According to the Australian Bureau of Statistics, the number of Australians living independently can increase up to an astonishing 3.7 million by 2026 from 1.8 million in 2021.
This will mostly consist of millennials with their love for contemporary apartment living.
One of the primary ways you can capitalise on this is by amplifying your online presence.
Did you know that 93 per cent of today’s home buyers are buying property online?
Even grandparents are joining this trend.
With over 4,000 property developers in Australia and 500,000 properties being sold each year, competition in the property market is cut-throat and it’s not going to get any better.
Here’s how you can optimise your website and landing page to achieve the best results for your project.
Easy navigation and good layout. According to Google, 61 per cent of users are unlikely to return to a site on mobile if they had trouble accessing it with 40 per cent opting to visit a competitor’s site instead.
To create a good website design and ensure easy navigation, you need to consider several factors including consistency, colour, typography, imagery, simplicity and functionality.
Here are our summarised tips on how to optimise your property’s website:
- Colour. Keep the colour selection limited to less than 5 colours. Colours help in building content hierarchy and readability and putting too much will confuse your readers.
- Typography. Use a maximum of 3 different font styles on your property website for its three main sections: heading and page titles, main content areas, and quotes or subtitles.
- Imagery. Visuals matter so use a combination of your project’s striking renders and lifestyle images to tell a story.
- F-shape pattern reading. Eye-tracking studies have found that most of what people see is in the top and left areas of the screen.
- Visual hierarchy. Arrange your elements in order of importance.
- Grid-based layout. This layout is the newest and the best website design to create a good browsing experience for your users and present your content in proper order.
- Load time. Make sure that your site loads in 2 seconds. Visitors potentially leave a website that has failed to load within 3 seconds.
- Content is king. At the centre of human connection is storytelling and in real estate, the most successful property developers are the best storytellers. Buying a property is an emotional experience and your clients invest in what makes them feel good. So if you want to sell an apartment, you need to start by telling the story of the lifestyle it gives. Craft compelling copy that evokes strong emotional connections with your audience about your resort-style leisure facilities, location, and extraordinary collection of apartments with majestic skyline vistas. Use endearing metaphors and vivid adjectives that create a lyrical setting inside your buyers’ minds. And remember, benefits sell, features tell.
2. Website vs Landing Page
With most home buyers now shopping for apartments online, a landing page is key to attracting apartment seekers to your specific offer and encourage them to take action.
In most cases, the landing page is often misunderstood as the home page. Whilst a home page has too many different functions, your landing page must be a single-page website with a targeted objective: getting your prospects to perform an action.
So before starting to create one, here are some essential elements of a landing page to ensure conversion:
- A unique proposition. What makes your project unique and enticing? You need to articulate this effectively throughout your landing page. For example, if the most invaluable asset your project offers is the location then your content narrative should highlight the energy and vibrancy of living in the area. Talk about how your project puts them at the centre of everything from world-class gastronomy icons to artisan cafés and chic bars. Highlight how your floor-to-ceiling windows or expansive balconies give them access to the best views across the city. You might also want to leverage the web and find out your main competitors’ strategies. Identify their strong and weak points then find your own angle and take the narrative to the next level. The goal is to make yours the improved and better version.
- A sense of urgency. How many units have you already sold? This is a crucial piece of information you need to include on your landing page. Everyone is most likely a sheep and adding a timestamp to your project demonstrates trust thus encourages your audience to finally take action. Another proven way to create a sense of urgency is by capitalising on FOMO. Using the right words to make people feel like they’re about to lose a great opportunity is a powerful way to drive conversions.
- Call to Action (CTA). A CTA is like icing on a cake. Make sure that it is strong, clear, and most importantly, visible and striking in your landing page. A powerful CTA for your soaring vertical village can be “request for brochure and floor plans”. This is a great offer that will not only help you capture crucial details about your leads but also ensure that they are truly interested in your project. With the dual purpose of this CTA, you can guarantee to obtain quality leads and raise the possibility of generating appointments and sales.
- Sophisticated literature. Unlike a website where you have plenty of space to articulate your USP, your space is more limited with a landing page. This heightens the need to make your storytelling sharp, endearing, and compelling to spark an emotional connection with your audience. The real challenge for you is choosing and using the right and best words to demonstrate the prestige your project exclusively offers.
- Striking imagery. Beautiful images are equally vital to make your landing page generate leads. So feature your project’s most captivating renders. And whilst some said lifestyle photos don’t add value, our data shows otherwise. Lifestyle photos speak volumes about your project so don’t be afraid to use them to tell a story.
Your website and landing page are two of the most powerful marketing tools that will help amplify your online presence. With humans wired to seek novelty, your work doesn’t stop once you’ve successfully established both. You need to regularly monitor the results you’re getting and apply constant revision, creativity, and innovation to avoid losing engagement. Property marketing is an ever-changing arena with your customers constantly hungry for fresh and unusual. It’s your responsibility to always invest in elevating your platforms to pique their interest.