How to optimize a Landing Page for the real estate market.

A maioria dos futuros clientes do imobiliário só procuram proactivamente imóveis quando há necessidade - por exemplo, se está a vender a sua casa, a comprar uma casa nova, ou talvez até a comprar uma montra ou espaço de escritório para o seu negócio.

What can real estate marketers do to ensure their brand stands out from the crowd when those who need you are looking for you?

One of the most critical things is to ensure that all landing pages of your campaigns, whether they are top-notch, that is, they convert a page visitor very well into a lead.

Are your landing pages converting as well as they could be? How do you know? At Intuitiva, we are experts in real estate digital marketing. Based on our experience, we have put together a list of what we consider to be the most essential points that your landing pages should have. landing pages must comply to ensure the best conversion rates.

A taxa média de conversão em todas as indústrias no Google Ad é de 3,75% - mas para empresas imobiliárias, a média é de apenas 2,47%.

How to create a landing page optimized for the Real Estate market?

One thing these points have in common: they’re all about creating an easy, engaging, and personalized experience for your website visitor. As long as you keep that in mind, you’ll have a great time. landing page.

1. Keep forms simple and faceted.

Simplicity is key when it comes to your landing pages, and this goes from the images to the copy, passando pelos cabeçalhos e call to actions (CTA's).

Quando os clientes iniciam o processo de compra ou venda de propriedade, não querem encontrar sucessivas notas de rodapé, o típico "em letra miúdinha". Quer esteja a tentar generate more leads through an email collection form or simply helping your visitors search for properties, make sure your copy and design are simple, relevant and straightforward.

O exemplo abaixo é o do website da ERA e inclui o que chamamos de "faceted search". Este conjunto de filtros torna todo o processo de pesquisa mais fácil, tendo as opções base já selecionadas como "quaisquer". Isto permite que um pesquisador que tenha menor exigência restritiva, só precise fazer duas seleções antes de chegar aos resultados.

For more direct lead capture forms, where email or contact information is requested, the general rule is that the fewer fields required, the better the conversion rate. Think carefully about the information that is actually needed to qualify the lead.

2. The image should be the focus of your landing page

O que lhe vem à mente quando a palavra "imobiliário" é dita? Não é um beco ou um bloco de texto tedioso. Invés disso, imagine uma bela casa de campo rodeada de vegetação verdejante ou uma pequena cabana com vista para o mar.

While this may not be a realistic vision that fits within your buyer's budget, it is still crucial to make your landing pages evoke that dream lifestyle your buyers crave.

The image is the absolute key to drawing a landing page real estate, high-converting, because people often act with their eyes. Quality images will not only intrigue your visitors, but also evoke emotions, which often leads to action.

Hire a quality photographer to take photos of your properties if you haven't already, and make sure the properties look like they would look in an architectural magazine before you take the photos. (Take these photos when there is plenty of natural light, during the golden hour, and make sure the place is well lit). Remember, people often make decisions with their eyes!

3. Be direct and transparent in copy

Real estate is an especially tricky industry for marketers because it relies entirely on trust.

Gaining the trust of your leads to convert them into customers is no easy feat due to the high levels of competition, the investment that comes with real estate, and the fact that the decision to buy or sell a home will likely have a significant impact on that person's life.

Not to mention, real estate is an industry where people are notoriously distrustful, as we’ve all heard the horror stories of victims of unscrupulous agents.

How can we ensure that our leads trust us when they land on our pages? landing pages? Well, there are 2 quick ways to instantly lose a lead’s trust: making false promises and withholding important details.

Therefore, the most critical thing is to be completely transparent with your copy and include detailed information such as images that clearly show the property, condominium fees, precise location, number of bedrooms, bathrooms, parking spaces, etc. Don't leave important questions unanswered, and keep your copy simple, but accessible. Using big words or industry speak will only hurt you, so be direct, provide important details, and use beautiful but accurate images.

4. Use Videos

The effectiveness of video marketing is easily supported by statistics and studies, which you can easily find with a Google search.

The power of video shouldn’t be ignored, and if possible, you should start using it on all of your landing pages. Whether it’s to showcase a property tour or to introduce yourself and build trust, video has the power to make your visitors feel connected. There couldn’t be a better way to bring your online properties to life than with video, so why not give it a try?

The look of an auto-play background video is a video that works exceptionally well for landing pages real estate. These videos are silent and play on a loop. Just look at this example, again from ERA.

5. Instill confiança with testimonials from clients, consultants, employees, partners and awards or honorable mentions.

We already talked about trust in point #3, we'll talk about it again because it's extraordinarily important in real estate, trust, one of the easiest and most effective ways to build trust is to shut up and actively listen to what your clients have to say. And why not use the testimonials of our happy clients?

Muitos sites imobiliários têm páginas dedicadas a depoimentos de clientes - porque não inserir também alguns dos seus melhores depoimentos na sua landing page? Ou, por exemplo, testemunhos dos seus colaboradores e agentes, que também têm certamente algo interessante a acrescentar.

Having these testimonials front and center on your landing page can be a powerful conversion tool, turning a suspicious visitor into one who is willing to provide their contact information to connect with us.

Outra forma de instilar confiança na nossa landing page imobiliária é colocando crachás e/ou prémios que a sua equipa recebeu. Isto mostra um voto de confiança e fará com que o visitante sintam que não vão ser enganados - geralmente, quem ganha prémios, é de confiança, demonstra saber o que está a fazer.

6. Personalize the experience and segment

Another way to improve the user experience is to ask the right questions in the right order to ensure you are addressing the buyer’s needs.

If someone is looking to rent and we only talk about selling, our landing page will not have a good conversion.

So how can we ensure that the experience is personalized and that we speak directly to the visitor’s needs? The answer lies in segmentation.

A landing page must be specific to a type of client, we must invest in multiple landing pages depending on the customers and objectives of the marketing campaigns. Segmentation should be done by the message in the ads that will bring us visitors.

Another form of personalization can be through advanced interactive form technologies, we have the opportunity to transform data collection into a truly enjoyable experience that is suited to the company's branding and positioning.

In conclusion

These are the most important points in structuring and planning a landing page for real estate. If you are not sure how to create your own landing pages, we'll take care of you. Contact us now.