Creating a first impression that lasts counts as a top priority if you want a real estate website that reels in sales prospects. Web developers agree that the best platform to build that lasting first impression is through the real estate landing page.
To develop this vital platform for real estate digital marketing, it is important to first understand that by function, a landing page is different from a website homepage. This difference, however, does not mean one having an edge over the other. Both are equally important in real estate online marketing, once their definitions and distinctions have been taken into account.
A website homepage introduces your services and data on the specific market you cover. It is your website visitors’ window and link to pages detailing the various aspects of your real estate marketing services. Put in the simplest of terms, a website is your business card.
It’s a business card like no other though. A website is the central hub of your online presence. It is the portal to the different social media platforms, like Facebook, YouTube and Instagram that real estate agents now can’t do without.
Through a website, more exposure could be generated by the sales listings you post on Facebook or YouTube. A website can also integrate into your digital marketing process the option to publish and disseminate a newsletter to specific audiences.
Creating a website is an exercise in merging your digital real estate marketing tactics into a seamless whole. This puts you in a better position to achieve the maximum results from each of your social media posts or newsletter editions. It allows you to avoid the isolation of elements, which no matter how beautifully presented, would be less effective if left as stand-alone marketing pitches.
The marketing messages contained on a website are indeed varied and need to be cohesive. Its pages include information on the specific communities or neighborhoods where you operate. Your homepage is likewise the portal to available properties in the Multiple Listing Service (MLS) that your website visitors can search for the one that fits their wants and needs.
Industry-related blogs, market news, and client testimonials are also among the typical pages that a real estate website homepage holds. A navigation menu on the homepage provides access to all the elements linked to it. Given the volume of information available on a website’s homepage, it would therefore be unwise to use it as your landing page itself.
Landing Page Defined
For this reason, a landing page is needed, aside from a website homepage, in a real estate digital marketing setup. A real estate landing page, unlike the information-rich home page, is a more focused component of your website. The typical setup though is that the landing page can also be accessed via the navigation menu on your website’s homepage. Traffic to your landing page can likewise be drawn from your ads and social media posts.
As an inbound platform, your real estate website landing page is designed specifically to draw contact details from its visitors. The data captured on this page become the backbone of your customer relationship management (CRM) system by which you can pursue leads and generate sales. All the data compiled in the CRM system eventually becomes a valuable resource for improving and growing your business.
Needless to say, a landing page has to be masterfully crafted so that it could convince its visitors to provide you with their email or home addresses. To achieve this, web developers adept at building a landing page suggest the following basic guidelines:
- Keep the page design simple with only a few text and visual elements
- Create just a short but compelling headline, such as “Sell at Top Dollars,” “Best Value Here”
- Adopt a sub-heading to support the text if necessary
- Use a lead capture form urging an immediate call to action (CTA) to sign up in the landing page
- Minimize the fields to fill up in your lead capture form so that it is quick and easy to accomplish. Signups are reduced 15-20 percent for every field added in this opt-in form.
- Deploy power words like “win,” “free,” “earn” in the landing page headline, sub-head, and CTA
- Inspire trust through images, photos or short videos, with people’s happy faces or picturesque locales
- Limit the page’s navigation feature to just a CTA button in the lead capture form
- Make the page mobile-friendly, as one study shows that 76% of homebuyers use their phones in their property search
- Boost the landing page’s appeal through compelling visuals
Real Estate Video Landing Page
Because of the drawing power of images on a landing page, many website developers have found it fruitful to embed a video into it. The power of a video on the landing page is certainly something you shouldn’t miss. In one study, it was shown to have increased the conversion rate by as much as 34 percent.
There are several reasons why a video is such a powerful digital marketing tool for conversion. It is in this process wherein your landing page viewers are convinced of its messages and eventually become leads or potential paying customers.
Firstly, a video helps to create a trustworthy image for your business. A video builds a connection to your audience. Additionally, a video landing page contributes to building up the value of the service you offer. You can also capitalize on this entry point to present the market worthiness of the properties you handle.
Professional Video Tips
To convert your audience to leads, it goes without saying that your video landing page has to be done professionally. Here are some ways on how to do this.
- Prepare a shooting script before recording so that the video flows smoothly, and editing is easier
- Keep your video short at just about a minute or two to keep audience engagement
- Provide the video with directional cues, such as a person inviting action at something.
- Overlay the video with an appropriate audio
- Embed the video on the landing page using a standalone player like YouTube or Vimeo. See an example of the power of videos here.
- Put your video on looped auto-play to give the landing page a sophisticated and customized look
Multiple landing pages – Theme examples
Another great thing about a landing page is that you can create more besides a video landing page. It would be beneficial to have a landing page for each new real estate online marketing campaign that you launch. The more landing pages your website has, the more opportunities you get in generating traffic and potential sales leads.
Take a look below at examples of the themes for real estate landing pages. Each is structured with a unique magnet for lead generation purposes. From these setups, you can check how to develop landing pages suited for both buyers and sellers or those tailor-made exclusively for a seller or buyer.
- Exclusive content
Offer free access to exclusive content you have in exchange for contact information. Ensure that you are offering quality content, such as a well-written ebook on home staging for sellers or on hurdling the mortgage process for homebuyers.
- Home valuation
Lure aspiring home sellers with a free home valuation on your landing page. This approach enables you to not only capture contact information. It also provides you with details about a prospective seller’s residence, such as square footage and other residential features.
- Market search
Create a landing page wherein the full details of your MLS listings are made available only after the users have entered their email address. This type of landing page requires that it has a robust integration with the MLS. This listing service is a dynamic platform that features hourly updates, and it would be cost-effective if you develop your MLS-linked landing page with the help of professional real estate web developers. Here’s an example of a market search landing page.
- Free e-newsletter
Publish an e-newsletter with in-depth information about the local market and expert neighborhood insights. Make your publication available only through an e-mail subscription.
- Community videos
Produce a series of informative videos on popular residential communities or developments in your market. Promote these videos to potential buyers and exchange the videos’ access with their contact details.
How to Get Started?
All these theme variations of landing pages involve a mastery of various disciplines ranging from web design and copywriting to photography and videography. On top of these creating landing pages require that they are optimized for SEO. This optimization is crucial because the page needs the right makeup, such as keywords, appealing to the algorithms which direct searches to competing web pages.
Clearly, a lot of work is involved in creating professional and SEO-optimized landing pages. For this reason, real estate agents typically outsource website and landing page development to companies or agencies expert at digital marketing. This is a cost-effective approach, as for as low as $100 monthly, such services as website design and maintenance could already be provided.
Moving onwards 2020, real estate agents have to increasingly rely on digital marketing experts not only for the ultimate in real estate landing pages. Fruitful lead generation activities in the property market also involve successfully harnessing other dynamic elements such as MLS integration, website homepages, online ads, and social media presence.
Let the creatives at roomvu deliver to you all these lead-generating instruments. They have created a real estate ecosystem where you get a free landing page rich with market report videos, lead capture forms, client testimonials, bargain homes, etc. Keep the free agent web profile and only subscribe to the premiums individually if you see them valuable.
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