The 5 winners.

The landing pages actually worth stealing from.

Winner #1: buy.lennar.com

buy.lennar.com/nw-indiana/quiz

Real Estate landing page example from buy.lennar.com
  1. 1

    What gets in the way

    First screen is mostly photo

    The photo fills the first screen. The headline and the quiz button start below it.

  2. 2

    What works

    Headline has the region

    The headline says ‘Find a home you'll love in’ Northwest Indiana. A buyer sees the local area before anything else.

  3. 3

    What gets in the way

    Quiz comes before any homes

    The first screen has a 6-question quiz and shows no price. A buyer has to answer before seeing what a home costs.

  4. 4

    What works

    One easy question first

    The quiz starts with ‘Are you a first-time homebuyer?’ and two buttons. A buyer can answer in one click.

  5. 5

    What works

    Reviews sorted by what buyers want

    The reviews sit under ‘I want to move in quickly’ and three more wants. A visitor finds a buyer like themselves.

What to try

One easy question before the form

Lennar asks ‘Are you a first-time homebuyer?’ with two buttons. Ask your visitor one easy question before you ask for contact details.

See the original page

Winner #2: ryanhomes.com

ryanhomes.com/new-homes/communities/tennessee/nashville-tn

Real Estate landing page example from ryanhomes.com
  1. 1

    What gets in the way

    Menu links on a local page

    The header has ‘FIND YOUR HOME’, ‘ABOUT US’ and ‘CONTACT US’ links. A Nashville buyer can go to other pages before reading the list.

  2. 2

    What works

    Headline has the city and the builder

    The headline says ‘New Homes in Nashville’ and the line below adds ‘Trusted Nashville Home Builder’. A buyer sees the town and who builds.

  3. 3

    What works

    Starting price on each card

    Each community card shows ‘From $355,990’ beside the town. A buyer sees what it costs before clicking.

  4. 4

    What works

    Quick move-in tag on cards

    Cards say ‘Quick Move-Ins Available’. A buyer who needs a house soon can find those first.

  5. 5

    What gets in the way

    Contact form is last

    The ‘Contact Us’ form is near the end of the page, after every community. A buyer who wants to ask a question has to scroll that far.

What to try

Starting price on every card

Each community card has ‘From $355,990’ in it. A buyer can rule options in or out fast with a price on every card.

See the original page

Winner #3: webuyuglyhouses.com

webuyuglyhouses.com/orlando/wbuh1-sell-house-cash-fast

Real Estate landing page example from webuyuglyhouses.com
  1. 1

    What works

    Headline has the city and the action

    The headline says ‘Sell your Orlando house fast’ and asks for a cash offer. A seller sees the town and the next step.

  2. 2

    What works

    One box and one button

    The first screen has one box for the property address and a ‘GET A CASH OFFER’ button. A seller does one thing.

  3. 3

    What works

    Press logos under the hero

    Logos from People, Kiplinger and Forbes follow the hero. A seller who doubts a cash buyer sees names they know.

  4. 4

    What gets in the way

    Benefits text says price may be lower

    The benefits text has the words ‘may not fetch top dollar’ about a fast sale. A seller who reads it learns the offer will be below market.

  5. 5

    What gets in the way

    Form asks for seven details

    The form has fields for address, city, state, zip, name, phone and email. The hero needed only an address.

What to try

One address box in the first screen

We Buy Ugly Houses asks only for an address at first. Ask for the one thing a visitor can answer in seconds.

See the original page

Winner #4: orchard.com

orchard.com/pages/orchard-vs-ibuyers-d

Real Estate landing page example from orchard.com
  1. 1

    What works

    Gain shown as a dollar range

    The chart says ‘$44k - $78K’ more on-market. A seller sees the gain in dollars.

  2. 2

    What gets in the way

    Address box is small beside the chart

    The address box is narrow beside the bar chart. The chart is the first thing a seller notices.

  3. 3

    What works

    Side by side with the rival

    A table lists ‘Home sale guarantee’ and ‘Buy your next home before you sell’ for Orchard against the rival. A seller sees the difference.

  4. 4

    What works

    One named review that answers doubt

    The review from Ernest K. says ‘I thought it was too good to be true’. A doubtful seller sees the same doubt answered.

  5. 5

    What gets in the way

    Agents heading with no agent faces

    ‘Meet our Licensed Agents’ is followed by three icons and short claims. No agent is shown.

What to try

Show the gain as a dollar range

Orchard shows ‘$44k - $78K’ next to its headline. Put the dollar gain from your service in the first screen.

See the original page

Winner #5: homelight.com

homelight.com/simple

Real Estate landing page example from homelight.com
  1. 1

    What works

    Headline pairs the offer with an agent

    The headline says ‘Get a cash offer. Then have an agent beat it.’ A seller sees the quick offer and a way to get more.

  2. 2

    What works

    Time and risk under the button

    Under the address box it says ‘No obligation. Takes 5 minutes.’ A seller sees the cost of trying before typing.

  3. 3

    What works

    Two reviews that name the work

    The reviews say ‘Everyone was extremely helpful, responsive’ and mention a quick process. A seller sees real people with first names.

  4. 4

    What works

    Page asks if a cash offer fits

    The page asks ‘NOT SURE A CASH OFFER IS THE MOVE?’ and then says when it does not. A seller who reads it trusts the rest.

  5. 5

    What gets in the way

    Four ways to sell on one page

    Below the offer are four paths, each with its own ‘Learn more’ link. A seller who wanted a cash offer has three more choices to read.

What to try

Say what the visitor risks

HomeLight puts ‘No obligation. Takes 5 minutes.’ under its button. Put the cost and the time next to your own button.

See the original page

What the 5 winners do.

  1. Show a named customer review

    5 of 5

  2. Start with one box or one question

    4 of 5

  3. Show press logos

    3 of 5

  4. Say free or no obligation near the form

    3 of 5

Wildcards.

Pages that break the playbook in interesting ways.

Wildcard #1: compass.com

compass.com/agents/sherry-team

Real Estate landing page example from compass.com

The search: home with sherry team

Sponsored compass.com

Home with Sherry Team, Real Estate Agents - Compass

  1. 1

    What it gets wrong

    Full site menu on an agent page

    The top bar has the full site menu: Buy, Rent, Sell, Compass Exclusives, New Development and Agents. A visitor can leave for the whole site.

  2. 2

    What makes it work

    Page title matches the search

    The search was for the team by name. The page title says ‘Home with Sherry Team’.

  3. 3

    What it gets wrong

    One button, no listing, no form

    The first screen has an email, a phone number and one blue button. There is no listing and no form.

  4. 4

    What makes it work

    Sales and referral figures

    The left column has $65 Million in volume sold and ‘More than 80% of our business comes from referrals’. Proof is next to the team name.

  5. 5

    What it gets wrong

    Listings start far down

    Listings start far down, after the bio and four agent cards. A buyer who searched for the team scrolls first.

What to try

Best figure beside your name

The profile says ‘More than 80% of our business comes from referrals’. Put your best figure beside your name on the page people reach from a name search.

See the original page

Wildcard #3: craigmchugh.exprealty.com

craigmchugh.exprealty.com/index.php?advanced=1&display=Columbia&types%5B%5D=1&types%5B%5D=2&sortby=listings.listingdate+DESC&rtype=grid&areas%5B%5D=city%3AColumbia%3A&ppc=MIR+-Craig+McHugh+-+Columbia&addht=expleads&agency_photos=&view_timing=1

Real Estate landing page example from craigmchugh.exprealty.com

The search: foreclosed homes in columbia tn

Sponsored craigmchugh.exprealty.com

Columbia TN foreclosures - Updated Every 15 Minutes

  1. 1

    What it gets wrong

    Phone numbers in small type

    The two phone numbers are in the top row, in type the size of the menu. The first screen has no agent name or photo.

  2. 2

    What makes it work

    Count of homes in the heading

    The heading says ‘467 Results In Columbia For Single Family, Condos’. A buyer sees how many homes the town has.

  3. 3

    What makes it work

    Second step for a buyer not ready

    The banner has ‘Complimentary Market Report’ and ‘Save Search’ buttons. A buyer who is not ready to call has another step.

  4. 4

    What it gets wrong

    Foreclosure count is zero

    The search was for foreclosed homes and the sidebar says ‘Foreclosures: 0’. A buyer who came for them finds none.

  5. 5

    What makes it work

    Local averages in the sidebar

    The ‘Stats for Columbia’ box compares the town with the county. A buyer learns the market without leaving the page.

What to try

Make the ad and the page match

The ad said ‘Columbia TN foreclosures’ and the sidebar shows none. Change the ad or the page so both promise the same homes.

See the original page

The copy bank.

Headlines

Offers

Promises

Next steps

4 pages that waste the click.

  1. homes for sale new orleans

    Results page for the whole city

    A buyer who searched for New Orleans homes sees 3,586 homes and a map. The first screen shows only listings.

    • Same home twiceThe first two cards are the same house at $650,000, and one has blank bed and bath counts.
    • Mortgage cardThe third place in the grid is a mortgage card instead of a home.
    • Too many homes3,586 homes are listed and nothing on the first screen narrows them.

  2. houses for sale in durham nc

    Durham search shows a whole region

    The first listing is in Raleigh. The map covers the coast from Virginia to South Carolina.

    • Wrong city firstA buyer who searched for Durham sees a Raleigh home as the first listing.
    • Region too wideThe count above the cards is 16,888 homes, on a map of three states.
    • Brokerage filterA checkbox limits the list to one brokerage's own homes, which a buyer did not ask for.

  3. houses for sale in the united states

    Luxury New York page for a national search

    The first home costs $85,000,000. A buyer who searched the whole country has no sign why they are in New York.

    • Wrong marketA search for houses in the United States ends on New York City listings.
    • Hero with no buttonThe top band is a slogan and one small line. It has no button.
    • Typo in search boxThe search box reads ‘Enter you location’.

  4. house for sale in ottawa ontario canada

    Plain grid with no reason to act

    A buyer who searched for Ottawa houses gets 3,571 listings in a plain grid. No reason to act now is shown.

    • Ad block in the gridA grey Advertisement block cuts the grid after the first row of homes.
    • Many brokeragesEach card lists a different brokerage, so a buyer has no one team to call.
    • No filter setNo price or bed count is set, so 3,571 listings show at once.

What we learned.

  1. Show a dollar figure early

    Orchard shows ‘$44k - $78K’ beside its headline. Ryan Homes puts ‘From $355,990’ on every community card.

  2. Answer the seller's doubt

    HomeLight shows what investors are actually paying and says a cash offer may pay less. Orchard's review says ‘too good to be true’ and then says it was not.

  3. Ask for one easy first step

    Lennar asks one question, We Buy Ugly Houses asks for an address and HomeLight says ‘No obligation. Takes 5 minutes.’

The bottom line

The high converting real estate pages here ask for one easy step, show a real number and match their headline to the keywords in the ad. The good ones also show a named review, while the losers send paid clicks to a list of every home in the region.

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