What Every Residential Sales Agent Website Should Include.

The homepage should quickly explain:

• who the agent or agency helps;

• the main service provided;

• the areas served;

• what makes the approach useful;

• why the visitor should feel confident; and

• what they can do next.

Avoid beginning with broad claims that could belong to any agency.

Use clear language such as:

“Residential property sales and local market advice for homeowners across Brisbane’s inner west.”

Include a visible appraisal or seller consultation button.

Homeowners want to know who will manage their sale.

Each relevant profile should include:

• a recent photograph;

• role;

• service area;

• relevant experience;

• working approach;

• specialist knowledge;

• client feedback;

• direct contact details; and

• a clear next step.

If a team supports the campaign, explain what each person does.

Do not present the relationship as entirely personal if clients will regularly deal with several team members.

Create clear pages for the main services you provide.

These may include:

• residential property sales;

• sales appraisals;

• auction campaigns;

• private treaty sales;

• apartment sales;

• selling tenanted properties;

• downsizer sales;

• investment property sales; and

• pre-sale property preparation.

Each page should explain the client’s situation, what the service includes, how the process works and what happens next.

Avoid creating thin pages for every possible service or suburb.

The appraisal page should explain what the owner will receive.

This may include:

• review of the property;

• recent comparable sales;

• current competition;

• likely buyer interest;

• preparation recommendations;

• campaign options;

• marketing considerations; and

• discussion of the owner’s timing.

Keep the enquiry form short.

Ask only for the information required to begin the conversation, such as:

• name;

• email;

• telephone number;

• property address or suburb;

• likely timing; and

• optional message.

Explain who will respond and when.

Create detailed pages for the locations the business genuinely serves.

A useful local page may include:

• common property types;

• differences between local pockets;

• current seller considerations;

• recent sales evidence;

• local buyer observations;

• relevant case studies;

• common homeowner questions; and

• links to local market updates.

Do not create large numbers of nearly identical pages with only the suburb name changed.

Each page should contain genuine local value.

An education centre can help property owners before they are ready to speak with an agent.

Useful topics include:

• preparing a property for sale;

• auction versus private treaty;

• choosing an agent;

• understanding an appraisal;

• deciding whether to renovate;

• comparing offers;

• selling before buying;

• marketing costs;

• settlement; and

• local market conditions.

Organise the articles into clear categories so visitors can find the information they need.

Include genuine reviews that explain what clients valued.

Detailed reviews may mention:

• communication;

• preparation;

• campaign management;

• negotiation;

• buyer follow-up;

• problem-solving; and

• support through the transaction.

Use reviews accurately and obtain permission where required.

Linking to the original review platform can help visitors confirm the source.

A case study explains the work behind a result.

A useful structure is:

1. The property and client situation.

2. The main challenge.

3. The preparation or campaign decision.

4. How buyers responded.

5. How offers or negotiations were handled.

6. The outcome.

7. The practical lesson.

Protect client privacy and avoid implying that one result will be repeated for every property.

Property activity remains useful, but it should not dominate the entire website.

Make it easy to view:

• current listings;

• upcoming inspections;

• recent sales;

• property details; and

• agent contact information.

Where possible, connect sold properties with related case studies or market explanations.

This helps homeowners understand more than the final sale price.

Answer common questions about:

• appraisals;

• property preparation;

• sale methods;

• marketing;

• campaign timing;

• buyer feedback;

• offers;

• contracts; and

• settlement.

Give useful answers rather than directing every question to the contact form.

Where the answer depends on the individual property, explain the factors involved.

Provide several easy ways to make contact.

Include:

• telephone number;

• email address;

• short enquiry form;

• office information;

• agent contact details; and

• appraisal request.

Do not hide contact details inside a menu or at the bottom of a long page.

Telephone numbers should be easy to select on a mobile device.

The website should explain how personal information is collected and used.

Include an appropriate privacy policy and use secure forms.

Do not ask visitors to provide more personal information than necessary.

If people join an email list, clearly explain what they are agreeing to receive and provide a suitable way to unsubscribe.

Review the complete website on a mobile phone.

Check:

• page speed;

• menus;

• buttons;

• forms;

• font size;

• photographs;

• videos;

• property listings;

• telephone links; and

• spacing.

A website may look impressive on a large screen but be difficult to use on a phone.

Ask your website provider to check:

• page loading speed;

• secure connection;

• broken links;

• search visibility;

• page titles;

• image sizes;

• mobile performance;

• website backups;

• form delivery; and

• protection against spam.

Test every important enquiry form regularly. A form that appears to work may still fail to deliver the message.

Track useful actions such as:

• appraisal form submissions;

• telephone clicks;

• seller guide downloads;

• newsletter registrations;

• visits to service pages;

• visits to local area pages;

• repeat visitors;

• appraisal appointments; and

• listings connected with the website.

Avoid judging performance only by total visitor numbers.

A smaller number of relevant local homeowners may be more valuable than a large number of unrelated visitors.

• The homepage clearly explains the business.

• Agent and team profiles are current.

• Property selling services are explained.

• The appraisal page describes what the owner receives.

• Local pages contain genuine information.

• Seller education is easy to find.

• Reviews are accurate and useful.

• Case studies explain the work behind results.

• Listings and recent sales are current.

• Seller questions are answered.

• Contact details are easy to find.

• Forms are short and secure.

• Privacy information is available.

• The website works on mobile devices.

• Enquiry forms are tested regularly.

• Meaningful results are measured.

The best real estate website is not necessarily the largest or most visually impressive.

It is the one that helps a property owner understand the service, trust the people behind it and take the next step without confusion.