2 Types of Landing Pages that Actually Convert

Landing page technology is crucial to the success of your real estate marketing. This concept might sound overwhelming since an effective system should have thousands of landing pages, a good real estate technology platform should be able to automatically generate these effective lead conversion landing pages for you. While there are many ways to organize your landing pages, there are 2 essential types of landing pages that you want to focus on if you want to convert more visitors and scale your business:

1. Home Valuation Landing Pages to Convert Sellers

2. Hyper-Local Landing Pages to Convert Buyers

What is a landing page and how does it impact your conversion potential?

Simply put, a landing page is a specific page on your website where a visitor “lands” when traffic is driven to your portal. Your real estate website portal should have thousands of unique landing pages breaking up and categorizing the MLS data for your website visitors for easy consumption.

The first page a visitor lands on is crucial to conversion. The more relevant the page is to each unique visitor, the more likely they are to engage with your site and ultimately turn into a viable lead.

If, for example, a buyer looking for properties in Coral Gables lands on your homepage instead of a page displaying relevant listings in their search area, the likelihood of converting that lead is slim. Buyers and sellers are accustomed to an abundance of knowledge at their fingertips at all times. They will, in most instances, not take the time to click around your website to find what they are looking for. They will return to the search engine results and try again with another site. If, instead, they land first on a page showing a wealth of one-click specialty searches relating to homes for sale in Coral Gables, they are much more likely to engage.

There are 2 types of landing pages that are highly effective for maximizing conversion: home valuation pages for seller leads, and hyper-local search pages for buyer leads.

Home Valuation Landing Pages to Convert More Sellers

Converting interested seller leads into active listings is one of the biggest goals of all successful real estate agents. The most effective way to generate seller leads and convert them into listings is with a home valuation landing page.

It can be difficult, at times, to encourage website visitors to input their contact information. But, good marketing strategies benefit from understanding the psychology of those you are targeting. Sellers want to know how much their property is worth, period. This is where a home valuation page comes into play. When someone considering listing their property finds themselves on a landing page promising a free home valuation, the likelihood of lead conversion is high because you are offering a valuable piece of information to that website visitor in exchange for their contact info. They know they will be getting what they want, so they will be more likely to give you what you are asking for. It is a win-win.

If you want to take it up a notch, ensure that your platform has the ability to offer niche, neighborhood/condo building specific home valuation pages. This level of detail will further your position as an expert in each unique visitor’s market, enhancing your conversion potential even more.

Hyper-Local Landing Pages to Convert More Buyers

Converting more buyers, again, comes down to understanding what your visitors are looking for and providing it efficiently. Buyers want to see listings that are relevant to their search criteria. Late stage sales cycle buyers - the ones that are the most ready to convert from visitor to viable lead - have their search area and preferences narrowed down by the time they are landing on your site. If you have targeted landing pages with hyper-local technology you are able to provide the most relevance and value to each unique website visitor.

Hyper-local real estate technology means that you have the MLS data highly categorized on unique landing pages for each area that you farm. Not only should you have a unique landing page for each city/area/neighborhood, but you should provide one-click specialty searches to display niche criteria for each area as well. For example, easily accessible pre-configured searches for preferences like “ocean view condos in South Beach” or “homes for sale with a pool in Coconut Grove.” These highly targeted searches provide the highest rates of conversion because they provide a high level of value to your website visitors and their unique real estate needs.

Maximizing your real estate lead conversion potential really just comes down to the structure and technology backing your internet portal. A modern real estate website platform should have the ability to automatically generate these types of landing pages, saving you the time and effort of having to manually configure each one. With the right technology powering your real estate business online, your lead conversion strategy has limitless potential - without adding to your workload.