11 Essential Elements of a Winning Landing Page for Real Estate
Design the best landing page for your real estate business by including these 11 absolutely essential elements to get your audience in and turn them to leads
One of the best tactics to generate leads in real estate is using landing pages. Landing pages can be very effective for real estate provided that they are done well. They can be used to attract your target audience and get them to do what you want them to. Be it downloading a certain file, eBook, signing up for a service, subscribing, buying a product or service, etc. All this can happen with a well-designed landing page. But what exactly is a proper real estate landing page and what are the essential elements of a winning landing page?
Essential Elements of a Winning Landing Page
In this article, we will go through the essential elements of a winning landing page for real estate. We will show how to use landing pages to win over your audience and turn them into leads:
1. Consistent Branding and Logo
One of the first things your audience will see when visiting a landing page is the branding of the page. This should be clearly indicative of your business. The colors, themes, designs, and the logo you use on your landing page should all be consistent with your business: with what you have always been using. Do not try using a new design as this might create some ambiguity for the visitors.
However, this does not mean that you need to make your landing page’s design complicated. In fact, the best landing pages use simple yet stylish and professional designs while utilizing your branding and unique design.
2. A Clear and Compelling Headline
Whether it is a page from the newspaper, magazine, or website, or any other kind of page online or offline, it is natural for people to want to know immediately what the page is about. If they find it interesting, they will keep reading, otherwise, they will forget about it. That’s why we have headlines. Headlines announce to readers what they are about to read.
On landing pages, regardless of how visual they are, there should be headlines to let your audience know what the pages are about. The headline should:
- Draw the audience in
- Tell the audience what the page is about
- Wow the audience
- Make them keep scrolling
Failing to design a clear and compelling headline will result in losing an audience before they even know what’s being offered on the page. Therefore, make sure you do not blow your chances right off the bat by ignoring the headline. A great landing page headline should:
- Be consistent with the email or CTA (Call To Action)that brought the user to the landing page
- Be short and concise (explain more in the subtitle) in line with your USP
- Should be written to get the audience to continue reading
- Indicate what makes the product or services great
- Say why the service or product is unique and different
3. Unique Selling Proposition
Unless your landing pages offer something unique and very interesting for visitors, the landing page will not go far. This is regardless of how great other elements on the landing pages are. Your USP (Unique Selling Proposition) is what excites the visitors and makes them click on your CTA. It should be unique, valuable, and compelling enough to turn the visitors into clients. Avoid offering the same thing as other agents. You want to offer something new and attract attention.
You need to explain what the benefits are. Why should visitors click on your CTA? What, exactly, is in it for your visitors? If you fail to show the unique benefits of what you are offering, your landing page will not be successful. It will be just another landing page to selling what is already available from other agents.
There is no doubt that nobody will bother to spend time on a landing page that includes all text. Another one of the essential elements of a winning landing page is images. Visuals improve engagement and make what you have to say on a landing page more exciting. Visuals on your real estate landing page should:
- Be interactive
- Tell a story
- Guide visitors toward the Call-to-Action.
When choosing images and visuals for your landing page make sure you stay from stock images. These will have been used on many pages and do not look original. Such images will fail to convey your desired message and are not as effective as images that are designed exclusively for the service or product you are promoting.
Videos? Why? Well according to research including videos on landing pages can increase conversion rates by 80%. In fact, as videos are easier to watch they generate more user engagement. That’s why video hosting services like YouTube are getting more and more popular.
Make sure when you add your video:
- It is above the fold
- Uses a great thumbnail
- Includes a great CTA
- Is short and concise
Another study shows that 96% of customers find videos helpful when deciding to buy a product. By adding a quality video to your landing page you increase your chances of converting visitors to clients. It keeps visitors on your landing page and gets them to consider the offer more seriously. However, do not go overboard by using long videos. You risk boring your audience and taking too long to convey the message.
You can use the video for different purposes on your landing page. They can be used to:
- Explain the benefits of your services or products
- Provide social proof through video testimonials
6. A Killer Copy
Visuals and videos are vital elements of a great real estate landing page, but it does not mean that you are done and should not care about the copy. Just like other parts of your landing page, your copy should:
- Be clear and concise
- Elaborate on what the headline states
- Explain what is offered and why the audience is on the landing page
- Detail how your product or service will help your audience
One of the most important things to keep in mind while writing your copy is that you need a perfect balance. Too much copy can tire and bore your audience while too little copy will leave your audience confused and unwilling to take action. But as a general rule of thumb,
The more novel and newer your product is the more copy you need. For products and services that are familiar in the real estate market, you do not need to go with long copy.
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