Websites for real estate agents
What a real estate agent’s website has to do to turn a visitor into an enquiry.
A brokerage profile looks like every other agent's. Your own site wins sellers and buyers on local knowledge, past sales and a clear first step.
Buyers and sellers choose an agent they believe knows their area and will look after them. A brokerage profile page, identical to every other agent's, does not show either. An agent's own website is where local knowledge, past sales and a personal voice can do the persuading.
The usual agent site is a listings feed with a headshot on top. Listings matter to buyers, but sellers, often the more valuable client, want to see how you sell a home. The site we build for an agent leads with the neighbourhoods you know and the homes you have sold, and asks for a conversation, such as a home valuation or a buyer consultation.
Why real estate agents lose the visitors they already have
The site looks like every other agent's
Template agent sites from the same brokerage or the same provider look identical. Sellers comparing agents cannot tell them apart. Your own photos, your own words about the areas you work, and your own sales record are what make the site yours.
Sellers are an afterthought
Many agent sites are built around searching listings, which serves buyers. Sellers want to know how you price, prepare, market and negotiate. A clear page for sellers, with a valuation request, wins the listing appointment.
Local knowledge is missing
People search for neighbourhoods and towns, not for agents. A page for each area you know well, written by you with real detail about schools, streets and what sells, brings in those searches and shows the knowledge they are hiring.
No clear first step
A visitor ready to talk needs a simple way to start: book a call, request a valuation, ask about a home. A generic contact form at the bottom of the page loses them.
What your visitor arrived wanting
“Which areas do you cover, and can I trust you with the sale?”
In their words, the problem
- I am thinking of selling but not sure when
- I want to know what it is worth
- I am moving to the area and do not know it
What they want to leave with
- an honest figure
- someone who knows the streets
- a sale that does not drag
A real estate agent’s clients think in terms of a sale; the page should use their word, not the trade’s.
The page, top to bottom
This is the order a real estate agent’s homepage runs in when we build it. Core sections are on every site of this kind; strong ones are there whenever the business has the facts to fill them. Nothing is padded to look full.
- 01
The first screen: what you do, where, and how to reach you
Core
- 02
Services, as a list a customer can scan
Core
- 03
The towns you cover
When the facts exist
- 04
Who you are
When the facts exist
- 05
Reviews, with the source named
When the facts exist
- 06
The closing ask
When the facts exist
- 07
How to reach you, with a form that delivers
Core
One ask: “Send an enquiry”
The primary action for a real estate agent is send an enquiry. It sits in the first screen on a phone and repeats on every page; a second, quieter route to the form sits beside it. Two equal buttons pointing at the same place read as filler and cost calls.
On a phone, the sections a visitor must reach within the first three screens: services, as a list a customer can scan; the towns you cover.
The services to name
Each of these is a search someone in your town types. Each gets its own line on the homepage and, where it matters, its own page.
- Selling your home
- Buying a home
- Home valuations
- First-time buyers
- Relocation
- Neighbourhood guides
- Investment properties
What a client checks before they get in touch
- Homes you have actually sold, with photos and the area
- Your licence and brokerage, stated as your state requires
- Your own words on the neighbourhoods you know
- Reviews from past clients, linked to their source
- How you sell a home, step by step
- Your photo and a short, real biography
Photographs: what belongs and what does not
The look to aim for is bright and local.
Use
- homes in the areas served
- neighbourhood streets
- an interior with light
- the agent at a property, work-focused
Avoid
- stock keys in hands
- generic skylines
- a face filling the frame
No stock photography in a work role: a photo captioned as your work is a claim, and a stock one is a false one.
Local SEO for a real estate agent
- Google Business Profile primary category: Real estate agent. Keep the brokerage information consistent with your licence display rules.
- A neighbourhood page with real detail beats a page per town with the name swapped; write about the areas you truly know.
- Post photos of new listings and sold homes to your listing, with the area in the description.
- Ask for the review at closing, and again a month later when the client is settled.
Questions real estate agents ask us
- Does an agent need a website if the brokerage gives them a page?
- The brokerage page is useful but shared and often identical to every colleague's. Your own site is where your knowledge, your sales and your voice can win clients who would otherwise not tell agents apart.
- Should an agent site show live listings?
- If your market and brokerage allow a listings feed, it helps buyers. But do not let it crowd out the seller and neighbourhood pages, which win the clients most agents want.
- What should the main call to action be?
- Usually two: a home valuation request for sellers and a consultation for buyers. Make both easy to find, with a short form each.
The two questions your own customers ask, which the site answers for you
- What are your fees?
- We set them out before you sign anything, along with what you get for them, so there is nothing unexpected at the closing.
- What happens after I get in touch?
- We talk about what you want to do and when. If you are selling we look at the place and give you a figure; if you are buying we start with the streets.
Free, automatic, about 30 seconds
See what your real estate agent's site is missing.
The free audit checks the first screen, the title, whether Google can read the page, whether it is mobile-friendly and whether there is a way to get in touch.
Run the free website auditPrefer to talk? Book a 15-minute call.