Gone are the days when you needed a business card and ads in the newspaper. In today’s digital world everything is digital-first. Your website is often the first impression potential clients have of your business. For builders, real estate agents and investors, this couldn’t be more important.
Buyers are no longer driving around the neighborhoods looking for the “For Sale” signs. They are actively searching for the information online. In fact, over 97% of home buyers start their journey on the internet, making your website one of the most valuable assets - according to the National Association of REALTORS.
A great real estate website does more than just showcase properties. It builds trust, drives leads and communicates your professionalism. It doesn’t matter if you are selling luxury homes, managing rental properties or developing new projects. You need a digital presence.
However, not all websites are created equal and many are outdated or poorly designed. These websites fail to deliver results, leaving builders, agents and investors frustrated. This means fewer sales or longer periods of stale.
The must have features of a high performing real estate website
Your website has to be a dynamic platform that should convert visitors into clients. For builders, agents and investors, the right features can set your business apart from competitors.
Let’s break down some essentials.
- Mobile friendly design
With 61% of searches happening on mobile devices, having a responsive website is a must. It is critical. A mobile friendly site ensures your visitors can navigate listings, explore properties and contact you seamlessly from their phones or tablets.
- Property search functionality
Search features and filters are non-negotiable. Buyers and investors want to filter properties by location, price, size and more. This process has to be intuitive and fast. Frustration free searches keep users engaged.
Keep in mind that there are many platforms out there and although people want to research in depth all possible properties, bad filters and searches could mean no listing of the right property in front of the right people.
- High quality media
Properties with professional photos and videos sell faster. Include high-resolution images, 3D virtual tours and even drone footage of the area for new developments or large scale projects. These visuals make listings stand out and provide a deeper sense of value.
Especially with younger buyers, this is a must. They are used to consuming information by videos and it will directly affect them.
- Lead capture forms
You need a contact form that is well placed. It also should have a clear call to action. It could be a “Request a call back” button or a newsletter sign up, collecting leads. Make your forms short and direct, asking only for necessary details like name, email and phone number.
- Clear navigation and fast load times
Visitors should find what they are looking for in seconds. Prioritize a clean layout and lightning fast load times. Google notes that websites loading in under 3 seconds tend to retain users more effectively.
Too many animations also affect that.
- Testimonials and case studies
Show the success of past clients or buildings. Whether it is a buyer who found their dream home or a builder who sold out their development, real stories build credibility and trust.
- SEO - optimized blog
A blog packed with valuable content not only positions you as an industry expert but also improves your search engine rankings. Topics like market trends, investment tips or local guides can drive organic traffic to your website.
Better SEO usually means more sales and money.
These features form the backbone of a high-performing real estate website. When implemented effectively, they convert visitors into clients.
Common mistakes builders, agents and investors make with their online presence
Even the most promising business can lose clients due to avoidable online mistakes. Most common pitfalls are the opposite of what we suggested earlier with some additional easily fixable mistakes.
- Outdated or unattractive website design
A dated website can make your business appear unprofessional and untrustworthy. Visitors associate your digital presence with the quality of your services. If your website looks like it hasn’t been updated since the early 2000s, clients may assume the same about your approach to the work you do.
- Lack of mobile optimization
Many real estate websites fail to prioritize mobile friendliness. Even though over 60% of real estate website visitors come from mobile devices.
One of the reasons is old websites that worked great in the past, but are now too heavy and too packed with information that it just needs a complete rewrite in order to meet modern expectations.
- Poor website loading speed
Every second counts online. Research shows that mobile users will leave a website if it takes longer than 3 seconds to load.
- Insufficient call to actions
Visitors need guidance on what to do next. It could be scheduling a consultation, viewing a portfolio or signing up for a newsletter. Many websites are still not directly telling their potential visitors what to do.
Revisit and make clearer calls to actions.
- Neglecting SEO
Many real estate businesses skip SEO altogether focusing solely on social media or paid ads. This means they miss out on organic traffic from people actively searching for their services online. Poor or nonexistent SEO leaves your website buried on Google, far from your target audience.
Another mistake is starting blogging and posting information and doing it inconsistently. Two articles a month, then skipping the next few months and doing three more is not a good strategy. You need consistency.
Another mistake is not optimizing for local searches. Not having keywords specific to your area or skipping platforms like Google my business means missing out.
- No regular content updates
Real estate buyers, sellers and investors are hungry for knowledge and information. Websites without regular blog posts, market insights or guides lose an opportunity to engage their audience.
We have found while researching, many sites with builders with information about their properties from decades ago. How do we know they are active today? Are they? Why would I bother to call them if they appear to not care about their online office?
- Lack of visual appeal
This is very important. Real estate is a highly visual industry, yet some businesses rely on low-quality photos or outdated virtual tours. First impressions matter. Your imagery needs to captivate and showcase your properties effectively.
- No social proof of reviews
When buying properties for thousands of dollars, you need to be sure of the seller. Potential clients want reassurance that you are credible and reliable. A lack of testimonials, case studies or reviews can make visitors hesitant to trust your service.
- Overlooking analytics and user behavior
Many businesses don’t track their website’s performance. Without data, you won’t know what’s working or where you are losing leads. Tools like Google Analytics and Google Search Console provide invaluable insights to fine tune your strategy.
Conclusion
In today’s competitive real estate market, your online presence is not a tool, but a storefront, your business card and often the first impression you make on potential clients. A professional, mobile-friendly and SEO optimized website paired with engaging content can transform your business into a lead generation powerhouse.
Avoid the common mistakes like outdated designs, slow loading speed and focus on creating a digital presence that reflects your real professionalism and expertise.
If you are looking for a partner to help you build your website, optimize SEO or manage your social media, we are here to help.
Reference:
https://www.nar.realtor/research-and-statistics/research-reports/real-estate-in-a-digital-age
https://www.statista.com/statistics/277125/share-of-website-traffic-coming-from-mobile-devices/
https://www.thinkwithgoogle.com/marketing-strategies/app-and-mobile/page-load-time-statistics/