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Having a professional REALTOR® website may seem like a big investment, but the return is virtually priceless. While it’s true that many buyers and sellers may find you through listing portals, having a professional website gives you the chance to differentiate yourself from other luxury real estate agents.

Since we all have this opportunity to slow down a bit and comb over some of the finer details in our business, now is a great time to conduct a quick “checkup” on your online presence to make sure it truly reflects your brand and values.

Here are five things that help luxury real estate websites generate leads and attract the right audience for real estate success:

1. Simple, Stylish Design

Luxury clients are looking for an experience, and that experience starts the moment they find you. Believe it or not, how they feel when they see your website can greatly influence whether or not they contact you.

Luxury real estate websites should reflect the same level of professionalism that you exude in person, which is why it’s best to hire a professional web designer to create your website. Although luxury real estate websites can be expensive to create, the revenue they generate for you in the long run will far exceed your initial investment.

If you’re truly bootstrapped, there are still plenty of easy “do-it-yourself” options, but keep in mind that less is more. One mistake that most agents make when creating their own website is going overboard with fancy features, too many colors or too many fonts.

A good rule of thumb is to pick one color besides black and white, one font for headers and one font for the rest of the text on the site. Be sure that the color you choose is easy to see and that the fonts are easy to read.

2. Include a Welcome Video

It’s been repeatedly proven over the last few years that landing pages with videos on them get more engagement from users and have an easier time ranking at the top of Google Search. That’s because users typically stay longer on pages to watch the videos, which tells Google that the page is a “useful” page users like.

Beyond that, luxury real estate websites that have a welcome video on homepages are able to establish trust with visitors right away, giving them a clear idea of your personality, your values and your expertise right off the bat.

3. Provide Regular Blog Content

Many agents are still resistant to blogging because of the time investment, but there are plenty of ways to simplify the process or even outsource the task. It can take months of a regular commitment to blogging to rank on Google’s first page in your local market, so starting a blog sooner rather than later is key.

But even if you’re not showing up on Google, a blog gives you content to share with your email list and shows prospects that you have a living, breathing luxury real estate practice.

In addition to showing off your expertise, a blog can also cut down on your sales cycle. Studies have shown that by the time a prospect contacts a business’s sales reps, they have already consumed three to five pieces of content. This is no different in luxury real estate!

If you have a blog on your website with posts that address prospects’ frequently asked questions, or that educate them on the ins and outs of your local market, that means less time you have to take to explain those things over the phone or in person. By the time they pick up the phone to call you, they already have a good idea of whether or not you’re the person that can help them.

4. Your Marketing Strategy

Even though you’ll create a personalized marketing plan for each client, including information on your website about how you generally market your listings will let sellers know that you’re a smart choice.

This is a good place to include whether or not you offer 3D virtual tours, which major publications you partner with, and any other notable information that differentiates your marketing strategy from other agents.

5. An Engaging Bio

Instead of providing a laundry list of your certifications and basic facts, share your story with prospects. Why did you choose luxury real estate? How does your personal life tie into what you can offer them? Again, these clients want an experience, and you’re part of it! Luxury real estate websites give you a chance to shine, so take advantage of the opportunity as much as you can.

Keep Your Luxury Real Estate Practice Thriving in Uncertain Times

The Institute is committed to your success, and our community is here to support you while we all get through these times together with regular insights on both our blog and podcast.

Our podcast Estate of Mind can be found on every major podcast platform, including Spotify, Google and Apple Podcasts, and gives you a sneak peek at some of the Institute’s best insights.

When you subscribe for free, you’re getting bi-monthly access to our best, most exclusive content from our Members-only events, world-class instructors and accomplished alumni. Find your podcast channel on our Estate of Mind Podcast page and subscribe!

Diane Hartley is the president of the Institute for Luxury Home Marketing, a premier independent authority in training and designation for real estate agents working in the upper-tier residential market. Hartley brings her passion for luxury marketing and more than 20 years of experience growing and leading businesses to her role as president of the Institute. 

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