10 Real Estate Web Design Best Practices To Unlock Success

It’s no secret that in today’s competitive real estate market, having an aesthetically pleasing and user-friendly website is essential for captivating potential buyers, showcasing properties effectively, and driving conversions. That’s why, in this blog article, we put together a small pocket guide to help you navigate the world of real estate web design and unlock its full potential.

Whether you’re a seasoned real estate agent, a busy broker, or a property developer with big dreams, implementing the right web design strategies can truly set you apart.

So, without further ado, let’s dive into the 10 best practices for creating a successful real estate website that leaves a lasting impression on your visitors, with additional pro tips and examples from live and running websites.

Step 1

Prioritize User Experience

User experience lies at the heart of designing a successful real estate website. By putting users and their needs first, you can create a website that not only looks great but also functions seamlessly, making it easier for visitors to find what they’re looking for. In this section, we’ll explore the key aspects of prioritizing user experience and how it can elevate your real estate website to new heights.

User-Focused Approach

When it comes to web design, adopting a user-focused approach means understanding your target audience and designing your website in a way that caters to their preferences and expectations. Optimize your website to help users complete tasks and find important content effortlessly. In short, here are the questions you need to ask:

• How can visitors complete their tasks?
• Will they be able to find the important content easily?

By putting yourself in their shoes and considering how they interact with your website, you can ensure a smoother and more satisfying user experience. This includes intuitive navigation menus, clear calls-to-action, and a logical site structure that guides users through the website seamlessly.

Newpoint navigation, quick contact options, and easy access to all services and buying process info.

Prioritize the following design elements:

Collect Real Data

To make informed design decisions, start collecting and analyzing real data from your website visitors. You can gain valuable insights into user behavior, such as which pages they visit most, how long they stay on a page, and where they drop off in the conversion process, with the help of tools like Google Analytics

Analyzing such data allows you to identify areas for improvement and optimize your website accordingly. It enables you to make data-driven decisions, refine your design, and address any pain points that users may encounter.

Here are some examples of how you can utilize the collected data:

✔️ Page Views: Google Analytics can help you discover that, for example, the “Neighborhood Guides” section of your website receives significantly higher page views compared to other sections. This indicates that users are interested in detailed information about different neighborhoods. With this knowledge, you can further optimize this section by providing more comprehensive guides and enhancing its visibility.

✔️ Bounce Rate: By analyzing the bounce rate, you observe that users tend to leave your website after viewing certain property listing pages. This signals a potential issue with those specific listings. You investigate further and find that the listings lack high-quality images or detailed descriptions. Armed with this information, you can focus on improving the content and presentation of these listings to reduce the bounce rate.

✔️ Conversion Funnel: By setting up conversion goals in Google Analytics, you can track user journeys from property listing views to contact form submissions or appointment bookings. This way you can identify any bottlenecks or drop-off points in the process. For example, you may discover that the majority of users abandon the conversion process on the appointment booking page. To address this, you can optimize the form layout, redesign the booking process, or provide additional incentives to encourage users to complete their appointments.

 

Create Separate Dashboards for Buyers and Sellers

In the real estate industry, it’s common to cater to two primary user types: buyers and sellers. To provide a tailored experience for each group, consider creating separate user dashboards (or sub-navigations). A buyer-focused dashboard can provide advanced search options, personalized property recommendations, and saved search functionalities. On the other hand, a seller-focused dashboard can offer features like property listing management, analytics on property views, and communication tools.

Zillow: Buy, Rent, and Sell Options

Buyer Dashboard Example:

For the buyer dashboard, you can prioritize features and functionalities that enhance the property search and buying experience. Here’s an example of what you include:

 

Seller Dashboard Example:

For the seller dashboard, you can focus on empowering property owners to effectively manage their listings and monitor their performance. Here’s an example of what you include:

By creating separate dashboards for buyers and sellers, you ensure that each user type has access to features and functionalities that cater specifically to their needs. This personalized approach enhances user satisfaction, streamlines interactions, and fosters a more efficient and effective real estate experience for both buyers and sellers.

 

In the next section, we’ll delve into optimizing your homepage, striking the right balance between aesthetics and usability.

 

Step 2

Optimize The Homepage

The homepage of your real estate website plays the main role in capturing the attention of visitors and enticing them to explore further. It needs to balance aesthetics and usability to not only looks visually appealing but also deliver a seamless and engaging user experience. In this section, we’ll delve into the key strategies for optimizing your homepage to maximize its impact.

Balance Usability and Aesthetics

A visually appealing design is undoubtedly important, but it should never compromise usability and functionality. Your homepage should provide a pleasant visual experience while ensuring that visitors can easily navigate and access the information they need.

Polo Signature Homepage Elements

Consider the following best practices:

 

Implement Clear Call-to-Actions (CTAs)

Strategically placed and compelling CTAs can guide visitors toward desired actions, such as contacting an agent, scheduling a viewing, or signing up for property alerts.

Unit positions the primary CTA button in the main navigation that is accessible at all times.

Consider the following tips for effective CTAs:

By implementing these clear and compelling CTAs, you guide visitors towards desired actions, such as booking a vacation rental, checking availability, contacting your agency, or subscribing for exclusive deals. The strategic placement, visually appealing design, and persuasive language of the CTAs prompt visitors to engage actively with your real estate website, increasing conversions and facilitating a positive user experience.

Here’s an example:

Let’s say you’re designing a homepage for a real estate agency that specializes in vacation rentals. To encourage user engagement and conversions, you strategically place clear and compelling CTAs throughout the page.

Here’s how you can implement them effectively:

 

Highlight Important Content

To engage visitors and convey key information effectively, it’s essential to highlight important content on your homepage.

Consider the following techniques:

 

Visitors are immediately drawn to visually appealing sections featuring featured properties, testimonials, key services, interactive maps, and promotional offers. This strategic highlighting ensures that crucial information is presented in an engaging and easily digestible manner, increasing the chances of capturing visitors’ interest and driving them towards further exploration and conversion.

Here’s an example:

Let’s consider a scenario where you’re designing a homepage for a real estate agency specializing in commercial properties. To capture visitors’ attention and emphasize key information, you employ effective techniques for highlighting important content. Here’s how you can achieve it:

 

Step 3

Provide Advanced Search Functionality

Imagine you’re designing a real estate website that specializes in residential properties. To enhance user experience and streamline the property search process, you incorporate advanced search functionality with practical features.

Zeruma: Advanced search functionality concept by Ahmad Fawaid

Here’s an example of how this functionality can be implemented:

 

Avoid Overwhelming Users with Filters

We established how beneficial it is to provide users with advanced search functionality. On the other hand, however, make sure you don’t go completely overboard and overwhelm users with too many choices.

Here are some tips to design an intuitive and user-friendly advanced search feature:

 

Pro Tip: Implement Customer Self-Service Tools

In addition to the advanced search functionality, consider implementing customer self-service tools to enhance the user experience on your real estate website. These tools empower users to find information and perform tasks independently, reducing their reliance on manual assistance. Some examples include:

By following these best practices and implementing customer self-service tools, you can create an advanced search functionality that is intuitive, user-friendly, and enhances the overall experience on your real estate website. Users will appreciate the ease of finding relevant listings based on their preferences and the ability to manage their search process efficiently.

 

Step 4

Plan Your Structure Strategically

When designing a successful real estate website, strategic planning of the website’s structure is paramount to ensure optimal user engagement and satisfaction. In this section, we will explore two key aspects of structuring your website effectively: paying attention to scrolling and utilizing hierarchical grids for property listing pages.

Pay Attention to Scrolling

In today’s digital landscape, scrolling has become an integral part of user interaction. Users expect seamless and intuitive scrolling experiences that guide them through the website’s content.

Kobu Hotels and Properties homepage uses visual cues to highlight key elements, as well as sticky navigation 

To maximize the impact of scrolling, consider the following:

 

Pro Tip: Use Hierarchical Grids for Property Listing Pages

When it comes to displaying property listings on your website, utilizing hierarchical grids can be an effective approach. Hierarchical grids allow you to present a large number of properties in an organized and visually appealing manner. To do this properly, organize property listings into logical categories based on criteria like location, property type, or price range. Use a hierarchical grid layout to display these categories prominently. For example, you can have tabs or sections for different neighborhoods or property types, allowing users to easily navigate to their desired category.

Trulia with a hierarchical grid for listings combined with a slider

Pagination or Infinite Scrolling is another way to deal with a large number of properties. Pagination divides the listings into multiple pages, while infinite scrolling dynamically loads more listings as users scroll down. Choose the approach that aligns with your website’s design and user experience goals.

 

Step 5

Always Indicate the Property Location

When it comes to real estate websites, property location is a crucial piece of information for potential buyers or renters. In this section, we will discuss two effective techniques to ensure clear and informative property location presentation: utilizing interactive maps and employing a “split view” layout for property search pages.

Utilize Interactive Maps

One powerful tool to enhance the user experience and provide a visual representation of property locations is the integration of interactive maps.

Pinnacle Hove luxurious properties integrated map

Here’s why incorporating interactive maps is beneficial:

 

Pro Tip: Try Split View Layout for Property Search Pages

To enhance the user experience on property search pages, consider implementing a “split view” layout, or vertical split-screen.

Airbnb split view

Here’s how this layout can benefit your real estate website:

The “split view” layout divides the screen into two sections, with one section displaying property listings and the other showcasing an interactive map. This design allows users to simultaneously view property details and their corresponding locations, providing a comprehensive and engaging experience. Users can seamlessly switch between the property list and the map view, obtaining both visual and textual information about properties. They can click on individual listings to highlight their locations on the map or vice versa, providing a cohesive and intuitive browsing experience.

The combination of property listings and an interactive map offers users a deeper understanding of each property’s surroundings. They can assess proximity to amenities, transportation options, or preferred neighborhoods, leading to more informed decision-making.

 

Step 6

Create Descriptive Page Categories

Creating descriptive page categories is crucial for organizing content in a real estate website. It improves user experience, enables easy navigation, and enhances information retrieval. A clear organization helps users find what they need without confusion.

Sotheby categories

Additionally, organizing content with relevant keywords contributes to search engine optimization, increasing website visibility and attracting organic traffic. Descriptive page categories are a valuable tool for enhancing user experience and establishing your real estate website as a trusted resource.

Here’s an example:

Let’s say you’re designing a real estate website. To create descriptive page categories, you can organize your content into sections such as “Property Listings,” “Neighborhood Guides,” “Market Trends,” and “Resources.” Under the “Property Listings” category, you can further break down the content into subcategories like “Homes for Sale,” “Apartments for Rent,” and “Commercial Properties.”

Each category and subcategory clearly indicates the type of content it contains, allowing users to easily navigate to their desired section. For example, if a user is interested in browsing apartments for rent, they can click on the “Apartments for Rent” category to access all relevant listings. This organization ensures a seamless user experience, and efficient information retrieval, and makes it easier for users to find the specific content they’re looking for on your real estate website.

 

Step 7

Use Concise Website Copy

When designing a real estate website, utilizing concise website copy is crucial for engaging users and delivering information effectively.

Griffith Wood customer-focused copy

Here are two key practices to consider:

Emphasize Relevant Information Only

With limited attention spans, users seek quick and relevant information. Use concise copy that highlights essential details about properties, services, and key features. Avoid lengthy paragraphs or excessive descriptions that may overwhelm or bore users.

Utilize Customer-Focused Language

Tailor your website copy to address the needs and preferences of your target audience. Use customer-focused language that resonates with potential buyers or sellers. By using language that speaks directly to customers, you can build trust, establish a connection, and encourage them to take the desired action, such as contacting you or exploring available listings.

Users tend to scan content rather than read every word. Therefore, using concise website copy that emphasizes relevant information and employs customer-focused language will enhance the overall user experience, make your website more engaging, and increase the likelihood of conversions.

Here’s an example:

Let’s say you’re creating website copy for a real estate agency specializing in luxury homes. Here’s an example of concise and customer-focused language:

“Discover Luxury Living: Explore our exclusive collection of exquisite homes designed for the discerning buyer. From stunning penthouses with panoramic city views to beachfront villas boasting unrivaled elegance, our handpicked selection represents the epitome of luxury living. Each property showcases meticulous craftsmanship, high-end amenities, and unparalleled sophistication. Find your dream home today and experience a lifestyle beyond compare.”

This copy uses concise language to convey the key message of luxury living and the unique qualities of the properties. It focuses on the target audience’s desires by emphasizing features like panoramic views, meticulous craftsmanship, and high-end amenities. The use of customer-focused language (“Discover Luxury Living,” “Experience a lifestyle beyond compare”) speaks directly to the potential buyers, evoking a sense of exclusivity and aspiration.

Pro Tip: Use Progressive Disclosure

In the realm of real estate web design, implementing progressive disclosure can greatly enhance the user experience. Progressive disclosure refers to the practice of revealing information gradually, allowing users to access content in a more organized and digestible manner.

For example, when showcasing a property listing, start with concise and enticing details on the landing page, such as the location, key features, and an attractive visual representation. As users express interest by clicking on the listing, provide them with additional information like room layouts, property specifications, and high-quality images. This gradual disclosure allows users to focus on the relevant information at each stage, maintaining their engagement and preventing them from feeling overwhelmed.

 

Step 8

Give a Detailed Visual Presentation

When it comes to real estate web design, providing detailed visual presentations is essential to capture the attention and interest of potential buyers or renters.

Here are two key practices to consider:

Include Ample High-Quality Photos

High-quality images play a crucial role in showcasing properties effectively. Invest in professional photography or use high-resolution images that accurately represent the property’s features and aesthetics. Include a variety of photos that highlight different angles, rooms, and key selling points. However, be mindful of page load speed and optimize images to strike a balance between visual appeal and performance. Compressing images without compromising quality can ensure a smooth browsing experience for users.

Miracle visuals

Offer 3D Property Tours

Take visual presentations to the next level by incorporating 3D property tours. These immersive experiences allow users to virtually explore properties from the comfort of their own homes. 3D tours provide an interactive and engaging way for potential buyers or renters to experience the layout, flow, and ambiance of a property. They can navigate through rooms, zoom in on details, and get a realistic sense of the space. Offering 3D property tours not only enhances user engagement but also saves time and effort by providing a comprehensive visual experience without the need for physical visits.

VR Tour Example by Sotheby

Pro Tip: Never Set Video on Auto-Play

While videos can be an engaging and informative way to showcase properties or provide additional information, forcing them to play automatically can be intrusive and disrupt the user experience. Auto-play videos can be distracting, especially if they start playing with sound unexpectedly. Users prefer having control over the content they consume, allowing them to decide when and if they want to watch a video.

 

Step 9

Give a Detailed Visual Presentation

Establishing yourself as a trusted expert is very important for attracting clients and building lasting relationships. Here are some key practices to consider:

Present Yourself as an Expert

Showcase your expertise by providing valuable content, insightful blog posts, or educational resources related to the real estate market. Position yourself as a knowledgeable industry professional who can offer valuable insights and guidance to potential clients. By sharing your expertise, you build credibility and trust, positioning yourself as a go-to resource in the field.

Dvele Featured blog articles

Demonstrate Local Knowledge

Highlighting your local knowledge is essential, particularly for buyers looking for properties in specific locations. Showcase your familiarity with the neighborhoods, schools, amenities, and market trends. If you demonstrate your understanding of the local area, you will also instill confidence in potential clients that you can help them find the right property in their desired location.

Introduce Your Team and Credentials

Introduce the members of your real estate team and highlight their credentials and experience. Clients want to work with professionals who have a proven track record and can provide excellent service throughout their real estate journey.

New Point Team

Make Contact Easy

Optimize your website’s contact forms and provide multiple contact options such as phone, email, or live chat. This will make it easy for users to reach out to you with inquiries or requests for more information. Promptly respond to inquiries to demonstrate your dedication to customer service and build trust right from the initial contact.

Offer Online Booking of Appointments

Implement an online booking system that allows potential clients to schedule property viewings or appointments with your team. This convenient feature streamlines the process for both you and the clients, enabling them to choose a time that suits their schedule and reducing the back-and-forth communication. Online booking enhances the user experience and showcases your commitment to efficient and modern business practices.

Showcase Testimonials

Include testimonials from satisfied clients on your website to build trust and credibility. Testimonials provide social proof and demonstrate your ability to deliver excellent service and results. Display authentic and diverse testimonials that highlight the positive experiences of your clients. Potential clients are more likely to trust the opinions and experiences of others who have worked with you successfully.

Marsden Real Estate clients testimonials page

By implementing these practices, you establish yourself as a local expert, build trust with potential clients, and differentiate yourself from the competition. Demonstrating your knowledge, showcasing your team’s credentials, and providing easy contact options create a positive and reliable impression, encouraging potential clients to choose you as their trusted real estate partner.

 

Step 10

Avoid These 5 Common Mistakes

While designing a real estate website, it’s important to be aware of common pitfalls that can hinder its effectiveness. By avoiding these mistakes, you can create a more user-friendly and impactful website. Here are some examples of common mistakes and tips on how to avoid them:

❌ Cluttered Homepage

Avoid cluttering your homepage with excessive information, images, or graphics. A cluttered homepage can overwhelm visitors and make it difficult for them to find the information they need. Instead, focus on a clean and organized layout that highlights key features and provides clear navigation to relevant sections of the website.

❌ Inconsistent Branding

Consistency in branding helps establish trust and recognition. Avoid using different colors, fonts, and styles across different pages of your website. Maintain a consistent branding theme throughout, including your logo, color scheme, and typography. Consistent branding creates a cohesive and professional impression, strengthening your overall brand identity.

❌ Lack of Clear Contact Information

Make sure your contact information is prominently displayed and easily accessible on every page of your website. Include your phone number, email address, and physical address. Additionally, consider using a contact form to streamline communication and make it convenient for visitors to reach out to you. Clear and accessible contact information builds trust and encourages potential clients to get in touch.

❌ Overcomplicated Forms

Lengthy or complex contact forms can discourage users from reaching out or submitting inquiries. Keep your forms concise and focused, only asking for essential information. Utilize form validation to prevent errors and provide clear instructions on how to complete the form. Make the submission process as streamlined and user-friendly as possible.

❌ Lack of Integration with Social Media

Social media platforms offer valuable opportunities to connect with potential clients and promote your real estate listings. Failing to integrate your website with social media channels can limit your online presence. Include social media sharing buttons and links to your social profiles to encourage visitors to engage and share your content.

Take the time to plan and optimize your design, keeping user needs in mind at every step. Regularly analyze user behavior and feedback to identify areas for improvement and continually refine your website for optimal results.

 

Feeling motivated and inspired to roll up your sleeves? Awesome. In case you need a web development partner for your current and future projects, here at htmlBurger, we are more than glad to discuss your needs. Wanna talk?

 

Let’s Wrap It Up!

Designing a successful real estate website requires careful attention to user experience, strategic planning, and best practices. By prioritizing user needs, optimizing the landing page, providing advanced search functionality, and creating a well-structured site, you can create a compelling online presence for your real estate business.

In the meantime, explore more insights and resources on web design and web development by checking out our other articles!

• 10 Real Estate Website Design Examples You’ll Want to Copy
• 20 Stunning Examples of Architectural Web Design
• The Pocket Guide to Designing Corporate Websites That Build Trust