Why Isn't Your Property Landing Page Converting? (+ How To Fix It)

No amount of advertising can help you close on a property business if your landing pages aren’t doing their jobs. 

At times like this, it’s important that you take a step back to assess what is and isn't working in your landing pages. 

Ready to reroute your clicks into comms? 

Then keep scrolling! 

It’s easy to go overboard when creating a property landing page for your campaign. 

You want buyers to be impressed with the new condo launches enough to reach out, and this can sometimes mean overstuffing your page with information, offers, and technical jargons. 

However, when buyers arrive on your page, they want to easily and quickly find what they are looking for. Too much clutter, competing calls to action (CTA), and information can either distract, overwhelm, or bore them enough to click out without taking any action. 

As such, rather than helping your landing page conversion rates, packing in too much content can actually keep you from converting.

How to fix this: 

• Keep your content focused and simple. Only include what is absolutely necessary to get your offer across to buyers. 
• Filter out the fluff and make sure to use plain language. If you want to keep their interest, write in a way your target audience understands. 
• If you have more than one offer, consider creating a separate landing page for it. 

The layout may be another reason why your landing page is failing to collect leads. 

When designing your property landing page, you have to remember that most page visitors are using their mobile phones. This means including too many features and elements will only get in the way of navigating and accessing the page. 

With only 8 seconds to make an impression on a landing page, visitors won’t stay to explore if you have off-putting designs. 

How to fix this: 

• Once again, simplicity is the way to go. Remove everything besides your essentials.

• Check how your page looks from handheld devices and cut out anything that’s distracting.
• Eliminate all outside influences and concentrate on emphasizing the one action you want them to take – converting. If any feature doesn’t support this goal, get rid of it. 
• Remove your navigation bar. Having links other than your CTA gives users a reason to leave your page before you want them to.

One of the most crucial aspects of landing page design is the CTA. Unlike your page’s content and design, keeping your CTA simple will only come across as uninspiring. 

Users will probably bounce without converting if they’re not motivated to take the desired action. As such, using repetitive and dull CTAs such as, ‘Book Now’, ‘Submit’, ‘Get In Touch Now’, or ‘Contact Us Today’, will not get you leads. 

The problem with these CTA examples is they don’t offer buyers any information on what they can expect after clicking. 

Think about it – would you hand over your information if you don’t know what you’re getting into? 

How to fix this: 

• Make sure your CTA button is visible enough. Its design should stand out among the overall page. You can do this by using contrasting colours. 
• A/B test your CTA to find out if it’s working for you. 
• Your CTA should include your offer’s benefits. Try something like, ‘Schedule A Viewing Now’ ‘Speak To Our Agents Today’.
  

Trust is a key component in driving conversion. 

This is why it shouldn’t come as a surprise that most prospects need to trust your company before disclosing their personal contact information. 

You need to create a connection with your visitors and make them trust you before you ask them for something. 

But building trust when you only have one page and a precious number of word count can be difficult. So, what can you do? 

How to fix this: 

• Show elements that serve as proof of your credibility. This includes a short section on buyer’s testimonials to put the minds of your prospects at ease. If you’re worried about cluttering the page, try considering video testimonials instead. 
• Show a map of your location and add in your contact details. 
• If your property marketing agency has won any awards, don’t be afraid to put those up on your landing page too – just be sure not to take more space than necessary!
  

Buying a home is one of the biggest investments we make in our lives. 

This means there’s a lot of thought buyers put behind taking the first step to carry out this decision – which is to leave behind their contact information. 

So, while they might find your offer interesting, why rush? They can always take their time to think this through before coming back later, right? 

However, if prospects leave now, chances are they won't return. Their first visit will be their last. 

As such, it’s important that you create a sense of urgency to give them a nudge in your direction. 

How to fix this:

• Use the scarcity principle. By telling prospects the number of remaining units available, you can encourage them to reach out or lose their opportunity.
• Put up recent sales notifications to show prospects how many buyers like them have committed. 
• Use countdown timers to indicate how much time is left until your offer expires. Deadlines persuade buyers to act now instead of waiting. 

Learn anything from this article? Well, don’t stop here – head on over to our LinkedIn or Facebook pages for more property lead gen content! 

When done right, landing pages can be powerful lead generating assets that help turn page visitors into customers. Ready to start converting like a pro? At SellMoreCondos (SMC), we are constantly striving to take real estate businesses to the next level – and what better way to do this than with digital marketing? Our team of experts have even helped one of our agents net up to $70k in comms! Interested to learn how you too can get your property landing pages, microsites, as well as Google Ads up and running? Get in touch with us today!