Real Estate Landing Pages: How to Create an Effective Online Presence for Your Listings

published on 13 November 2023

Introduction to Real Estate Landing Pages

Real estate landing pages are customized webpages designed specifically to attract and convert home buyers and sellers into leads for agents and brokers. Research shows that high-quality landing pages can increase lead generation by over 200%. Unlike a general website homepage, real estate landing pages use targeted messaging, calls-to-action, and conversion optimization tactics to generate more inquiries and listings.

Landing pages in real estate differ from regular website pages in their singular focus on lead generation. Everything from the headline to the design should motivate users to take a desired action like requesting a showing, signing up for alerts, or contacting an agent directly. Real estate landing pages also leverage dynamic components like search bars, featured listings, calculators, and lead capture forms to increase engagement.

Effective real estate landing pages like Zillow and use compelling imagery of homes and neighborhoods to capture attention. Listing search tools, market reports, and calls-to-action placed strategically above the fold drive conversions. Platforms like Unicorn Platform make it easy to customize beautiful, high-converting landing pages in just minutes without any coding.

With personalized landing pages becoming standard across the industry, creating an effective online presence is crucial for modern real estate success. Read on to learn more about optimizing your real estate landing pages.

Key Elements of Real Estate Landing Pages

Great real estate landing pages will include several core elements designed to engage users and guide them towards conversion.

Hero Section

The hero section is the first thing visitors see and sets the tone. Effective heroes include:

  • Eye-catching imagery like neighborhood shots or property photos to quickly capture attention
  • A brief, powerful headline and subheading that speaks to the visitor’s needs
  • A strong call-to-action button placed prominently above the fold such as "Find Your Dream Home" or "Get a Free Home Value Estimate"

Display 3-5 of your latest and most attractive property listings in a visually engaging way. Include key details like price, bedrooms, bathrooms, square footage, and neighborhood. Link each listing to the full listing page for more info and photos.

Calls to Action

Calls-to-action (CTAs) are buttons or links prompting visitors to take a desired action. Include several clear CTAs in strategic locations:

  • MLS search button linked to your listings search tool
  • Request showing, contact agent, or mortgage calculator buttons
  • Prominent contact form or lead capture for buyers and sellers with a motivational value proposition like "Let us help you find your perfect home!"

Agent Bio Section

Build trust and credibility by introducing yourself or your team through:

  • Professional headshot, name, contact info, and brokerage
  • Summary of your experience, credentials, specialties, and accomplishments
  • Testimonials, reviews, awards, and other social proof elements

Neighborhood Descriptions

For buyers unfamiliar with your area, include brief overviews of popular neighborhoods highlighting:

  • Key selling points and amenities like schools, shopping, parks, etc.
  • Local photos and statistics like market trends, walkability scores, crime rates, etc.
  • Details tailored to attract remote workers, families, professionals, etc.

Optimizing Real Estate Landing Pages

Beyond using the essential elements, optimizing your real estate landing pages for performance can significantly boost conversions.

Performance Metrics to Track

Use analytics to monitor:

  • Page load speed - aim for under 3 seconds
  • Bounce rate - target under 40%
  • Lead conversion rate
  • Time on page
  • Traffic sources

Improving Conversions

Try these optimization tips:

  • Offer lead magnets like market reports or home buying guides in exchange for emails
  • Highlight agent availability for showings, open houses, and consultations
  • Strengthen trust elements like testimonials, local involvement, and credentials
  • Provide virtual tours, digital brochures, and interactive floor plans
  • Limit required form fields to just name, email, and phone number
  • A/B test calls-to-action and layouts using tools like Unicorn Platform

SEO Best Practices

Employ these SEO strategies:

  • Optimize page speed and mobile experience
  • Include alt text for all images
  • Use target keywords in headlines, content, and meta descriptions
  • Implement structured data markup for listings
  • Generate backlinks from real estate portals and directories

A user-friendly, optimized real estate landing page is indispensable for lead generation and showcasing your brand online. Let's look at some stellar examples.

Examples of Effective Real Estate Landing Pages

Here are some elements that make these brand landing pages so effective:

Coldwell Banker

  • Prominently promotes Coldwell Banker brand in header
  • Showcases featured luxury listings with lead capture forms
  • Highlights awards like "Best Real Estate Agency"
  • Includes testimonials from satisfied clients
  • Emphasizes agent availability for immediate showings


  • Search bar fixed at the top of the page
  • Clear calls to action to search homes or connect with an agent
  • Market trends, prices, and statistics
  • Promotes Zillow tools and resources for buyers

  • Striking property photos in the hero section
  • Clean, uncluttered layout and minimalist design
  • Encourages mobile app download for on-the-go searching
  • Displays number of available listings in the region

Unicorn Platform

  • Fully customizable templates for real estate landing pages
  • Drag and drop editor to quickly build and launch pages
  • Lead capture forms, IDX search, widgets for calculators, etc.
  • A/B testing capabilities to optimize conversions
  • Design a beautiful, unique brand experience in minutes

The flexibility and ease of use Unicorn Platform provides makes standing out online simple.

Conclusion and Key Takeaways

To recap, effective real estate landing pages are crucial for generating buyer and seller leads in today's digital market. Focus your landing page on search, listings, and clear calls to action. Optimizing page speed, mobile experience, and conversions can dramatically impact results.

Platforms like Unicorn Platform empower agents and brokers to quickly build custom designed, high-converting real estate landing pages that capture leads and perfectly showcase their brand, listings, and unique value proposition.

Key Takeaways:

  • Landing pages can increase lead generation over 200% with optimization
  • Hero sections, featured listings, calls-to-action, and agent bios are key elements
  • Improving page speed, mobile, and conversion rates is critical
  • Tools like Unicorn Platform make building effective landing pages easy

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