Landing pages work particularly well for real estate companies. A good marketing campaign will target a specific audience and focus on local customers. While these are important features across most industries, they’re absolutely imperative in the real estate world. Obviously, you don’t want to waste your time marketing to potential clients who aren’t looking for real estate in your area. Landing pages are perfect for targeting local consumers interested in your company.
What the Heck Is a Landing Page, Anyways?
In short, a landing page is any page a consumer will “land” on, or arrive at, through a search result or some other link. A real estate landing page is usually highly-targeted, meaning every keyword on that page is designed to bring in readers from a specific niche. Usually, this is done through using specific keywords relevant to your niche audience.
Landing pages can be optimized for a niche audience in a number of ways, and in the real estate world, they absolutely should be. Unfortunately, almost 44% of real estate agent clicks lead to a general homepage, not a targeted landing page. Online consumers typically only stay on a page for around 15 seconds, so it’s crucial that they find the info they’re searching for within that time frame. This is where landing pages come in.
Use Landing Pages to Target Specific Clients
You may have multiple kinds of property for sale through your agency, or maybe you only sell luxury homes. No matter what types of property your customers are buying or selling, you can target landing pages to pull in the perfect audience. This is done using search engine optimized keywords. Create multiple pages for various audience types, and use specific keywords that will trigger your page to be displayed in the search results.
Here are some examples: “luxury homes,” “first-time-buyers,” or “apartment complexes.” Google will find your site when your ideal luxury home buyer starts searching, and that buyer will land right on the appropriate page with one simple click. These pages are great for establishing your own brand personality, as well. Just as you’re targeting specific types of clients, you’re establishing yourself as a specific type of purveyor. When high-income buyers think of luxury homes, for example, your brand will be the first to pop into their heads.
Geo-Specific Landing Pages Put You on the Map
Your real estate company has a unique advantage over content marketing: the geo-specific landing page. Sure, most companies use geo-specific keywords to target customers in their town and the surrounding areas, but your customers are much more likely to be actually searching with those keywords. A first-time homebuyer is more likely to use search terms “for sale in Townsville, USA” than someone searching for products or services.
Likewise, you have a huge variety of geo-specific locations to work with. Do you have several single-family homes for sale in a posh suburban neighborhood? Do you have an exclusive luxury listing in the heart of downtown? While you’re at it, offer your potential customers a run-down of their future neighborhoods. Tell a story about the history of the neighborhood, and offer them some tidbits on fun things to do in the area.
This is valuable information, and it allows you to use geo-specific keywords frequently. Using area specific keywords will bring in customers looking in that area, so you can wow them with your product description – which brings us to the next function of a landing page.
Use a Landing Page to Describe Your “Product”
Product descriptions are helpful for virtually any kind of business. They directly provide readers with useful information so they don’t have to go digging for it. In real estate, product descriptions are immensely helpful to your consumers. You’re selling a home, permanently fixed in one place, so what buyer doesn’t want to know about the house and their potential neighborhood?
Pack a landing page full of homes with similar product descriptions. It could be a page full of luxury homes with swimming pools, or it could be a list of homes in one particular area. You’ll pull in customers looking for specific features, locations, and even architectural styles. If you group similar homes together, your customers will be genuinely interested in exploring the page and seeing what other homes you have to offer.
Add Images and Videos to Your Pages
Obviously, landing pages in the real estate world are nothing without beautiful, professional images. While keywords and content are important for bringing consumers to your site, images and videos will make them want to stay awhile. Think about it: do you even bother clicking on a Zillow listing if it doesn’t have images? Probably not.
Hire a professional (unless you’re adept with a camera), stage your listings, and start shooting. Use pictures and videos to accompany your product descriptions, add photos of the neighborhood to a geo-specific page, and show off your real estate team’s beautiful faces next to their listings.
Finish It Off With a CTA
While a CTA, or Call to Action, isn’t a landing page in and of itself, it’s worth mentioning because it’s a crucial part of a good landing page. Without a CTA, your landing page is like the quiet, smart kid in school: undeniably talented, but unnoticed because he rarely speaks up. Your website will have miniscule conversion rates unless you directly ask your consumers for what you want.
Offer them something in return for their information – perhaps a first-time buyer e-Book or a checklist of what to look for during a showing. Tell them what they can expect to get from you, and ask them for more information. However, be careful not to ask for too much up front. Complex CTA forms are a huge turn off to consumers.
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