What Content Should You Have on Your Team/Agent Website?
Marketing is a major aspect of any real estate business, and the best ones do a little bit of it each day. Many smart agents will invest in some type of content marketing automation service and/or a marketing team in order to keep things moving while they focus on working with the clients that they do have. Continuous marketing can be a great way to bring in leads, follow-up with clients who have gone cold, and keep your referral network active.
Of course, a lot of this will happen off of your website and through email, texting, or phone calls. However, your website is still a crucial aspect of your business and a great way to bring in leads and inform prospective clients about what they can expect if they work with you.
So, what content should you have on your website? Let’s find out!
An Attractive Homepage
Your homepage is the first thing that potential clients see when they come to your website. Many people will decide to go with a one-pager website that scrolls, in order to keep all the relevant information on one, easy-to-view page. However, this should be limited to about five important sections, with links to other pages. Otherwise, it gets too crowded. You may consider having a nice image or video as a background, and it should be minimalist, bright, and capture the attention of potential clients. You’ll also want some text that reveals more about the site, who you are (and your team), and what you can help with.
Information for Buyers and Sellers
If you want a chance at ranking on search engines, then it’s important to add meaningful pages to your website. A good way to do this is to have several pages catered to prospective buyers, and several pages catered to prospective sellers. On these pages, you can give information on the process of buying or selling the home, the towns that you work in, information about how commissions work, a guide to buying a home/choosing a real estate agent, etc. These should be static pages with evergreen information that people can access at all times.
A Listings Section
A listings section is so important to have on a real estate website. While you can list on other websites—Zillow, Redfin, Realtor—the biggest goal here is to cater to those who prefer to find their agent first, then find a home. That being said, it can also be used for people who are searching on those websites, and keep coming across your name. This inspires them to go check you out, and when they get to your website, they see more listings. And, they get to learn about what it will be like to work with you, as your listing section page is very thorough.
Note: You may decide to break up your listings by town, but adding a filter can help your users search whether you decide to do this or include all listings on one page.
Every real estate agent/team website should have testimonials and ratings. These should be as specific as they can be. A simple testimonial such as, “Was great to work with” with no other information really doesn’t do a lot for these potential clients. When you add the testimonials to your site, you should also get the business name of the person and/or a bio about who they are, as future clients should have an idea of who your current clientele is.
Many people wonder whether or not a blog is useful to a real estate agent. If a blog is done correctly, it has the potential to do so many positive things for your business. If it’s not done right—if it’s inconsistent, the articles are too short, and you’re not offering much value—then the blog may just take up unnecessary space and make you look like you don’t put much effort in.
While your blogs do not need to be spectacular, they should have content to the type of clients you’re trying to bring in. For example, updates about local town laws that may impact homebuying, changes in the market, and even fun things to do around the city that you work in.
An About Page
Your website should already tell your potential clients enough about you that you don’t need to necessarily go on about yourself and your team. But, there will be people coming to your site that want to know if you’re the agent for them. Here’s your chance to say what you want, reveal your story (people love stories), any awards you’ve won or information on your sales history, etc. You don’t want to gloat, but don’t steer away from confidence!
A Contact Form
A website can be a great way to bring in leads, but only if you have a contact form! Some agents, in order to collect emails, will have an opt-in pop-up that asks you to submit your information before going forward on the site. You should give your visitors the opportunity to opt-out (which means, the ability to continue onto the site without having to give you their information), but for certain things—like viewing listings—you can require it. Otherwise, just be sure to have a section on your website that people can contact you directly.
Your Social Media Links
Websites are great, but some people are more comfortable on social media. If you are on social media platforms (and, you should consider being on one or two, but it’s not necessary for everyone), make sure you have the links to those somewhere on your site.
Having a solid, professional website that demonstrates to potential, new, current, and past clients (who are likely to give you a referral) your level of professionalism and your dedication to your job. It also shows how detail-oriented and skilled you are. For instance, if a seller sees how beautiful your website is, chances are they’ll see that as a sign that you’ll be very successful at marketing their home.
What does your website have?
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