New Agent University: Real estate home pages, landing pages and squeeze pages

I’ll have to admit, there was a time when I used the term “landing page” when referring to a real estate home page and “squeeze page” for landing page. But, let’s not go there.

Let’s, instead, ensure you don’t make the same mistake by bringing you up to speed on some common terminology you’ll be hearing in your real estate marketing planning. Specifically, we’re defining real estate home page, landing page and squeeze page.

Since a real estate website is your most important tool (ok, so we’re a bit biased … doesn’t make it any less true), we’ll start there.

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Real estate home page

Your website is full of pages, from your buyer and seller sections to your about and contact me pages. They are all meant for general consumption, meaning that anyone who finds your site can look at all the pages published.

In a perfect SEO world, visitors land most often on your real estate home pagee. In reality, they can land on any of your real estate website pages. Not too great for lead capture, right?

While there’s no standard layout to a real estate home page, most contain, at minimum, the site’s name and a navigation bar to get visitors to the site’s other pages.

Smart agents will include, at minimum, their contact information and a testimonial or two. Here’s our home page, if you’re still unclear on the concept.

Homepages - LeadSites by Easy Agent PRO

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Real estate landing page

A landing page, on the other hand, is a marketing vehicle, which serves as a standalone page, “separate from your real estate website … designed with a specific goal in mind,” according to Easy Agent Pro’s Tyler Zey.

That goal, Tyler continues, is either real estate lead generation or capture

You’ll need to determine your goal before choosing your lead page.

So, how do people get to this lead gen/capture machine? Typically, from a Google ad, or something similar.

When they click on the ad, the visitors end up on the landing page and, if executed well (which our EAP landing pages are), they will go “in exactly the direction you want them to take,” according to SEO wizard, Neil Patel.

Landing pages can be long, short or in-between, but the most vital element of a real estate landing page is a clear call-to-action (CTA). Tyler offers up a few examples of what he refers to as “strong, action-driving CTAs”

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Easy Agent Pro offers hundreds of landing page templates from which to choose, but, to give you a better idea of what a real estate landing page should contain, check out these examples:

EAP Landing Page

Real Estate Landing Page - eBook

Real estate squeeze page

A squeeze page is a type of landing page, that has only one goal: to get the visitor’s email address. To that end, there are only two choices a visitor can make on this page: take the offer or leave.

The offer can be similar to what you offer on your landing page, such as an ebook, list or other content, but the singular goal is lead capture.

The squeeze page design typically consists of a headline, a short description of the offer, a short form for the email address and a clear, concise call-to-action.

It’s short, it’s concise and it forces the visitor to either act or leave

The main differences between the real estate landing page and squeeze page, then, is that the former might have several goals while the latter has a singular goal.

Landing pages can be long or short whereas real estate squeeze pages are primarily short. The squeeze page isn’t necessarily a standalone page whereas the landing page is always a standalone page. Here’s an example of a squeeze page:

Squeeze Page example - GQ