Now that you are reading this article, you are probably wondering what Real Estate landing pages are and why you should use them in your Real Estate business. A landing page is a separate page on your website that stands alone and has a specific purpose. Everything on this page is about that certain goal. Landing pages can be used for various purposes in Real Estate. In this article, we will tell you what they are and why you should use them.
What’s a Real Estate Landing Page?
As mentioned above, a landing page is a separate page on your website with a single goal. Everything on this page from images, messaging, buttons, creatives, etc is all aligned with the goal the page carries. They are usually used with Real Estate ads. When people click on your ads, they are taken to your landing page. However, you can link to your landing page from your blog posts, social media, and so on.
You can use landing pages to generate leads, build your email list, schedule bookings, etc. Unlike your website which serves many different purposes, a real estate landing page is built exclusively to drive conversions with a relevant call to action (CTA). Users who visit your landing page can find valuable information on the page in exchange for their contact information which will turn them into a lead.
A decent landing page is designed all around your goal and avoids any distractions. It should guide the user in the journey you have designed that ultimately leads them to take a certain action. In other words, the landing page’s sole purpose is to collect information that will allow you to market to and connect with potential buyers and sellers and nurture them further. The best real estate landing pages have a single purpose. If you have multiple goals, you can have multiple landing pages as well.
Why Do I Need Real Estate Landing Pages?
According to spinutech.com:
On average, 2 pages of your website are viewed during a visit …. and for a good average session duration, the industry standard is 2 – 3 minutes
This shows the attention span of your visitors is very narrow and you do not have a lot of time to turn them into leads. To make things worse, your website (i.e. your homepage) is not going to tell your visitors exactly what to do. Visitors will visit two pages for a few minutes and most probably will leave since they had no idea what to do.
Therefore, you need to have a certain page without any distractions, that will guide your visitors down your marketing journey by telling them exactly what to do. This is what a landing page does. Pretty amazing, huh?
Benefits of Landing Pages for Real Estate
Here are a few benefits of landing pages for Real Estate:
Reward Targeted Traffic
Landing pages are mainly used with ads. And your ads talk about a certain topic. If you use your website as the destination of your ads, your visitors will feel betrayed since they cannot find the info you were talking about in the ad. The traffic from your ads are highly targeted and they are looking for a specific set of information. Designing a landing page that matches your ad will do the job and keep the users engaged.
Build and Grow Your Email List
Landing pages are your best option to grow your contact list for your email campaigns. With a set of freebies like home valuation, interesting news, etc you can get your visitors to submit their contact information. Run this for a while and you will have a list of prospects for yourself that you can nurture and turn into leads.
Showcase Properties In-Depth
Since the traffic from ads is very targeted, you can showcase your listings in detail and provide your visitors with the information they just need. This information can have great potential since your audience also looks for them. Compare this to the general audience who may not even think about buying a home. Landing pages allow you to dig deeper into certain features of your listings without worrying it might bore your audience.
Create a Sense of Urgency
Since landing pages follow a single goal, they can be leveraged to create a sense of urgency that will encourage your audience to take action. A sneak peek at a coming soon project or very interesting listings can be presented on your landing pages urging the audience to take action or they will lose this opportunity.
Accurately Measure Campaign Results
Unlike your website which serves various purposes, with a dedicated landing page, you can see where your traffic is coming from and what percentage is converting. This will provide you with deep insight into how well your ads are performing so that you can focus on the most effective channels.
Reduce Distraction
Landing pages eliminate distraction. Everything that fails to match the goal of the landing page is removed. Therefore, They lead the visitor to take a specific action. All the images, buttons, messages, etc all lead to a certain action. Nothing on the page, leads to a different page with a different purpose, maximizing your results.