Essential Guide to Websites for Real Estate Agents

Last Updated on March 20, 2024 by Luke Feldbrugge

When exploring websites for real estate agents it is important to consider your options, whether you’re aiming to create an online presence for your real estate business, or carve a niche in your local market, this guide can answer many of your questions about what is involved with building a website for your real estate business.

1) Do Agents Need a Website?
2) Website Builders
3) Best Websites for Real Estate Agents
4) Free Websites for Real Estate Agents
5) Can Agents Make Their Own Website?
6) Different Levels of Website Complexity
7) Challenges of Managing a Website
8) What to Consider Before Investing in Website
9) Other Frequently Asked Questions
Bonus: Niche program to help grow your business

Key Takeaways

The importance of a dedicated website for real estate agents cannot be overstated; it’s essential for branding, lead generation, local online visibility and providing valuable information to potential clients.
Various website builders offer unique features tailored for real estate needs, making it easier to choose the right platform.
Opting for a free website can be a good starting point, but understanding its limitations is crucial for future scalability.
Self-made websites are doable, but they do require a balance of time, technical know-how, and often a financial investment.
A comprehensive real estate agent website will include specific elements such as IDX search, featured listings, and client testimonials to enhance user engagement and trust.
Managing a website comes with its challenges, including maintenance and content updates, but the rewards in lead generation and brand building are significant.

Websites for real estate agents must align with the business goals. Before you make the investment of your valuable time and money, make sure to review the cost-benefit, understand the required time and resources to manage it, whether your preferred website builder platform is scalable, if there are any technical skills you may need to learn, and the need to maintain your site for broker expectations, online regulations and real estate industry compliance.

Do Real Estate Agents Really Need a Website?

In today’s digital age, a website is a necessity for real estate agents looking to grow their business.

Think of a website as the digital version of you and your business’ brand. When you are not physically present, people can access you online through your website. Instead of delivering your :30 elevator speech in person, your website provides it, and then some!

Your website is the main hub for you to conduct your business online. It is where people can learn about you, and how your business may be the solution they need. If your website provides visitors with a good experience, they may choose to share their personal contact information with you in hopes of learning more about how you can help them buy or sell a home.

Websites for real estate agents should be a primary lead generator for their business, and all digital platforms used for clients should (ideally) connect to it.

Here is why it is important to have your own website:

Lead Generation and Conversion – With integrated lead capture tools, your website can become a 24/7 lead generation machine. It will be the primary hub for your marketing strategies.
Local SEO and Search Ranking – You become a more prominent local competitor when you have your own website, and can show up in local search engine results. Without a website, showing up in local online search results is far less likely, making you far less competitive.
Local Information and Resource Hub – Your website can provide valuable resources, listings, and market insights to educate and engage potential clients.
Efficiency and Accessibility – A website makes you accessible at any time, facilitating easier communication and processes.

Real Estate Agent Website Builders

Choosing the right website builder is an important decision for creating an effective online presence. Here are the top 4 website builders to consider.

WordPress

WordPress stands out for its flexibility and power. It is great for anyone who desires full control over their website’s customization. With its huge library of themes and plugins, real estate agents can tailor every aspect of their site to fit their brand and meet specific needs, such as integrating MLS listings or creating custom forms. The platform’s scalability means it can grow with an agent’s business, accommodating everything from a simple blog to a complex, feature-rich site. However, the flexibility can be challenging to learn and implement. Some things may require technical know-how, or the assistance of a developer for more intricate customizations.

Squarespace

Squarespace offers visually stunning designs and templates. It allows real estate agents to create a professional and attractive online presence with minimal effort. Personally, Squarespace is one of my favorite website building platforms. Its ease of use is a significant benefit, offering a user-friendly interface that makes website building pretty simple, even for those of us with no prior experience with building websites. Squarespace also includes built-in features such as SEO tools, social media integration, and mobile-responsive design, ensuring that agents’ websites are optimized for visibility and engagement.

Wix.com

Wix is known for its user-friendly drag-and-drop interface, which simplifies the website creation process, making it accessible to everyone, regardless of technical skill level. The platform offers a wide range of templates, including those specifically designed for real estate. The platform’s flexibility and ease of use make it a popular choice for agents looking for a hassle-free way to build and manage their online presence.

Weebly

Weebly presents an excellent option for beginners, thanks to its straightforward design tools and functionalities. The platform offers a range of templates that can be easily customized to suit a real estate agent’s needs, including the integration of maps, contact forms, and listings. Weebly’s intuitive drag-and-drop interface ensures that even those with no technical background can create a professional-looking website. Additionally, the platform includes SEO and marketing tools to help agents reach a wider audience. For real estate professionals taking their first steps into the digital world, Weebly provides a simple yet effective solution for establishing an online presence.

WANT SOMETHING SPECIFIC FOR REAL ESTATE?
If you’re looking for website builders set up specifically to handle the needs of real estate agents, TheClose.com wrote a great article that reviews the best website builders for real estate agents. You may need to pay a bit more, but if it meets your needs and helps you achieve your goals more efficiently, then it may be worth the cost. Definitely worth considering.

Best Websites for Real Estate Agents

I took a different approach with this question and answer, because everyone and their mother has an article about the “Best Websites for Real Estate Agents”. So instead, I chose to cover two website design strategies that are not only debated by real estate agents, but by many service-oriented business professionals.

Everyone has their opinion when it comes to the single page versus the multiple page website, so here we provide some of the pros and cons for you to consider in your decision making process.

The bottom line is a successful real estate website must align with your business goals and your client needs, so here’s a quick run down of each design strategy:

Single Landing Page Website

Pros: Easier to Implement, Converts Leads Effectively

Single landing page websites are simple, streamlined and designed with a sole focus – convert visitors into leads. This makes it easier to design and maintain, and provide potential clients a single desired call-to-action. Typical actions may include signing up for a newsletter, scheduling a consultation, or asking about a property. For real estate agents, this focused approach can translate to a higher conversion rate, making it an efficient lead gen tool.

Cons: Lack of Content and SEO Options

The simplicity of a single landing page website comes at the cost of valuable content. With only one page to showcase your business, the lack of space for content and important keywords can minimize your local SEO and appearance in local search engine results. Plus, there is likely less information available to engage visitors. This can make it difficult for agents to fully convey their brand’s value, expertise, and all services they offer.

Now, I’m all for “less is more”, but I also know the positive impact that local SEO and client engagement can have on the success and growth of a community business.

Multiple Page Website

Pros: Allows for More Content, Improves SEO

A multiple page website offers real estate agents the flexibility to create a rich, engaging online presence with plenty of opportunity to feature relevant content. This design structure significantly benefits SEO, as it allows for a broader range of keywords, detailed listings, informative blog posts, and comprehensive pages that highlight the agent’s expertise and local market knowledge. The increased content not only improves visibility on search engines but also provides potential clients with valuable information, making the website a local resource hub. For real estate agents, this means a broader digital footprint, potentially leading to greater visibility online, and the opportunity to connect with more people.

Cons: Complexity, Additional Resources

Managing a multiple page website is vastly more complex. Each page requires design, development, and ongoing maintenance to keep the content fresh or current. It often will require more time and technical skill, and that can be tough for a solo agent who needs to run a business. That said, some of the website platforms we discuss in this post are pretty easy to use because they have removed a lot of the technical work required for a website.

Free Websites for Real Estate Agents

There may be other website builders out there that offer a free website, but these were the four that seemed to offer a good opportunity for a real estate agent who may not have a website today, who is not a web developer, who may need a basic option to get things established, and who some day may want to upgrade to a paid version as their business grows.

One thing to keep in mind is that each of these free plans will likely come with a website builder domain (it may look something like this: sallysells.hubspotpagebuilder.com). Clearly this is not preferred, and if you have the opportunity to use a custom domain for free, we advise you do. However, there’s a good chance you will need to pay to use a custom domain for your website.

Webador

Webador stands out for its ease of use, making it a good option for real estate agents who are just beginning to establish their online presence. The platform offers basic functionalities that cover the general needs of an agent. Check out Webador’s options to see if they are a good fit for your needs.

WIX.com

WIX.com is renowned for its ease of use and wide range of templates, allowing real estate agents to choose designs that best suit their brand and style. It does have some limitations when it comes to customization, but it will certainly cover your basic needs, including the ability to integrate with IDX. The platform’s drag-and-drop interface makes it incredibly user-friendly, enabling agents to build a visually appealing website without needing to learn coding. Check out what WIX has to offer.

HubSpot CMS

You may already have a CMS system, but if you do not, this is a great option that offers a free website builder! For agents committed to a long-term strategy that combines content creation with lead management, HubSpot CMS offers a powerful platform to build and grow your online presence. Check out what HubSpot CMS has to offer.

Webflow

Webflow provides unparalleled design flexibility. The platform offers some free templates to get started, though its more advanced design capabilities come with a steeper learning curve. For agents willing to invest the time to learn, Webflow can enable the creation of a highly customized, professional website that stands out from the competition. Check out what Webflow has to offer.

Can Real Estate Agents Make Their Own Website?

Building and managing a website is easier than it has ever been, but it is still challenging. Frankly, if it’s your first attempt, it can be tough. Yet it’s entirely achievable with the right website builder, online tools and general website knowledge. Here’s a breakdown of what a real estate agent needs to get acquainted with before building and managing their own website. Because it’s not a, “build it and they will come” tool. It will require a sound development plan, and an effective maintenance plan to assure your website is running well and performing better than your competitors:

Domain Registration and Hosting – Understanding how to choose and register a domain name, and selecting a host is one of the first steps to building a website. Knowing the differences between hosting options and what they offer in terms of speed, reliability, and support is important.
Security Measures – Awareness of basic website security measures, such as installing an SSL certificate to encrypt data (highly recommended and absolutely required if you use a sign up form to acquire site visitor information) is likely offered when you purchase your domain, hosting or website builder’s package. And, regularly updating any software (such as your website theme or plugins) to minimize vulnerabilities, is essential for protecting the website and your site visitor’s information.
Basic Web Design Principles – Understanding the fundamentals of web design, including layout, color schemes, font choices, and user interface (UI) design, is crucial. These principles will help create an attractive and functional website that engages visitors. Here is a comprehensive guide about web design for your reference.
HTML/CSS Basics – While many website builders do not require coding knowledge, understanding the basics of HTML and CSS can be incredibly helpful for customizing templates and making minor adjustments to the site’s appearance.
Content Management Systems (CMS) Familiarity – For the purpose of this article, each of the website builders featured have their own custom CMS system that allows you to layout and design your website’s content.
SEO Fundamentals – Understanding basic search engine optimization (SEO) principles is important for your website to attract potential clients in your market organically through search engines like Google. Check out this tutorial by HubSpot to give you a good overview of SEO and how to incorporate it into your website and its content.
Social Media Integration – Knowing how to link social media accounts and leverage these platforms for marketing purposes can enhance the website’s reach and engagement. Keep it to the social media profiles you’re using consistently.
Analytics Monitoring – Many of the website builders featured in this article offer a native website analytics tool that can provide basic website performance data. But, there are tools that offer more robust data that can be easily integrated with a website, like Google Analytics. Implementing tools like these will likely require a deeper understanding of your website’s plugins or code.
Ongoing Website Backup and Maintenance – The website builders featured in this article typically manage these types of updates. If you need to be involved, they typically provide proper warning and instructions including appropriate steps to take. That said, if your website builder does not provide these services, and you’re left to manage it yourself, then working out a routine to update your website’s platform and services should be a to do.
Legal Compliance – Familiarity with laws regarding online business, especially those related to real estate advertising, privacy policies, and terms of service, is necessary to ensure the website complies with local and federal regulations.

Starting with a user-friendly website builder that offers pre-designed templates and intuitive drag-and-drop interface can make building and managing a website much easier. At a minimum, investing time in learning how these things work together to keep your website looking good, functioning well, and kept secure is important for any business owner to understand.

3 Different Levels of Websites for Real Estate Agents

Ideally, your business’ website will have all of what’s included below some day. But, we wanted to break down the essentials into different levels of development. It is an attempt to help you prioritize the work that needs to happen now, versus the work that can happen later when time permits. Because your website should scale with your business.

Level 1: Basic Websites for Real Estate Agents

A level 1 website consists of the essential must-haves in order for your website to function as a business asset. It can and should effectively communicate how you can provide solutions for potential home buyers and sellers. Ideally, it will capture lead data and send it to your CRM.

Domain – Your unique web address.
Hosting – Where your website lives on the internet.
SSL Certificate – Ensures your site is secure for visitors.
Website Builder Platform – Simplifies the process of creating and managing your website.
Essential Pages Including – Home, buying, selling, about, contact, reviews, privacy policy, terms and conditions
Lead Form – Allows for the collection of user data when they sign up for a newsletter or consultation

Level 2: Advanced Websites for Real Estate Agents

The more advanced website for real estate agents have more 3rd party integrations that can show listings, recent sales and feature special add-ons; like featured partner pages or special community pages.

IDX Search – Allows clients to search MLS listings.
Featured Listings & Recent Sales – Showcases your active listings and past successes.
Calculators – Add home value estimator, monthly mortgage payment estimator.

Level 3: Content Producer Website

The owner of this website has the technical know-how or hired talent to successfully manage levels 1 and 2, so they invest more of their time and effort into producing SEO optimized content and testing new ways to engage with site visitors to generate more informed leads.

At this level, the perception of being a market expert and community leader is clearly represented on your website. Not by what it proclaims or communicates, but by how it looks, operates, and the special features it offers visitors that are above and beyond what your competitors are doing on their websites.

Blog – Produce client-focused blog posts centered around answers to your clients questions of who, what, where, when, why and how about buying and selling a home in your market.
Lead Magnets (Guides and Resources) – Provide valuable information a site visitor can access or download in exchange for their contact information.
Video – Feature videos (YouTube) to explain your processes or other useful information, to help educate and simply what your prospects and clients would like to better understand.
Partner & Community Pages – Builds trust and showcase your involvement.

Biggest Challenges of Managing Your Own Website

Time Commitment

You’re busy! You have a business to run and clients to assist. Managing your own website demands a significant time investment. This includes everything from updating content and properties listings, to ensuring software and security patches are applied promptly. The balancing act between maintaining an up-to-date website and managing the day-to-day demands of real estate sales can be a considerable challenge.

Technical Challenges

The technical aspects of managing a website encompass several key areas, each with its own set of challenges:

SEO (Search Engine Optimization) – Optimizing your website for search engines is a necessity to be featured in online search results, and it can directly impact whether potential clients can find you online without a direct link. SEO can get complex quickly. The website builders featured in this article have covered many of the basics and even offer guides or tutorials on how to optimize your website further, particularly within their builder. But, it is still work to be done by someone.
Performance Optimization – This also plays into SEO best practices. A fast-loading, responsive, optimized website provides a better user experience and is favored by search engines. However, optimizing website performance involves technical tasks such as image compression, caching, and potentially some code optimization to list a few. But, it takes some know-how and dedicated time to do it well.
Security – Ensuring the security of your website is paramount, especially when dealing with sensitive client information. Real estate agents must stay vigilant when it comes to their website’s security. This can be overwhelming for some who are not versed in cybersecurity.

Content Creation

Creating fresh, engaging content on a regular basis is critical for keeping the website relevant and engaging for potential clients. This includes writing blog posts, updating listings, and producing resources like buying guides or market analyses. For real estate agents, consistently producing new content requires not only time but also creativity, critical thinking, and market insight. This takes time away from running the business, nurturing prospects and managing clients. Quality content can directly impact the site’s ability to attract and retain visitors. But, if it is not maintained, and becomes stale or outdated, the same content could hurt your site’s SEO and potentially your credibility.

What to Consider Before Investing in a Website?

Websites for real estate agents become an investment into your business. Before investing in a website, which we have noted is a must, please consider the website’s ability to meet both current and future business needs, and the requirements you need today versus 5 years from now. Some key things to consider include:

Alignment with Business Goals – Ensure the website can support your specific goals, such as lead generation, brand building, and client engagement.
Cost vs. Benefit – Evaluate the initial and ongoing costs against the potential for lead generation, brand visibility, and operational efficiency gains.
Time and Resource Investment – Consider the time and resources required to set up, maintain, and regularly update the website to keep it relevant and engaging.
Platform Scalability and Flexibility – Choose a website builder that offers scalability and the flexibility to add features like IDX search, featured listings, and further enriched content as your business grows.
Technical Skills and Support – Assess your ability to manage the website or the need to hire professionals, considering both the setup and ongoing maintenance.
SEO and Mobile Responsiveness – A site that’s optimized for search engines and mobile devices is essential for reaching a wider audience and providing a better user experience.
Content Strategy – Will you be producing valuable blog posts, guides, and resources to attract and educate potential clients? If so, you will need to build out your strategic plan to determine how that will work for your business.
Compliance with Real Estate Regulations – Are you able to ensure the website will comply with all real estate advertising regulations and ethics in your area.

In Conclusion

Websites for real estate agents involve strategic planning, basic know-how to build and maintain, and an understanding of security and legal necessities. Remember, your website is a long-term investment in your brand and business growth. Use these insights and recommendations to determine what is best for you and your business needs today, and in the future.

Niche Program to Help Grow Your Business

We hope you found this article helpful. Since you’re in the growth mindset, if you have not spoken with a member of our team about the niche program we provide and the benefits it can offer your business, now might be the right time as you’re thinking about ways to grow your business online with a website.

Homes for Heroes can help you specialize in your market and grow your real estate business by helping your local heroes buy, sell or refinance a home. You can offer them something special, something beyond the transaction, by saving them significant money as a way to thank them for their service.

Simply submit your registration and schedule a time to learn more about the benefits of being a Homes for Heroes local market specialist, and become the agent or lender your community heroes want to work with for their home and mortgage needs.

Guide to Websites for Real Estate Agents | Get Answers to Questions

Table of Contents

Key Takeaways

Do Real Estate Agents Really Need a Website?