How To Create A Real Estate Website: A Comprehensive Guide

Did you know that 96% of home buyers search for their dream home online?

If you don’t have a professional real estate website for your business, you’re missing out on a massive opportunity to attract potential clients and sell more properties.

On average, local service businesses have a website conversation rate of 5%. This makes developing a website a worthwhile investment for your business.

However, developing a real estate website requires technical knowledge and can be time-consuming, especially if you’re building it yourself. Working with professional web developers can also be costly.

In this article, we’ll explain how you can create a real estate website yourself and some guidance for working with a professional web developer if you choose this option.

What Is a Real Estate Website?

A real estate website is a digital platform specifically designed to provide information, tools, and services related to properties, transactions, and market data.

These websites cater to a range of audiences, including property owners, renters, and buyers.

Why Having a Website Is Important for Your Real Estate Business

In today’s digital-first environment, a robust website is critical for the success of real estate businesses. Over 90% of first impressions are based on a company’s website.

It serves as a hub for transactions, marketing, and client communication, providing you with a competitive edge in the real estate industry and enabling seamless interaction between all stakeholders.

What Are the Benefits of Having a Real Estate Website?

Whether you’re a solo agent or a large real estate brokerage, a website provides numerous advantages for your business and clients alike. Let’s take a closer look at the benefits of having a real estate website:

24/7 accessibility and convenience

One of the most significant benefits of having a real estate website is that it’s always accessible, unlike a physical office.

Potential clients can browse property listings, contact your agents, and explore the real estate marketplace at their convenience, whether during business hours or late at night.

Most homes are shown between 10 and 25 times before they are sold, but having a website means many buyers can view your properties whenever it suits them.

This constant accessibility allows businesses to reach more clients and ensures no opportunity is missed due to timing constraints.

From buyers searching for their dream home to investors evaluating opportunities, a website ensures that your services and listings are always available, regardless of location or time zone.

Wider audience reach

A real estate website eliminates geographical barriers, allowing your business to reach a broader audience.

Unlike traditional marketing methods, which may limit exposure to a local area, a website can attract clients from different cities, states, or even countries.

In fact, there are around 4.32 billion active internet users globally, all of whom you can reach via your website.

This is particularly important for real estate professionals dealing in vacation homes, investment properties, or luxury real estate, where buyers and investors may come from across the globe.

Showcasing property listings

Unlike a property listing website where you load your listings and hope they’ll be viewed, your own website can be used as a virtual showroom where you can showcase your available properties.

Features such as virtual tours and 360-degree images are particularly beneficial for international buyers or those who can’t physically visit the property.

If you don’t believe us, just take a look at the numbers — listings with professional photos close between $934 and $116,076 higher than comparable ones.

The ability to provide detailed and visually appealing property information helps you stand out from competitors and attract more serious inquiries.

Lead generation and client engagement

A well-designed real estate website is a robust tool for generating new leads. Over 90% of marketers use their websites to generate leads and sales.

Features like contact forms, chatbots, and inquiry buttons enable visitors to easily get in touch with you.

Many websites also allow users to create accounts, save their favorite properties, and receive notifications about new listings that match their criteria. These features can help you capture and nurture leads through your sales funnel.

Additionally, websites can offer tools like mortgage calculators and market reports to keep visitors engaged and provide value, encouraging them to choose your services over others.

Enhanced brand credibility

A well-maintained website projects professionalism and reliability, making your real estate business appear more established and trustworthy to potential clients.

On average, a consumer will read 10 reviews before trusting a business. Reviews, testimonials, and case studies showcased on your website further enhance your reputation and help build confidence in your services.

The website also serves as a personal branding platform for agents and brokerages, allowing you to highlight your expertise, certifications, and success stories.

Cost-effective marketing

Compared to traditional advertising methods such as print ads or billboards, maintaining a website is a cost-effective way to market your real estate business.

Print advertising can cost around $500,000 for one ad, whereas a website can cost as little as $500 per year.

Search engine optimization (SEO), pay-per-click (PPC) advertising, and social media integration can drive significant traffic to your website at a fraction of the cost of traditional marketing channels.

Additionally, your website can serve as a central hub for all your marketing efforts.

For example, social media posts, email campaigns, and advertisements can direct users to your site to find more information about your properties and services.

Access to valuable data and insights

Data-driven companies are 23 times more likely to acquire new clients and are 19 times more profitable.

A real estate website allows you to track user behavior and gather valuable data through analytics tools. You can monitor metrics such as the number of visitors, time spent on specific pages, and your most popular listings.

These insights help you understand what your audience is looking for and optimize your website to better meet their needs.

For example, if you notice that listings with virtual tours generate more inquiries, you can prioritize adding more of these to your other listings.

This data-driven approach improves your marketing strategy and ensures you stay ahead of competitors.

Streamlined communication

Communication between you and your clients becomes more efficient with a website. One survey found that the second most popular communication platform for potential clients is website forms.

Features like live chat, inquiry forms, and automated email responses ensure clients receive timely assistance.

A website can also centralize communication by providing answers to frequently asked questions (FAQs), listing detailed property information, and offering downloadable resources like guides and brochures.

Streamlined communication reduces the back-and-forth typically involved in answering basic queries and allows you to focus more on critical aspects of your business, such as closing deals.

Improved customer experience

Real estate agency websites enhance the customer experience by making the property search process seamless and intuitive.

A well-thought-out, frictionless website with a great user experience could potentially increase conversions by up to 400%.

With advanced filtering options, users can quickly narrow down their choices based on criteria like location, price range, property type, and features.

Interactive maps and neighborhood guides further enrich the experience, providing users with all the information they need to make informed decisions.

By providing these tools and features, your website becomes a valuable resource for users, increasing the likelihood that they’ll choose your services when they’re ready to buy, sell, or rent.

Scalability and flexibility

A website grows with your business—as you expand your services, add more properties, or explore a new real estate market, your website can be easily updated to reflect these changes.

For example, you can add new property categories, integrate additional tools, or create localized content for different regions.

This scalability ensures that your website remains relevant and aligned with your business goals as you grow.

With technological advancements, you can also incorporate cutting-edge features like artificial intelligence (AI) for personalized recommendations or augmented reality (AR) for virtual staging.

What Are the Key Components of a Real Estate Website?

Source

To be effective, a real estate website must incorporate specific components that cater to the needs of its users. Let’s unpack the key aspects that make a real estate website successful:

Property listings

The property listings section of your website is the core feature of any real estate site. It acts as a virtual catalog where visitors can explore available properties for sale.

This section should offer filters and sorting options, enabling users to refine their search by certain criteria.

As you can see in the example below, Houses of the Main Line offer visitors an advanced filtering option when they search the website for properties:

Search functionality

A powerful and user-friendly search function is essential for helping users find properties quickly and efficiently. Advanced search options should allow users to narrow down their preferences.

A predictive search bar that auto-suggests locations or keywords as users type can also enhance the experience, making it easier to navigate the website.

In the example below, Laurie Wotus has an intuitive search bar that automatically suggests properties and locations based on what visitors are typing:

Interactive map integration

An interactive map is key to providing spatial context to your property listings. These maps allow users to visualize the property’s location and explore surrounding areas.

Features like zooming, street view, and layering options add value to the user experience.

Below is an example from Calcagno & Hamilton of an interactive map feature that allows visitors to explore the neighborhoods where the brokerage sells homes:

User accounts and profiles

Creating user accounts enables a personalized experience for website visitors. You can allow registered users to:

Save their favorite properties.
Receive alerts about new listings matching their preferences.
Track their inquiries and communications with your agents.
Access exclusive content, such as market reports or premium listings.

As you can see, Ashford Real Estate has created a portal on its website that allows visitors to create and log into their accounts:

Mobile responsiveness

With over 90% of users accessing websites on smartphones, mobile responsiveness is critical. A real estate website must adapt seamlessly to different screen sizes and maintain its functionality across devices.

Features like touch-friendly navigation, easy-to-read content, and quick-loading pages are vital for providing a positive mobile experience.

Lead generation elements

As lead generation is one of your primary goals for your website, you need to include components that encourage user engagement, including:

Contact forms: Easy-to-fill forms for property inquiries or scheduling viewings.

Smothers & Falk Realty Group has a user-friendly contact form displayed prominently on their website to generate leads:

Live chat or chatbots: Instant support to answer common questions or connect users with agents.

Call-to-action (CTA) buttons: Strategically placed buttons prompting users to take the next step, such as “Request a Viewing” or “Contact an Agent.”

In the example below from LeadingEdge Real Estate, real estate agent Anne Mahon has a clear CTA button for visitors to contact her, as well as detailed contact information:

Market insights and resources

Providing valuable market insights establishes your website as a trusted authority. This section can include:

Blog articles: Guides for buyers, sellers, and renters. An example would be “How to Buy Your First Home” or “Tips for Renting in a Competitive Market.”

Market reports: Data on property trends, local market conditions, and investment opportunities.

Calculators: Mortgage, rent vs. buy, or affordability calculators help users make informed decisions.

For example, we have a real estate commission calculator on our website to generate leads:

Educational resources: These demonstrate your expertise and keep users engaged with your website.

Profiles for your real estate agents

Your website should include a section dedicated to showcasing your real estate agents to build trust and credibility.

Buyers and sellers need peace of mind before working with an agent, and having these profiles on your website can build a human connection and put their minds at ease.

Profiles should include:

Professional photos.
Biographies highlight expertise and years of experience.
Contact details.
Client testimonials and reviews.

Here is an example of a real estate website that displays its agent’s profiles for visitors to browse:

Here’s another example from Arroyo Real Estate, where the business prominently displays client testimonials about its agents on its website:

Highlighting success stories or awards can also enhance the perceived reliability of your services.

On his website, real estate agent Guy Yarkoni shares his experience and awards:

Secure communication channels

Effective communication is crucial for real estate transactions. A secure and user-friendly communication system ensures smooth interactions between clients and agents. This can include:

Messaging platforms integrated directly into the website.
Video call options for virtual consultations or property walkthroughs.
Secure file sharing for documents like lease agreements or purchase contracts.

Virtual tours and videos

Virtual tours and high-quality videos are becoming standard in the online real estate market. Over 65% of home buyers say they want a virtual tour when looking at a listing.

These tours allow users to experience a property remotely, providing an immersive and detailed interior and exterior view. This allows buyers from across the globe to view your properties without having to arrange a viewing.

Testimonials and reviews

Social proof is a powerful tool for building trust. More than 70% of people will trust a recommendation from someone they don’t even know.

A dedicated section for client testimonials and reviews provides reassurance to potential clients about the quality of your services.

Highlighting positive feedback about your agents, properties, or customer service can influence visitors’ decisions.

Search engine-optimized content

On average, 53% of website traffic comes from organic search results.

To attract organic traffic, which is website traffic you don’t pay for, a real estate website must be optimized for search engines. This involves:

Adding relevant keywords to property descriptions, blog posts, and meta tags.
Creating high-quality content such as guides and FAQs that answer common real estate questions.
Structuring your site with clear headings and internal links to improve navigation.

SEO ensures that your website ranks higher in search engine results, increasing visibility and attracting more users.

For more insight, check out our full guide on SEO for real estate.

Integration with third-party tools

Integration with external tools enhances the functionality of a real estate website. These tools can include:

Multiple listing services (MLS) for real-time property updates.
Customer relationship management (CRM) systems to track leads and manage communications.
Payment gateways for processing deposits or rental payments.

These integrations streamline operations and improve the overall user experience.

Social media integration

Social media is a critical channel for marketing your real estate services.

Integration with platforms like Facebook, Instagram, and LinkedIn allows users to share real estate listings, follow your updates, and engage with your content.

Live feeds and social media buttons also enhance your website’s visibility and encourage interaction.

Should I Build My Own Real Estate Website?

Before we break down how to create your own real estate website, let’s weigh the pros and cons of hiring a professional web developer or creating a website yourself.

The pros of building your own website

Building a real estate website without professional help can be an appealing option for brokers and agents who want to save costs. While it may come with challenges, there are several advantages to this approach:

Cost savings

One of the most significant advantages of building a website independently is cost savings.

Hiring professional web developers or designers can be expensive, especially for real estate websites that require advanced features like search filters or integration with MLSs. A custom website developed professionally can cost anything from $5,000 to $10,000.

By taking the DIY approach, brokers and agents can avoid high upfront development costs and allocate saved funds to other areas of their business, such as marketing or lead generation.

Flexibility in customization

Many DIY website builders are designed for ease of use and offer templates specifically tailored for real estate companies. These tools often include drag-and-drop editors, pre-build elements, and plugins.

This flexibility means you can adapt your website to match your vision without needing advanced technical expertise.

Faster initial setup

Hiring professionals often involves lengthy discussions, project timelines, and revision cycles, which can all delay your website’s launch.

By building your website yourself, you can:

Start immediately without waiting for developers.
Launch a basic version quickly and improve it incrementally.
Test and adjust the website in real-time.

This speed can be particularly beneficial if you need a web presence quickly to showcase new listings or start marketing your services.

No dependency on external teams

Building your website yourself eliminates the need for external developers or agencies for updates and maintenance. This independence allows you to:

Make changes, add new listings, or fix issues whenever needed.
Avoid ongoing fees for website maintenance or support.
Ensure that your website remains up-to-date without delays.
This self-sufficiency can save time and ensure your website meets your business’s evolving needs.

Scalability at your own pace

When building a site yourself, you can start with a simple design and gradually add features as your business grows.

For example, you initially launch with a basic property listing page and later integrate tools like virtual tours or mortgage calculators.

The cons of building your own website

While building a website independently might seem cost-effective, it comes with challenges that can impact its quality, functionality, and effectiveness.

Below are the main disadvantages of attempting to create your website without professional assistance:

Limited technical expertise

Real estate professionals often lack the technical skills needed to create a fully functional, secure, and optimized website. Without professional knowledge, the following issues may arise:

Suboptimal design: The website might lack a professional look, resulting in a poor first impression.
Functionality issues: Essential features like advanced search filters, interactive maps, or MLS integration may be challenging to implement effectively.
Broken elements: Improper coding or plugin conflicts can lead to broken links, forms, or pages, frustrating visitors and damaging credibility.

This lack of expertise can result in a website that fails to meet user expectations and your business goals.

Time-consuming process

Creating a real estate website from scratch without professional help requires a significant investment of time.

Real estate professionals, already busy with client meetings, property showings, and market analysis, may struggle to find the time needed to design and structure a website.

This time could be better spent focusing on core business activities that directly generate revenue.

Risk of poor user experience

A website built without professional input may not prioritize user experience, leading to issues such as:

Clunky navigation: Visitors may struggle to find properties, contact information, or relevant details.
Slow loading speeds: Slow pages can frustrate users and cause them to leave your site, reducing engagement and conversions. In fact, 40% of users will abandon a website if it takes longer than three seconds to load.
Non-responsive design: Without proper mobile optimization, the website may not function well on smartphones and tablets.

A poor user experience can harm your reputation and discourage potential clients from using your services.

Subpar SEO performance

As mentioned earlier, SEO is crucial for driving organic traffic to your website. Over 40% of revenue is captured through organic search traffic. However, implementing effective SEO strategies requires specialized knowledge.

As a result, your website may struggle to attract visitors through search engines, reducing its effectiveness as a lead-generation tool.

Security vulnerabilities

A quarter of real estate businesses have suffered a cyber security incident at some point.

Web development professionals can handle critical aspects of website security, such as protecting sensitive client data, preventing hacking attempts, and ensuring compliance with privacy laws.

This is essential, as a security breach could damage your reputation and result in legal liabilities.

Difficulty integrating advanced features

As mentioned above, real estate websites require specialized features to meet the needs of buyers, sellers, and renters. Implementing these features can be challenging without professional help.

Additionally, a website missing these features may fail to compete with professionally built alternatives.

Missed opportunities for marketing integration

Professionals can integrate advanced marketing tools like CRM systems, email automation, and social media management platforms.

DIY website builders may lack the ability to:

Automate lead nurturing campaigns.
Seamlessly integrate with social media or email platforms.
Optimize for local advertising efforts.

Without these tools, your website may not fully support your broader marketing strategy.

A Step-By-Step Guide on How to Create a Real Estate Website

If you’ve decided that the pros outweigh the cons and you’d like to create a website yourself, here’s a step-by-step guide to getting it right:

1. Define your website’s purpose and goals

Before starting the technical work, you need to clarify the primary objectives of your website. Decide what you want to achieve and who your target audience is. For instance:

Are you targeting homebuyers, renters, or sellers?
Do you want your site to focus on specific types of properties, such as luxury homes or commercial real estate?
Are you aiming to generate leads, showcase listings, or establish yourself as a local expert?

Defining these goals will guide your decisions throughout the development process, from design to content.

2. Choose a domain name

Your domain name is your website address. It should be:

Memorable and easy to spell.
Reflective of your business name. For example, [Your Name] Realty or [City Name] Properties.
Professional and relevant to real estate.

If your desired domain is unavailable, consider alternatives such as adding your location: [YourCity]Realty.com.

3. Select a website hosting service

Web hosting stores your website files and makes them accessible online. Popular hosting providers include Bluehost, SiteGround, and HostGator.

Look for a hosting plan that offers:

Reliable uptime and fast loading speeds.
Adequate storage and bandwidth for your site’s needs.
Easy integration with website builders or content management systems (CMSs).

Some hosting providers also include a free domain for the first year, saving you money.

4. Choose a website builder or content management system (CMS)

A website builder or CMS simplifies the website creation process. Popular options include:

WordPress: Highly customizable and ideal for complex real estate websites. This platform requires more technical knowledge but offers advanced plugins for property listings and MLS integration.
Wix: User-friendly drag-and-drop builder with real estate-specific templates.
Squarespace: Stylish templates and good for showcasing properties, though less flexible for advanced features.

Evaluate these platforms based on your technical skills, budget, and the complexity of your desired website.

5. Select a real estate-specific template

Most website builders offer templates designed for real estate businesses. These templates come with pre-built layouts for features like listings, contact forms, and agent profiles.

Choose a template that aligns with your branding and includes:

A clean and professional design.
Easy navigation for users.
Responsive layouts for mobile compatibility.

After selecting a template, customize it to match your brand’s colors, fonts, and style.

6. Add essential pages and features

Your website should include several key pages that address the needs of your target audience.

Ensure you create the following pages:

Home page

Include an introduction, a search bar for listings, and featured properties. You should add a strong CTA such as “Search Properties Now, or “Contact an Agent Today.”

About page

This is where you can discuss your experience, expertise, and company values in depth. Share your story and explain what sets your business apart from your competitors.

In this example, Gateway Real Estate Partners use their About page to explain who they are, their focus, and their values:

Listings

Create a page to showcase your available properties. Ensure you use high-quality photos, detailed descriptions, and interactive tools that visitors can use to explore a property.

Contact page

Ensure you provide multiple ways for potential clients to get in touch, such as contact forms, phone numbers, and email addresses. You may also want to include a map of your office location.

Blog or resource page

Share market insights, buying and selling tips, or neighborhood guides. Use this page to establish authority and improve your SEO. For more information, check out our guide on blog post ideas for real estate professionals.

Luxury Coast Group shares educational blog posts on their resource page targeting buyers, sellers, and renters:

7. Integrate property listings and your MLS

If you’re a member of a multiple listing service, integrate it into your website to display real-time property listings automatically.

Many platforms offer plugins or tools for this purpose, such as:

IDX Broker: A popular WordPress plugin that integrates MLS listings.
Wix Real Estate: A feature for quickly adding properties and search filters.

8. Optimize for SEO

As mentioned above, SEO is crucial for driving organic traffic to your website. Follow these steps to optimize your website for search engines:

Use relevant keywords in your content, headings, and metadata.
Add alt text to all images to improve accessibility and SEO rankings.
Write blog posts or guides to answer common real estate questions and attract visitors to your site.

9. Ensure mobile responsiveness

Test your website on multiple devices to ensure that it:

Loads quickly and displays correctly on smaller screens.
Has touch-friendly navigation.
Includes CTAs that are easy to tap.

Most website builders and templates are mobile-responsive by default, but it’s essential to double-check.

10. Set up analytics and tracking

As mentioned above, analytics tools help you monitor your website’s performance and understand user behavior. Install tools like Google Analytics to track:

Traffic sources, such as organic search, social media, or referrals.
Popular pages and property listings.
Conversation rates for inquiries or leads.

This data allows you to refine your website and marketing strategies over time.

11. Add social media integration

Integrate your social media profiles into your website to encourage visitors to follow and share your listings.

Add buttons that direct users to your social media platforms and embed live feeds if possible.

The real estate brokerage Belville has clearly displayed its social media buttons under its contact form for users to connect with them on their other channels:

Social media integration helps you extend your reach and engage with potential clients on multiple channels.

12. Test and launch your website

Before going live, thoroughly test your website to identify and fix any issues. Check for:

Broken links or pages.
Slow loading speeds.
Errors in contact forms or property search features.

Ask colleagues to navigate your new site and provide feedback. Once you’re satisfied, publish your website and start sharing it.

Tips on How to Work with a Professional Web Developer

Collaborating with a professional web developer can significantly improve the quality and functionality of your real estate website.

However, clear communication, thorough planning, and ongoing involvement are essential to ensure the process is smooth and the final product aligns with your business goals.

Here are some tips for real estate professionals working with a professional website developer:

Research and choose the right developer

Selecting the right developer is crucial to the success of your project. Look for professionals with experience in real estate websites, as they’ll understand the specific features and integrations your business requires.

Review their portfolio to assess the quality of their work and check testimonials or references from previous clients.

Discuss your expectations upfront and ensure they can deliver what you need within your budget and timeline.

Define your goals and vision

Share your goals and vision for your website, whether it’s generating leads, showcasing listings, or establishing yourself as a local industry expert.

Tell the developer about your target audience, branding preferences, and the overall tone you want for your website.

A clear vision ensures the developer understands your business needs and will create the site accordingly.

Communicate your branding clearly

Your website should reflect your personal brand. Provide the developer with branding materials such as your logo, color scheme, and any marketing collateral you have.

If you don’t have established branding yet, work with the developer or a graphic designer to create a cohesive visual identity.

Clearly explain how you want your website to look and feel—whether it’s modern and sleek, approachable and friendly, or luxurious and sophisticated.

Collaborate on the user experience design

A professional-looking website is essential, but ease of use is equally critical.

Work with your developer to design an intuitive user experience that makes it easy for visitors to navigate the site and find the information they need.

Provide feedback on layout options, menu structures, and page designs to ensure they align with your audience’s preferences.

For example, ensure that your listings are easy to search and that your contact information is prominently displayed.

Be involved in the content creation process

Although the developer will focus on the technical and design aspects, you’ll likely need to supply content for your website. This includes:

A compelling home page introduction that explains your services.
Detailed descriptions for your listings.
An “About” page.
Blog posts or market guides to establish your authority.

Ensure your content is engaging, error-free, and optimized for search engines. If writing isn’t your strength, consider hiring a professional copywriter to assist you with your content.

Set a realistic timeline

Work with your developer to establish a realistic timeline for the project. Consider factors such as the complexity of the design, the features you want to include, and the developer’s availability.

Avoid rushing the process, as this can lead to subpar results. However, you should set clear deadlines for milestones and deliverables to keep the project on track.

You should also request regular updates from the developer, which will ensure that everything is progressing as planned.

What to Do Once You’ve Launched Your Real Estate Website

Now that your website is live, you’re going to start generating leads quickly. More leads mean more deals. But how do you deal with a larger volume of transactions?

Paperless Pipeline is purpose-built real estate transaction management software designed to handle the entire transaction process.

Our system manages each transaction from listing to closing, automating and streamlining the process for you.

This allows you to take a hands-off approach while having peace of mind that every critical due date and milestone is being met so that every deal closes smoothly.

Visit our website to get a free 14-day Paperless Pipeline trial to see how our software is the perfect way to manage your transactions effortlessly.