In real estate, nearly every move you make will either help or hurt your professional image, and your website plays a massive role in making a positive impression on potential clients these days. Though many realtors try to conduct business without a website, the ones who embrace the technology land more conversions and generate more leads than those who stick with purely physical marketing.

But you’re more likely to be successful in your online marketing tactics if your website is strong. Building a fantastic website isn’t easy, though, especially when you’re busy trying to serve clients in the real world.

But there’s a lot that goes into a great website. Here are some of the most important elements.

  1. Keep Your Goal in Mind

To get a sense of what you need to do with your site, you’ve probably spent some time viewing other real estate websites. A lot of excellent templates and design models are out there, but not all of them will fit the image you’re trying to create.

When you’re a realtor, your website is intended to sell houses and, more important, boost your clientele. As a result, the design should focus on those goals.

A site that’s designed to sell products or share content alone simply won’t achieve your purpose. Of course, your personal aspirations will inevitably play a part here, but your goals will likely include raising brand awareness and gaining new clients.

Keep those in the front of your mind as you design your site.

  1. Include Your Own Listings

A lot of realtors outsource their listings to other locations on the web, such as Realtor, Zillow, and Trulia, rather than placing them on their own website. It’s far more effective to include the listings on your own site, however.

As an example, check out this Scottsdale, Arizona realtor’s site. It provides a long list of properties for sale with the details, prices, and excellent imagery. When clients see properties they like on your site, they’ll be less inclined to wander off looking for another realtor.

  1. Make It Simple

Fancy fonts, complex designs, and bright colors are unnecessary. All those extras will simply distract from the main purpose here. A simple, one-note background color with a secondary color for fonts and accents will be more effective for your needs.

  1. Regularly Update Your Content

Too many realtors make the mistake of building a website, loading all their contact information onto the appropriate page, and then never touching it again. But realtors often move offices, change phone numbers, or partner with other agents. Whenever any of this information changes, your website should reflect that immediately.

In addition, there should be plenty of content on your homepage and blog that gets updated on a regular basis. Make sure your website has all up-to-date information and content to show that you are actively involved in its operation at every level.

  1. Write a Blog

Blogs not only help to inform clients about your knowledge and expertise, but they also give search engine optimization a lift. Real estate is one of the most competitive and oversaturated businesses on the market. Without the help of SEO, you’ll find it a challenge to get your firm noticed.

Try to blog steadily about anything relating to real estate and your area of expertise. A great example of this can be seen on this Nashville realtor’s site. It includes timely and current articles on both its activities as an agency and the conditions of real estate around it.

  1. Integrate Local Tools

If you’ve been in the business for any length of time, you know that the location sells most real estate. The most important localized tool on a website is Google Maps or a similar mapping feature that enables buyers and sellers to view a property in relation to its surrounding area.

Highlighting local amenities can also improve your website performance. Use the mapping features to highlight landmarks, areas of interest to tourists, and shopping centers to help attract clients to your site.

  1. Make Colors Appealing

Colors for your site should be reminiscent of home. Clients want to feel a sense of comfort and peace when they come onto your site. Therefore soft, calming colors are typically the best. Try to avoid colors that stimulate strong emotions, like reds and yellows.

A great example of a site that keeps simplicity and calming colors in play is this Miami realty site. The dominant color is white with grays and blues as accents. This in no way overwhelms the page, so it makes the visitor feel instantly at ease.

Don’t take any chances with your real estate business by leaving a great website out of the equation. Observing these tips can spread the word about your real estate agency and encourage growth.