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What type of website should your real estate firm build?

14 August, 2023 · 5 min read·Commercial real estate firm
What type of website should your real estate firm build?
Looking to establish an online presence for your real estate firm? Discover the ideal type of website to build that meets the unique needs and goals of your real estate business in our informative blog post.

Online presence is important for businesses in every industry, including real estate. Real estate firms should have a website that provides valuable information, listings, and a glimpse into their expertise and services. However, just having a website isn't enough. 

The real estate market is getting more competitive, so you need a website that looks good and is easy to navigate. In addition, firms need to define their goals for their website, such as generating leads, increasing brand awareness, or establishing a strong online presence. Understanding your target audience and using the right keywords are also key to improving an agent's online visibility. All of these things contribute to a positive user experience and can improve conversion rates. In this blog post, we'll explore the importance of website optimization and explain what types of real estate websites firms should build to boost their online presence. Let’s dive in!

The importance of a website for real estate firms

Your website is your business's digital storefront, where people can learn more about your services, browse listings, and get in touch.

Establishing credibility and trust

Your website can showcase your firm's expertise, experience, and client testimonials, helping you build trust with buyers, sellers, and investors. Your website can position your firm as an industry authority by providing useful information and resources.

Generating leads and conversions

A website acts as a powerful lead generation tool for real estate firms. By implementing lead capture forms, contact information can be collected from interested visitors, allowing you to nurture those leads and convert them into clients. Additionally, the best real estate websites are well-optimized. They can enhance your visibility in search engine results, attracting organic traffic and generating more qualified leads.

Enhancing brand awareness and differentiation

With a website, you control your brand's messaging, visuals, and online presence. This helps you communicate your unique value proposition, distinct offerings, and brand personality to potential clients. By showcasing your firm's strengths and differentiating factors through your website, you can stand out from competitors and leave a lasting impression on visitors.

Providing convenient information and resources

Real estate websites serve as a hub where visitors can find out everything they need to know. Whether it's the latest industry news, market trends, or home buying/selling guides, providing valuable content on your website can attract and engage visitors. You can strengthen your reputation and encourage repeat business by offering helpful resources.

Understanding your target audience and goals

Identifying your target market: home buyers, sellers, or investors

Knowing your target audience is key to building a great real estate website. Do you mostly cater to home buyers, sellers, or investors? Knowing your target market will help you tailor your website's content and features to meet their needs. Your site might include resources on the buying process and mortgage information, for example, if you're targeting home buyers. In contrast, if you focus on investors, your website should feature investment opportunities, market trends, and return on investment figures. Understanding your target market will help you build a website that engages and appeals to them.

Defining your firm's goals: lead generation, brand awareness, or online presence

You should also define your firm's goals before building a real estate website. What do you hope to accomplish with your website? Are you trying to generate leads, get brand awareness, or establish a strong online presence? You can align your website design, content, and functionality to meet your goals by defining them clearly. If your main goal is to generate leads, you might want prominent contact forms and calls to action. To build brand awareness, showcase your firm's unique value propositions and testimonials from satisfied clients. You'll be able to prioritize your website's features and optimize its performance if you know what your goals are.

Key features of effective real estate websites

User-friendly navigation and intuitive design

A good real estate website should be easy to use and intuitive. Visitors to your website should be able to browse your listings and find the info they need without any hassle. Display your menus and search options prominently and make them easy to use. Implement clear categories and filters for property searches to enhance the user experience and save time. Additionally, consider incorporating a map feature that allows visitors to visualize property locations easily.

Mobile responsiveness and compatibility

Real estate firms need a mobile-responsive website that works on multiple devices. You need your website to work on different screen sizes seamlessly since a lot of people use their smartphones and tablets to search for properties. A responsive design ensures that your content, images, and listings are displayed appropriately on any device, providing a positive user experience and increasing the likelihood of engagement and conversions.

Property search options and listings integration

An important feature of a real estate website is being able to search for properties easily. Allow visitors to filter property listings based on their specific criteria, like price range, location, property type, etc. Search results must be based on up-to-date and reliable listings databases to ensure accuracy and relevance. You can capture qualified leads by offering comprehensive and customizable search options.

High-quality visuals and videos

To truly showcase the properties you represent, it is essential to incorporate high-quality visuals and videos on your website. Professional photographs, virtual tours, and videos provide potential buyers with a realistic and immersive experience when exploring properties online. These visuals help them visualize themselves in the space and make more informed decisions. Additionally, ensure that your website supports high-resolution images and optimizes loading speeds to prevent any frustrating delays while browsing properties.

Remember, the key features listed above are just some of the essential elements to consider when building an effective real estate website. It is important to assess your firm's specific needs and goals to determine additional features that may be beneficial to your target audience and overall business objectives.

Content management system (CMS) options

Building the best real estate website starts with choosing the right content management system (CMS) to power it. CMSs are software platforms for creating, managing, and publishing digital content. There are a few popular options, each with its own pros and cons.


WordPress is one of the most popular CMS platforms in the world. Besides its robust features, it has lots of plugins and themes and a user-friendly interface that makes it easy to use even for non-techies. Using WordPress, you can customize your website's design and functionality.


Wix is a drag-and-drop website builder with a simplified interface. With its visual editor, users can easily customize real estate investment websites using a wide range of pre-designed templates. If you don't have the time or money to invest in website development, you can try Wix.


Squarespace is another popular website builder that offers a seamless, intuitive interface. With its professional templates and drag-and-drop editor, you can customize the layout, colors, and fonts of your site. Also, Squarespace has built-in e-commerce functionality.

Considerations for customization, scalability, and SEO

Consider customization, scalability, and search engine optimization (SEO) capabilities when choosing a CMS for your real estate website.

Customization options

How much control do you want over your website's design? Do you have specific branding guidelines or unique requirements? If you prefer simplicity and ease of use, you might like a CMS with pre-designed templates.


Think about your firm's long-term goals. Do you plan on adding new features, expanding the functionality of your website, or accommodating increased traffic in the future? 

SEO capabilities

For organic traffic and visibility in search results, you need to optimize your real estate website for search engines. Choose a CMS that has plenty of SEO plugins and tools so you can optimize your website.

Optimizing property management websites for local and national keywords

Importance of local SEO for realtors

Top real estate websites incorporate local SEO. Optimizing your real estate website for local keywords is crucial for attracting potential clients in your area. Local SEO helps your site rank higher in local search results, making it more visible to people looking for real estate services nearby. Targeting keywords like "realtors near me," "real estate agents near me," or "real estate agencies near me" increases your chances of ranking higher in local search results. Your website's content, meta tags, and URLs should include local keywords to help search engines understand your website's geographical relevance.

Effective use of location-specific keywords

Popular real estate websites are optimized for local and national keywords. So research the specific areas or neighborhoods you serve and identify popular search terms potential clients may use. If you're in California, consider using location-specific keywords like "California real estate," "buy homes California," or "real estate agent in California". You can increase your chances of ranking higher in search results by strategically placing these keywords in your website's headings, content, and meta descriptions.

Targeted landing pages for local SEO

Creating targeted landing pages for specific locations can significantly boost your local SEO efforts. You'd use these landing pages to provide detailed info on a particular area's real estate market, neighborhoods, schools, attractions, and amenities. By using location-specific keywords throughout your website's content, meta tags, and URLs, you tell search engines that your site caters to people who are searching for real estate in that area. In addition to improving your website's visibility in local search results, targeted landing pages provide valuable information to potential clients, establishing your firm as a reliable resource in your area.

Leveraging online directory listings

Another effective way to optimize your website for local and national keywords is by leveraging online directory listings. You can dramatically improve your website's visibility in local search results by claiming and optimizing your business profiles on popular directories like Google My Business, Bing Places, Yelp, and Keep your business name, address, and phone number (NAP) consistent across all directories to avoid confusion for search engines. In addition, use these listings to showcase reviews of property owners, high-quality images, and links back to your website, increasing your online presence and credibility.

Remember to continuously monitor and tweak your SEO strategy as search engine algorithms and user preferences evolve over time. By actively optimizing your real estate website for local and national keywords, you can increase your online visibility, attract more potential clients, and ultimately grow your real estate firm's success.

Leveraging real estate associations and collaborations

Benefits of joining national and local real estate associations

Joining national and local real estate associations can provide numerous benefits for your real estate firm. In these associations, you can network with other industry professionals, exchange ideas, and stay up to date with the latest trends and best practices. You can improve your firm's reputation and credibility by joining national associations, such as the National Association of Realtors (NAR). On the other hand, local associations give you access to local market insights and networking opportunities.

Collaborating with other professionals in the real estate industry

In addition to joining real estate associations, collaborating with other real estate professionals can also greatly benefit your real estate firm. By partnering with local lenders, home inspectors, appraisers, and contractors, you can enhance your client services and streamline the buying or selling process. Together, you can give your clients a seamless and comprehensive experience, making your firm the go-to choice. Working with professionals from different sectors, like interior designers or home stagers, can also add value to your listings.

Building strategic partnerships and referral networks

Building strategic partnerships and referral networks can further expand your reach and increase your client base. By partnering with complementary businesses, such as mortgage brokers or insurance agents, you can create mutually beneficial relationships that result in referrals. These partnerships can generate a steady stream of leads and inquiries for your firm, saving you time and effort on lead generation activities. Additionally, forming alliances with local businesses, such as moving companies or renovation contractors, can provide you with exclusive offers or discounts to offer your clients, making your services even more attractive.

Leveraging online platforms and social media communities

Connecting with potential clients and expanding your presence online is crucial. You can share your expertise with a wider audience by joining online forums, Facebook groups, and LinkedIn communities.

Through these platforms, you can showcase your firm's capabilities, offer advice and insights, and build relationships with potential clients or referral sources. You'll also build your online reputation and visibility by actively participating in these communities.

Utilizing real estate associations, collaborations, strategic partnerships, and online platforms can help you tap into a wealth of resources, networks, and opportunities. With these efforts, you can boost your credibility, reach out to more people, and get more clients. It's important to invest time and effort into building these relationships, so your company can establish a strong and reputable presence in the industry.

Build a professional real estate website with B12

Make a great first impression on leads and clients using B12. Launch a professional online presence with an AI-built website and engaging tools like email marketing and scheduling.

B12’s AI-powered website builder allows you to generate a professional site specific to your industry. With our DIY website editor, you can make easy changes anytime and even upload your branding elements for a more cohesive branding experience. 

B12 helps you launch a beautifully designed website in just 30 days or less. Build your free site today.

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