First impressions are everything in the real estate industry. Effectively showcase your properties, and potential buyers will be knocking at your door. Do the opposite, and you’ll lose them to other listings.
Most customers search for properties online before reaching out to realtors, and optimized, well-designed landing pages can help you wow potential clients and close more deals.
Effective landing pages contain design elements like skimmable property details, engaging visuals, and easy-to-access contact forms. These features facilitate lead generation and make it easier for potential clients to explore their options, which can drive property inquiries.
Ready to learn how to create landing pages for your real estate business? Here are the top design elements to focus on—and the tools that make the design process simple.
Note: The brands and examples discussed below were found during our online research for this article.
The importance of optimized landing pages for real estate
Optimized landing pages provide a distraction-free space since they typically only focus on a single goal. This could be collecting visitors’ contact information, scheduling property tours, or giving interested parties additional information on specific properties.
Providing a dedicated space for specific goals increases conversion rates. The proof is in the numbers—real estate landing pages have a median conversion rate of 2.6%, while real estate websites have a rate of 0.6%. The cluttered nature of classic websites makes it difficult for visitors to focus on the desired goal.
However, the conversion potential of a landing page is contingent on how well it’s designed. Effective real estate landing pages are structured to showcase properties attractively, build credibility, and encourage visitors to reach out.
What are the goals of landing pages in real estate?
There are plenty of different reasons why you might use a landing page to grow your real estate business. A well-thought-out landing page can help you:
Attract buyers
When 43% of buyers start the property-buying process online, you need tools that effectively showcase your offerings. Cue a landing page. A well-designed landing page can capture buyer interest through compelling visuals, property highlights, and trust-building elements like client testimonials, positioning your offerings as a top choice.
To capitalize on this interest, be sure to include calls to action (CTAs) that invite potential buyers to engage with you, such as “Learn More About This Property” or “See Similar Homes.”
Encourage property viewing appointments
Providing an easy way for potential buyers to schedule viewing appointments can encourage more of them to consider your property listings. Landing pages help you do just that. You can embed an appointment form or a simple contact option on your page, allowing visitors to book viewings with just a few clicks.
To improve the booking process, embed or link to a form with minimal fields—client name, phone number/email address, and preferred appointment date and time. This way, interested parties can schedule an appointment quickly and won’t feel hesitant to give up their details.
And make sure you use a strong CTA like “Book a Viewing” to keep this goal front and center.
Build brand trust and authority
Trust is a big deal in the real estate market—both buyers and sellers want to work with people they believe have their best interests in mind.
Landing pages can help you build trust by showcasing past clients’ testimonials and reviews, as well as recognitions, awards, or accreditations. For instance, they can carry snippets like “Trusted by 100+ buyers and sellers” or “Award-winning agency in XYZ area.”
To drive visitors’ attention to these elements, place them prominently on your page—you can position them above the fold, halfway down your page, or next to your call to action. Alternatively, you can use a different font or add color to make them stand out.
Collect leads for future follow-ups
Lead generation is vital as it facilitates ongoing outreach, such as sending updates on new listings or market insights. This can drum up consistent business for your real estate firm.
Landing pages can improve your efforts by shining the spotlight on your signup form. A lead capture landing page focuses entirely on this goal, limiting the risk of visitors getting distracted by other elements.
To boost signups, offer a valuable resource—like a neighborhood guide or market report—in exchange for visitors’ contact information. Also, make your lead capture form concise (only collect vital information) and include a strong CTA like “Get Exclusive Updates” or “Be the First to Know.”
Key elements of high-converting real estate landing page designs
Landing pages are valuable tools for realtors, but only if they’re well-designed and optimized. To boost conversions, be sure to include the following elements:
Property highlights and visuals
Buyers will want to see detailed pictures or videos of properties before scheduling visits, so high-quality visuals are a must for your landing page. Include crisp, professional images and, when possible, virtual or 3D tours to give visitors an immersive sense of the property.
High-quality visuals can promote engagement and provide more in-depth views of properties, potentially increasing your bookings.
To offer a seamless experience, optimize your visuals for quick load times—compress them, host your videos somewhere else, and then embed them on your page, or implement image caching.
Compelling headlines and a clear value proposition
Your headline can determine whether buyers and sellers keep scrolling down your landing page and engage with your CTA. Make it compelling and showcase your value proposition by conveying the benefits of your service or property.
Your headline could read something like, “Get a No-Obligation Home Valuation” if you’re targeting homeowners looking to sell and “Find Affordable Properties” if you’re targeting homebuyers.
Also, include location-specific or unique features in the headline to attract more targeted audiences. For example, it could say “Luxury Living in Downtown [City]” to capture the attention of buyers looking for high-value properties in that area.
Intuitive, mobile-optimized layout
The last thing you want is for potential clients to have difficulty navigating your landing page. Chances are, they’ll move on and find another real estate agent.
Provide a clean, straightforward layout to make it easy for visitors to find key information, even on mobile devices. Use white space, keep your copy as concise as possible, and place the primary CTA, contact details, and property highlights above the fold so visitors don’t have to scroll to find them.
And don’t forget to test your layout on multiple devices and browsers before and after launch to make sure it offers a consistently positive experience.
Clear and prominent call-to-action (CTA)
Include a clear call to action that aligns with your goal to guide visitors to take the desired action. For example, if you want to encourage viewing appointments, your CTA could read “Schedule a Viewing Today.” This eliminates any confusion about what to do.
Make sure your CTA stands out visually to draw visitors’ attention—you can use contrasting colors, borders, or fonts. The CTA should also be easy to locate so clients don’t leave without engaging with you.
Getting your CTA wording and placement right will likely require a few tries. You should A/B test different versions and monitor your engagement numbers to identify what resonates with your target audience.
Social proof and testimonials
Social proof elements like customer testimonials, ratings, and case studies can help you build trust and reduce new clients’ hesitation. So don’t skip them. Add your reviews and testimonials near the CTA to provide a final boost in confidence for those considering reaching out.
To increase your conversion rates, only include high-quality testimonials. Ideally, they should be specific and mention successful property transactions or positive client experiences to enhance your credibility.
Fast load times and easy navigation
Web pages that load in one second have a 5x higher conversion rate than those that load in 10 seconds, as visitors tend to leave if a page loads too slowly. To ensure this doesn’t happen, aim for a one to two-second load time and follow best practices to increase your page speed.
Finally, offer seamless navigation by avoiding page clutter. Fast and easy-to-navigate pages enhance the visitor experience, making them more likely to engage with your CTA.
How Bitly can help boost your real estate landing page design
Bitly is your one-stop shop for all your landing page optimization needs. The Bitly Connections Platform empowers real estate professionals to create high-converting landing pages and track their performance for continuous optimization. With Bitly, you get access to powerful tools like:
Bitly Links
Bitly’s URL shortener allows you to create custom short links that are branded with your domain name to create a more personalized and professional impression. This can enhance your conversion rate and generate more interactions since potential clients are more likely to engage with links they recognize.
Bitly’s short links also facilitate effective CTA A/B testing. When you embed unique links in different CTAs, you’ll receive real-time click analytics on each one, allowing you to identify which messaging resonates most with your audience for continual optimization.
Bitly QR Codes
Bitly QR Codes can get more eyes on your landing page by connecting offline audiences with digital listings via a simple smartphone scan.
To broaden your reach, you can print them on a wide range of marketing materials, including property brochures, open-house signs, business cards, and flyers. This is a great Bitly and Canva use case—create aesthetically pleasing marketing collateral in Canva and customize your Bitly QR Code to match.
Beyond streamlining page access from physical materials, QR Codes for realtors also provide scan data, which offers insights into total scans, geographic trends, and optimal times for engagement. This can help you focus on high-interest property types and locations and continuously refine your marketing campaigns.
Bitly Pages
Bitly Pages, the platform’s landing page generator, offers easy-to-build, professional templates that help you launch new pages quickly and cost-effectively—no coding or web design experience is required.
Bitly Pages templates are customizable, so you can add your own images, colors, CTAs, and text. Whether you want to showcase properties, collect leads, or promote offers, Bitly Pages are ideal for whatever goal you have in mind.
Bitly Analytics
Bitly Analytics offers tailored insights by tracking all URL and QR Code interactions—from total link clicks to Bitly Page views to QR Code scans by city or country.
With this engagement data, you can refine your CTAs and gauge interest by location or time of day, helping you improve conversions and lead quality.
When you integrate Bitly with tools like Google Analytics and Sprout Social, you can gain an even deeper understanding of your audience’s engagement patterns, allowing you to further improve follow-up efforts.
Start designing real estate landing pages that convert with Bitly’s templates
Real estate landing pages can be a real game-changer for your brokerage. They keep visitors’ attention on your desired action and provide more property information than standard homepages, which can increase conversions.
With Bitly Pages, Links, Codes, and Analytics, you can build a high-converting real-estate landing page in minutes, incorporate branded URLs to enhance recognition, promote the page using offline channels, and track its performance for continual optimization.
Include the must-have elements discussed here—compelling CTAs, visuals, headlines, and trust signals—and you’ll find your recipe for success.
Sign up for Bitly today to create and optimize real estate landing pages for increased client engagement!
