Websites
What a real estate development landing page should include
By JCUpdated 7 min read
A real estate development landing page should answer, before the form, the four questions any buyer asks: how much it costs, where it is, what is available, and how it can be paid. After that, only one next step: schedule a tour or request a quote, using a form or a WhatsApp link connected to the CRM so someone can reply in minutes.
In real estate marketing, the landing page is where you win or lose the lead you already paid for on Google or Meta. I have worked a lot with developers and agencies, and this is the checklist I use to review one.
Why each development needs its own landing page
For two reasons.
The search. In the cities where I have worked, people search the name of the subdivision or building much more than “houses for sale in” the city. Generic searches are taken by real‑estate portals that have years of authority. Your development’s name is yours, but only if you have a dedicated page for it.
The ads. If you send all campaigns to a page with all your developments, the person who saw an ad for apartments has to look again. Each campaign should go to the page of the development it promotes.
If you already have a general page with all your developments, keep a short card for each one with a link to its own page. If you repeat the full text on both, they compete with each other for the same search.
What a real estate development landing page should include
In this order:
| Section | What it answers | Common error |
|---|---|---|
| First screen | Name, housing type, area, price from, and a button | “Live the experience” as headline and price hidden |
| Availability | Which units exist and which are reserved or sold | Inventory from three months ago |
| Models | Construction and lot size, bedrooms, bathrooms, parking, and floor plan | Only renders, no measurements |
| Location | Map and real travel times to schools, roads, and workplaces | “Excellent location” with no data |
| Price and payment options | Cash, bank loan, Infonavit or Fovissste, developer plan, and down payment | “Ask about our plans” |
| Construction progress and delivery | Dated photos and estimated delivery date | Renders shown as photos |
| Amenities | What is already built and what is still under construction | Amenities shown in renders that do not exist yet |
| Legal information | What NOM‑247 requires (see below) | Only a privacy notice |
| Frequently asked questions | Reservation, deed, maintenance fee, pets | Questions nobody asks |
| Contact | Schedule a tour or request a quote, via form or WhatsApp | A generic “contact us” form |
Should the price be on the landing page?
Yes. “Ask about the price” filters out fewer people than you think and scares away more people than you think. Anyone who cannot pay will leave after the first call, and your sales rep loses that time.
Show a “from” price with its effective date. If you show a price per unit, show it only for units that are still available. Keep it up to date: NOM‑247 requires you to honor the prices and terms you publish.
How to show availability
I like to use a grid for houses, or a façade view for apartments, with each unit colored by status: available, reserved, or sold. When a user clicks a unit, a card opens with price, size, and a button to request a quote via WhatsApp, with the unit number already in the message.
Two details that make a difference:
- It updates without republishing. If each status change requires someone to edit the page, the inventory becomes stale. It works better when the grid reads data from a published spreadsheet with only the public columns, which the sales team updates.
- It does not rely only on color. Show each status in text as well, for people who cannot distinguish colors and for phones with low brightness.
What NOM‑247 requires for development information
NOM‑247‑SE‑2021, published in the Official Gazette of the Federation on March 22 2022, regulates commercial information and advertising for housing. It requires advertising to be truthful, verifiable, and clear, and that the seller makes the following information available to the buyer, either digitally or in print:
| What the rule asks for | Where to place it on the landing |
|---|---|
| Commercial name and legal entity | Footer |
| Address, phone or email | Footer and contact section |
| Proof of ownership or right to sell, and any liens | Legal section or downloadable document |
| Cash price; for credit, notice that total depends on credit and notary fees | Price section |
| Payment options available per unit | Price section and each unit’s card |
| Licenses, permits or authorizations | Legal section |
| Location, boundaries, dimensions, installations, finishes, and construction system | Models and unit cards |
| Ways and hours to file complaints | Footer |
| Profeco registration number of the contract | Legal section |
I am not a lawyer: check this with your legal team. What I can say from a marketing view is that the landing page is the cheapest and easiest place to keep this information up to date and visible.
Which form works best for a real estate development?
One that qualifies without scaring people away. These are the fields I use:
- Name.
- WhatsApp.
- What you are interested in: model or unit. If it comes from the unit card, it is already filled.
- When you plan to buy: this month, in 3 months, in 6 months or later.
- How you would pay: cash, bank loan, Infonavit or Fovissste, or other.
With the last two, the sales rep knows who to call first and what to bring to the first conversation. If the lead comes from a unit card, the WhatsApp message should include which unit.
How to measure a real estate landing page
A submitted form is not a sale. Measure the whole journey:
| Stage | What to measure | Where |
|---|---|---|
| Visit | Visits by campaign and by development | GA4 |
| Interest | Clicks on units in the grid and on WhatsApp | Tag Manager and GA4 |
| Lead | Forms submitted and conversations started | GA4 and CRM |
| First contact | Minutes between lead arrival and a reply | CRM |
| Tour | Appointments scheduled and completed | CRM |
| Reservation | Reservations by campaign | CRM, imported to Google Ads and Meta |
When the CRM sends back to Google and Meta which leads reached a tour or a reservation, the platforms learn to look for buyers, not just forms. If you are deciding where to track this, see how to choose a real estate CRM.
Does the landing page change if traffic comes from Google or Meta?
Yes. Someone coming from Google searched the development name or area: they want price, location, and availability quickly. Someone coming from Meta saw a video or photo and was not actively looking for a house that day: they need more context, a video tour, and a smaller step, like receiving the price list via WhatsApp.
For local searches, the landing page works best together with a Google Business profile for each development, using the same address, phone number, and hours as the page.
Common mistakes I see
- One page for all developments.
- Renders without a note that they are illustrative.
- Out‑of‑date inventory: the buyer asks for a house that is already sold.
- A heavy video at the top that loads slowly on a phone.
- A form that goes to a shared email that no one checks on weekends.
What I would do
- One page per development, with the “from” price and its effective date at the top.
- Availability visible and updated from a spreadsheet, without republishing.
- NOM‑247 information on the page, reviewed by your legal team.
- A five‑field form connected to the CRM, with an instant alert to the sales rep.
- Measure all the way to the tour and reservation, not just to the form.
If you want to see other converting patterns, check these landing page examples. And if you want me to review your development’s landing page and campaigns, schedule 30 minutes.