As a real estate agent, a good chunk of your time is spent generating leads through ads, open houses, and other advertising tactics. If these leads share information about themselves and their needs while they’re on your website, you can nurture them and turn them into paying customers.

But here’s the thing: Where on your website are you sending potential leads? Are you sending them to your homepage or a dedicated landing page? The last thing you want is to send potential leads to a page that doesn’t convert because it is confusing, doesn’t have a lead form, and doesn’t hit on the right pain points.

With a dedicated real estate landing page, you have a better chance of converting leads when you address specific concerns and make follow-through simple.

People spend a lot of time online searching for homes, so they expect an agent to be attuned to their needs and intents. Understanding this will help you improve your agency’s marketing strategy. Here’s how to use a real estate landing page to convert more leads and grow your business.

Understand what a landing page is and isn’t

A landing page is a stand-alone page on your website dedicated to a particular niche audience or topic. You can easily optimize a landing page to capture leads. To get leads to share any information, you have to offer some kind of reward or incentive in return—like an ebook download or an event registration.

A typical landing page has four features:

• A headline that communicates a specific goal
• Clear and concise copy that addresses a pain point and shares the solutions you offer
• A lead capture form to gather information, such as email addresses
• A call-to-action (CTA) button that stands out and makes the next step obvious

Here’s an example of a real estate landing page with all of these features included:

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Keep in mind that when you run an ad or any other marketing campaign online, it’s best not to link to your homepage. It might seem like a good idea to tell potential leads all about who you are and let them browse your site, but directing them to your homepage overwhelms them with irrelevant information and ignores their main pain points.

Directing leads to your homepage also creates a disconnect between your ad and what people see on your site. For example, if you run a Facebook ad that asks people to book a property showing for a new listing, people who click on your ad expect to learn more about the property and how to book. They’re not interested in upcoming events or all of the services you offer.

Landing pages are usually accessible when people click on ads, but people can also find them when they browse the web. That’s why it’s a good idea to incorporate search engine optimization (SEO) into your landing page to make it easy for people to find you. Depending on your target audience, incorporate keywords throughout your landing page based on what you know people search for in Google.

When you choose keywords, keep search intent in mind. You want to be sure that what people search for is what they find. If you use the keyword “condo development” on your landing page, you might be referring to new condos in a popular neighborhood. But people searching for this term might actually be interested in preconstruction condos they can customize. Do a quick Google search to make sure your keywords match search intent.

Points to keep in mind:

• It’s OK to have more than one landing page. If you target more than one niche and run separate ads and campaigns, have more than one landing page to make it easier to cater to different audiences.
• Landing pages shouldn’t be accessible from your website. Don’t add a link to the top or footer menus on your website. Make it so that the majority of people get to your landing pages from an external page or ad. This will help you analyze which ads are driving the most traffic vs. counting people who click to your landing page by mistake.

Define your target audience to narrow your scope

Technically speaking, as a real estate agent you can work with any type of buyer or seller. But it’s best to focus your marketing energy on specific groups of customers. For example, you can choose a core customer base that includes first-time buyers, empty nesters, and young families. Defining your audience is crucial because it helps you set clear goals for your landing pages.

Once you’ve narrowed down your audience, figure out their individual pain points. Do some research by asking questions on social media, during open houses, and at industry events. You might find that a major pain point for first-time buyers is high monthly maintenance fees. Or that sellers want to know their home’s value before listing it:

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By understanding audience pain points, you can plan and organize your real estate landing pages better. You can come up with a list of different page goals, highlight specific pain points, and offer relevant solutions—like access to property assessments, informational webinars, and market reports.

Points to keep in mind:

• Target (and test) more than one customer segment. When you narrow down your ideal audience and define the areas you want to specialize in, create separate landing pages for each segment. You don’t have to promote all of the pages at the same time. Run monthly campaigns that target different segments based on when they’re most engaged so you have a constant stream of leads coming in. For example, young families are more likely to list their homes in late spring to avoid moving during the school year.
• Use specific rewards to capture more leads. Use your landing page to explain how you’ll help your leads vs. just saying you’re familiar with lots of up-and-coming neighborhoods.

Create an engaging lead capture form

The most important part of a landing page is the lead capture form. This is where your leads submit their contact information so that you can nurture them and move them through your sales funnel. A lead form that is too long or asks for irrelevant information is more likely to lead to a high abandon rate.

While studies show that shorter forms are ideal, there’s evidence that shows that some longer forms lead to better qualify leads and higher conversion. Success really depends on the audience you’re targeting.

Other reasons people leave lead forms include the following:

• No text help to clarify each field’s meaning
• An unclear CTA
• Too many irrelevant fields that don’t match the offer
• Too many required fields that don’t give leads flexibility with what they choose to share

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In this example, notice how all of the written content on the page kind of blends in together? Even though there’s valuable information on the form, it’s hard to read. If leads have to put a lot of energy into deciphering your messages, they’re going to leave the page.

Points to keep in mind:

• The length of your lead capture form depends on where people are in their customer journey. Keep the form short for people in the early stages of their journey, and add more fields for people further along—you might need more info to help them. For longer forms, you’re more likely to get high-quality leads because they are closer to taking action and are more willing to share more information to guide their purchase.
• Tailor lead form fields to match the incentive. Let’s say you target families in the awareness or consideration stage of the journey to sell their home. Include fields like name, email address, and target selling price, and offer them a free home estimate as an incentive. If families are ready to list and sell, have a longer form that asks for more information, such as their preferred sell date, preferred list price, and target closing date, and offer to send them listings of homes for sale in their neighborhood to help research the “competition.”
• Include an actionable CTA. Use phrasing related to what leads get in return. For example, instead of “Submit,” use “Get your download now” if your incentive is an ebook. Or use “Get hot new listings” if your incentive is access to new, daily property listings.

Incorporate clear and concise copy

Copy is the second most important feature on your real estate landing page. The content you include on the page helps leads decide whether or not they’ll share their email address and other information with you. Use your landing page copy as your chance to talk about your services, your guarantees, and more.

Content on this page doesn’t have to be lengthy, either. Depending on the goal of your landing pages, include a few bullet points that emphasize how you’ll help solve an audience issue. This is where knowing your audience well comes in handy because you can offer up specific solutions that resonate with them.

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In this example, the headline is clear and specific, the three bullet points highlight features important to the target audience, and the CTA clearly stands out from the rest of the page.

Points to keep in mind:

• Ditch the formal language. Instead, write the way you talk. That type of content is easier to read and makes you sound relatable.
• Be clear on the reward or incentive being offered. Experiment with different fonts, styles, and colors so it’s immediately clear what the incentive is.
• Use images to reinforce your message. If you offer incentives like ebooks, reports, listings, or free quotes, include imagery. Studies show that imagery creates an emotional response in people and inspires them to take action.
• Use a headline that calls out the pain point. In a few words, sum up the pain point you’re solving so that it’s the first thing people see when they land on your page. For example, if you’re targeting first-time millennial buyers, use a headline like “Need help finding the condo of your dreams?” to get their attention.

Measure campaign attribution

The final step in creating real estate landing pages that convert is to measure campaign attribution. This is when you analyze how your ad campaigns performed in getting traffic to your landing pages. Campaign attribution helps you see what worked well and what didn’t so that you can make adjustments in future campaigns.

Campaign attribution helps you figure out the following:

• At what point along the customer journey leads find your ads and click to your landing page
• Your ROI across multiple campaigns
• The purchase intent of each lead based on where they come from and how they navigate your site beyond your landing page
• How to create forecasts based on how leads have acted historically

Figuring out whether your landing page is successful also means tracking metrics on your landing page. Types of metrics to track on landing pages include:

• Click-through rate (CTR). How many leads clicked through to your landing pages from your ads?
• Conversion rate. Of the leads that find your landing page, how many submit the form?
• Bounce rate. Of the leads that find your landing page, how many leave without doing anything? How long does it take them to bounce?
• Abandon rate. Of the leads that start to fill in your lead form, how many don’t submit it?

You can get almost all of this information from Google Analytics. Simply sign up—it’s free—link your account to your website, and you’re ready to start tracking these metrics for your landing pages.

Points to keep in mind:

• Set key performing indicators (KPIs) to measure against. Use KPIs like CTR and bounce rate that are meaningful and go beyond general surface information such as, “I want to get 50 leads per day.”
• Be clear on the target audience for each landing page. Use a tool like Google Analytics to see where people are coming from. Are they finding your landing pages through Google searches, or are they linking over from Facebook ads? With a detailed idea of where leads come from, target these places to attract more people.
• Set specific goals for your landing pages. If you’re targeting different audiences, each of your landings pages has to offer a unique experience. Change the content, the headline, the lead form fields, the incentive, and the CTA, and then analyze the change to your metrics.

Creating a real estate landing page that gets results

There are a lot of elements included in getting your landing pages just right, but just think: When you find the right combination of features, your conversion rates will start to climb.

Think of your real estate landing pages as a puzzle to solve, where you can change how you use the four main features until you get your target conversion rate.

Experiment with different incentives and CTAs, copy, lead forms, and headlines. Don’t be afraid to change them over time, based on what works, and to provide updated versions of your incentives.

You’re ready, so get started today!