7 tips for high-converting real estate landing pages (+ examples that work)

As a professional marketer, your real estate landing pages are one of your most valuable lead generation assets. Get them right, and your ROI from paid leads will soar. Get them wrong, and your leads will head right back to Zillow.

To help, we’re giving you seven deceptively simple tips we’ve used to convert thousands of leads on landing pages. After the tips, we break down high-converting landing pages to explain why they work and give you actionable takeaways to start converting more leads today.

What are real estate landing pages? 

Real estate landing pages are web pages that use UX and copywriting techniques to persuade someone to take a specific action. Most landing pages include a compelling offer and ask for a buyer or seller’s contact information in return. The goal is simple but not easy: convert site visitors into leads. 

Common landing page offers include: 

• An instant or in-person home valuation
• A lead magnet (buyer or seller guides, off-market listings)
• A seller consultation 
• A buyer consultation 
• A cash offer for a home 
• An RSVP for an open house

Expert tips for high-converting real estate landing pages

You need to include several elements to make the most of your landing page and capture as many leads as possible. The items below will take your landing page from just another online webpage to a lead generating machine.

1. Write a clear + emotionally compelling headline

The headline of your real estate landing page is the first thing someone will see when they visit your page, so it needs to grab attention quickly and convey a solid message within a few words. Effective headlines must be clear enough to reassure people they are in the right place and emotionally compelling enough to convince them to stick around.

Consider these two headlines:

While both are clear, the second headline is far more emotionally compelling. Which one makes you want to keep reading? Which makes you feel more confident that the agent is likable, trustworthy and competent? The second headline has only seven more words, but the difference is everything. Who would you rather work with?

2. Make a personal connection with a lifestyle headshot 

People want to work with other people, not brands. A friendly, professional lifestyle headshot is the ticket to making your visitors feel comfortable and invested in working with you. This could be a headshot of just you, if you work individually, or a headshot of your partner or team.

Make sure your headshot displays your personality and style in your pose, clothing choices and background. Hammer home that you are a living, breathing, empathetic human on your landing page, and your conversion rate will soar.

3. Empathize with pain points, then offer a solution

As a Realtor, your main job is to help people make the largest financial decision of their lives. Before they even think about letting you help, they need to know you understand their problem and know how to solve it.

Make it clear on your landing page that you understand and empathize with the pain points of your target audience, and you are the agent who has a solution to those problems that will benefit your clients. For example, if your goal is to work with sellers looking for a cash offer, consider adding something like this to your landing page:

Note how the solution and benefits are just five words but still pack an emotional punch. Who doesn’t want their home sale to be easy, fast, and profitable?

4. Make it easy — don’t make me think!

The first rule of effective UX design for landing pages is “Don’t make me think.” If your visitor has to think about what you’re trying to say or what you want them to do next, you’ve already lost. Simple and straightforward is the name of the game here.

Here are a few ways to make it easy:

5. Personalize your CTAs 

After your headline, your call to action (CTA) is the most important element on your landing page. If visitors don’t click, you don’t get a lead. It’s that simple. CTAs are typically only two to four words and start with an action word, prompting visitors to take that action. While you can use “Click Here” or “Start Here,” it’s better to be more personal and tell readers what they will get when they click.

Here are a few examples:

6. Include social proof 

While most people who end up on your landing pages are at least somewhat interested in your offer, many more have doubts. Including social proof with testimonials and Zillow reviews will put visitors at ease and make them more likely to give you their (actual!) phone number. Think of it like objection handling with words and graphics instead of on the phone. 

7. Include a “call now” button 

While most agents understand the value of a “Call Now” button on their website, we’re always shocked when they skip them on their landing pages. Think of how many boomers sitting on a Mount Everest of equity might want to pick up the phone and call you instead of filling out a form. Why not make it easy for them with a big fat button that lets them call you directly?

Example real estate landing pages + why they work

Let’s look at a few examples of high-converting real estate landing pages to break down why they work and how you can “borrow” their strategies to increase conversions on your own pages. These examples have been extensively tested and refined by professional marketers to maximize conversion rates. 

Seller lead landing pages

The classic “sell with us” landing pages are a mainstay of every real estate website and one of the best ways to generate seller leads online. These examples use clever copy, simple graphic design, and emotionally compelling messaging to increase conversions:

Corcoran

Why it’s so effective

This custom seller landing page leverages clever copy and imagery that empathizes with a common seller pain point – the stress of moving — an effective way to highlight one of the main benefits of working with a listing agent. 

Key takeaways

• A friendly CTA: “Let’s talk” subtly reminds people that the next step is a conversion with a caring and empathetic expert who can help solve their problem
• Use pleasing and complementary button colors: The soft terracotta pink of this button is on-trend and doesn’t scream pushy salesperson
• Create a visual hierarchy that leads to your CTA button: The headline and body copy are centered and lead directly to the CTA button. Clicking feels like the natural thing to do after reading

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Home Value

Why it’s so effective

The beauty of this landing page is in the simplicity of it. There’s not a lot of frills or UX, but that doesn’t make it any less effective. Once a visitor lands on this page, they know exactly what they’re getting (a home valuation), and what to do to get it (enter your address, press “Get estimate).

Key takeaways

• Simple design: The blues and grays in the background are subtle, drawing your eyes to the places where visitors should interact—the company name, headline, address input and CTA button.
• Quick turnaround: When people are searching online to find information about selling their property, they want results quickly. Getting the valuation in “under 2 minutes” is a great way to provide instant gratification.
• Straightforward language: There’s no complicated language here, no real estate jargon. Only concise and simple wording that conveys a complete message to the visitor.

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Shore Living

Why it’s so effective

On-trend graphic design is an ideal way to show off your marketing chops to millennial homeowners (and the boomers who envy them). Soft pastel colors and an elegant serif font hint that you have a sense of style — crucial for marketing homes in the social media era. 

Key takeaways

• Use a custom headline: “Partner with a Realtor who gets it” is far more compelling than the bog standard “sell with us” every other agent uses. 
• Give them a way to call you: The click-to-call feature lets people call you directly. Even if they don’t use it, it shows you are making yourself available.
• Clear, direct CTA button copy: Make it clear what will happen after they click the button.

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Bond Street Partners

Why it’s so effective

More elegant than trendy, this landing page leverages a simple, direct headline “sell with us” with creative CTA button copy: “Let’s get started.” Instead of empathizing with the seller’s pain points, they include a team photo in a bite-the-back-of-your-hand beautiful listing. The message is clear — these are sophisticated professionals who sell high-end homes. 

Key takeaways

• Add your headshot: Adding a headshot or team photo reminds sellers that there is a friendly, empathetic human behind the page
• Use copy that’s creative, but not TOO creative: As a general rule of thumb, if you use creative copy for your headline, use more traditional copy in your CTA button.
• Highlight your smiling face, not the CTA button: The CTA button is barely noticeable. Your eye is immediately drawn to the well-dressed agents.

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Hudson Advisory

Why it’s so effective

This page uses a more general headline that keeps the door open for inquiries from developers or even high-end renters. The agent’s picture exudes a casual elegance — they’re wearing T-shirts! — that lets the jaw-dropping architecture of their listing in the background do the talking. 

Key takeaways

• Highlight your smiling face, not the CTA button: The CTA button is the same color as the background. The focus is on the agents and the architecture. 
• Use a creative headline: “Real estate advisor” sounds way more important (and useful) than “agent” or “broker”. 
• Be thoughtful: The inclusion of “best time to call” radio buttons shows leads they are sensitive to the busy schedules of their clients

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Home valuation landing pages 

Home valuation landing pages are an excellent way to connect with homeowners still in the curiosity stage of selling their homes. They provide a simple but compelling offer: an expert opinion of their home’s value that’s more accurate than a Zestimate. Once you have their contact information, an in-person home valuation is an easy upsell.

These examples use simple but highly effective UX and copywriting strategies to increase conversions and generate more leads.

The Caul Group

Why it’s so effective

This elegant home valuation page from a luxury brokerage offers homeowners two options to find out how much their home is worth. They can choose between an in-person or an instant home valuation. While conversion data show instant home valuations are far more popular, allowing homeowners to book an appointment is never a bad idea. 

Key takeaways

• Make it easy: Both the instant and in-person home valuation pages explain precisely how long the process will take in “3 simple steps.” 
• Use on-brand design: Simple, clean and elegant design is on-brand for a luxury team.
• Use visual time cues: The in-person valuation page includes visual cues to show where the lead is in the process.
• Give them a way to call you: The click-to-call button gives leads a chance to call the agent at any time

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Jody Clegg Team

Why it’s so effective

Instead of the hard sell, this page focuses on educating sellers with friendly videos that include clear calls to action. This personal approach helps her team stand out in a sea of anonymous home valuation pages. Who would you rather get your home value from? 

Key takeaways

• Include videos: Videos are an excellent way to ease your seller’s concerns about working with a pushy agent. Make sure they’re friendly, informative and short. 
• Address objections: The copy below the fold addresses common objections and highlights the value of an expert home valuation. 
• Give them a way to call you: Leads can use the click-to-call button or the schedule-a-call link.

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Anchor Real Estate Advisors

Why it’s so effective

This landing page boasts clean and simple design to highlight the call-to-action and uses clever copywriting techniques to increase conversions. The benefits of signing up are displayed above the fold — giving tire kickers an easy justification for signing up. 

Key takeaways

• Know your leads: The copy below the headline cleverly mentions that people can use their elevations to find out how much a neighbor’s home is worth. This is a common reason people use home valuations that some leads might not have thought of. 
• Use friendly copy: “Stay in the know” provides readers with a tiny bit of FOMO or fear of missing out. 
• Tell them exactly how long the process will take: “Gain insights in 30 seconds.” 
• Include deal sweeteners above the fold: The inclusion of recently sold listings and market updates shows leads they will get more value than a simple home valuation.

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Cash offer landing pages 

Cash offer landing pages are all about Benjamins. Sellers considering cash offers only want to know two things: How much you can give them for their home, and how much stress you can remove from the selling process. This page does both masterfully:  

Chris Lindhal

Why it’s so effective

This cash offer landing page uses ruthlessly simple and empathetic copy to convince people to sign up. The headline is clear, and the subheadline hits the pain points of selling a home in just nine words. Below, they present their solution to those pain points with just three words: Easy. Fast. Profitable. Social proof is cleverly placed right next to the lead capture form — exactly where most people will have second thoughts about giving away their contact information!

Key takeaways

• Include social proof: Including Zillow and Google ratings above the fold reassures skeptical homeowners that this broker is trustworthy and competent. 
• Highlight benefits, not features: The copy focuses on the benefits — easy, fast, and profitable — that a homeowner will get with a cash offer. 
• Emotionally resonant images: Instead of a stock photo of a home, this page features happy, smiling children. The message is: “If you work with us, your children will be happy.”

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Buyer lead landing pages 

Buyer-lead landing pages are a trickier beast. You’re not just competing with other agents; you’re competing with portals like Zillow and Realtor.com. Focus on personalized, friendly copy that emphasizes your personal brand to keep them hooked. Here’s a deceptively simple yet effective example:

Shore Living

Why it’s so effective

Combining personalization (“Buy With Julie”), elegant design and creative copy is a surefire recipe for high conversion rates. The centered copy and CTA button create a pleasing visual hierarchy that encourages leads to click on the button. The “LETS TALK” button on the top right gives leads who just want to talk to an agent an easy way to do it.

Key takeaways

• Use a creative headline: “Buy With Julie” and “Unlock The Door To Your Dream Home” emphasize the excitement many buyers feel about finding a new home. 
• Use design that reflects your personal brand: The genteel script and serif fonts and the stately (but not too stately) home in the background are on-brand 
• Keep it simple: there are only ten words on the page and every single one of them has a purpose — to convert the visitor into a lead.

Real estate landing pages: The full picture 

Landing pages are crucial tools for converting online traffic into qualified leads and achieving a better ROI from paid leads. Focus on clear and emotionally compelling copy, personalize your CTAs, add a dash of social proof, use clean design and watch your conversion rate soar.

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