Real estate websites should be so much more than MLS information and a contact form. An effective real estate website should not only sell the services of the office or agent, it should sell their personality and their expertise in their market area.

To illustrate this, let’s imagine a person is looking to buy a property in your market area but does not have a particular affinity to any office. This person visits two different websites in their search process. Each of these websites is built on the same web platform, using the same basic functionality and layout. If the structure and functionality are all identical, the element that will distinguish one site from another is the portrayal of the agent’s personality, experience and knowledge of the real estate market. By giving people more information, you give them more opportunities to connect with you on a personal level.