Creating the perfect real estate website: is it really possible?
If you too, like most licensed real estate agents , are looking for this answer, then we recommend that you take a few minutes of your time, get comfortable and get a better idea about it by reading this article.
Operating in the world of real estate sales, becoming a profound connoisseur and true professional, is undoubtedly an undertaking that requires extreme patience and perseverance, but above all a continuous, assiduous and persevering updating.
The real estate sector, in fact, falls within the ranking of the commercial environments most subject to competition.
Being at the forefront of competitors can make a difference for a real estate agent
Real estate agencies predisposed to change and above all open to new technologies, are in fact statistically those that are able to reap the greatest benefits under various aspects related to their business.
What are the advantages of having an updated and well-maintained website?
- Expand the company’s customer package
- Greater visibility
- Differentiate from the competition
- Offer innovative services
In a historical period in which the Internet and the web ecosystem have assumed an overwhelming importance, it is clear that for anyone who sells a service or a product, an online presence is essential .
If you are not present on the web, you limit yourself massively and presumably too harmful to your business. A real estate agent tends to be a hungry entrepreneur for success : the more things he does, the more he still wants to do.
From this psychological cue that unites the professional category, it is good to underline the profound importance of always keeping up with the times and changing technologies.
Do you remember when to be a good real estate agent it was enough to go to the square and have a chat at the most populated bar in the city? Maybe we are going too far back in time and the last generation of real estate agents will already be used to a new professional setting, but here, to date, attending the central bar is no longer enough.
To leave your mark and increase the good name of your personal brand and your real estate agency, it is essential to be regular visitors to the new central bar: the web.
Here’s how to hit the spot and win more genuinely interested buyers
Another problem not to be underestimated for a real estate agent is that related to the type of potential leads.
All possible buyers could become real customers , but how? With good chances, it will happen that those who approach the search for a new home, will begin to look around without having clear ideas or knowing with certainty who to turn to.
This is where a good presentation comes in first and foremost.
Where can you make a good first impression, if not on the web? If your website turns out to be devoid of identity, not usable from mobile, or even worse not updated, you can be sure … those customers will never find you.
Website: it is not a cost, but an investment
In the specific case of real estate agencies, choosing to have a performing website can only be an advantage in the medium to long term for the company.
On the other hand, it is sad to discover that even today, there are entrepreneurs who choose not to have a website that represents the company for reasons linked to anachronistic and objectively wrong costs and cultural heritage.
So do not be frightened by the costs necessary for the realization of your online identity : choose a professional attentive to business needs and able to really improve the situation.
Do you really want to become the point of reference for potential customers in the area in which you operate and give a value boost to your business?
Then, inevitably, it will be necessary to carefully build a dedicated website that clearly explains who you are, what you do and above all what you can offer. Just think that among the myriad of websites on which possible buyers will be sorted, there must be yours and it must be flawless.
The website created following the real business needs
Particular attention, when studying an online action plan, must be cut out to establish what are the possible needs of your customers.
Remember that the website you are going to create will be the business card of your business , so it will have to attract and convince.
Since you are a real estate agent in the new millennium, you will know this concept perfectly: in the world of the web you will never be able to know for sure who your contents are reaching, therefore they will need to be elaborated and produced to hit as many audiences as possible.
But how do you understand which audience you are addressing?
First of all, carefully studying the target market can certainly help you understand how to shape your online identity.
What type of property does your agency deal with? What trades are we talking about? These analyzes are purely personal but absolutely essential before creating a real estate website from scratch.
To have advantages in terms of increased visibility and therefore also of potential customers, will it be enough for you to set up a website? Absolutely not.
The truth is, creating the perfect real estate website isn’t that simple.
- Analyze the competition : have you decided to create an online identity but you don’t know where to start? So, first, find out more about what the competition offers on this. What kind of website do the agencies operating in your area have? What services do they offer? This data will be essential to start understanding what might work and what isn’t right for your business.
- Offer a quality product : remember that quality always pays. For this reason, especially online, it will be essential to get potential customers a product that is of high quality. Beauty appeals to anyone and anyone who lets himself be conquered more easily by something that appears pleasant and of quality to the eye.
- Do not improvise : improvising a trade is almost always a false move; if you don’t have the right skills to take care of something related to your business, don’t. Learn to delegate, this is one of the hardest tips to put into practice.
Regardless of whether you are a seasoned digital real estate agent or a newcomer to the world wide web, following the three steps above will help you start thinking about how to create the perfect real estate website for your business.
Types of websites: choose the one that best suits your real estate agency
What shouldn’t be missing from a real estate website? Let’s find out together the various sections to be included to build the perfect real estate website.
- About us : a page that tells the story of the company and maybe presents one by one the members of your real estate team . Probably the inhabitants of the neighborhood where your real estate agency is located, will see your employees every day in the streets of the area. But do they really know them? Giving a name, an identity to faces, is always a good thing.
Choosing to present your entire team, perhaps describing each member of the team with a characteristic characteristic of his character, can only break down distances and facilitate possible relationships.
You know, the job of a real estate agent is based on building relationships of trust. Why not try doing it online too?
- Services : an entire page dedicated to the services offered by the real estate agency explained in a clear and concise manner will facilitate everyone’s work and guide the client without letting him grope in the myriad of real estate websites present online.
- Geo-localized : for the activity of a real estate agency this aspect is of fundamental importance. As is now well known, also thanks to the most authoritative real estate portals, circumscribing the area in which one operates on a map, will guarantee the potential customer to make more targeted searches and to compare the properties in the same area. To be even more widespread and targeted, choose to dedicate a section of your website to an always updated map, which allows the customer to find out with a simple click, if there are and what are the properties that are in the area of his interest.
- Real estate portfolio : almost obvious but it is always good to underline it, the portfolio of real estate proposals for sale or lease is of essential importance. Again due to the fierce competition, this step is extremely important, since it is no longer enough to list the characteristics of the houses in a schematic way. Rather, it creates real emotional stories to entice the reader to contact and to make sure that from the first moment, one can imagine in those spaces.
- Updated floor plans: a useful service to help understand the actual spaces of a housing solution could be to create a furnished floor plan and perhaps in 3D. In fact, thanks to the countless tools made available by the web, it will be very easy for anyone to find the easiest way to create them and make them available to leads.
That’s all? To create a perfect real estate website that is performing, there are many ideas
Let’s find out how to improve visibility on the web and increase potential customers, and consequently conversions, that is, the sales of your real estate agency.
Think about the fact that by now most users surf the web from mobile devices and therefore deserve to be in front of sites that are functional, easy and suitable for mobile viewing: therefore, create a responsive website.
Especially for the type of market and because of the management of real estate agencies, it is necessary that the images are displayed correctly and that the textual parts are legible and clear. In this way you will not risk losing customers who would abandon the navigation if they found it complicated and inconvenient.
Virtual tour: 360 ° marketing
A new trend that is depopulating in the world of real estate agencies and which we have talked about several times in our blog is that of the virtual tour . What is it and what does it consist of?
The virtual tour is an innovative real estate marketing tool that allows the customer to take a real tour of the house thanks to a system of 360 ° photographic shots . In fact, it has been tested that the customer, entering into the heart of the environments thanks to this system, can appreciate the real estate proposal more, or easily discard it if it does not meet the aforementioned criteria.
This service, in addition to being extremely appreciated by potential buyers, is also an excellent facilitation for the real estate agents themselves, who will avoid wasting time with customers unwittingly not interested in the sale proposal, instead dedicating their efforts only to those perfectly suited target.
Blogging: a very useful idea to increase the organic traffic of the website
An interesting idea to increase website traffic related to your real estate agency could be to create a real estate blog . To optimize visibility and therefore potential conversions, it is useful to create quality textual content.
Managing and taking care of a blog is a job that requires patience and perseverance, the results generated by this type of activity are in fact concrete but slow to arrive. The topics covered on the blog must naturally be original and above all in line with the target of your company.
It is also important to consider that to get the desired results, you will need to follow the guidelines relating to online writing.
In fact, search engines reward texts written with a view to SEO (Search Engine Optimization – Optimization of positioning on search engines) compared to those that have not followed the rules relating to writing on the web.
If by hypothesis, the type of properties present in the agency’s portfolio relates to mid-range apartments, the ideal would be to associate contents that give practical advice relating to the management of the environments. For example, give some useful ideas to take care of the details of a house similar to those offered for sale.
Otherwise, if you specialize in dealing with luxury properties , the identity of the blog associated with the website must also be consistent with the service offered . In this case, in fact, you might think of writing content related to advice related exclusively to top-of-the-range properties.
Live chat: “how can I help you?”
A fun but performing way to generate leads is to create a chat that can meet the customer’s needs during the time period dedicated to browsing your website.
If users are just scrolling through the images of a sales proposal on the portal, they could be assailed by easily resolvable doubts: why not dissolve them? In this way, customers will not only appreciate the attention and speed, but you will have already partially conquered them and therefore you will have already solved a considerable problem that characterizes the first contact.
Newsletter and form to fill out
In general, users describe themselves as skeptical of providing personal data, for fear of being bombarded with useless information and wasting time. So how can you do to create empathy online and generate new leads?
You could think of inserting a section on your website dedicated to exclusive offers dedicated to loyal users subscribed to the newsletter .
Those looking for a house always hope to find the best solution before someone else. A good idea might be to reserve exclusive previews only for registered users on the agency’s website.
Psychologically, the customer will feel more pampered in this way and will gladly accept being part of an elite and exclusive circle of customers.
For your part, however, you will offer an innovative service and above all at no cost. In this way, however, you will be able to create a circle of possible customers, also drawing on those who initially defined themselves skeptical and doubtful.
Sharing successes: a winning school of thought
You could dedicate a section of the website to share online the goals achieved in recent months. A new and winning school of thought that we feel like marrying, in fact, is precisely that relating to sharing successes.
In fact, one could think of inserting in the dedicated section, through captivating graphics, a poster with the “sold” of the month and why not, maybe even a photo shot that portrays the satisfied customer. This could be a simple and inexpensive way to do some healthy advertising.
Property owners: a fundamental asset for your business
Until now we have chosen to almost take for granted an essential aspect for the success of your work, the relationship with the homeowners.
In fact, if even for a moment you think about the phases of your work routine, where does it all begin?
The fabulous gear of your work begins with them, the owners of the properties who choose to entrust the sacrifices and savings of a life to your professionalism . They must not necessarily be disappointed in your work. So why not reserve a section of the website just for them?
Generally, whoever owns a property intended for sale or lease, defines himself as intimidated and doubtful about the real estate professional to choose.
This fear on the part of the owner must make you understand, dear real estate agent, how delicate and often difficult it is to entrust in the hands of a stranger a good so intimate and certainly full of emotions and memories as your own home.
For you, as for all your colleagues, real estate properties will now be looked at solely, or almost exclusively, from a business and productivity perspective.
But try to imagine for a second that you carry out a profession other than that of a real estate broker and that you have to decide to put your house up for sale: would that be simple?
We suggest the answer: absolutely not. This is the real reason for the objections that potential homeowner customers ask you every day before entrusting you with the sale.
Presumably they will never tell you explicitly, perhaps because they are not aware of it either; yet, it has been tested that the objections are always the same and all attributable to this (perhaps right) fear.
How to resolve and avoid objections?
Remember that we are talking about online identity, which today, as already mentioned, is a very important business card to increase visibility and the number of customers. It would therefore be an interesting idea to dedicate a web space just to customers , of which you will need to gain trust first of all.
Always after analyzing the target audience in your area of expertise, then study a marketing plan dedicated to homeowners.
What would they like to read by accidentally landing on your agency’s website? What doubts could be easily dissolved?
As for this kind of analysis, it is clear that there is no one-size-fits-all answer. The best strategy is always the one that is most similar and closest to your type of real estate business.
Your own marketing strategy applied by the competing real estate agency located one block after your office could turn out to be bankrupt, and vice versa.
However, to stay on general lines that could include common needs, let’s see what services could be useful for the owners of properties intended for sale to be attracted to your real estate agency.
Reassure the customer. All time.
Convey professionalism. Unfortunately, the real estate agent, as you well know, carries with him a wrong legacy linked to his professional figure. In fact, it was once thought that real estate agents were only improvised and without training.
This popular belief, erroneously handed down, has led to a sense of chronic mistrust of these entrepreneurs who are always well dressed in the mentality of most people.
What to do then to eradicate this false myth? In part it must be admitted, to date also thanks to information and the dissemination of news, real estate agents are getting the right professional awards.
To avoid any doubts, however, a single and essential element is necessary: professionalism. It is therefore necessary to make the client understand that he is dealing with a serious and reliable professional, certainly not with someone who is improvising the job.
To make this perception immediately reach the eyes of the owner interested in selling, you could adopt a series of services, which we have summarized for you.
In the section dedicated to services reserved for homeowners, you might consider adding technical advice. What is it about?
This is an evaluation of the property studied in detail and, precisely, of a technical nature.
Think about the impression that the client might have when he sees the real estate agent arrive at the house for an evaluation: would the impact change according to the type of consultancy? Of course yes.
So, in order to make a good impression, it is good to explain to the customer what a technical consultation consists of to estimate the value of his home. Remember that there is a good chance that the customer will have several appraisals done before choosing who to entrust their home to sell.
The only way to try to gain the customer’s trust is precisely that linked to professionalism.
Here’s how to make a good first impression.
- Expertise : offer your customers an expertise that is exclusive and designed solely for that property.
- Reserve the response : after having made the evaluation, do not launch yourself into numbers of value relating to the solution just viewed, but reserve the right to study the material collected and resent the customer to provide all the documentation with the relative evaluation. In this way, your work will be extremely more professional and, moreover, you will have already established a second contact with the customer, having to resent him to communicate the evaluation price.
- Use the right tools : never do a survey empty-handed, armed but with a laser meter, a data sheet to fill out, a questionnaire and everything you need to collect as much data as possible.
- Do not go away leaving the client empty-handed : the potential client will have to remember you even when he is courted by all the other agencies in the area. What to do then? Leave your mark, of course. Before greeting him after the examination, instead of the usual business card, leave a gadget useful for everyday life in his house.
Gifts, as we know, are always appreciated by anyone. In this delicate step of your work, in addition, you will play on the psychological aspect to try to be remembered (hopefully positively!).
It seems superfluous to add, but it should be emphasized, that it will always be good and right not to talk about prices and numbers on the website. So no to schemes with zone or neighborhood parameters, no to online assessments or the like.
Remember that talking about numbers related to hypothetical market prices will have to be the last aspect to be dealt with together with the customer: that’s where everything is at stake.
The perfect real estate website is undoubtedly the one that most significantly matches the characteristics of your real estate agency . Don’t think that a standard real estate website is the one that will necessarily be right for you.
In the world of the web everything (or almost everything) can be monitored, analyzed and above all modified.
Do you think you have clear ideas about the creation of your new website?
If you still have doubts about the structure of the sections, don’t worry. The web showcase has a very precious feature: everything can be changed. What does it mean?
There are systems, such as Google Analytics , able to draw up real analysis of the data relating to the progress of the website. Thanks to this kind of tools, you will be able to periodically monitor and check what is working and what should be changed.
We have already talked about the main objective that pushes entrepreneurs to be present on the web: to increase visibility and, why not, also conversions.
For example, if you realize that your website is working very well in terms of results for lead generation but is converting very little, then you will necessarily have to reorganize the part relating to the real estate portfolio and leave the one designed for increasing visibility unchanged. an end in itself.
If, on the contrary, you are converting well but you are acquiring few new contacts, then you might think about modifying the part relating to the contact forms and the newsletter.
Changing, updating and improving is always good, but remember that achieving the right authority in the online world is not so simple. To get a loyal and real audience, it will be necessary that your name and logo remain imprinted in the eyes of the users on a visual level, although you cannot control who the content is actually reaching.
In fact, even if it is very useful to use the tools related to the analysis regarding the traffic and the time spent by a user, it is much more complicated if not impossible to refine the content based on who will read it.
Remember that creating the perfect real estate website will serve you to increase the user base of your business, it will then have to be your concern and care to treat it as a real profitable investment.
Real estate website: do it yourself or ask the expert for help?
As for the aspect related to the actual programming of the website, we have already mentioned our thoughts on this. In the world of work in general , it is always good to rely on professionals in the sector from whom you hope not to receive surprises.
We all have the famous “cousin” who, by way of favor, will be able to create the perfect website for us. Is it worth it? Does your real estate agency, and therefore your job, deserve a low-cost investment that may not produce the desired results?
To be honest, however, we must suggest and admit that, nowadays, thanks to intuitive and easy-to-use platforms, almost anyone could set up a website, simply buying a hosting space and a domain name.
It is equally important, however, to remember that given the product sector in question, you will need a slightly more complicated programming than what is needed to create a showcase site. For your real estate agency you will need an integrated management system , in which you can easily share, modify and delete properties for sale or for rent.
Investing in digital marketing, if done correctly, can bring satisfaction that you otherwise would not have had.
Following this school of thought, it will be easy to reach the conclusion: relying on a team of marketing experts will be the best solution .
How to create the perfect real estate website? Now you tell us!
Whether it’s “homemade” or built by the best marketing and development agency in your city, your perfect real estate website is ready to be launched into the ether.
Are you ready? Have you perfectly analyzed all aspects related to target, competition, product and offer?
So let’s say that all that remains is to launch yourself into this new digital adventure, during which you will gradually see extraordinary results materialize, until you wonder why you waited so long before expanding the catchment area of your real estate agency.
Anyone looking for a service or a product, whatever it is, the first move they make is undoubtedly to find answers on the web.
Even if your agency is located in a geographically reduced reality or a small provincial town, the Internet has taken root to such an extent in everyone’s daily life that it has become essential. With just one click, you can in fact shorten distances and above all solve problems that would seem insurmountable.
Do you have to sell or buy a house? Search directly from your smartphone for the real estate agency closest to your needs.
This is the concept that resonates in the mind of each of us when he is faced with a need to be solved.
So why not meet those who could become your potential buyers tomorrow, creating the perfect real estate website for them?