How to build a real estate website
Building a real estate website is a critical step in modernising your real estate brokerage, agent or property management business. A well-designed website is a hub for client engagement, property showcases and lead generation. But creating a real estate website goes beyond just a beautiful design—it must be functional, user-friendly, and conversion-optimised. In this article, we'll walk you through the essential steps to build an effective real estate website that helps you stand out and grow your business.
How to build the perfect real estate website:
Choose the right platform
Before diving into the design and functionality, the first decision is selecting the right platform. A content management system (CMS) that supports real estate functionality is key. Here are some popular platforms to consider:
WordPress: One of the most popular website builders, especially with real estate themes and plugins.
Squarespace: Easy to use with visually appealing templates, good for businesses that are wanting minimal maintenance.
Wix: Great for simplicity and quick setup, but may lack advanced customization options.
Custom development: If you have a bigger budget, hiring a developer to create a bespoke solution tailored specifically to your business needs could provide more flexibility and control.
Understand your target audience
The design and functionality of your website must speak to your target audience. Whether your focus is on residential sales, commercial properties, or property management, you’ll need to know your clients' preferences and needs. Some factors to consider include:
Real estate buyers: They’ll be looking for property listings, detailed search options, and neighborhood insights.
Sellers: Make sure you highlight your selling expertise and offer services like free property valuations or market reports.
Renters/property management: If you manage rental properties, ensure you have easy-to-navigate rental listings and application processes.
Essential real estate website features:
To create a functional real estate website, there are several key features that should be included to improve user experience and lead generation:
Property search functionality: Make sure this is prominent and allows users to filter properties based on location, price, number of bedrooms, and other relevant criteria.
Contact forms and chat: Offer a simple, easy-to-fill contact form for inquiries and a live chat option to help engage potential clients instantly.
Virtual tours and video walkthroughs: As part of your property listings, having virtual tours or video walkthroughs provides an immersive experience for potential buyers.
Agent profile pages: Showcase your team members with bio information, contact details, and areas of specialization to build trust and create a personal connection.
Blog section: A blog where you regularly post real estate tips, market trends, and property guides will improve SEO, boost traffic, and establish your business as an authority in the industry.
Tailored features for different types of real estate businesses
For brokerages:
Highlight multiple agents and their specialties.
Offer a team structure page showing top performers.
Provide an agent recruitment section to attract talent.
Implement advanced lead routing to distribute inquiries efficiently.
For real estate teams:
Feature a team introduction page to establish credibility.
Have collaborative listings so all team members benefit from shared inventory.
Use a team blog to position the group as market experts.
Include internal communication tools (if using a CRM or lead management platform).
For individual agents:
Personal branding is key—ensure a strong “About Me” page.
Focus on SEO for local name searches (e.g., “John Doe, Miami Realtor”).
Emphasize personal testimonials and case studies.
Offer downloadable buyer/seller guides to build trust.
For property management companies:
Include a tenant portal for rent payments and maintenance requests.
Offer landlord resources like rental market reports.
List vacancies with rental application forms.
Provide property performance analytics for owners.
Add a blog and educational content
A blog helps establish your expertise in the real estate industry while boosting your site’s SEO. By regularly posting valuable content, such as home-buying tips, market insights, or community highlights, you not only inform your visitors but also encourage them to return.
Some content ideas include:
Buyer and seller guides
Local market reports
Home maintenance tips
Property investment advice
Implement a user-friendly, mobile-optimised design
The real estate industry has evolved into a mobile-first experience. Research shows that a significant portion of real estate searches occur on mobile devices. Therefore, your website must:
Be responsive, meaning it adjusts seamlessly to different screen sizes (desktop, tablet, mobile).
Have a clean, modern design that’s easy to navigate.
Feature large, high-quality images of properties with the option to view in galleries or slideshows.
Track and measure performance
Once your website is live, it’s crucial to measure its performance to understand how users are engaging with it and what areas need improvement. Some tools to consider:
Google Analytics: Track user behavior, bounce rates, and conversion rates.
Hotjar or Crazy Egg: Heatmaps to understand how visitors are interacting with your pages.
Lead management software: Track and manage leads that come through forms, chats, or listings.
A well-built real estate website is a powerful tool that not only showcases your listings but also drives lead generation, builds credibility, and connects you with clients. By choosing the right platform, designing with the user in mind, and integrating necessary real estate features, you can create a seamless, high-converting online presence for your business. Keep optimising your website with content, SEO, and lead generation tools, and you’ll be on your way to growing your real estate business in the digital age.
