Real Estate
TESTIMONIALS BUILD TRUST BETTER THAN EMPTY WORDS
Real Estate
Leads are the lifeblood of real estate, and competition among agents, brokerages, and developers can be fierce—and not the good kind of fierce, either. When paired with a smartly executed PPC or social campaign, landing pages help you forge connections by showcasing properties, promoting your services, and helping neighbors get to know you.
- Real estate landing pages have an overall median conversion rate of 2.2%, but the top performers do almost 10x better—they convert at 20.2% (based on the top 25th percentile).
- Our machine learning analysis included 891,959 conversions across 2,877 landing pages.
- Below, we’ve broken them down into 4 subcategories to provide a more accurate benchmark.
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Real Estate
Commercial properties do better, but most real estate landing pages convert around 2.2%.
What’s this mean? Though conversion rates for real estate are lower than the overall industry baseline, real estate leads are also super valuable to agents and teams since they can lead to a sale. So if you’re converting around 2.2%, you’re probably doing fine—and if you’re higher, you’re killin it. How’d we get these numbers? See our methodology.
Real Estate
Good feelings don’t necessarily create real estate leads.
“Home is where the heart is.” Blegh. People may have strong positive associations with the idea of home, but that doesn’t extend to the copy on your real estate landing pages. Our machine learning analysis discovered that words associated with joy and positivity both sometimes correlate with weaker conversion rates. (So it may be worth toning down positive sentiment in your copy.)
Real Estate
What about trust?
Real Estate
What about trust?
We often hear that an agent’s face is their brand. But pages that use a lot of trust words (like assist, mediate, protected, or tactics) also may convert at a lower rate. Instead, you might do better to establish trust by using testimonials and reviews to build relationships rather than just trying to assert your trustworthiness in your copy.
When it comes to using testimonials on your landing pages, we recommend keeping it real. Show off feedback from your clients that’s both specific and authentic—and use photos or video, so that your visitors feel a stronger connection to the people you’ve helped. You can even use A/B testing or Smart Traffic to see how different testimonials (and different placements on your landing pages) perform.
Real Estate
Real estate by the numbers
5.8%
Harder to Read than Overall Baseline
Surprisingly, real estate landing pages tend to be more challenging to read than the overall industry baseline. We’d advise using simple vocabulary and sentence structure, though, since easier reading levels correlate with higher conversion rates in real estate.
17.9%
Lower Conversion Rates via Forms
Forms are crucial for generating leads, so real estate marketers tend to use them often (73.8% of the time, as a matter of fact). But consider A/B testing variants with different numbers of form fields to squeeze a few more conversions from your landing pages.
11.1%
Wordier on Investment Property Pages
Landing pages for investment properties tend to use more words than other real estate pages, but we’d encourage you to keep it as short as possible. Real estate is one industry that sees a correlation between the shortness of the copy and conversion rates.
Real Estate
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