Last updated on February 17th, 2025 at 04:58 am
When someone is thinking about buying or selling a house, one of the first things they’re going to do is get online to start finding an agent they can trust.
If you don’t have an online presence that’s built specifically for turning those people into leads for your business, they could end up heading to your competitors.
To make sure that doesn’t happen, you’ll want to create some real estate agent landing pages that help you capture more of that traffic — and help you convert that traffic into leads.
In this guide, we’re going to give you the best practices for designing your landing pages, tips to help them convert even better, along with examples to help get your wheels spinning.
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What is a Real Estate Agent Landing Page?
A real estate agent landing page, lead capture page, or squeeze page, is designed to give visitors a valuable resource in exchange for them giving you their contact information.
When a visitor clicks on a link to your landing page, whether that’s from an ad, an email, blog post, or social media post, they’re taken to a single page that gives them what they were looking for and gives you a chance to start a conversation with them.
Some examples of that could be a way to figure out what their current home is worth, a way to look at a potential property they’re interested in, or content around how to avoid the most common issues homebuyers and sellers face..
When done right, a real estate landing page will help you get and keep their attention by speaking directly to their specific needs.
Then, in return, you’re given the opportunity to collect contact information and follow up with them to convert those leads into prospects and new deals for your business.
Real Estate Agent Landing Page Best Practices
Before you start building landing pages for your real estate business, though, there’s some basic foundational practices you’re going to want to keep in mind.
Each of these best practices will help you put your best foot forward and convert more of your visitors into leads.
Once you understand them, we’ll build on each by going even more in-depth and showing you real-world examples, as well as how to implement them on your own. Then you can build your pages and shift your focus to generating more leads for your real estate business.
#1 – Focus Your Messaging on What THEY Want
The most important aspect of your landing pages is giving visitors what THEY want.
At this point in the conversation, since they don’t actually know who you are, they don’t actually care about you — yet.
While that may sound harsh, it’s the reality.
Everybody that lands on your page is going to be looking for what’s in it for them.
It’s up to you to make sure that you give it to them.
Instead of spending time focusing on you and how amazing you are compared to your competitors, shift that focus back to your visitors and what they want to get from you.
When they’re getting what they’re looking for, they are more inclined to stay on the page and keep reading so you have a chance to convert them once you’ve shown them you understand what they need.
#2 – Focus on the Benefits
There’s a saying in the marketing world: features tell and benefits sell.
If you want your pages to convert at a higher rate, spend more time focusing on the benefits instead of the features.
For instance, if they’re wanting to sell their home, your benefits could include how you’re able to get the home sold for a higher price, why selling faster matters to them, content around how to maximize their selling price or how to help ensure it gets sold quicker.
If they’re looking to buy a home, your benefits could be based around quiet neighborhoods, great schools, being close to shopping, a new roof, or a new AC unit, or other factors that your buyers might be worried about that would help them make a buying decision.
Don’t just tell people it has 3 bedrooms, 2 bathrooms, and 1,500 square feet. While those details and features matter, they don’t sell NEARLY as well as listing out the benefits.
#3 – Include Social Proof
People buy from people they know, like, and trust.
Since your initial conversation is happening online — without you being actively involved — you want to make sure you’re including social proof on your landing pages so people can get a feel for what it’s like to work with you.
But don’t just dump a ton of testimonials onto a page and hope for the best.
Instead, keep them focused on what your visitors want to see.
If they’re looking to buy a home, make sure you’re including social proof from people who you’ve helped find a new home.
If they’re looking to sell a home, include social proof showcasing your ability to get their home sold fast, for more money, and with less headache.
And, remember, less is more.
Fewer testimonials used in the right place at the right time will be FAR more effective than dumping a bunch onto a page and hoping people take the time to look through them all.
Use the testimonials that make the most sense for what your visitors are looking for if you want them to have the biggest impact possible.
#4 – Collect Basic Information
One of the biggest mistakes agents make when they’re building landing pages is thinking that they have to collect every bit of information they can get their hands on.
In the early stages of your marketing funnel, you don’t need to know everything about your prospects to keep the conversation moving forward.
All you really need is a name, a phone number, and an email address.
Going one step further, depending on the laws where you’re at, you can also include a checkbox that lets them verify it’s OK for you to contact them.
But that’s really all that you need if you want to keep things as simple as possible for the people landing on your pages.
Grab the basics and then collect more information once you’re in a live conversation.
#5 – Use a Strong Call to Action
To make your landing pages as effective as possible, you also want to make it very clear how your visitors can take the next step.
It doesn’t have to be complicated but you want to explicitly state what your visitors should be doing while they’re on the page.
While most people will understand what to do on the page you also don’t want to leave it up to chance or make them guess how they should be moving forward.
Here’s a few examples you can use:
- Click the button below to contact me now
- Click the button below to sell your house fast
- Click the button below to schedule a time to see the home
- Click the button below and I’ll contact you within 24 hours
Then, make sure they understand what will happen after they click the call to action.
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Tips for Creating High Converting Real Estate Agent Landing Page
One thing you’re going to notice about each of these tips is that they build on the foundation and best practices we mentioned above: they’re focused on keeping things simple, engaging, and personalized for each visitor that lands on your page.
As long as you keep these best practices and tips in mind, your pages will convert more visitors into leads — and lives that you can impact!
Tip #1 – Don’t Overwhelm Your Visitors
This is a big problem with websites — and one of the biggest reasons to use landing pages.
Agents want their websites to cover everything from buyers, to sellers, to renters, to showcasing all their testimonials, to being a blog, you name it.
Your landing page is the exact opposite. It’s sole purpose is to eliminate overwhelm and take people on their own specific customer journey.
Don’t fall into the trap of trying to help people buy a house while you help them try to sell a house on the same page that you’re helping people find rentals.
Each landing page should be focused on one specific goal that your visitors have.
If that’s selling a house, focus on helping them sell a house. Likewise, if it’s buying a home, focus on how you understand their needs and how you can help buy a home.
Keep your pages focused on the one specific goal that your visitors have and those pages will convert at a higher rate than a “catch-all” website will.
Tip #2 – Use High-Quality Photos
As real estate agents, you know how critical photos are for showcasing a property.
Too often, agents will take a front-facing picture with their cell phone, grab a few shots of the interior, with poor lighting and clutter in the background, then upload them to Zillow or another real estate search engine.
As an agent, though, you know that curb appeal is what makes the first impression — the lasting impression that helps people make their minds up about whether or not they want to buy the home you’re showing them.
You don’t have to be a professional photographer to get high-quality photos, either.
Spend a bit of time looking for the best angles, the best lighting, and the shots that will have the best impact, and then lay those out on your landing pages just like you would when you’re taking a prospect to view a home for the first time.
Here’s an example of showcasing curb appeal on your landing pages:
Tip #3 – Use Virtual Tour Videos
Don’t forget that we’re living in the digital age and video marketing has been growing at an insane pace the last few years.
Including videos on your landing pages is a great way to engage your visitors even more.
These don’t have to be complicated, either.
Some good drone footage and a walkthrough of the interior and exterior help your visitors get a better feel for the property than images alone.
Check out how Your Go-To Real Estate Agents are showcasing their homes using video:
Just like the photos you put on your pages, spend a bit of time focusing on the impact that your videos will have instead of just throwing something together and tossing it on the page.
Tip #4 – Be Direct, Honest & Transparent
Your landing pages are the first (and oftentimes only) impression you have with prospects.
If you’re attempting to mislead them, exaggerate the details, hide something, or use slick copywriting to turn a negative into a positive… chances are high people will see through it.
When that happens, they’re going to leave your page and you may never get another chance to get in touch with them again.
Because of this, you want to make sure your messaging is direct, honest, and transparent.
You want people to know you’re going to be honest with them if you want to have a chance to move that conversation forward.
Tip #5 – Don’t Forget Your Personality
Remember when we mentioned that people buy from people they know, like, and trust?
Part of knowing, liking, and trusting you is knowing who you are — and how you are.
If you’re fun, upbeat, always optimistic, and full of energy, make sure your messaging and the design of your landing page bring that to the forefront.
Likewise, if you’re serious, confident, professional, and known for being extremely reliable, make sure your design reflects that.
Just don’t let it be another boring landing page that looks like all the rest!
You can tell The Mills Group is serious by how they showcase their personality:
Tip #6 – Include Your Credibility
One of the easiest ways to build trust is to showcase what other people are saying about you.
This doesn’t just mean your client testimonials, though.
If you have won awards, have been featured in your local area, support local businesses or charities, or have other accolades that you want to include, include them.
If you have extra credentials you can showcase, showcase them.
And, if you don’t, showcase your knowledge of your market, of real estate, and how you go above and beyond to make sure your clients are taken care of while working with you.
Don’t leave it up to chance, though, or expect that your visitors will automatically assume that about you — spell it out for them.
Check out how The Mills Group is showcasing its ability to sell homes for more money:
Tip #7 – Make it Easy to Contact You
Even though your landing page is built to collect visitor information, you want to also make it as easy as possible for people to contact you.
There are three ways to do this effectively.
First, make sure you have a contact form somewhere on the page. You can display it directly on the page or make it visible when a button is clicked.
Second, make sure you have your name, phone number, address, and email listed on the page. This is usually best located in the header or footer sections of your page.
Finally, consider using click-to-call buttons to make it easy for people on their phones to directly reach out to you.
Your goal should be to make it as easy as possible for them to get in touch with you using the contact method they prefer — so make sure all three are available.
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Tip #8 – Collect Their Contact Information
It should go without saying but don’t forget to actually collect their information.
You can use a basic form that includes name, email, and phone number fields and doesn’t take up a ton of digital real estate.
Taking that one step further, if your focus is on the design and aesthetics of your page, you can use a button that pops up the form for them to input information after they click on it so the form isn’t taking up a big portion of the page.
Here’s an example of a popup that’s triggered when a visitor clicks the button:
The page design behind it is sleek and professional but when the user clicks a button to get in touch the popup appears and gives them the opportunity without taking away from the design of the page itself.
Tip #9 – Give Them the Numbers
A strategy that a ton of agents are unfortunately using lately is just showing a property without including any details on it.
The belief is that this will get people reaching out to them and asking for more information about the property.
What actually happens, though, is the exact opposite.
Remember what we mentioned about being direct, honest, and transparent.
If people think they can’t trust you based on their first impression, they’re less likely to take a risk and reach out to you for help with something else.
In the case of hiding the numbers on your landing pages, people are left wondering about what else you could be hiding. That’s a bad way to start what could be a great relationship.
Give them as many details as possible about the property. The people who are truly interested in it will be higher-quality leads than people you’ve baited into contacting you because you hid information from them.
Tip #10 – Use an Exit Pop-Up CTA
If someone decides to leave your page without taking action it means they didn’t get what they were looking for.
An exit intent pop-up call to action can give you one last opportunity to help them actually find what they wanted in the first place.
To give you an example, let’s assume you’re selling a property.
A visitor lands on your page, takes a look at the property, and then decides to close the page.
That typically means the property you showed them wasn’t what they wanted. Maybe it was out of their budget. Or in the wrong neighborhood. Or wasn’t big enough.
Whatever the case may be, using an exit intent pop-up call to action can help you re-engage them with one simple question: Want to see other homes?
When used in the right way, exit intent pop-ups can increase your conversion rates on visitors that may have otherwise left the page without giving you their information.
This example gives people one button to call them directly:
When a visitor clicks on it, their phone will automatically pull up the agent’s number so they can start the conversation. This wouldn’t have been possible without an exit intent popup.
Bonus: Use Real Estate Landing Page Templates
Just like curb appeal helps sell a house, your landing page is your digital curb appeal.
If you’re not a designer, it’s worth using templates that have already been proven to be beautiful and high-converting to establish your online presence.
This is especially true if you’re going to be selling multiple properties — or moving landing pages in and out as you get new properties in your portfolio.
To help save a ton of time (and money from hiring designers), consider using proven templates in the ClickFunnels marketplace.
They’re ready to load into your account and start driving traffic to them right away.
Just like this one:
Final Thoughts
Creating a high converting real estate agent landing page doesn’t have to feel like a chore.
When you follow the best practices and the tips we’ve laid out for you here, you’ll convert more of your marketing energy (and dollars) into new leads and prospects for your business.