How to make your real estate website contribute to your business goals

Most real estate agents have a website, and most contain the basics—contact information, a few listings, a headshot and perhaps a bio of the agent. However, some real estate agents have been able to create websites that truly serve their businesses, attract potential clients, and build professional partnerships.

About 88 percent of homebuyers rely on websites for information when they are looking to purchase a home, and 43 percent search for homes online, according to the Home Buyer and Seller Generational Trends Report 2015, from the National Association of Realtors (NAR).

“Among all generations of home buyers, the first step in the home buying process is looking online for properties for sale,” NAR said in the report.
To attract potential clients to your business, your real estate website should have the following attributes:



Make sure the information you want people to see is accessible. If people can’t get to it easily, or without a hassle, they’ll move on to your competition.

Trice Massey of Greater Kansas Realty says one of the good things about her website is “you don’t have to log in. We don’t force people to sign in or give private information. Listings are available without special access.”


Ease of Navigation

Another factor to consider is navigation. No one will spend more than a few seconds on a website that is difficult to navigate; especially when there are plenty of other options. Easy navigation is another priority for Massey with her website.



Massey also recommends making a website interactive. Include as many stunning images as you can. Show off your listings with virtual tours and videos whenever possible.

Interactive maps featuring your listings are also a great way to captivate visitors. Additionally, embedding a Google map with your location can help Google verify your location so your website shows up in local searches.



Another great way to serve your clients and potential clients online is to include tools and resources for them to navigate through the home buying or home selling process.

Mortgage calculators, relocation information, and community information are good components to add to your website. Some agents include pages that walk prospective buyers through the process of purchasing, with information about home inspections, appraisals, and closings. Not only will this make the process a little clearer and less daunting for a buyer, but it will also present you as a trusted resource.



Testimonials are also growing in popularity for real estate websites, and are a great way to gain trust with prospective clients. Prospective clients should be able to visit your site and quickly determine that you are a respected and successful agent. Video testimonials in particular are a somewhat new but growing trend for real estate agents. Videos can be much more impactful than short quotes from previous clients.