Real estate is one of those industries that is notoriously cut-throat. Although not necessarily easy to get into, the allure of “easy money” paired with the vast swathes of so-called online influencers peddling their get-rich-quick schemes on the likes of TikTok and YouTube, it seems as though the competition is heating up and almost becoming a race to the bottom. But it neededn’t be like this, and with the right frame of mind and tools at hand, you can ensure that your business can not only continue to operate, but thrive even in the midst of fierce competition. One such tool, unsurprisingly, is the online space where a presence on the web is crucial to promote your brand and bring in interested parties who might want to buy or sell a home or property. In this post, we’re going to look at a few reasons that having a strong presence is vital and should bring in more highly targeted eyeballs than ever before.
It’s As Simple As The Fact That Buyers And Sellers Start Their Search Online
Let’s start with a blindingly obvious fact: pretty much all buyers and sellers that you will interact with will have already begun their search online. In fact, many of the younger generations may now be utilizing AI to help them find agents and properties that might align with their needs most effectively. But even if that’s the case, you need to actually be online to benefit from whichever online method people use to find a home.
Your first step, if you haven’t already, is to design and develop a website that you can use as a digital calling card to promote your brand, as well as to showcase your services and properties in the areas you serve. This involves signing up with a hosting provider, which you can learn all about using this DreamHost web hosting guide, then placing the skin onto the bone, so to speak. If you have zero knowledge of web development and just want something that works, your best bet is to hire a dedicated web development agency that specializes in real estate websites. Nevertheless, simply being on the usual social media channels is not good enough if you’re serious about coming across as a serious player in the industry (although we will cover social media a bit later).
Changing Consumer Behavior
We have already alluded to the potential use of technology like AI (or more correctly, LLMs), but the fact is that there has been an enormous change in the ways that consumers use the internet. You could even call it a paradigm shift without falling into hyperbole territory; the change is so massive. All of this coleaces into a fact that if you aren’t able or are unwilling to push your brand through multiple online channels, you will see your business rapidly decline compared to those who have chosen to embrace the web.
What Clients Look For First
We’ve established that whenever a potential buyer or seller first begins their search for a realtor, they will begin online. But what are they typically looking for throughout their search journey?
- Professional website: We will cover this in the next section, but most people know what a high-quality website looks like these days, and if yours doesn’t fall into that category, they’ll quickly resume their search elsewhere.
- Current listings: Your site and other digital channels must offer a range of listings that appeal to the types of demographics you’re targeting to hook. Many agents will gatekeep their properties, but this could backfire, so consider your options before you proceed.
- Reviews and testimonials: User-generated content is pretty much theonly thing that people trust these days, and having a raft of glowing reviews from previous customers goes a long way. If you’re just starting, it’s obviously harder, but by requesting a great review after providing great service will see your review count rocket.
- Market knowledge: Having a section on your website where you can proffer industry knowledge regarding a range of topics (renovations, what to look for in a new build, etc.), you can establish yourself as an expert, building trust (this is an old SEO tactic, but one that still works if done with sincerity).
A Professional Website Builds Instant Credibility
Simply buying space on a server and winging up a website made using a random free template offered by the likes of Elementor and the like might have cut it a decade ago, but these days you need a bit more special cause. It can really pay to invest some of your marketing budget into hiring a professional website developer who understands the ins and outs of what goes into a quality real estate site. Just make sure that they show you how to participate in it when they have it over so that you’ll keep it updated with patches and fresh content.
First Impressions Matter
As soon as a potential customer enters your site, it needs to load fast and be of a very high quality. This means a beautiful layout for mobile devices, strong (non-stock) images that aren’t overly compressed (let your developer square that hole with the speed issue), and full of features designed to convert. That conversion will only occur if it looks and operates perfectly to instill trust.
Essential Website Elements For Realtors
There are a few features that all real estate websites ought to contain if they’re to be successful.
| Element | What it includes | Why it matters |
| Branding and design | Professional layout and consistent fonts and color schemes. | It sets the tone for the rest of their visit and enables you to link in with other online channels. |
| Intuitive navigation | Simple menus, logical page structure, easy access to listings. | Helps visitors find information quickly and encourages them to stay longer. |
| Property listings and fast search | MLS integration with deep search features that link to maps. | Allows buyers to browse and compare properties easily. |
| Strong Call To Actions (CTAs) | This can include clear buttons that tell people what will happen when they click (e.g., schedule a call). | Converts a mer visitor into a lead. |
| About page | Bio, credentials, experience, local expertise, headshot (of the entire team) | Builds trust and shows that there are real people behind the business. |
| Contact and lead capture | Easy-to-use forms and CTAs. | Even if you miss out on a sale at first interaction, you can gain their contact details and keep them in the fold. |
| Client testimonials | These can range from written reviews to video testimonials from happy customers (must be real). | Helps you to build trust. |
| Related content | Blogs, buyer/seller guides, FAQs, market updates. | Enables you to prove your professional credentials. |
Core Components Of A Strong Web Presence
There is more to an “online presence” than simply creating an amazing website. You need to ensure that people see your brand when they search, and also place your brand on the various social media channels that make sense.
Dominating Local SEO (Search Engine Optimization)
Although SEO has changed an awful lot over the past five years or so, it still pays to get your SEO game in order (more specifically, local SEO). Just as you might with your website design, you can outsource this task to a local SEO agency. It costs more than doing it yourself, but if you choose wisely, the results will speak for themselves.
Social Media: Staying “Top Of Mind”
It matters not whether you love or hate social media; you need to be on it to attract the younger and more financially active customers coming up through the demographic pyramid. The main issue facing most novice realtors is that they stretch themselves too thinly, focusing on things that might appear attractive, but won’t move the needle. For instance, you might see realtors on TikTok building up an audience with funny dances and other huijonks, but you need to ask yourself if thiseffort converts for their business or just creates an audience of people who aren’t in the market. Notwithstanding, when used properly and in a concise manner, the likes of Instagram, Facebook, and TikTok can serve you incredibly well.
Data And Analytics Improve Marketing Decisions
If you think that you can call it a day after setting up your various accounts and websites, you’re sorely mistaken! But the good news is that this final point will actually help you to keep up with the ever-changing way that people use your site and enable you to make updates on the fly to boost conversions. You will need to set up data analytics tools on your website, like Google Analytics or other options, which will provide you with the essential data you need to figure out how users are navigating your website. You can also find useful tools on the various social media applications as long as you’ve signed up for a professional account rather than a personal one.
Setting up and nurturing an online presence isn’t really optional (nor has it been for decades). Instead, you need to invest time and resources into the right avenues you believe your customers will visit, and keep them filled with valuable content and features that elicit trust and make it more likely that people will find you among your many competitors.
