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What do we need from Brokerage Websites?

September 04 2013

This post comes to us from the PCMS Consulting blog:

pcms brokerage websites do not do this 515x200After months of research on 2,000 brokerage websites, with features including simple property searches, neighborhood statistics, and endless variations of quality, usability, and functionality, how would I describe the realm of real estate websites?

Far too many with outdated presentation, frequently slow to load, and frustratingly hard to use.

Don't get me wrong. There are dozens, maybe hundreds of quality brokerage websites, but far too many look like Web 1.0 static pages more suited to browsing on the old Netscape browser.

With the rise in website vendors and free or almost free web builders, there's not really an excuse for anyone—especially businesses—to have an inadequate website. The technology we use to create websites advances continuously, and the experience most brokers remember from building their existing websites—even from a few years ago—is far different. We can now create or rebuild real estate websites quickly, painlessly, and with a minimal amount of effort from the brokerage team. Meaning updating your web presence won't detract from your daily business. Good news for brokers and their management teams.

There are three characteristics that I look for in a business website, and are especially true for brokerage websites:

  • Aesthetics
  • Functionality
  • Navigability
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