Best Real Estate Marketing Strategies - Agent Websites
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Watch to learn the best real estate marketing strategies that realtors should implement with their online presence and website targeting.
In today’s competitive real estate market, having a strong online presence is crucial for success. Among the best real estate marketing strategies, one of the most vital is having a high-performing real estate agent website.?
Whether you are an individual agent, team leader, or broker owner, the value of an optimized website cannot be overstated. Not only does it serve as a platform for lead generation and conversion, but it also establishes your credibility and trustworthiness in the eyes of prospective clients.
In this article, we’ll dive into why agent websites are essential, how to structure them effectively, and why having multiple websites, one for buyers and one for sellers, is often the best approach.
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VIDEO: Best Real Estate Marketing Strategies – Agent Websites
Why Agent Websites Matter
Many real estate agents face confusion when it comes to creating their websites. With a myriad of options and providers offering bundled services such as CRM platforms with built-in websites or lead generation systems that also come with a website, it’s easy to feel overwhelmed. But the question remains: What do real estate agents truly need in terms of an online presence?
Let’s get clear on the essentials.
The reason why a website is one of the best real estate marketing strategies is because buyers and sellers go online at different stages of the transaction process, and they’re looking for different types of information. A well-structured website allows you to meet them where they are in their journey—whether they are searching for homes to buy or looking to list their property.
The Confusion of Combined Tools: CRM and Website Overlap
Many CRMs today come packaged with websites or lead generation tools, which can create confusion. Agents often find themselves asking:
These overlapping tools make it difficult for real estate professionals to know what they truly need. For instance, some CRMs offer websites, while lead generation companies may send leads to your CRM, which can come with a website as well. This “Frankenstein” approach to piecing together systems can be overwhelming.
However, the solution is simpler than it seems: having two dedicated websites—one for buyers and one for sellers—will provide better clarity and effectiveness.
Why You Need Two Websites: Buyer vs. Seller
Over the years, I’ve coached many of the top-performing agents, team leaders, and brokerage owners across North America, and one consistent recommendation that has stood the test of time is this: real estate agents need two separate websites—one for buyers and one for sellers.
1. Buyer-Focused Website: Lead Generation Hub
A buyer’s website is all about lead generation. Potential homebuyers usually start their search online, long before they are ready to contact an agent. In fact, they’re not searching for an agent at all—they’re searching for homes. Buyers are primarily looking for listings, which is why your buyer-focused website should have a big, prominent search bar on the homepage, much like Zillow does.
Zillow became a household name because they understood what buyers want: the ability to search for homes quickly and easily. Buyers want to see homes, not agent profiles. So, your buyer-focused website should provide them with an intuitive search experience, offering the latest listings from your MLS through IDX integration. This website isn’t about showcasing you, the agent—it’s about serving as a powerful tool for buyers.
Lead generation on a buyer website works by capturing the attention of potential buyers long before they even consider reaching out to an agent. They come for the homes but eventually, through the use of lead capture forms and smart call-to-actions (CTAs), you can convert them into actual clients.
2. Seller-Focused Website: Lead Conversion Engine
Your seller-focused website plays a different role—it’s a lead conversion tool. Sellers typically come to your website because they’ve already heard of you or are considering listing their property. This is where you showcase your expertise, customer service, and ability to market homes effectively.
The seller website should be all about making you look like the top choice for potential sellers. It should include client testimonials, videos, a compelling bio, and examples of your successful marketing campaigns. Sellers want to know that you are the right agent to market their home, so your website needs to reflect that.
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While the buyer website is geared toward capturing leads, the seller website is designed to convert leads by reassuring them that they’ve found the right agent.
The Importance of SEO: Separate URLs for Optimization
One of the key reasons for having two distinct websites—one for buyers and one for sellers—is to optimize for search engine optimization (SEO). When people search online, they use different keywords based on their needs. For example, a potential homebuyer may search for “homes for sale in [your city],” while a seller may search for “best real estate agent in [your city].”
By having two separate URLs, one geared toward each audience, you can optimize your websites for specific keywords and improve your visibility on Google and other search engines. Trying to combine these two vastly different audiences into one website often leads to diluted SEO efforts, making it harder for either audience to find you.
Additionally, you can interlink these two websites for a seamless user experience. For instance, if a buyer who is using your search tool also has a home to sell, they can easily navigate to your seller-focused website.
Learn more about the Agent Management Portal
Looking for the best way to add value for your agents? The Agent Management Portal is a powerful learning management system. You get access to all of our state-of-the-industry training materials, as well as tools to help you create your own training content for your agents.
What to Include on Each Website
While the overall strategy is the same—two websites, each with a clear focus—the specifics of what should be on each site vary.
"Creating a powerful online presence with two dedicated websites—one for buyers and one for sellers—is among the?best real estate marketing strategies. It allows you to serve both audiences effectively, optimizing for lead generation and lead conversion."
Brian Icenhower
Utilizing Landing Pages for Geographic Farming
Another aspect of real estate marketing involves geographic farming. For agents looking to farm specific neighborhoods or communities, creating landing pages focused on these areas can be highly effective. These pages are often part of your buyer-focused website and target potential buyers and sellers in a particular neighborhood.
For example, if you’re targeting Sierra Meadows, your landing page could be “SierraMeadowsHomes.com,” showcasing homes for sale in the area and providing a direct link to your IDX search tool. This approach helps with SEO and allows you to capture leads from both buyers and sellers interested in that neighborhood.
Conclusion: best real estate marketing strategies
Creating a powerful online presence with two dedicated websites—one for buyers and one for sellers—is among the best real estate marketing strategies. It allows you to serve both audiences effectively, optimizing for lead generation and lead conversion.
By focusing on delivering a seamless experience for buyers and an impressive, credibility-building site for sellers, you’ll set yourself apart in the competitive world of real estate. And, with the right SEO strategies, your websites will be optimized to attract the right traffic, helping you grow your business sustainably.
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