Understanding the value of a beautiful agent website

February 9, 2018

Because agents' websites can be seen as their introduction to most prospective clients, it's important for those real estate professionals to have the right design to catch and keep visitors' attention.

These days, most people start their search for a home online, meaning agents need to make sure they're putting their best foot forward right away via a beautiful web design. And because some people start their real estate searches on their phones or tablets, making sure a website can scale to any device is also a great idea.

What makes a good agent website?
Plenty of features make an agent's website stand out, and they can range from simple to intricate, according to Realty NA.

For instance, any revamp of an agent's site should include a shift toward bold, beautiful colors and imagery, all of which follow a basic guideline so there's a uniform look and feel to every page and picture. For instance, one page that relies on blue design elements and the font Helvetica and another that uses red and Calabria might not mesh in a visitor's estimation.

In fact, these design elements should be uniform across all types of content, on social media, real-world signage, mailers, email newsletters and so on. Keeping things consistent in this regard is just a good branding opportunity.

But beyond consistent design features, an agent's site needs an easy-to-find search function so visitors arriving through a web search will be able to further navigate within the site. That tool will keep them on the site longer - thus increasing the chances of forming a connection - and ensure they find exactly what they're looking for.

To make sure those searchers know how best to get in touch with agents, it's smart to include a call to action or form where they can fill out their contact information on every page. This way, they're not searching around for information they need when they want to get the sales process started.

Simply put, when agents' sites are attractive and easy-to-use, people are more likely to use them as intended.

What questions should agents ask?
When putting together a new website, agents need to consider a number of things, according to Webene. These questions can include:

  • What currently works well on the site?
  • Who are they trying to reach?
  • What do other local agents have on their sites?
  • What can agents do to stand out from the crowd?

These four questions can help drive decision-making and give agents insight into what their sites may be missing, or areas where they can improve. Having a site that exceeds standards set by other local agents can be a great strategy for generating clicks and getting people more engaged when they begin a home search. Thinking about the kinds of content that are lacking in the area, such as video walkthroughs of listed homes or more high-tech efforts like drone footage and virtual reality, could bring up ideas for additions to a site.

A little outside-the-box thinking paired with efforts to connect a site to a broader social media campaign may help agents find more clients this spring.