7 features that will make your real estate website as effective as possible
Written by Aidan Morgan
As a real estate professional, your website will often be the first impression of you to your clients, you don't want to mess that up by displaying anything that can be describes as average or basic. The best real estate website will create stunning web experience, captivate the attention of visitors and close the sale by capturing more leads.
This is a make or break, your website has to have a responsive design in 2022. What's responsive web design? It's when your website looks beautiful and functions seamlessly on all devices.
Browsing on the go is the new norm. If you still don’t have a responsive website, you’re setting yourself back years.
When it comes to real estate websites, especially individual Realtor websites, high-quality imagery can be even more effective than good copy. Video can be even better. Good imagery will captivate the attention of visitors while also showing them exactly what type of real estate you specialize in.
Keeping this in mind, pick some imagery or video of the listings you are most proud as well as ones that depict the area and its culture. Feature these at the top of your website for that informative WOW factor. Next, include imagery of the same caliber in listing posts to maintain that consistency of quality throughout every part of your website.
One thing you want to avoid is stock photography, especially when it comes to photos featuring people. You'll find these stock photos on dozens of websites, if you want to stand out, only use photos unique to you and add alt-text to them to enhance your sites discoverability.
Search engine optimization (SEO), is one of the most powerful and cost effective marketing tools there are. If you're not familiar with SEO, it's when a websites structure, formatting and content are set up to be found by search engines like Google.
Better SEO means a better rank on Google when people are searching for things relevant to what what your website has.
When done correctly, your website will outrank others when it comes to specific keyword and searches. The main benefit you get from SEO is increasing the overall discoverability of your website for free, as well as getting your website in front of the people looking for it.
When it comes to targeted SEO for real estate websites, you'll want to focus on catering your website to the specific niche you are in. This will typically be a combination of your market area, general property types as well as the typical price range for your listings.
For example, if you typically sell one bedroom condos in Victoria BC, you can focus on hosting content that is centered around the keywords; Victoria, One-Bedrooms, First Time Buyers and so on. The more high-quality content you have mentioning these keyword, the higher the chance you'll be first on the list when someone expresses interest on Google that they're in the market for homes like the one you're selling.
With all the competition out there right now, especially with the big online brokerages like Redfin & Zillow, you'll want to dedicate some time creating new and up-to-date content on the regular. Trust me, your ad-budget will thank you for it.
All that being said, an effective SEO strategy is much more than just using relevant keywords throughout all your content, just like with anything else, if you want the best results it's typically best to hire professionals.
The main goal of an real estate agent's website is to drive more leads, once you get visitors there, you don't want them to have to have to search for a way to get in touch.
Because of this, you want all roads on your website to guide every visitor into making contact and becoming a potential lead. The first way to do this, is to always have at least one button visible that leads directly to a contact form. Because just like in eCommerce, the less steps a visitor has to make, the higher their chances of converting are.
Once you get them into the system, you'll then have the ability to deploy your remarketing tools.
Paid advertising is often one of, if not, the biggest expense a REALTOR® can have, which is why you want to make the absolute most from the people who express interest in what you have to offer. One of the best ways to do this is with an email list.
When it comes to an email list, there are so many tools and features out there that will help you make it as effective as possible. Our favorites here at Create Captivate Close, are Klaviyo and Convert Kit, especially because both of these email service providers come with the ability to run countless automated email flows comprised of relevant content.
In addition to email flows, the above mentioned email service providers will also allow you to create segments of subscribers, so you can organize potential leads based on their interests, real estate goals and so on.
For example, with email list segments, you can build a segment of people who are first-time home buyers and another segment for people interested in buying investment properties. You can even create the segments based on what each subscribers' budget is, this will let you avoid sending a $6M property listing to people only interested in studios up to $400K.
If you don't have one already, check out this article that will explain exactly how to start building your first email list.
Aside from mailing lists, it won't hurt to also install a Facebook Pixel and connect Google Analytics, which will help you get in front of the people who have visited your website, or even competitor websites, with paid advertising.
Have you ever seen a competitors site allow it's visitors to filter through available properties based on the number of bedrooms, price and so on, well that magic is made possible with a content management system (CMS).
A well built, content management system will ultimately save you time, enhance your SEO and allow you to focus on creating stunning content like relevant articles and posting newly available listings. In short, a CMS will allow you to give every piece of content certain characteristics that can be used to create collections. When it comes to Real Estate Websites, one of the main collections will be available listings.
Not only does the CMS work for you on the backend, but it makes navigating the content of your website for visitors a breeze. Within the collections made by your CMS rules, visitors will be able to filter what they see based on more specific traits.
Last, but definitely not least, it's important to make your website an authority in the space. This will help you capture more and more leads from every angle.
Make guides to the neighborhood, highlighting things like market trends, nearby amenities, and what it's like to live in the area. Let potential buyers know that YOU are a leading expert on the area and that YOU can help make sure the area is a good fit for them. Not only will this boost your readability as a REALTOR®, it will do tremendous things to your websites SEO-making you even more discoverable.
Create, or outsource, and host high-quality content that educates both buyers and sellers in the market. The list of content you can create is essentially endless, from guides to first-time home buying to everything regular people would like to know about financing, renovations and more.
The intelligent route when it comes to getting any new website is to hire professionals to make your vision a reality. If you're in the market for new website or a stunning brand overhaul, get it from the number one web designers in Canada, Create Captivate Close.
Aidan Morgan has been helping businesses establish their presence and reach their full potential online for the better part of the decade. Aidan founded Create Captivate Close, an all-inclusive web design & eCommerce management agency that has helped generate over $3.7M for clients over the last 24 months.