Real Estate Marketing Academy

10 Real Estate Website Opportunities You Can’t Afford to Miss

By Carolyn Berk


featured image - missed real estate website opportunities

Your real estate website is the first place where potential clients will learn about you and your services. That means it’s important to make a memorable and positive impression.

Ready to wow buyers and sellers who land on your real estate website?

Read on to discover the top 10 elements that separate a good browsing experience from a great one.

1. Make your real estate website easy to navigate

Visitors won’t waste time on your site if they can’t immediately find what they need. That’s why it’s important to have simple and clear navigation that leaves no questions about what content and information is contained on each page.

Make sure your website layout makes sense, each section is clearly labeled, and that every page features an accessible navigation bar.

And don’t forget mobile users! Make sure your real estate website is mobile responsive, so that people who visit your site on devices like smartphones and tablets have an equally welcoming browsing experience.

Tip #1 In Action

Navigation Example 1 - missed real estate website opportunities

Park North Real Estate stands out in the competitive San Francisco market with a crisp, clear website that provides uncluttered navigation for interested home buyers and sellers.

A header follows website visitors across every page, providing a consistent and simple, to-the-point menu. There’s no question where you should go if you want to search listings in the area or learn more about Park North and its services.

Navigation Example 2 - missed real estate website opportunities

To ensure that there is no confusion for visitors, the website’s homepage features a section specifically dedicated to each type of prospect and their need.

By addressing each type of person who will land on the website, Park North makes it a breeze for visitors to go from browsing for properties and researching real estate professionals to becoming a viable lead.

2. Punch up the visuals on your real estate website

If a picture says a thousand words, then images on your real estate website speak volumes. Making your website visually appealing is a great way to draw in visitors and guide them to take next steps towards becoming a client.

Instead of forcing visitors to read through giant walls of text, entice them to explore your website with expertly styled available properties, views from your community or stunning homes that you’ve sold in the past.

Tip #2 In Action

Visuals 1 - missed real estate website opportunities

Florida-based John Alexandrou of the Avalon Realty Group makes images a cornerstone of his real estate website. When visitors first land on his website, they are immediately greeted with bright pictures of properties in the area.

The website goes above and beyond when it comes to featuring visual elements on other pages as well. While client testimonials can easily be shared in text format, Alexandrou also prompts his happy clients to tell their home buying or selling story in video form.

Seeing real clients praise Alexandrou in an informal, casual setting makes their rave reviews seem all the more authentic and impactful.

3. Offer plenty of info on your real estate website

The modern home buyer/seller does a lot of online research before committing to an agent. If you make your real estate website a one-stop shop for helpful information, your leads will be far more likely to stop their search and pick you as their representative.

Helpful content will also help establish your regional expertise and position you as a trustworthy real estate professional.

Your blog is a great place to share information — but don’t let that prevent you from sharing helpful content elsewhere on your site!

Provide knowledge in your agent bio, in videos, or in resource pages specifically designed for either home buyers or sellers.

Another great way to share valuable advice is through a detailed community page dedicated to each neighborhood that you service.

Tip #3 In Action

Provide info 1- missed real estate website opportunities

Eleny Rose with Keller Williams Las Vegas provides her real estate website visitors with a complete breakdown of everything they need to know before moving to the city.

Whether it’s average asking prices, local attractions or information about each region’s school district and safety track record, Rose provides plenty of background about each section in and around Las Vegas.

Provide info 2- missed real estate website opportunities

Rose’s blog also offers a wide range of topics that would interest home buyers or sellers.

Whether it’s design tips, a maintenance checklist, or video tours of newly developed communities, Rose has made her blog a go-to resource for buying or selling a home.

4. Weave video marketing into your real estate website

You’ve probably already come across the growing prominence of digital video. Every time you open up your Facebook news feed, or visit your favorite website, you will likely find video content.

A visual industry like real estate is the perfect fit for video marketing. And the perfect place to put those videos is on your real estate website!

Short, informative and fun videos are perfect for delivering educational content in an interesting way.

Tip #4 In Action

The MacDonald Team uses video to capture the essence of its stomping grounds — Scottsdale, Arizona. These videos aren’t just a great introduction for home buyers researching a move to the region; they also subtly introduce The MacDonald Team as a local real estate authority.

This real estate website doesn’t just feature videos introducing the region. It also features a video right on the home page introducing its leader and business. This is a personable, unforgettable way to connect with real estate website visitors from the moment they land on the site.

5. Consistently add relevant content to your real estate website

Great content is one-half of the battle; the second half is aligning what you’re writing about to what your target audience is searching for in Google. This is the key to improving your website’s search engine optimization (SEO).

By hosting content that contains keywords that prospective leads are searching for (such as “Homes in Seattle” or “Iowa real estate”) you’ll be better positioned to attract them to your site, and your business.

Tip #5 In Action

content 1 - missed real estate website opportunities

Match Realty Group in Green Bay, Wisconsin, speaks to home buyer and seller needs with a blog full of content that answers common search queries.

Here, readers can find information on everything from featured local listings, to mortgage approval, to home decorating tips.

content 2 - missed real estate website opportunities

By providing additional content like home selling guides and question checklists, the Match Realty website is perfectly positioned to attract and qualified leads. 

6. Include ways to capture leads on your real estate website

Once you’ve included helpful, relatable content on your real estate website, it’s time to turn your visitors into leads! You can accomplish this easily by gating your content with a lead capture form.

In exchange for their name, real estate needs, and contact details, buyers and sellers will get home valuation quotes, checklists, or guides from you. You can then use this information to follow up and move them from “interested” to “ready to commit.”

Lead capture forms can be used in other ways. For example, you can hold a contest or giveaway and require that site visitors provide their contact info as a way to enter to win.

Or, you can ask your real estate website visitors to fill out a lead capture form to learn more about an available property that you have listed on your site.

Tip #6 In Action

lead capture form - missed real estate website opportunities

Century 21 Alpha Associates in Huntsville, Texas is a great model for real estate lead capture. In its 2018 Referral Extravaganza, the agency asks website visitors to provide contact information for friends, family and colleagues who could benefit from their real estate expertise.

As an incentive, Century 21 Alpha Associates offers a $50 gift card for every referral that leads to a closing. And to keep engagement high, their lead capture form is very short, making participation a minimal time commitment.

Additionally, the form features a call-to-action (CTA) button with the language “Get my $50 gift card,” reminding participants what’s in it for them.

7. Make sure your real estate website tells a story

Visitors to your real estate website aren’t just there to learn more about your listings or the services that you offer. They also want to know what it’s like to be your client, and what it’s like to live in your neighborhood.

If you can get them picturing those two things, you’re much more likely to lead them to the next step: picking you as their agent.

Whether it’s your agent bio, a list of your favorite local businesses, or a behind-the-scenes photo gallery, your aim should be to let your personality and love of your community shine through on your website.

Tip #7 In Action

community page - missed real estate website opportunities

Mary Ann Cadorna has made her name synonymous with the San Francisco community where she works. On her website, cleverly called San Fran Mary Ann, visitors can find a blog full of shots of Mary Ann’s explorations around town. Here she shares her advice on which bakeries have the best rum cake, and raves about fun festivals like the Summer Solstice 50th Anniversary Summer of Love.

This strong community focus doesn’t just establish Mary Ann as an active participant in her community and a local expert. It also provides a great platform where she can promote things like upcoming open houses and hot new listings.

By including this information alongside her explorations about town, this website makes it a natural and smooth transition for audiences who go from researching the area to seriously browsing and considering available properties. 

8. Tailor your real estate website to your audience

When deciding what will go on your real estate website, you need to keep your audience in mind:

What would they find interesting, helpful, or entertaining?

Once you’ve figured out the answer to that question, be sure to incorporate it into your website messaging.

Tip #8 In Action

speak to needs - missed real estate website opportunities

New York City broker Ryan Serhant is already well-known thanks to the Bravo TV show “Million Dollar Listing New York,” and he’s done a great job of translating the glitz and star-power from the show onto his website.

Because Ryan’s team specializes in luxury properties, his website presents an atmosphere of sophistication and glamor.

By building on his reality TV persona, Ryan brings the same air of celebrity that attracted people to his real estate services in the first place.

9. Offer plenty of social proof on your real estate website

According to Zillow’s 2017 Consumer Housing and Trends Report, half of sellers consider online real estate reviews and ratings to be an important factor when choosing an agent to work with. The same report found that 48% of buyers read online real estate reviews when evaluating potential agents. 

You can harness the power of positive reviews by placing them front-and-center on your real estate website.

Providing social proof that you are as great a real estate expert as you claim can help convince more leads that working with you is the right choice to make.

Tip #9 In Action

ratings and reviews- missed real estate website opportunities

Florida realtor Jeff Marker puts his rave reviews right on his home page. A slide show of praise allows visitors to see not just what past clients have to say about him, but also the homes they moved into thanks to his work.

Additionally, the website features an entire page of client testimonials organized by whether the transaction was for a commercial or residential property, or whether a client was buying or selling a home.

This makes it easy for visitors to see exactly how Marker performed in each situation, and gives them insight into how his skills can help them with their specific real estate needs.

10. Make it easy to get in touch on your real estate website

The most important thing you can feature on your real estate website is your contact information. Ideally, a visitor to your site will want to use that to get in touch and hire you.

Your phone number and email address should be clearly visible on every page of your website. Try making it a permanent fixture on your navigation bar, so it follows visitors as they browse from page to page.

Tip #10 In Action

contact info - missed real estate website opportunities

The website of Chicago agency Fulton Grace Realty wisely includes contact information in the top, right-hand corner of every page. This, along with the entire navigation bar, is present no matter where a visitor navigates.

Visitors to the Fulton Grace Realty website will have no problem getting in touch if they spot a property that interests them, or an agent who they think possesses the skills that they need.

Enhance your real estate website design by checking out the advice in our special guide for agents:

real estate website design

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