A website is a powerful tool for real estate professionals that serves several functions.
It’s a hub of community information, a local guide for home-buying prospects, a brand ambassador, and a lead-generating machine.
The following key elements of Realtor websites make all of that - and more - happen.
1. Search engine optimization
A real estate website should be anchored by imagery (see below), but it will also contain a fair amount of writing. These words are an opportunity to tell search engines what your site is about so that when people are searching online for properties or real estate information related to your geographic area, the search engine will respond with a link to your website.
The best approach to search engine optimization is to consider what your potential customers are looking for, or what questions they might have, and to write website content that is relevant and educational to them. Doing so, both on the static pages of your site as well as on a continually-updated blog, will populate your site with the keywords your prospects are using.
2. Photographic excellence
There is no substitute for professional photography when it comes to showcasing neighborhoods and homes. Large, stunning imagery should anchor your homepage and most of the internal pages on your website. For your lead images, think about scenes that are iconic or representative of your region or neighborhood. Check out carolaudette.com for a great example of using a classic lakehouse image to establish a sense of place.
When showcasing specific homes, rotating viewers have the ability to cycle through several images of a property in one spot on your site. For these to work, you’ll need multiple high-quality interior and exterior photographs of your listing.
3. Brand yourself and your community
Like any business, Realtors should give a lot of thought to what makes them unique. Do you have a special area of expertise or focus on a particular neighborhood or property type? You should be able to distill that into a concise pitch to your prospects about your unique selling proposition.
This element of your site can play well on your homepage or on a separate “about” page.
Similarly, your community also has a brand - perhaps one that you are helping to create. Play up the unique aspects of the community you work in with a page on your site featuring information about local history, landmarks, restaurants, businesses, schools, and attractions.
Link out to these entities from your site as a way to further your prospect’s education on the area as well as increase your SEO. Connections with other popular websites alert search engines that you are an important part of the community.
4. Mobile responsiveness
Go ahead and check your website from your phone. Does it hold its value? Does it portray you in the best light?
You’ll miss out on a lot of opportunities if you have a website that displays or navigates poorly on mobile devices.
Your imagery should still be eye-catching, and your search bars should still be fully functional on mobile. Also, take advantage of a mobile device’s one-tap calling and emailing capabilities by keeping your contact information easily accessible to site visitors as they navigate your site on their phones.
5. Searchability and MLS access
Many real estate website visitors are looking for a quick property search for specific price ranges, bed and bath numbers, and locations. Give them what they want near the top of your homepage, keeping your search fields minimal but offering an advanced search option as well.
Augment your local search with access to MLS data using internet data exchange (IDX) integration. A real estate website is incomplete without access to MLS listings. With it, your site becomes a one-stop shop where your prospects will return for information. You’ve made it so they don’t need to go anywhere else.
Mixing these elements into your website will make it a magnet for prospects and an engine for generating new leads.
Thanks for stopping by,
Breezy Hill Marketing is a Vermont web design company that works with Realtors throughout the United States. We offer real estate web design, inbound marketing, social media marketing, and marketing strategy. We work closely with our clients to determine their ideal target audience and craft a strategy for their specific needs.