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:
- Do I need a separate website?
- Should my website be connected to my CRM?
- How do I manage lead flow between my website, CRM, and social media?
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.
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This 1×1 Solo Agent Bi-weekly Real Estate Coaching Program designed to help you increase your production and your commission income with strategies and systems for sustainable business growth.
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1×1 Solo Agent Weekly Coaching Program
This 1×1 Solo Agent Weekly Real Estate Coaching Program designed to help you increase your production and your commission income with strategies and systems for sustainable business growth.
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.
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.
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Social Media & Digital Marketing: Online Masterclass for Agents
ONLINE COURSESMaster proven systems and strategies on the most important social media channels for Realtors. Learn how to use digital marketing to increase your brand awareness and grow your real estate business.
Designed for all learning types
Video Training
In-depth professional video training on every module, presented by the author, Brian Icenhower.Written Modules
Detailed and downloadable written modules with detailed graphics, scripts, spreadsheets, forms, and so much more.Course curriculum
Enrollment includes access to the following course materials for 2 years
Module 1: Facebook Personal Page - Generating Organic Business- Video: Facebook Personal Page – Generating Organic Business
- Workbook: Facebook Personal Page – Generating Organic Business
- How to Create a Friends List on Facebook
- Video: Facebook Business Page
- Workbook: Facebook Business Page
- BONUS HELP: Creating a Facebook Page for Your Business
- BONUS HELP: Adding Essential Information to Your Facebook Page
- BONUS HELP: Creating a Professional Cover Image for Your Facebook Page – PART 1
- BONUS HELP: Creating a Professional Cover Image for Your Facebook Page – PART 2
- BONUS HELP: Stock Photo Download
- BONUS HELP: How to Use Canva Tutorial
- BONUS HELP: How to Find Royalty Free Images
- Facebook Description Examples
- Facebook Cover Templates
- Keyword Research Toolkit
- Keyword Examples
- Successful Facebook Ad Examples
- Video: Instagram: Your Homepage & Content
- Workbook: Instagram: Your Homepage & Content
- STAY Social Media Strategy Calendar – Social Media Images
- STAY Social Media Strategy Calendar
- Video: Websites, Landing Pages & CRMs
- Workbook: Websites, Landing Pages, & CRMs
- Keyword Research Toolkit
- Keyword Examples
- Video: Real Estate Blogs
- Workbook: Real Estate Blogs
- Video: Video Marketing
- Workbook: Video Marketing
- Pre-Listing Video Examples
- Pre-Listing Video Scripts
- 12-Month SOI Video Touch System
- Video: YouTube for Real Estate Agents: Creating Your Channel & Videos
- Workbook: YouTube – Creating a Channel & Video
- Video: Pinterest, LinkedIn, & Twitter
- Workbook: Pinterest, LinkedIn, & Twitter
- Video: Your Google Presence & Advertising
- Workbook: Your Google Presence & Advertising
- Video: Online Reviews
- Workbook: Online Reviews
- Best Practices for Generating Google Reviews
- Asking for a Review
- Asking for a Google Review Template
- Leave Us a Review Social Media Template
- Google Review Request Email Template
- Example Video: Reviews Request
- Google Review Script & Instructions for Staff
- Quick Tip: Reviews for each location
- Online Review Job Post (Word doc with social post text)
- Online Review Job Post (PowerPoint design file template)
- Advanced Techniques for Getting Google Reviews
About this course
- $249.00
- 53 lessons
- 8 hours of video content
Immediate Takeaways
Here is what you can expect to gain from taking this online course.
- SCRIPTS to help you ask for Online Reviews, the new online currency for real estate agents.
- SOCIAL MEDIA TEMPLATES that provide you with a great jumping-off point to get your social media channels rolling with clean, professional content.
- VIDEO MARKETING EXAMPLES from top-producing agents that will provide you with inspiration and help you get started with video marketing.
- SOCIAL MEDIA CALENDAR to help you build your own daily prompts and inspire creative and effective posting across all social media channels.
- VIDEO TUTORIALS that walk you through step-by-step and teach you how to set up your social media home pages for maximum impact.
- OPTIONS for how you learn best. Each module provides a downloadable PDF workbook as well as a featured video of Brian Icenhower, teaching the topic at hand. So however you learn best -- we have an option for you!
Certification & Designation Upon Completion
In this ICC online course, you will receive an official designation of "Certified Social Media Associate" or CSMA upon completion, as well as a downloadable (and printable) Certificate of Completion. Add your designation seal, as well as your designation letters, to your email signature to bolster your reputation and show off your expertise to clients and colleagues alike.Reviews
"I use ICC systems, the Online Learning Center, and the coaching program to coach and train my team of over 30 agents. I use the ICC dashboard systems to keep my entire team accountable for their activities and set proper expectations."
Jake Rockwell
Over 500 Units Sold Annually I have coached with ICC for over five years. ICC has helped me quadruple my luxury business through marketing strategies so that I receive listings and sales through lead generation and multiple pillars of income.
Dennis Adelpour
Luxury Agent - West Los Angeles When we started coaching with ICC we worked all the time with some degree of success. Now, seven years later, we have grown to have the #1 market share in our area, we more than tripled our income and production, while also improving our work-life balance to enjoy our personal life with family and friends.
Tammi Humphrey
#1 Market Share & 100 Million in Annual Sales Volume Instructor Brian Icenhower. Brian Icenhower is the CEO and Founder of Icenhower Coaching & Consulting (ICC), which provides customized coaching and training programs to many of the highest producing real estate agents, teams, and brokerage owners in North America. This progressive company also produces online courses, podcasts, training materials, speaking events, video modules, and real estate training books. Brian has been in the real estate industry for decades, and he has witnessed and studied the advent of social media and what it means for Realtors. Part of a Realtor's job is to adapt and change as new technology presents itself, and with social media and digital marketing, it is no different. Brian has distilled the information you need as a Realtor to not only survive but thrive in this age of social media and digital marketing, and it's all inside this online course. Brian leads this course where you will learn the cutting edge strategies and systems that provide positive results, engage your audience, increase your sales, and grow your business.
Become a social media & digital marketing master.
Gain the confidence and know-how to use the social media channels at your disposal for the greatest impact on your real estate business. You'll learn the cutting edge strategies and systems that provide positive results, engage your audience, increase your sales, and grow your business. Add to CartTalk to a coach
If you've been considering hiring a coach, now's the time. Book a FREE coaching consultation session with your purchase of this course! Book Your Call
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.
Buyer Website:
- IDX integration for property searches
- User-friendly, minimal design focusing on listings
- Calls-to-action for signing up for property alerts
- Homebuyer guides and resources
Seller Website:
- Testimonials from satisfied clients
- Examples of your marketing strategies
- Information about your services, team, and track record
- Calls-to-action for requesting a home valuation or consultation
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.
Get there faster with a one-on-one coach! Reach out today and get a free coaching call with an Icenhower coach.
