Websites for Estate Agents

Estate Agents have always been a very busy vertical market for us, and we have helped many to get more productive websites that in turn work on many more levels than their previous internet incarnations.

What makes an effective estate agency website? This is not a rhetorical question; it is an invitation to share thoughts and suggestions, as it is always good to know the direction that the profession is following.

Having been an estate agent in a former life, I have a fairly good idea of what any estate agency would like to achieve:

Gaining the best instructions, at the right price and on a sole agency basis = the best possible chance you have of selling those properties.

That is the simplistic equation, and there are many other aspects to successful agency. I was always one of those firm believers that estate agency was about building relationships and not just the hard and fast sell. Perhaps I am a dinosaur!

• Understanding that every vendor thinks their property is a palace, and being diplomatic and positive when it comes to advising on the best marketing strategies;
• Being able to present your arsenal of marketing weapons so that your commission always represents excellent value for money;
• Building relationships with both vendors and applicants so that they come to trust you and your judgement;
• Remembering that a new purchaser could become a vendor in a couple of years and will undoubtedly share any horror stories with their new neighbours; give them reason to share the pleasant stories and spread the word.

So, how do the above manifest themselves in a website?

1. Always understand your target market and the way in which you want your company to be perceived. This is vitally important if you want to attract the vendors of the properties that you want to sell.
2. Think hard about what it is that makes your approach unique. Why would a vendor instruct you as opposed to one of your competitors? Most agents advertise on Rightmove, in the local papers, in their office windows. What do you do that is different?
3. What information do you need to present to prospective purchasers to get them in the door of a property? Marketing is all about creating desire, so remember that when presenting properties. Your material needs to make applicants feel that they MUST view. Don't give too much away; tempt the applicant with the relevant and factual details, but in a way that encourages them to pick up the phone.

Getting the above right will make the development of your website straightforward. The technology allows your website to respond to the demands of your clients, but the art lies in seducing those clients with the elements that make you unique.

We would welcome any feedback from anyone involved in estate agency or property letting, so do please share your views.

If you would like any information on website design and development for estate agents, please contact Argent Ram Media on 0845 009 5396 or email lorraine@argentrammedia.com