It’s been a long time since Zillow, Realtor.com and Redfin replaced real estate websites as the destination for real estate listings, yet most agent, team and brokerage websites still look the same as they did way back when.
Today’s consumers aren’t going to your website to search for listings. They want to know you’re legit, so they go to your website to ensure you’re in business and to learn more about you.
Your website is an opportunity to build a brand and trust with prospective clients. Think of it as an extension of your social media platforms. You want to let people know what it might be like to work with you and feel confident in your knowledge and expertise.
Here are seven qualities for creating a website that builds trust with your prospects:
1. Strategic images
Use imagery that invokes the emotion you want them to feel about your personal brand.
RE/MAX Oceanside uses water and beach images that invoke the feeling of Maine (where they’re located) with a sea glass color palette that matches the tonality of their franchise colors and coordinates well with their iconic starfish blue.
2. The pitch
Tell them who you are and why they should choose you. Include a short “elevator” pitch. What makes you different? What problem are you solving for them? Be specific.
Berkshire Dream Home is a brokerage that invests wholeheartedly in its agents, clients and community, and that comes through loud and clear with its elevator pitch.
3. Your personality
Make sure to show your personality. Use written content to describe your services, culture, and values in an authentic way. Use photos of you and your team at events, in the community and with your clients. Minimize stock photos.
4. Regular updates
Keep your content fresh and current. Including a blog helps with SEO and provides another avenue to share your knowledge and expertise. If you decide to include a blog, be aware that you need to commit to updating it weekly.
If you don’t update it regularly, it will look like the lights are on, but nobody’s home. Also, make sure to periodically audit the information and bios for everyone on your site and for every office location to ensure all the information is correct.
5. Endorsements
Add reviews and testimonials. It’s always a good idea to let others sing your praises.
Reviews can be long, so refrain from cutting and pasting an entire review. Instead, choose one or two powerful sentences and quote those.
6. Calls to action
Make it easy for people to connect. Use CTA(calls to action) in numerous places on each page of your site to encourage people to schedule time with you or engage with you.
7. An easy-to-work-with template
Use a plug-and-play platform. Platforms like Wix and WordPress are versatile, easy to maintain and edit and have built-in technology you need, like hosting, SEO, loading performance and accessibility.
The goal of a real estate website is to sell yourself, so when someone visits your site, you want them to come away feeling confident in your ability and ready to talk to you. Think of your site as an opportunity for people to get to know, like and trust you.
Christine George is the co-founder of Post & Beam Creative, a real estate marketing and design company.
