A crucial aspect that many real estate agents overlook is the need to be more strategic in boosting their real estate business. From a marketing standpoint, many agents don't look at themselves as marketers; they don't know how to market themselves well and create strategies to help them collect and qualify leads.

A landing page, for example, is an essential tool that helps real estate agents convert visitors into leads. Compared to a traditional website, a landing page is a standalone or separate web page designed to capture the potential lead's details, such as name, email address, phone number, etc. Its goal is to motivate visitors to take action, such as answering a survey, filling out a form, scheduling a viewing or contacting an agent.

Simply put, a landing page should be a vital part of your real estate marketing strategy. Did you know that 47% of buyers first look at online properties for sale? Your next hot lead might just be among those browsing the internet.

Another interesting report from the National Association of Realtors (NAR) states that 97% of buyers have used online tools in the search process. With the rise of online real estate shoppers, it's time for new and growing real estate agents to pivot and leverage technology to their advantage. 

Why Should You Invest in a Landing Page?

Some agents consider a landing page an additional expense that might not yield positive results. However, they fail to recognize that a landing page should be optimized to be effective and successful using the correct elements.

But before we discuss the key elements, let's look at the reasons why an agent needs a real estate landing page:

1. It maximizes lead generation. By driving traffic to your landing page and providing valuable information, you can attract the visitor's attention and collect their data. These captured leads can then be added to your pipeline, allowing you to nurture your relationship and convert them into clients.

2. It increases conversion rates. A landing page with a clear message about your services encourages potential leads to take action. Eliminate distractions and keep everything simple and concise to help your visitors focus and make informed decisions.

3. It builds trust and credibility. What is a good way of showing your experience, expertise and client testimonials to boost your credibility and reputation? A landing page can do just that and helps establish trust with potential leads looking for an agent they can rely on.

Now that you know how landing pages can help boost your business, the next step is to incorporate the following key elements to optimize your landing page. While the structure of a real estate landing page may differ from another, knowing the basics helps you plan and tailor an approach that fits your target audience.

Essential Elements to Create the Ultimate Real Estate Landing Page

Six key elements you need to have:

1. Clear and Captivating Headline

The headline is often the first thing people see on your landing page. With a clear and captivating headline, you can grab their attention and immediately communicate the purpose of your page. Remember to convey your USP (Unique Selling Proposition) and showcase what makes you stand out from other real estate agents.

Pro tips:

• Keep your message simple and concise while informing visitors what they should expect on your landing page.

• Provide clarity that helps them understand what your page is about.

• A well-written headline can also improve your landing page's SEO.

2. Beautiful Visuals

We’ve all heard the famous quote, "a picture is worth a thousand words." Many people are visual learners and process information better through a graphic format. With attractive visuals on your landing page, you can make a powerful first impression and create an emotional connection with potential leads. 

Pro tips:

• Upload high-quality photos and videos to display the best features of a property.

• Provide professional photos and headshots of yourself to build credibility and trust.

• Stick to an organized design and color scheme to reduce distractions.

3. Simple But Compelling CTAs

A Call to Action (CTA) is one of the most crucial aspects of an effective landing page because it tells visitors what action they should take next. CTAs are usually buttons or links that compel visitors to take a specific action.

Pro tips:

• Use simple and close-ended questions (Yes or No answer).

• Keep your forms short and easy to answer.

• Repeat some CTAs throughout the landing page.

• Limit multiple choice answers to one or two options so that visitors can make quick decisions.

• Highlight the benefits of the action, such as "get a free copy" or "download for free."

• Create a sense of urgency, such as "join now" or "limited time offer," to motivate visitors to take action

4. Authentic Social Proof

Visitors want to feel confident that they are looking for an agent with a proven track record. Having authentic social proof provides evidence that you are a trustworthy agent. It helps remove skepticism and gives more reasons for visitors to take action on your landing page.

Pro tips:

• Showcase testimonials and reviews from previous clients.

• Highlight your years of experience in the real estate industry.

• Include awards and recognitions you’ve garnered in your career.

5. Reinforcing Statements

Remind your visitors of the benefits and quality of your services through reinforcing statements. They can be used to reiterate the USP of your services and tell your potential leads why they should choose you as their agent. 

Pro tips:

• Keep your statements clear, concise and easy to understand.

• Position your strengths so visitors can easily see them on your landing page.

• You can use a short bullet list to highlight the value and benefits of your services.

6. Mobile-friendly Features

A recent report from NAR states that 76% of homebuyers used a mobile phone or tablet in search of a new home. If your landing page is not mobile-friendly, you could lose a significant number of visitors and potential leads.

Pro tips:

• Improve your user experience to achieve higher engagement and conversion rates.

• Avoid large images or videos that take too much time and space to load.

• Use a responsive design that adjusts automatically with the size of the user’s screen.

If you are looking for help with your next landing page to convert your visitors and online traffic into leads, at Kaptiva Pro we excel at helping real estate agents with professionally written content, beautiful landing pages and website designs. Your landing pages, websites and listings pages are built and designed by professional copywriters and graphic designers. Checkout our Websites & IDX solutions here.  

For agents like you, who are trying to take your marketing skills to the next level, we hope these key elements will help set you on a path to creating successful landing pages. Subscribe to our newsletter to get more practical and useful content like this every week.