Is there still a need for an independent real estate website when property listing portals dominate search engine results pages anyway?
Real estate listing portals are more popular with customers, rank better, and afford greater exposure. So is developing a personal real estate website worth the investment? Is it even necessary in this day and age?
The way I see it: absolutely! And here’s why.
#1: How do you plan to build credibility without an independent real estate website?
As a real estate broker or agent, you probably have an account on your country’s popular real estate listing websites.
That means potential customers can find your listings that way. They can see a certain property’s details, easily request more information, and even schedule a viewing – but is your profile page enough to build trust?
Chances are prospects will still run a Google search to learn more about you – the person or entity behind the listing. In other words, they’re going to look for your website.
Prospects want to know who you are and read up on your company to gauge if they can trust you with something as significant as buying (or even just renting) a home.
If you don’t have a website, what do you think will run through their minds? For one, they might wonder if you’re a legitimate real estate broker.
One effective way to earn trust and credibility is with quality content. And the best place to have that content is on your own website.
#2: How will you set yourself apart from other agents without a personal real estate website?
Having your own website allows you to have complete control over the information you share with potential customers.
Compared to a (limited) profile page, your website allows you to draw attention to what makes you different—your specific capabilities and strengths.
#3: How can you draw attention to your awesome listings without an independent real estate website?
While prospects can certainly find all your listings on such platforms, the reality is those listings are competing with numerous attractive offers and their corresponding agents.
There’s also no real impetus – at this point – to limit their search to listings to those held by one specific agent.
If you can get them on your website, though, then that’s a prime opportunity to show what you have on offer (in one place) without all the added competition.
Once on your website, it’s easier to convince prospects to sign up for your updates or newsletter. They’ll have opted in on their own.
If you want to add leads received via listings platforms to an e-mail marketing list, then you first have to get explicit permission from those individuals to do so.
#4: How will you establish yourself as a professional in your field if you don’t have your own website?
Perhaps you want to become the go-to guy for real estate in your city. Maybe you want to be known as the expert on certain neighbourhoods.
To do that, you need a platform that will enable you to show that expertise and develop that authority. Having your own website helps.
You can publish interesting videos, informative blog posts, and useful articles (to name a few) that will appeal to your target audience and establish you as a true expert in your field—all while improving your online presence.
There are a lot of benefits to having an independent real estate website, especially if you consider that setting one up these days doesn’t cost all that much anymore. So if you don’t have one yet – or haven’t been paying much attention to your existing site – you might want to give it some extra care!
For web copy assistance or content consultation, please explore my real estate copywriting services or e-mail me for more information.