9 Things Every Realtor Should Have on their Website (and 4 Things they Shouldn’t)
An estimated 90 percent of home buyers conduct home searches online. A majority of them initially visit sites like Realtor.com to browse available listings. But when they are ready to connect with a Realtor, they’re Googling local realtors or calling a referral. Why not use this moment as an opportunity to update your real estate website or finally create your own. Many agents stick with the stock page provided by their brokerage. Sure, that’s better than not having a website, but going this route alone can inadvertently position you as an unestablished Realtor.
If you don’t invest in your own digital marketing, potential clients will assume you won’t for them either.
Below are nine must haves for your site (and which four things to avoid at all cost).
1 – Contact information
Your name, phone number, email and links to your social media accounts should be visible on every page. A great tip is to hyperlink your address to Google Maps, so visitors can click on it and easily find where you’re located.
2 – “About Us” Page
Let your prospects know what you’re about, as an agent or brokerage. Why did you get into the real estate business? Do you specialize in certain types of sales? Include anything that distinguishes you from other professionals in your area. Years of experience, family, community involvement and education is great to include as well. Personalize your site!
3 – Listings
Visitors to your site primarily want to see listings. Make sure they are prominent and easily accessible from your home page. Sellers will love this feature because it ensures their home will be front and center on your site. And buyers enjoy knowing which properties they can select that their agent is most familiar with.
4 – Buyer Information
Buyers want to know what you will do for them if they choose you as their agent. Highlight how easy it is for them to access properties on your website. Showcase your website’s extensive library of property search and save tools. This is an excellent opportunity to include your list of services so prospective clients can see the value you will bring to their buying experience.
5 – Seller Information
Same as above, except specific to sellers. Tell them how you will go above and beyond when listing their home with you. Include samples of your marketing material such as brochures, postcard mailers, flyers, online listings, Facebook ads, etc.
6 – Photos
This is probably the largest missed opportunity on most real estate websites we’ve reviewed. As a Realtor, It’s tough to have a website that stands out. Having professional photography is what sets ordinary real estate websites apart from the extraordinary ones. The average cost for a photographer to take high quality shots of your team, office and a handful of communities can range anywhere between $500-$2000. The investment is well worth the return. Make sure to include high quality photos of the area lifestyle as well as your listings. Update them regularly. Don’t pick cheesy stock photos or pixelated, blurry images. For a list of free photography sources check out makerbook.net.
7 – Contact Forms on Every Page
The entire point of your site is to capture contact information from leads. Each page on your website needs to allow for a visitor to submit their interest and information. Try and keep the number of call-to-actions to one per page, so you don’t confuse and annoy your site visitor’s experience and journey. You could also do forced registration for people who want to view listings.
8 – Niche information
This is the stuff that makes you memorable. Don’t miss an opportunity to establish yourself as an expert on a specific neighborhood or style of home.
9 – Testimonials
Home buyers and sellers love to hear how other people have benefited from your services. What do your past clients say about you? Jazz up your site with large quotation blocks and try to include photos of your customers in front of their new homes!
4 Things to Avoid on a Real Estate Website
1 – Auto-Play anything
DON’T bombard your visitors with noise or visuals when they first come to your site. Let them choose when to engage with your media.
2 – Broken links
Check your site every six month for expired links. Nothing is more frustrating to users than broken links. They are also detrimental to your search engine rankings.
3 – Excessive Page Load Time
Perform diagnostic tests on your site regularly to ensure your pages are loading at a speed in which customers aren’t going to bounce from. A trick to doing this is by making sure you use web friendly sized images instead of larger files.
4 – A Site That Isn’t Mobile-Friendly
I can’t believe we’re still talking about this, but unfortunately there is still a huge percentage of Realtors who don’t have mobile-friendly websites. This should be a top priority over all of your marketing needs. People just don’t have the patience to pinch and zoom anymore. And Google ain’t having it anymore, either. Google is officially penalizing sites that aren’t mobile-friendly. To check if your site is considered mobile-friendly, visit https://www.google.com/webmasters/tools/mobile-friendly/.
If you liked this article, you’ll love 5 Tips For Real Estate Postcard Marketing.
Do you have any tips you’d like to share? Leave them in the comments below!