When it comes to marketing your real estate property, it can be difficult to stand out from the competition.
Potential customers have a lot on their plate and turn to real estate companies to ease the process and help find their perfect space. That’s why improving user experience on a website can be an incredibly powerful marketing tool to expand a client base, create brand loyalty, and ultimately, make sales.
In this article, we’ll discuss how to create and optimize real estate landing pages.
What is UX?
The acronym UX stands for “user experience,” which is an individual’s overall perception as they interact with a product, such as a mobile application or web page. The ideal user experience of any product would be qualified as useful, intuitive, and accessible.
UX is important in that it sets the tone between the product and the user. If your product is too cumbersome, your user will at the very least develop a negative association with it, or worse—abandon it altogether.
Positive user experiences are essential to develop loyalty to your brand. Additionally, designing your real estate landing page with UX in mind helps to ensure the success of your marketing goals, such as building an email list of potential leads.
The fact is, no one will bother to contact you for more details if your page is unsightly or difficult to navigate!
Benefits of Landing Pages
Landing pages are powerful marketing tools that improve SEO and drive conversions. These pages should be designed to drive traffic through your website and achieve a particular marketing goal.
Unlike a broader page on your site, a landing page is more streamlined and focused. First, you must determine the goal of your landing page. Are you aiming to sell properties? Make sure to highlight beautiful properties with professional photography. You may also want to allow for easy and interactive access to property details, too.
If your goal is to encourage sign ups to an email list, provide call to actions throughout your landing page. An easy sign-up process is also essential to ensure that your customers will actually complete the action on your landing page.
You can achieve all kinds of goals on a landing page by keeping the user’s experience in mind.
Landing Page Tips
There are several ways you can optimize your landing pages to improve user experience and increase conversions. Here are a few to keep in mind:
Consider your audience. Your design and copy style will depend on the age, demographics, and buyer mindset of your customer. Make sure your content is relevant to the particular group.
Emphasize what makes your product unique. Use storytelling to inform a potential client of your company’s unique brand value. What sets you apart? How are your services superior to your competitors?
Keep your landing page clean, simple, and free of clutter. It’s important to keep the most important information above the fold. This can be difficult, so avoid overly large text and use a grid-based layout that scales gracefully for the best possible use of available space on the page. to maximize the horizontal space of your page.
Craft a compelling headline. Your landing page headline is the first thing the user should see when they click through to the landing page and should explain what the article is about and how a user can benefit from the information.
Optimize for mobile users! This is essential. Make sure your landing pages load quickly. Loading speed too long? Try reducing image/video file size.
Now that we have a landing page, you need copy to fill it up and communicate a message to the user. There are several important things to keep in mind while writing to make sure you’re utilizing your landing page in the best way possible. Here are some of our tips:
Keep a specific call to action in mind for every landing page. Use action words and keep first-person language throughout. Verbiage like, “Sign Me Up” and “Tell Me More” gives the user ownership over their actions.
Choose a singular call to action to avoid confusion. Each landing page should have one specific goal. The more specific the better.
Write concise, compelling, attention-grabbing copy. Of course, this is easier said than done, but the bottom line is that easy-to-digest copy will improve user experience and increase the chance of goal completions.
When marketing your real estate properties on landing pages, make sure to provide detailed property information. Include square footage, HOA fees, pet fees, pet policies, precise location, number of bedrooms, baths, parking spots, etc.
Make your landing page copy scannable. Utilize bucket brigades, bullet points, and small chunks of text to ensure your reader can digest all the information on the page easily.
User experience goes beyond the actual information on the page. In an industry focused around beauty and style, real estate companies should understand, more than most, how important it is to host a site that is aesthetically pleasing. Here are some of our tips for creating aesthetically pleasing landing pages:
Feature beautiful images. This is especially important in real estate. It’s worth the cost of a professional photographer because these images will be a major converter in sales.
While architectural images are important, include photos of real people where applicable or possible. It helps people relate to the images and imagine themselves in the scene.
Use video when possible! Videos are engaging and increase trust even more. They also help bring spaces to life.
Use color theory. Make sure your CTAs pop and contrast against their surroundings. Consider your audience here as well: bright and fun colors are better for young people, whereas a more sophisticated palette works for older adults or commercial buildings.
Use careful typography with a clear visual hierarchy. Be cognizant of size, color, weight, and placement.
Here’s your chance to cash in on some experience-based tips from some of our Red Egg Marketing designers and web developers. Take note of these tips and see where they can fit into your real estate landing pages.
Include a contact form. This is the most important part of the page. Without leads, what’s the point? Avoid asking for unnecessary information as it will take more time and can turn people off.
Feature reviews or testimonials to increase trust. They act as “social proof.” This may be difficult with a new build, but you can gather testimonials from existing properties or industry partners to fill the gap.
Establish your brand’s credibility by displaying trust symbols. These can be awards and accolades, honors, or any other credentials your website or brand have.
Incorporate promotions when applicable. If you have lease-signing deals in rotation, feature those! These are calls to action and they instill a sense of urgency in your users.
Include your contact information like your company’s name, address, phone number, etc. The more information you feel comfortable providing, the better. This way you build trust with your audience and capture any possible phone call or email conversions.
Include social share buttons so people can easily share your content and spread the word. If these come in the form of links to your landing page, it will also improve your organic search rankings and SEO.
How to Use UX as a Strategy in Your Marketing
Implementing these tips into your website structure can help you build more interactive relationships with clients and set your company apart from the competition.
All people really want when functioning online is a clear, simple process to collect the information they’re after. By putting yourself in your consumer’s shoes, you can keep user interface and website flow in the forefront of your website strategy.