Competition in real estate is fierce.

Therefore as a real estate professional, you have to set your business apart from the rest.

The Association of Real Estate License Law Officials (ARELLO) estimates that there are about 2 million active real estate licensees in the United States.

The Association of Real Estate License Law Officials (ARELLO) estimates that there are about 2 million active real estate licensees in the United States.Click To Tweet


How you set your business apart is with a custom inbound marketing strategy.  The center, or hub, of that strategy is the website. Targeted to your custom real estate niche, your real estate website can build your business immeasurably.


The housing market has changed dramatically over the past few years. Buyers are educated and well informed because of the internet. They now go online to find houses and research locations even before contacting a real estate agent. If you want to keep up, you must have a modern, mobile-friendly website for clients to find you and search properties.


If your website is outdated or doesn’t conform well to a mobile device, you will lose clients. Don’t be left behind — find out below why creating a custom website is so crucial in the real estate industry and how to make yours convert.


Benefits of a Custom Website



The internet is littered with website builder tools where you can create a good looking site in minutes. However, there are quite a few drawbacks when using one of those systems.

First, you don’t own the website or the code. You cannot take your site to another hosting vendor; if you want out, you lose it all.

Second, these cookie-cutter websites all look and work the same. There is no individuality and very little flexibility.

It is hard, or impossible, to incorporate G.L.A.M.R. into these websites”:

  • G – Generate Referrals
  • L – Legitimize Your Business
  • A – Authoritize Your Self As The Local Expert
  • M – Multiply Your Web Presence
  • R – Residence, Own Your Website

When you build a custom website, you have full ownership of the entire site. It’s all yours, and you can take it with you no matter where you decide to host it. Plus, you can customize completely and make it something special.

You can focus on your real estate branding and brand it to match your logo, colors, and fonts used in other marketing materials. The bottom line is that you have complete control and this is everything.


Along with customizing the look and feel of your custom website, you can also add functionality that is not available in those web “services.” If you want to schedule appointments online, you can. If you want to add the ability to chat with clients, you can add that easily also with a custom website.

There is no limit to what you can build with a custom website. With a custom website you can offer your audience a truly unique experience.


Target Your Niche


When deciding to build your custom website, you first need to determine your audience. Do you sell million dollar houses to film stars, or do you sell cozy starter homes to young families?

Your website’s look, feel and language must all target a specific audience, or niche. To do that, you need to know who your perfect client is.  Your buyer persona.  Once you determine that, you can start building.

The imagery, colors, and even the tone of your new website must reflect your audience and be identifiable to them. If your target market is young hipsters, then you will write your web copy much differently than if you are selling high-end, modern homes to business professionals.

Your aim is to create a cohesive website that checks all the boxes for your target audience.

Even after you determine your target audience, you will be able to group your clients further into sub-segments. When you follow-up on real estate leads with promotional emails, send each group custom emails.

You can tailor your message to different ages, incomes and cultural groups to pinpoint your approach. Your clients will appreciate the custom marketing and respond better since you have them in mind when you craft each message.


Is WordPress the Right Platform?


WordPress is the number one CMS system on the market and is used by small companies and huge corporations alike. There are many reasons it is so popular, but the first and foremost is that it’s free.

Wordpress is the number one CMS system on the market and is used by small companies and huge corporations alike.Click To Tweet

You don’t pay anything for the core program. Once you get it installed, you can use real estate plugin add-ons to enhance and extend the functionality, and you can install one of thousands of themes to change the look and feel within minutes.

WordPress is scalable, which means it can grow right along with your business and you’ll never need another system.

Many themes are free, but you can purchase some really great ones online that help you build million dollar looking websites for under $100.

WordPress is also great for SEO and online marketing. Plenty of plugins like Yoast make it easy to customize your pages with search engine-friendly practices.

Another great reason to use WordPress for your custom website is that it is “open source.” Open source means that if you don’t like something, your programmer can change the code instantly.

It’s also easy to use and extremely flexible as a blog or corporate website.

You can create landing pages in minutes, and even if you are not computer savvy, you can easily learn how to add content to your pages.

WordPress is flexible, updated frequently to stay safe and secure, and it has a great community support system if you run into trouble or have questions.


Build the Best Real Estate Website Possible


As you consider developing your custom real estate website, there are a few tips you should remember. First, your site is like your office manager: the first impression you make with clients.

Keep that in mind and make yours a good one.

Clients usually look you up to find out more information about you or what you are selling on Google. Have an easy way for clients to reach you right on the home page, whether it’s via email, phone, or both.

Connect your website to the MLS system so you can have thousands of searchable properties right there, front and center