Landing page checklist for real estate campaigns

A real estate landing page exists to convert an advertisement click into a booked site visit from someone who can actually buy. That means five things above the fold and nothing else competing with them: the project name with its locality, the configurations and price band, the possession date, the RERA registration number, and a form that asks enough to let the pre-sales team rank the enquiry. Everything a developer likes to put first, the brand story and the amenity montage, belongs lower down or nowhere.

Why property campaigns produce so many useless enquiries

Because the page tries to be attractive rather than clear, and because the form asks for a phone number and nothing else.

A Meta lead form with two fields costs very little per lead and produces numbers from people who tapped out of curiosity. The pre-sales team then makes four hundred calls to book eleven site visits. The cost per visit turns out to be higher than a portal listing, and everybody concludes that Meta does not work for real estate. The channel was fine. The filter was missing.

The second cause is price. A buyer who cannot see a price band assumes the project is either out of reach or worth enquiring about just to find out. Both produce the wrong call.

The checklist, above the fold

• Project name, locality and city in the first line. "3 and 4 BHK apartments off Sarjapur Road, Bengaluru", not "Redefining urban living".
• Configurations with carpet or super built-up area stated, and a starting price per configuration.
• Possession date, or the phase and its expected handover quarter.
• RERA registration number, visible without scrolling, with the state authority named.
• One action: book a site visit. Not a brochure download competing with a call button competing with a chat widget.
• A tappable phone number, because a large share of serious buyers will call rather than fill anything in.
• The developer's name and how many projects have been delivered. Buyers in India check the builder before the building.

The checklist, below the fold

• Floor plans for each configuration, readable on a phone, with the area schedule.
• A location section naming what is actually nearby: the tech park, the school, the metro station under construction and its expected year, the hospital. Distances in kilometres, not in adjectives.
• Construction status photographs with a date on them. Renders alone read as a project that has not started.
• Payment plan structure and whether construction-linked payment is available.
• Approved banks for home loans, and whether a loan facilitation desk exists.
• Legal and approval status in plain words: land title, plan sanction, commencement certificate.
• Amenities as a list, not a slideshow.
• Who to contact, with a name, a mobile number and the hours the sales office is open.
• For projects marketed to non-resident buyers, a note on power of attorney and remote registration.

What the form should ask, and why

Six fields feels like a lot until you compare the cost per site visit. Fewer fields buy cheaper leads and more expensive visits.

A launch off Sarjapur Road, and what the filter was worth

For example, imagine a developer launching a 3 and 4 BHK project off Sarjapur Road, Bengaluru, running Meta lead ads alongside listings on the property portals. The details and figures below are illustrative. The original lead form asked for name and phone number.

Illustrative figures: around nine hundred leads a month at roughly ₹180 each, a pre-sales team of six calling them, and about seventy site visits. That works out to nearly ₹2,300 of media cost per visit before counting six salaries.

Two changes were made. The lead form moved from Meta to a landing page with the price band shown and six fields, and the ad creative stated the starting price. Lead volume fell by more than half and the cost per lead roughly doubled. Site visits rose, because the pre-sales team was calling people who had already seen the price and stated a configuration, and they could call the ready-to-visit enquiries first. The cost per site visit came down and the sales team stopped complaining about lead quality, which in this business is the real test.

Mistakes that cost site visits

A brochure download as the main action. The buyer takes the PDF and disappears, and you have a name with no commitment.

An autoplay video of the amenity deck at the top, pushing the price and the RERA number below the fold on a phone.

No date on construction photographs, so a buyer cannot tell whether the picture is from last month or from the launch two years ago.

A form that thanks the visitor and does nothing else. The confirmation should state when somebody will call, and somebody should call within fifteen minutes during the day.

Nothing recorded about which campaign or portal produced the enquiry, so the next media decision is made on opinion.

What to do next

Open your own campaign page on a phone, on mobile data, and time how long it takes to find the price band, the possession date and the RERA number. If any of the three takes more than a few seconds, that is this week's work. Then count your cost per site visit rather than your cost per lead, because those two numbers often point in opposite directions. If you would like the campaign, the form and the pre-sales follow-up looked at together, tell us what you need.