Do you know how much power your website holds in the real estate industry? We can tell you that it’s an impressive amount. The percentage of homebuyers who purchased a home that they found on the internet is 44 percent.
This is great, but could that number be higher? Most real estate agents think so. Over 70 percent of them feel unsatisfied with the leads their site generates. Seems like there is a bit of a disconnect here between what the real estate industry wants to achieve with their web presence and what is actually happening.
The good news is that there is an easy fix for optimizing your site to generate higher quality leads. It’s called the landing page.
The landing page is the first impression that a visitor has of your business, and it means quite a lot. If you want better leads and more of them, follow these 5 tips for landing page optimization.
Keep It Simple
We know, it seems advantageous to pack as much into your landing page as possible. After all, your site gets all sorts of leads, wanting a variety of information. Most want to see properties, some are interested in the home buying/selling process, others might be thinking of moving and want to a get a feel for a location. Should you cater to each of these leads on your landing page?
Yes. Just not in the way you think.
Visitors don’t want to see clutter, no matter what industry you’re in. But, when it comes to something as big and life changing as real estate, keeping it simple matters even more.
When a visitor is ready to look at properties, make it easy to find them, but don’t load your landing page with a dozen images. First, this can increase the load time of your page, making it more likely that a visitor will back out. Secondly, that type of page designed isn’t optimized for mobile, which is important.
Finally, why highlight so many properties when you don’t yet know the specifics about what the customer is looking for? Highlighting a feature property or two is fine, more than that will take away from the value your page can provide.
The same rule applies for other types of content too. Make your landing page easy to navigate and for your visitor to get where they want to go quickly. Resist the urge to bog down the page with a distracting amount of content.
Real estate is a very specific market. You have buyers and sellers. You have those interested in luxury properties and those looking for a small starter home. Are any of these people going to be interested in the same content?
Generalized content will get you nowhere. Creating dynamic landing pages that serve specific markets, cities, or real estate segments will help increase conversion rates, on-page time, and lower bounce rate timing. A great example is use of city specific landing pages, like this one for El Paso real estate.
Specializing your landing page to tailor it to your niche markets is a way of generating higher quality leads. Take this example below.
This landing page for realtor.com is focused on one very niche market, the first-time homebuyer. This market base is going to have different questions, concerns, and needs than other sections of your market. Why not specialize a landing page designed just for them?
Notice that the design of the page is clean and simple. The last thing a first-time buyer wants is to be overwhelmed with information at this point.
There is a navigation bar at the top that links visitors to valuable information that has been specifically tailored to them. There is a visible sign up form. There is nothing complicated.
This sends a message to the visitor that this realtor will help make the home buying process straightforward, easy, and efficient.
One for One
One landing page means one shot at capturing their attention. The thing is, it isn’t always possible to capture everyone’s attention with the same page. Along the lines of the specialization we mentioned above, the real estate industry can create better leads by creating multiple landing pages, each with a specific purpose.
For example, let’s say you are in luxury real estate. Without question, this is a niche market, but it is also one that can usually be broken down a little further. Your luxury real estate market might differentiate in several ways.
- Vacation property vs residential property
- Main residence vs second residence
- Domestic property vs foreign property
- High end big city properties vs sprawling country side estates
Trying to cram all of this on one landing page overextends you, and it makes it appear you are not specialized enough to cater to your market’s individual needs. The solution is simple. Create individual targeted marketing pages for each sub-niche of your market.
Keep Communication Concise
If you could only communicate one message on your landing page, what would it be?
The problem with too many real estate landing pages is that the message is there, it just isn’t concise. Take this example landing page from ReMax. They close a deal every 30 seconds. This is an impressive bit of information. They could have gone with a box of text that focused on the company and their success, but why should they?
That much content to get the message across is not only unnecessary, it focuses on the brand, not the customer. Their streamlined approach of containing their message in a strong, customer focused headline is attention grabbing and instills trust in the brand.
Be Value Focused
Finally, the last tip we have for you is to keep your landing page value focused. No, we don’t mean cluttering your page with price reduced listings. The high quality leads that come to you are going to want more than product listings. What can you offer that increases your value to your target market?
The example below is an ideal representation of a value focused landing page. It addresses a need that the target market has, puts themselves in the position of being able to solve the problem, and offers a free guide to begin the process.
Other value focused ideas for your real estate landing page include:
- An updated market report
- Neighborhood guide, including safety ratings, schools, hospitals, things to do, etc.
- Guide to buying houses in the area
- A free home assessment
- A home buying or selling checklist
A few simple changes to your landing page design can bring in higher quality leads. Don’t let your landing page stand between you and success. If you need help crafting a winning page, connect with the best Real Estate Web Design professionals in the industry.