One of the first things to consider when building a real estate website, or any website, is who you are building the website for, aka the stakeholders. Traditionally, real estate agency websites are built for property seekers, potential vendors and landlords. Recently however, due the dominance of real estate portals like Realestate.com.au and Domain.com.au in delivering property seekers, the key audience for an agent’s website is transitioning to potential landlords and vendors.
Landlords and vendors will perform their research around an agent before they meet or call them. They’re likely to type the agent’s name in Google and, if the agencies website is optimised correctly, then the agent’s page within the agency website would appear.
For this reason it is essential your agency website caters for vendors and landlords before property seekers. It can be argued that you shouldn’t advertise your current listings on your homepage as this is valuable “real estate” (ironic?) that should be used to market your “Unique Service Proposition”, or USP, to showcase how you will lease or sell an owner’s property better than your competition. Another great way to showcase your agencies reputation is by displaying client reviews.
Our clients Albury Jones Real Estate have a great example of this with a homepage scroller that features company values, not homes for sale. It’s simple but effective to build confidence in potential vendors and landlords.