It’s time to go beyond responsive. Instead of bios, endless acronyms and pages of what you can do for someone, trim the fat on your site. On the list of what web visitors value the most today, simple search and individual listing pages top the list in the real estate realm and should be showcased.

  • True mobility, simple search and individual listing pages should be showcased on any real estate office's website.

Have suggestions for products that you’d like to see reviewed by our real estate technology expert? Email Craig Rowe.

The first thing we do after hearing the name of a company, person or product is run straight to the Internet.

As such, I landed on the website of an agent while conducting due diligence prior to an interview.

Or I thought it was his website. I’m still not sure. It was a big Keller Williams regional portal or something. Out of date. Inconsistent. Utterly tedious.

My hope is that this office is currently doing some due diligence of their own into web design firms.

Here are three must-haves to include when you do undertake that website overhaul.

1. Individual listing pages

Complete and shareable web pages for every listing under your shingle should be on your website.

Brokerages should have a formal business process in place that takes new listing agreements and turns them into searchable, visually literate home information pages. It should be done before the first “coming soon” email is sent.

Individual listing pages (preferably with custom URLs), fortify content depth, offer additional inroads to the company and demonstrate the market reach of your company.

I think it’s time to go beyond responsive.

2. Simple search

Despite a few recent failures typical of any new fast growing vertical, the on-demand app economy is still cranking. It’s because people don’t have time and thus don’t want to make decisions.

So why are real estate websites asking people to filter by 50 different parameters?

[Tweet “Complete web pages for every listing under your shingle should be on your website.”]

I believe the most effective home search starts with location. It may very well end there, too. Once a home shopper is in their community of choice, they’ll find reasons to “just look” at the five-bedroom knowing they don’t even need four. There’s no reason your home search needs to be all things to all people.

Make finding listings fun, simple and intuitive. Oh, and make sure that an action on one home triggers a “You might also like … ” alert.

3. True mobility

I think it’s time to go beyond responsive. Changing size is one thing, but there’s real value in changing shape.

Instead of bios, endless agent acronyms and pages of what you can do for someone, trim the fat on your mobile site. Consider making it only about the homes, a “search-and-go” approach. Use big, bold buttons, cool colors and full-screen photo carousels.

The heart of mobile content beats with the blood of simplicity. Give them a listing to look at, its price, place — and a person.

Have a technology product you would like to discuss? Email Craig Rowe.

Show Comments Hide Comments
Sign up for Inman’s Morning Headlines
What you need to know to start your day with all the latest industry developments
By submitting your email address, you agree to receive marketing emails from Inman.
Success!
Thank you for subscribing to Morning Headlines.
Back to top
×
Log in
If you created your account with Google or Facebook
Don't have an account?
Forgot your password?
No Problem

Simply enter the email address you used to create your account and click "Reset Password". You will receive additional instructions via email.

Forgot your username? If so please contact customer support at (510) 658-9252

Password Reset Confirmation

Password Reset Instructions have been sent to

Subscribe to The Weekender
Get the week's leading headlines delivered straight to your inbox.
Top headlines from around the real estate industry. Breaking news as it happens.
15 stories covering tech, special reports, video and opinion.
Unique features from hacker profiles to portal watch and video interviews.
Unique features from hacker profiles to portal watch and video interviews.
It looks like you’re already a Select Member!
To subscribe to exclusive newsletters, visit your email preferences in the account settings.
Up-to-the-minute news and interviews in your inbox, ticket discounts for Inman events and more
1-Step CheckoutPay with a credit card
By continuing, you agree to Inman’s Terms of Use and Privacy Policy.

You will be charged . Your subscription will automatically renew for on . For more details on our payment terms and how to cancel, click here.

Interested in a group subscription?
Finish setting up your subscription
×