Improving Your Real Estate Website for Mobile Visitors.

Mobile visitors are often trying to complete a simple task.

They may want to:

• find the agent’s telephone number;

• request a property appraisal;

• check an open-home time;

• view a listing;

• read about the agent;

• review recent sales;

• find the office;

• read a local market update; or

• send a quick enquiry.

These tasks should be easy to complete without searching through several menus.

Do not rely only on a desktop preview that has been made narrower.

Open the website on several real devices where possible.

Check:

• a smaller mobile screen;

• a larger mobile screen;

• different web browsers;

• both wireless internet and mobile data;

• portrait and landscape views; and

• older devices where practical.

Ask someone unfamiliar with the website to complete common tasks.

For example:

“Find the agent who works in Paddington and request an appraisal.”

Watch where the person hesitates or becomes confused.

A mobile menu should use clear labels.

Suitable options may include:

• Buy

• Sell

• Appraisals

• Our Team

• Recent Sales

• Local Areas

• Seller Resources

• Contact

Avoid long menus containing every page on the website.

Place less important links in the footer or within relevant sections. Keep the most valuable seller pathways easy to find.

Make sure the menu can be opened and closed without covering important controls.

The top of the homepage should quickly explain:

• who the business helps;

• where it works;

• what service it provides; and

• what the visitor can do next.

Keep the opening text concise enough to read on a small screen.

A large photograph should not push all meaningful information far below the first screen.

Include a clear action such as:

• Request a Property Appraisal

• Discuss Your Selling Plans

• View Recent Local Sales

• Speak with a Local Agent

Large images, videos, animations and unnecessary software can slow the website.

Ask your website provider to review:

• image file sizes;

• video loading;

• unnecessary animation;

• unused website extensions;

• external scripts;

• font files;

• hosting performance;

• page caching; and

• third-party tracking tools.

Property photographs should remain clear, but they do not need to be uploaded at their original print size.

Load videos only when required. A large video beginning automatically can use mobile data and delay the rest of the page.

Mobile visitors should not need to enlarge the screen manually.

Use:

• a readable font size;

• clear heading levels;

• short paragraphs;

• suitable line spacing;

• strong contrast;

• bullet points;

• descriptive links; and

• enough space between sections.

Avoid long blocks of centred text. They can become difficult to follow on a narrow screen.

Break detailed seller articles into sections so readers can scan the page and find the information they need.

Buttons and links need enough size and space around them.

Check that a visitor can select:

• the telephone number;

• menu items;

• appraisal buttons;

• listing links;

• email addresses;

• form fields; and

• video controls.

Do not place several small links close together.

Button labels should explain the action. “Request an Appraisal” is clearer than “Submit” or “Click Here”.

Display a telephone number in an easy-to-find position.

The number should be selectable so the phone can begin the call without the visitor copying it manually.

You may also include a clear prompt:

“Prefer to speak directly? Call Sarah on 04XX XXX XXX.”

Check that the correct person or team receives the call and that missed calls have a follow-up process.

Long forms can be particularly difficult on a phone.

An appraisal form may begin with:

• first name;

• email address;

• telephone number;

• property suburb or address;

• likely timeframe; and

• optional message.

Avoid making every field compulsory.

Use the correct mobile keyboard for telephone numbers and email addresses. Make error messages specific and display them near the relevant field.

Do not remove information the person has already entered because one field contains an error.

Listings are highly visual, but mobile visitors still need clear information.

Check:

• image galleries;

• floor plans;

• property descriptions;

• price information;

• inspection times;

• agent contact details;

• map controls;

• enquiry buttons; and

• downloadable documents.

Floor plans should be easy to enlarge without becoming blurry.

Keep enquiry buttons visible, but do not allow them to cover property information.

A pop-up may invite visitors to request an appraisal or join an email list. On a phone, it may cover the entire screen and make the page difficult to use.

If pop-ups are used:

• delay them until the visitor has begun reading;

• make the close button easy to find;

• avoid showing several pop-ups;

• do not repeat the same message on every page; and

• test them on smaller screens.

A permanent but unobtrusive appraisal button may provide a better experience.

Use images that support the page.

Suitable examples include:

• the agent or team;

• the office;

• local property styles;

• approved campaign images;

• community involvement; and

• genuine local streetscapes.

Add useful descriptions for important images and provide captions where context is needed.

Videos should include captions so the main information can be understood without sound.

Avoid using video as the only way to access important information.

Check that the same contact information appears across:

• the mobile website;

• desktop website;

• Google Business Profile;

• agent profiles;

• appraisal forms;

• property listings; and

• social media accounts.

Incorrect telephone numbers and outdated team information can cause lost enquiries.

A mobile website should be usable by people with different needs.

Check:

• colour contrast;

• readable text;

• image descriptions;

• video captions;

• keyboard navigation;

• clear form labels;

• error messages;

• button descriptions; and

• whether text can be enlarged.

Accessibility improvements often make the website easier for everyone.

Submit every important form from a mobile phone.

Confirm that:

• the form sends successfully;

• the team receives the enquiry;

• the visitor sees a confirmation;

• a confirmation email arrives;

• the correct source is recorded; and

• someone follows up within the promised timeframe.

A working form is only useful when the enquiry reaches the right person.

Review:

• mobile website visits;

• page loading times;

• appraisal button clicks;

• form starts;

• completed forms;

• telephone clicks;

• pages where visitors leave;

• repeat visits;

• genuine seller enquiries; and

• appraisal appointments.

If many people begin a form but do not finish it, review the length, wording and technical performance.

• The main message is clear on a small screen.

• Important tasks are easy to complete.

• The mobile menu is simple.

• Pages load at a reasonable speed.

• Text can be read without enlarging the screen.

• Buttons are easy to select.

• Telephone numbers can be tapped.

• Appraisal forms are short.

• Error messages are clear.

• Property images and floor plans work properly.

• Pop-ups do not block the page.

• Videos include captions.

• Contact information is current.

• Accessibility has been considered.

• Forms are tested regularly.

• Mobile enquiries are measured.

Improving a mobile real estate website is not about making the desktop design fit onto a smaller screen.

It is about helping property owners find information, build confidence and make contact with as little effort as possible.