How to build your own estate agent website

To reduce reliance on large listing portals and networks, as an estate agent, it’s smart to have your own website. This guide explains the associated benefits and how to create one step by step.

What are the benefits of having an estate agent website?

With the wide reach of so many property websites, estate agents often wonder whether having their own site is worth it. Having a personal estate agent website reduces your dependency on these platforms and can lower the fees you pay to external providers. Other key benefits include:

• The property market is built on personal relationships. A professional website gives potential clients a first impression and establishes trust early on.
• Your site simplifies communication and administration. You can easily share up-to-date details with prospective buyers, tenants or owners.
• Compared to large portals, your own site offers far more flexibility to highlight your strengths and focus on local or regional markets.
• Marketing is essential in property. A website becomes the hub for campaigns and social media efforts, bringing your online presence together.

In short, an estate agent website strengthens your brand and visibility in the market – as long as you keep it current and professional.

How can you create an estate agent website?

Designing content is only part of the process. You also need to decide how to technically build the site. Below are the main options with their pros and cons.

Coding your own estate agent website

If you’re skilled in HTML, CSS, and JavaScript, you can program the site yourself and save money. But this requires both technical knowledge and considerable time and effort. For those with little or no coding background, the DIY approach is usually not practical.

Hiring a web design agency or professional

If professionalism and individuality are top priorities, hiring a web design agency or professional is often the best choice. Experts handle programming, design and even content creation if needed, leaving you free to focus on your day-to-day business.
Depending on the package, you may not need any technical knowledge at all, or only a little. The trade-off is cost: outsourcing is usually much more expensive than other options, and it also creates dependence on an external partner.

Using a CMS

Modern content management systems (CMS) let you build a site from scratch without the need for advanced coding skills. Popular tools like WordPress offer drag-and-drop editors, plug-ins and WYSIWYG editors that turn text into clean HTML code.

A key advantage of a CMS is the clear separation between design and content, which makes updates easier. Since most CMS platforms are open source and free, your main expense will be hosting. In addition, strong community support and a wide choice of plug-ins make it easier to adapt your site to changing needs.

Using a website builder

If using a CMS feels too technical, a website builder is a simpler alternative. With a website builder, you can drag and drop ready-made elements into place and use built-in editors to automatically convert your content into HTML, CSS and other code. Unlike a CMS, the provider supplies the software and hosts your finished real estate website. In most cases, you pay a monthly fee for this service, with different packages available depending on your needs.

What content should an estate agent website include?

To succeed, your site needs a clear content strategy. Visitors should quickly find the most important details and ways to contact you. Essential pages include:

• Home page: As the first page most visitors see, the home page is crucial for making a strong impression. It should highlight current information and guide users to other sections of your site. The home page also contains the main menu, which is central to website navigation.
• About page: An “About Me“ or “About Us“ page lets you introduce yourself and your team, share your story and mission and showcase references or testimonials to build trust.
• Services: Even if your site communicates your services at a glance, it’s still valuable to provide a dedicated services page. This is especially important if you offer extras that set you apart, such as home staging, moving support, help with administrative tasks or investment and financing services.
• Property listings: The main purpose of a property website is to present properties. With your own site, you have full control over how your listings appear and can showcase them exactly as you want.
• Seller section: A dedicated seller section makes it easy for property owners to reach out to you. Depending on the market, this can be an important channel for generating new business.
• Landlord section: Similar to the seller section, this page explains your services for landlords. It helps attract potential partners and increases your chances of expanding your portfolio.
• Contact page: Don’t limit contact information to property listings or the home page. A dedicated contact page, accessible from the main menu, makes it easy for visitors to reach you by submitting a form, emailing or calling.
• Legal information and privacy policy: As a business website, you must provide clear company details (such as your registered office address, registration number, and contact information) and a privacy policy that explains how you handle personal data. These should be easy to access from every page, usually via the footer. You’ll also need a cookie notice if your site uses tracking or marketing cookies.

How to build your own estate agent website step by step

No matter which tool you choose, the process of creating a website follows similar stages. Here are the main steps from domain registration to launch:

Step 1: Register a domain

The first step is registering a domain. While the process seems straightforward, it can be tricky in practice. You’ll need to find a name that is short, memorable, and relevant, and at the same time check that it’s still available.

Once you’ve chosen a name, register your domain with a reliable domain provider. Look for a provider that can activate it quickly and offers a pricing plan that fits your needs.

Step 2: Design your real estate website

With the domain secured, you can move on to designing your site. Before you create pages, take time to plan how the site should look and function.

Good user experience is essential. Clear, reliable navigation helps visitors find what they need, while a visually appealing layout makes your site more inviting. Ideally, design and usability should work together so visitors enjoy browsing your listings.

Step 3: Add content to your website

Once the basic setup is done, focus on the most important part: the content. Earlier we looked at the core pages every estate agent website should include. How you design each page – such as the home page, about page, seller and landlord sections, or the contact page – is up to you. For example, you might:

• Add tailored contact forms for different audiences
• Provide extra value through a blog with market insights
• Offer a secure login area for existing clients

The centrepiece of your site is your property listings. Use professional photos and detailed descriptions to make each listing stand out. Adding videos, slideshows, or interactive features like clickable floor plans can make your listings even more engaging.

Step 4: Publish and promote your website

When your website is ready and filled with content, it’s time to publish. Before going live, test everything carefully: check that navigation, links, buttons and forms all work smoothly. While you can always make updates later, poor usability at launch can frustrate visitors and hurt your site’s search rankings.

Google’s ranking is especially important. The more visible your website and its pages are in search results, the more potential clients will find you. A well-planned, regularly updated keyword strategy is essential. Combine this with:

• Solid internal linking,
• Effective image SEO
• Voice search optimisation.

Finally, don’t forget promotion. Add your domain to print adverts, business cards and official correspondence. Share it on social media platforms like Facebook, Instagram or X (formerly Twitter) to increase visibility and reach.