The Anatomy of a Real Estate Landing Page
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So youāre using digital advertising for real estate. (And hopefully, youāre using Adwerx for your digital ads!)
Your ad is helping you stay top of mind with people you are prospecting or the people you already know. But where are you sending those people that click on your ad?
You should be sending them to a real estate landing page.
āBut I have a web site,ā youāre saying. Letās take a quick step back, and correct a common mistake: a landing page isnāt quite the same thing as your web site.
What is a real estate landing page?
Once someone clicks on your ad, they need to go to page that delivers on the promise you made in your ad. That delivery is on a landing page, which is a web page that speaks to a specific purpose.
Itās not a Home page. Itās not an About page. So what makes a web page a landing page?
- Landing pages have ONE purpose (home values report or a specific listing)
- They are easy to read and scan
- The message is clear ā donāt tell your entire story
- Deliver on the promise of a digital ad
Hereās how you should think about a real estate landing page for your listings or your own personal brand:

1. Lead with a strong headline
Headlines catch the visitorās eye. (Read more about headlines for real estate here.) Resist the urge to focus on yourself. Instead, talk directly to your ideal clients and what matters to them.
Find the home your dreams deserve!
Sell your home for everything itās worth
Make new memories in your next home!
5 tips to sell your home (and one bonus!)
Who will polish this diamond in the rough?
2. Hero shot: image or video
Visual marketing is a key element of advertising for real estate. If itās a photo or video of a home, be sure itās the best possible images you can get ā no blurry living rooms or dark kitchens! If youāre using video, pay special attention to the image that is the ādefaultā image for the video, or your cover image.
3. Storytelling area
Hereās where you can get creative with content. Youāve captured them with your headline ā hereās where you pay that off! Some things to keep in mind:
ā Use short, descriptive sentences
ā Focus on what your client needs
ā Donāt try to tell the whole story, just the top points
4. Call to Action
The whole purpose of this page is the CTA, or call to action. What do you want your visitor to do? Download a report? Fill out a form? Here is where you make that easy for them.
5. Reviews/Testimonials
Social proof is how you justify your expertise. Itās one thing for you to toot your own horn, but quite another when you can have former clients do it for you. Donāt have any testimonials? Ask for them! Reach out to former clients to share a few words about their experience with you. Be sure to ask permission to publish what they say. And of course, say thank you!
Since real estate is the world in which you live, hereās the metaphor: your home page is the front door. Thatās where people go when you arenāt expecting them. But a landing page is the perfect chair ā you tell them where to sit and they marvel at how perfect it feels!