What To Include In Your Real Estate Website

What To Include In Your Real Estate Website

Welcome to part two of the Real Estate Lead Generating Website Series. If you missed part one, you can access it here! If you want to learn more and how you can generate up to five leads per day using digital marketing, save 40% on the Real Estate Digital Marketing Mastery course or sign up for the newsletter!

You’ll find it very easy to add fluff, unnecessary photos or links, or even unflattering pictures of you and your properties for the sake of filling in the website. One important thing to remember is that your website will never be done and it will always be improving. Some professionals we work with are never fully satisfied with their real estate website until over a year — and even then it’s only going to improve.

We’ll take you through the necessary components you’ll need when building out your real estate website including things like what content to include and how you can plan your website. After this post, you’ll have a firm grasp on what it is your website needs to have and what you need to get everything ready for it.

What to include on your website

All of your info

As a realtor, lender, investor, or whatever else you might be doing in the real estate realm, the site should be all about you.

This is your place to shine and your area to make people completely fall in love with you. We should see pictures of you, email addresses for you and your team, phone numbers, and even any other type of content that shows you off like videos.

Lead capture

You want people to come to your website so they can eventually work with you, right?

The only way to ensure that happens is by asking them for their information while they’re on there. This should be in the form of a lead form where they might enter their email, phone number, name, and even their property if they’re looking to sell or such.

It will be up to you to make sure that you follow up with all of these leads and don’t leave anyone hanging. You can always set up autoresponders and such to ensure people are being taken care of in timely fashions.


Next to you, listings are probably the most thing people want to see when they come to a website. They’re likely buying or selling a home and would love to see what the market is like. Although including a complete IDX search is another step, including your current listings is a big help when you’re optimizing for search engines drawing crowds to your website.

After all, they’re here for you – so show them what you have in the form of your listings or current events.

IDX search

More than just your listings, you should absolutely include the entire lot of the MLS while you’re at it. This is going to be a great help for your viewers and yourself. Most plugins that allow this (and the ones we use at Calaboration) are going to make it very easy to include lead capture forms for each and every listing.

This isn’t only great for your lead generation numbers since you can effectively work the entire market, but it will have an impact on the usefulness and SEO of the site.


Some feel the blog is the most important aspect to any website. This would be true if it was easier to implement. While the other things are crucial to your website, the blog is what is going to make you stand out from the rest of the real estate websites.

The blog is going to accomplish so many things at the same time, it’s extremely cost and time effective if you plan on implementing it at all.

Your blog is your area to pontificate, display yourself as an expert and leader, and where you can really generate free traffic if done correctly. We’ve worked with real estate agents who put in hours per day working on their blog and end up getting steady daily leads because of them.

In addition to simply being used as a technical advantage, even if there were no side effects on the web, you’re building trust and proving to the world that you’re the most qualified agent or profession for this job.


Testimonials might not be easy to get which is why they’re lower on the list.

If you’re working on selling or buying homes for investment purposes, or even lending mortgages, there are going to be people that are benefiting from your services who would have no problem writing or talking you up for the sake of your business.

We’ve sometimes seen professionals offer discounts or extra services for in exchange for them taking the time out to get on video for a bit.

Video testimonials are especially great since video does well on search engines.


Photos are the bread and butter of the web. People love viewing high quality and beautiful pictures.

It couldn’t hurt to add photos of past homes you’ve worked on or families you’ve worked with. Ensure you’re following all of the technical recommendations for your photos like optimizing their sizes and adding the proper tags.

Planning Your Website

Before you dive into building out the site and working from the empty slate, imagine what you’re going to include in your site, where images are going to go, and what pages you’re going to push as your cornerstone content.

Laying out your sections and pages

Your home page should include photos of yourself, listings, and the main things you wish people take note of when they think of you. Why are they visiting your site? How can you help them? This should all be clear from the home page.

Finally, top it all off with a small form to capture some leads, whoever or whatever they might be.

Writing your content

Your site might have sections for certain cities or neighborhoods, include necessary photos for all the types of sections and write up what is going to go where.

It’s going to be much easier for you while building your website to copy/paste everything in there so you can immediately get the site up and running instead of writing the content directly into the site on the fly.

Plan your blog content

This won’t be for everyone at first, but since you should absolutely have a blog, figure out some topics that you’re going to write about and plan when they’ll be posted. A blog post per day would be amazing, but if you can stick to even one a week that would suffice to start.

You’ll really start noticing the benefits of your blog once you have a few dozen high quality and rich blog content on your site.

Outline your entire site

Creating an outline for your site is the easiest way to visualize what is included in your site and how everything connects.

Since your website is split up into pages and links, it’s hard to figure out where everyone is going to go and where they’ll end up once they’re through browsing your site.

Your outline will keep all your content in check and make sure everything is related without consuming viewers.

The last thing you want is for someone who is looking to buy a house to end up on your youtube video announcing a real estate investing meetup you’re hosting. Sure, you want people to view that, but not the people who want to become that type of client to you. Ensure the flow of your site makes sense and make it easy for people to find exactly what they’re looking for.

Goals of Your Website

What do you plan on accomplishing with your website?


Many people feel they just need a website to look more professional. Before anyone will list their house with you, they might make sure that you know what you’re doing, you’ve done it before, and that you have an established online presence. This is basic due diligence on their end and you should make sure that you’re not losing clients during this step when they find an old website that was built in the 2000s from someone who should be up to date online.

Lead Generation

Let’s be honest, the most important purpose of the website is so you can capture leads. You want people to view your site so they can eventually do business with you. The only way you’re going to do business with these people is if they give you their information.

Your site should be loaded with lead capture forms but not enough to annoy anyone. Make it clear you want them to share their info with you so you can follow up with them, but don’t make it seem like your primary goal. You’re serving them and your website should serve them, too — whether they do business with you or not.


You are the expert in your neighborhood, you’ve listed homes in this area for years and you always get some of the best prices for your clients.

This is your area to shine and where you can boast about your past accomplishments so people realize you’re the real deal and that they should get in contact with you right away.

Don’t proclaim yourself as an expert — just prove you are one. Write some content explaining the historical data you’ve accumulated when people try to buy or sell in this area. Provide statistics and figures that help buyers or sellers make decisions without even calling you up. Although some people might take your golden info and run with it, the really good leads are going to feel like they can trust you through your website and happily learn more about how you can work together.


Everyone is on the internet to learn something. Whether they’re trying to figure out how to make more money, save more money, or just browsing for tips in their neighborhood. You are the expert in this exact field, after all, so you should be the one to teach them everything they need to know.

Provide insights on the school systems and the current events in the town. Express on your site how the commute to the city is one of the easiest from this area. Hold interviews with some other regulars in the town so they can express how much they love it and why more people should be itching to live there. Whatever it might be, if you are providing value, people will reciprocate handsomely.

The dirty little secret of the internet is that people respond to receiving value. If I’m thinking about moving to your town and learn all about the new mayor and how they’re putting in a new train station from your site, I’m going to immediately trust you with everything about that town including selling me a house in it.

Without even realizing it, people will naturally fall into your funnel if they feel they got something from your site and it’s up to you to follow through with that so you can close them as a client and make them happy.


Although your site will have your number and email plastered all over it so people can easily get in touch with you, you can just as well converse with people through your site as well.

Include things like messenger bots so prospects can easily message you through facebook on your site. Include contact forms so we can write out a longer message without pasting your email address into their email client. The easier it is for people to communicate with you, the more people will communicate with you. the more people that communicate with you, the more business you’ll do.

How The Web Works For Your Website

All of these tools and tactics to be implemented on your website are to generate leads and establish your site as the go-to for all of your real estate needs.

That all sounds great but how does this even happen and what can you do to game the system even further so you can stand out from the rest and truly create the edge that is going to put you on top?

Believe it or not, the internet wants you to succeed. It’ll do everything in its power to ensure that your site is the most visited site for your audience if you follow the right steps.

Google and all of the other search engines are constantly looking at your website and ranking it based on what their systems and algorithms think of it, and how the market perceives them. If your site is getting visited 100 times a day and 99 of those visits result in someone hitting the back button to find another site, your site is going to be deemed unworthy and you will get penalized and show up far less when people are searching for things.

If 75 of those viewers scrolled on your home page, clicked a few links, and read some of your content, then search engines will know that your site is decent since more and more people are sticking around and interacting on the website as a whole.

As a result of your website succeeding, when people search for listings in your neighborhood, you’ll show up before anyone else because you’re clearly providing value and demonstrating you’re here to help.

It’s a search engines job to provide the best results to users searching. It may seem easy but the competition is growing every day. Being the absolute best result for when someone searches, “million dollar homes for sale near me” is no easy task — you have to compete with, essentially, every other real estate professional who wants to accomplish the same thing. If, however, you are able to become the top result, you’ll have leads flowing in your inbox for days because the search engines will push you up and bring people to your page.


Overall, your website must include some things like your info and your experience, should include a few things like a blog and in-depth content on your specialties, and could have some extra things like videos and other fun photos that might keep people interacting with your site.

Keep in mind that the main goal of your website is to generate leads, but for that to happen your energy has to be focused on providing value and creating an easy-to-use website that people will love to visit.

Thanks so much for reading part two of the Real Estate Lead Generating Website Series. Check out part three for more or read the rest of the real estate blog!

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