5 must-haves for a real estate brokerage website


Your website has the power to make or break your business. In the real estate industry, it’s not only a place where buyers and sellers get their first taste of your brand and learn more about your offerings, it’s also where agents serve their clients.

An intuitive, easy-to-use website that strategically couples data with technology can enable agents to better serve their customers with enhanced insights, real-time data and seamless communications. Below I share five must-haves for a brokerage website.

search alerts

As agents, notifying our clients of new offers as soon as they become available is an essential feature in today’s fast-paced marketplace. search warnings on our website, The Agency, allow agents to set up a unique listing search based on their customers’ desired criteria. These alerts can include neighborhood, price, number of bedrooms and bathrooms, keywords, amenities, and more.

As soon as a new property that matches the search criteria is live, agents receive automatic notifications that allow them to instantly review the property and send it to their clients in real-time. Such a feature is important to keep agents in mind with customers and show them how responsive they are to market conditions.

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Connection via IDX or VOW search function

With a wealth of information available to our clients at any time of the day, a website search portal that connects directly to the MLS and displays all available listings is no longer a nice touch – it’s a necessity.

Clients are used to browsing portals that show them all the properties available on the market. As brokers, we need to meet our customers at their level of expectation. That means connecting our website via IDX (Internet Data Exchange) or VOW (Virtual Office Website) and displaying all listings including sales history, days on market and other relevant information so customers can make informed decisions.

Include clear calls to action (CTA).

While it may sound like Website 101, many websites fail to make their calls to action (CTA) accurate and clear. A CTA is a button, link, or form on a web page that prompts web visitors to take action.

Whether it’s searching for homes, entering email addresses, learning more, or getting in touch, including a CTA on your website is a great way to capture leads, learn more about your audience, and improve website improve experience.

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Your website should grow your business, and including clear CTAs on every page is a guaranteed way to increase conversion rates and gather data. Give customers a reason to enter their contact information and use it to build your database.

Use consistent, professional images

Your website reflects your brand and the type of homes you sell. While it may sound like a no-brainer, the images on your website — agent headshots, lifestyle photos, and even your featured listings — should all be consistent and on-brand.

So many agents use headshots that look like they were taken with a cell phone camera and stock photos on their listing images. Customers can tell the difference! Avoid making your business look shoddy and unprofessional and always use professional photos that highlight the brand.

Capture seller leads

In the past, most broker sites have focused on buyers and ignored the entire target segment of sellers. When designing your website, make sure you target buyers and Salesperson. After all, it takes two parties to make a deal.

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Carefully craft a value proposition to sellers — whether it’s a partnership with an ibuyer, tailored marketing opportunities, a global network of connections, or something else entirely — and use your website to clearly communicate, capture, and nurture those leads.

There is no question that your website is vital to the success of your business. When it comes to your realtor website, set yourself up for success by using the latest technology and using consistent branding and clear messaging.

And it’s important to adapt your website as your business grows. Recently, The Agency completely relaunched its website to offer enhanced features that make it easier to find and share listings and make it easier for agents to get customer insights.

At the end of the day, the websites that create a seamless and intuitive user experience are the ones that will stand out from their competition.

Philip Lang is co-founder and Chief Business Officer of The Agency. He was COO of Triplement, the New York City-based brokerage firm that recently merged with The Agency.



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