As one of your strongest digital assets, landing pages often serve as the gateway between a potential client lead and the realized sale of a home listing. Unfortunately, far too many realtors let this powerful piece of the real estate digital marketing puzzle go to waste by failing to enact smart and effective content creation tactics and strategies. If you’d rather not follow in the footsteps of those who let this golden opportunity slip through their hands, take a moment to look over this in-depth review of how to leverage the power of landing pages to sell your home listings.

Hit Your Readers with a Heavy Dose of Value

To kick off this discussion right, you’ll want to focus on the one inclusion that transcends all real estate digital marketing offerings – bringing value to your reader. As Amanda Clark of Business 2 Community explains, it’s hard to really expect much of a response from your audience of homebuyers if your landing page doesn’t appropriately communicate the value and insight offered by your service or special promotion.

“…keep the copy very deliberately focused on your offer—on the action you want people to take. – Amanda Clark, Business 2 Community

Going a step farther, Clark also notes that once you figure out the type of offer or action you want your readers to take, don’t stray from this message. Whether it’s giving those who sign up an exclusive tour of the home in question or a free consultation session, ensuring that this offer isn’t diluted by fluff and unnecessary filler is key to maximizing the impact of your value-driven landing page.

Have a CTA That Jumps off the Page

On the technical design side of the equation, Wishpond’s Claire Grayston points out that having a call-to-action (CTA) that truly jumps off the page further enhances the potential for a positive response from your audience of potential clients. When designing an eye-popping CTA as part of the landing page creation process, try to hone in on the following characteristics:

Contrasting color schemes – Using contrasting colors makes your CTA button highly viewable and forces the reader’s eyes to this portion of the landing page.

– Using contrasting colors makes your CTA button highly viewable and forces the reader’s eyes to this portion of the landing page. Actionable copy – “Schedule Your Free Tour Today!” and “Download Our Homebuying Checklist Now!” are both examples of actionable copy. Tell these homebuyers what you want them to do, then give them the tools to do it.

– “Schedule Your Free Tour Today!” and “Download Our Homebuying Checklist Now!” are both examples of actionable copy. Tell these homebuyers what you want them to do, then give them the tools to do it. Strong positioning – Don’t bury the CTA underneath a mountain of content or images. This selection should stand front and center in a place of prominence – often at the top of the page or within a special inset or sidebar.

If you’re able to build a CTA that fits into these winning attributes, then you’ve just taken a major step in the right direction when it comes to selling your listings faster via effective landing pages.

Leverage a Template or Design That Truly Pops

Naturally, not every realtor also happens to be an expert web designer during their time off the clock, so the notion of developing and coding a template or design from scratch can be pretty daunting at first glance. Fortunately, there’s nothing in the real estate digital marketing rulebook that says you have to go about this process all on your own.

With a design creation tool like Instapage offering up a helping hand, you can build the framework for professional landing pages, all without having to go back to school for a degree in computer programming. Specifically, Instapage’s Fahad Muhammad notes that this service gives you the ability to enact the following industry leading tactics and practices:

Simple insertion of eye-catching images and graphics.

A/B testing before the page goes live.

The option to promote authority and credibility via trust seals and badges.

Connecting your page to other marketing tools and channels (we’ll touch a little more on this one in just a second.)

When paired with the value-driven tips already covered, leveraging the ease and simplicity of this platform can help ensure that you don’t hit a roadblock when it comes to actually generating an aesthetically pleasing and visually stunning landing page.

Push This Content out to Your Social and Email Followings

Now that your stable of landing pages have high quality copy and a great design in place, all that’s left to do is wait for the interested buyers to start flooding in via the inherent search engine optimization (SEO) benefits of these assets, right? While this is definitely one of the perks that comes with strong landing pages, you’ll still need to put forth some effort on the appropriate digital channels if you really want to extract all of the potential out of these offerings.

Sharing your latest listings via your email contact list and social media profiles isn’t anything new. However, now you have dedicated landing pages to enhance the experience for interested buyers. Instead of simply telling these viewers about your listing in a generic post or quick message, you can actually immerse them in the experience via your landing pages.

“Social proof is the positive influence created when a person finds out that others are doing something.” – Lindsay Kolowich, The HubSpot Blog

Outside of boosting the positive reaction and lead generation of your listings via this practice, The HubSpot Blog’s Lindsay Kolowich points out that promoting your landing page content via these highly trafficked networks and inbox outreach also has the added benefit of generating social proof and the organic spread of your listings.

Whether it’s the simple click of a share button, or an opportunity to generate a powerful client testimonial for future use, there’s no denying that pushing this content out to interested buyers via social and email channels can set you up for major gains now and in the future.

Create a Landing Page for Every Listing

The final method for leveraging the power of landing pages to sell your listings faster comes via a commitment to creating a unique page for every one of your homes currently sitting on the market. Obviously, the thought of replicating each step covered above for the dozens and dozens of listings you manage at the moment might seem unrealistic initially, but with the help of the team of real estate digital marketing experts here at Writtn, there’s no reason why you can’t set an industry-leading example within your local marketplace.

With the understanding and insight found here leading the way, you can now move forward with confidence and the ability to truly capture the attention of buyers in your area. The only question left to answer now is whether or not you’re ready to start selling more homes and wrapping up listings via winning real estate landing pages.