire registrations. 

However, standing out in today’s landing-page-saturated-internet-driven world and convince your prospects to hand over their details isn’t always as easy as it looks. One way to create optimized landing pages for your real estate projects is by using landing page builders. They often have templates that enable you to easily incorporate informative copy, high-quality images, and easy-to-use forms that attract potential clients to your real estate business. To create the highest converting real estate landing page, there are fundamental elements you must consider.

What even is a real estate landing page?

In a nutshell, a landing page, sometimes referred to as a “squeeze page,” is a web page designed to collect information from potential customers. It’s a standalone page separate from your website that is usually accessed through an ad or a link in a marketing email. Its purpose is to provide visitors with valuable content or outline information about your project in exchange for contact information which you can then use to serve targeted ads, send marketing emails, and nurture them down the funnel. Lead lists can also help you determine audience trends and identify your best customers, which will help you create a customer persona.

Periphery's Chinese Marketing ad & landing page
Periphery’s ad for our Chinese Marketing services & subsequent landing page

Because real estate landing pages have a targeted purpose, they usually include short, direct copy and a handful of images or videos, as well as a contact form for visitors to register to receive updates on your project. 

5 Tips to Help You Write the Perfect Landing Page

Have a Strong Headline

Your real estate landing page’s headline is the first or perhaps the only thing visitors will read once they visit your site. Thus, creating a clear message that attracts and is easy to comprehend is imperative to increase the chances of visitors sharing their contact information. For instance, if your landing page is designed to acquire registrations, choosing a simple headline like “Your new home awaits at [project name]” is simple, to the point, and easily understood as to what your landing page is about. 

Above all, keep in mind that visitors are visiting your page to seek answers to particular questions. This means your headline and subheadline should demonstrate that you’re prepared to deliver detailed answers to their questions once they convert. So again, avoid lengthy headlines with intricate vocabulary that make it difficult for visitors to understand your landing page, or face them bouncing away to your competitors.

Simplify & Optimize Your Page & Lead Capture Forms

Akin to most landing pages, simplicity is a crucial element in real estate landing pages, and it covers everything from the CTA to imagery and search functionality. Ensuring your content is engaging and easily digestible will keep eyes on your page.

The lead capture form is the most important part of any landing page, where you invite visitors to share their personal information. If you ask for too much such as their current address, amenity preferences, income, etc, they may be hesitant to hand over their details because of 1) privacy reasons, or 2) time and effort spent to fill out the fields, and instead seek out a company asking for less information.

To increase your funnel of lead conversions, it is essential to stick with as few fields as possible, collecting the information you need the most, yet ensuring it’s enough to build your customer list. Your visitor’s name, email address, and phone number are likely all you need.

Consider the specificity of your call to action button. For example, “Sign Me Up” and “Register Now” messaging buttons are more likely to convert than “Submit” buttons. Colour is another aspect to consider — and test.

The motto of a marketer: always be testing! Remember: what you think will work or not doesn’t matter. Let your data tell the story! Performing conversion rate optimization tests can help determine which elements work better than the other. Therefore, understanding the statistical significance of your lead capture form is necessary to optimize your lead form and landing page for better conversion rates.

Emphasize Stunning Imagery & Interactive Content

Converting landing pages incorporate strong imagery and videos to support their message without causing distractions. Generally, images tell more at a glimpse besides being precise and captivating for anyone who visits your landing page. When creating your landing page, choose the right image that represents the area where your prospects come from or intend to go. Highlighting the interior of a posh Vancouver loft or an attractive residential block near your project is a good bet.

Consider the customer experience of your landing page, and ensure your images are high quality but do not cause slow loading times. Over 40% of leads would abandon their visit to your landing page if the load time exceeds two seconds.

Consider a Real Estate Project Website

Everything at RC website
Periphery client SHAPE Properties has a website dedicated to their ‘RC at CF Richmond Centre’ project detailing everything from the floorplans to the proximity of the Skytrain station

If not all the information you’d like to convey to your visitors can fit on one landing page, creating an entire website dedicated to your project might be a good option. This allows you to provide more details on the amenities, floorplans, and the neighbourhood your project is located. Another benefit of creating an entire website dedicated to your project is the opportunity to rank for multiple keywords on the search engine results page, providing greater visibility for your project.

If your form is not front-and-centre like it would be on a landing page, ensure your CTA is always visible to avoid your visitors from needing to search high and low on your website to learn more. 

If you’d like to learn more about how to build the best project website, the Periphery team wrote an e-book on this very subject. Download it for free here.

Create a Remarkable Mobile-Friendly Experience

Nowadays, most people use their mobile devices to browse the internet, including visiting various social media platforms. If you are running your real estate ads on Facebook to drive traffic to your landing page, ensure the mobile experience is stellar. Once you create your landing pages, visit them using your mobile device. Consider both iPhone and Android devices to make sure the process is seamless and looks just as good as on desktop.

Example of a mobile-responsive landing page
Ensure your landing page is optimized for all devices

Final Words

Competition in the real estate sector is fierce, and mastering landing pages is crucial for your real estate project to generate as many registrants as possible. When writing converting pages, understand your target audience and use short and simple layouts to captivate your visitors. Ensure visuals are engaging, and your call to action is eye-catching, and you’ll be well on your way to a robust lead list.

If you have any questions about real estate lead generation, look no further. Our team at Periphery Digital can help with all of your end-to-end marketing needs. Contact us to learn more on how we can help you drive traffic to your landing page and generate more leads.

Download our Real Estate Marketing E-Book