An essential part of any digital marketing strategy is a landing page. In fact, it is almost impossible to execute a marketing campaign for a brand without using a landing page. The purpose of a landing page for businesses is usually to convert traffic into leads. And this also applies to real estate landing page too.
Directing traffic to your website through Facebook or Google Ads, you stand a very low chance of converting them into leads. There are several pages on your website with loads of information. Visitors will most likely not go beyond the home page, and in most cases, get distracted and even confused by the pool of information on your website’s homepage.
A good landing page should make visitors share their contact information in exchange for something of value to them. For real estate, this could be; home valuation, real estate market trends, or investment opportunities. It is a single page on your website where you should provide all the information about a specific problem/question a visitor is looking for.
One would think that this value offering will make it easy for visitors to share their contact information. However, how you communicate this value to them goes a long way in determining whether they will share their contact information or not. A great copy will do some magic.
In this article, you will learn 10 important tips you can use to increase conversion from your real estate landing page.
Increase Conversion on a Real Estate Landing Page
1. Have a Clear Headline
You have a very short time to capture visitors’ attention when they get to your landing page, and once you miss that chance, they’re gone before you know it. Having a clear headline is important because it is the first thing a visitor sees once they land on your landing page. It should clearly sell value or answer a particular question visitors are finding answers to.
If the purpose of your landing page is to generate leads of people trying to buy property, something like “Get your dream home in just one click” should do the magic.
2. Use High-Quality Image
This is an essential part of a great real estate landing page. As a way of reinforcing your message to prospective clients, a good quality picture should be displayed on your landing page. This gives them an idea of the quality of houses they will get if they decide to use your service.
Low-quality images already give a bad perception of your brand and even with a great headline, visitors will most likely not share their contact information. You can test different images and stick to what works best for optimum conversion.
3. Provide Answers to Frequently Asked Questions
A visitor on your landing page is there to get answers to questions (solution to a particular problem). Good audience research will give you an idea of the kind of questions people are asking in the real estate industry, and the housing solutions they are looking for. Providing answers to these questions on your landing page optimize it for conversion. It is important that you provide answers to questions that are related to the services you offer.
4. Focus on Good Mobile Experience
It is estimated that about 94% of Facebook’s advertising revenue comes from mobile. If one of the ways you drive traffic to your landing page is through Facebook Ads (or not), then it is important that your landing page gives an amazing mobile experience. After building your landing page, visit it yourself on a mobile device and ensure that the experience is as smooth as it is on desktop. You should do the test for both Android and IOS devices.
5. Promote Trust through Testimonials
Real estate is an industry that is largely reliant on trust. Brands that are able to instill this trust wins. Having an entire section dedicated to sharing clients’ testimonials is not a bad idea, this is a common practice. It is also very important that you find a way to put the best of these testimonials on your page to boost trust in your brand. This will increase your conversion rate as these testimonials clear the doubt of some of your untrusting page visitors and they proceed to share their contact information.
Another good way to build trust is by sharing awards/honors if any, that you have received in the past.
6. Write a Transparent Copy
In an industry as competitive as real estate, you want to avoid writing copies that will give visitors a reason to doubt you. Withholding important information like square footage, additional fees, exact location, number of bedrooms, etc, can reduce your conversion rate drastically. Your copy should state everything visitors need to know about a particular property. Avoid giving false information or overpromising.
7. Create a Personalized Experience
Visitors want services tailored to their specific needs. It has a way of making them feel very special. This is a very good way to increase conversion on your landing page. A visitor who wants to rent an apartment will most likely leave your page if all you have only speaks to buyers. A way to ensure that you create a personalized experience for visitors on your landing is through the use of surveys. This type of survey asks questions based on a previous answer, you can ask about their budgets and their specifications.
8. Benefits over Features
Rather than spending time talking about the features of a particular property, it’s better to focus on helping your landing page visitors understand how your offerings can benefit them. If what you offer visitors in exchange for their contact information is an Ebook about how to prepare a home for sale, you should explain to them how the tips in the book will help them sell faster and at the best price.
Your focus should be to make your visitors see the value they will get from sharing their contact information with you.
9. Optimize Your Lead Capture Form
For a landing page that wants to convert visitors into leads, more attention should be given to the design of the lead capture form. The first thing is to ensure that the form is as simple as possible, you don’t want to start asking for a lot of information.
To convert your visitors into leads, you don’t need more than the visitor’s name, email, and maybe phone number. Avoid using the common “submit” as a message for your button. “Get a quote now” or “Sign me up” are better options. You can also test different capture forms and see what works best.
10. Create Goal Specific Landing Pages
Creating different landing pages for different customer intent is a lot of work, especially if you offer multiple services in the real estate industry. The benefits are however worth the stress in creating them. If a customer’s intent is to buy a property, everything on your landing page should specifically talk about buying homes. Do this in a language that resonates with the audience/visitor.
If you are using only one landing page, another way to convert visitors into leads is to make sure that you target the right people in your Google or Facebook ads.
Having a great landing page could be a game-changer for your real estate business. It could be your competitive advantage. Converting visitors into leads is as important as driving traffic to your landing page. Ensure that your landing page is optimized for conversion, when you do convert your visitors into leads, do a great job in turning them into paying clients.
Which of these 10 tips have you used to optimize your real estate landing page for conversion? And how effective have they been so far?