In this article, we will explore real estate website design from the perspective of its crucial role in real estate marketing and sales. We will discuss how to create a real estate search platform that stands out and provide an overview of best cases.

Before examining the real estate website design problem and how UI/UX design services can help sales, let's have a look at the industry on its own. As a PwC and Urban Land Institute research states, the growth in real estate market is slowed down compared to the 20th century interest in the property. All because of the aging population and diminished expansion of the middle class which was on a high speed in the previous century.

The after-pandemic remote work trend has contributed to a decline in the office property segment. However, the overall real estate market remains dynamic. Even though it's not going to fully recover, it's not showing any signs of a drastic u-turn compared to the pre-pandemic time. As for the housing market, the high demand during the pandemic time, when the mortgage rate reached its historic low, has slowed down in the past year and a half. Current mortgage rate needs to become more buyer-friendly as it's high, while the inventory is low.

These real estate industry insights can help in website design in several ways. Since the growth is slowing down, companies need to focus on gaining high-value clients' trust. Thought-out user experience, premium features, and targeted marketing might help reach that goal. Speaking of slow down in demand, real estate websites, specifically run by agencies, will have to attract both buyers and sellers, offering extra features like mortgage recommendations and calculators, affordable-tailored search filters, and highlighting advantages of cooperating with an agent.

We will have a closer look at the instruments in real estate that help to raise sales, but first we'll focus on the more existential question of whether a real estate business needs a thoroughly designed website in the first place.

Why real estate website design is a crucial instrument of marketing

The simple answer to why businesses need well-designed real estate websites is that they're often the first point of contact with customers. Without a website, an agency is simply invisible to a great part of the target market. People view listings, compare offers and seek for agents online. Being the first thing a client sees, a website needs to capture the attention as well as show the agency's professionalism and reliability. To reach this goal a website should be more than just a service, it should be a powerful marketing tool that reflects the agency's brand and expertise. It's where design comes into play.

Many buyers start their search online and have to deal with many looking-alike listings. A new player in the real estate market has to stand out among the competitors. The leading platforms in the industry such as Zillow, Redfin, Trulia, and others follow the same pattern in designing their search. It doesn't mean that a new platform should break the formula, but it has to have improved design features providing users with more convenient search filters, high-resolution images, and consistent user interface. Outdated or cluttered interfaces can deter users and make sites less engaging.

How real estate design helps businesses

To make it easier, we've collected the main reasons why a real estate platform needs to look good:

Good first impression. Load time and the interaction with a website in the first seconds directly influences lead generation. Therefore, media content optimisation, high load time, and seamless navigation is something that should greet users once they open a website.

Engagement. If a platform's design manages to capture users' attention it is more likely they will spend more time on the platform, ending up with contacting an agent.

Competitive advantage. Designing another platform that looks like many others won't bring recognition but something that is different will be remembered.

Conversion rates. Experts from the Nielsen Norman Group found out that their conversion rates increased every time a form on their website was simplified. It means that the simpler and more intuitive navigation on the real estate website is, the more conversions it gets.

Search engine optimization and performance. Fast load times, mobile optimization and thought-out content on real estate websites lead to better search engine rankings, which helps to win the competition among already existing platforms.

Trust and emotional connection. Last but not least, detailed property information, well-structured layouts, interactive features, and pleasant aesthetics make users feel that service providers care about their experience. Thus, a website evokes emotions and fosters trust among users.

Let's explore the instruments that help real estate websites achieve these goals. In our analysis, we'll focus on the real estate web design of listing portals, the most popular type of platform in the industry.

Important elements in real estate website design

When preparing for and even thinking about a future website design, it's important to keep in mind why you're creating it in the first place and which value it should provide to your customers. In the case of a real estate website, the primary goals are clear: to show properties, connect buyers and sellers, and ensure smooth transactions. Good web development and design for a real estate business will result in a significant increase in sales. Let's explore what elements are most helpful in achieving this goal.

Convenient search

To choose a property, a customer needs to find it first. The search should be seamless and extremely clear to help real estate website visitors find what they're looking for without any hassle.

Advanced search

Users should be able to narrow down the results by applying the filters. It's very important to allow customers to adjust search to their preferences and set criteria like price range, number of bedrooms, location, property type, amenities, and more.

Geo mapping

The feature is simple to implement with the Google Geocoding API but it should be placed wisely in the interface. Typically, real estate platforms instantly show the map when a user opens a website. Some platforms make search pages their starting page.

Content management system

To provide customers with clear search results, there should be a user-friendly content management system for those who upload property offers to the website service. Its user interface design should be structured for ease of use, allowing managers to effortlessly view and manage updates.

Informative listings

At first glance it might seem that adding many photos and details would be a perfect choice, however, there should be a right balance between information overload and suspicious understatement.

High resolution media

Photos and videos in low resolution make a platform appear cheap and unreliable. Therefore, the content provided on the website should be of high quality. This will help capture users' attention and provide them with an immersive experience, almost making them feel like they already own the space.

Property details

Adding visuals to the website is great, but the property cards should also include details like cost, address, apartment size, etc. However, don't stuff the cards with too much info — no one's going to read that.

Easy connection

Users' path from desired property to contacting agent shouldn't take more than two clicks. This way potential buyers are more likely to perform the targeted action — connect with the agent and explore the property further. Users should go from searching on the map to viewing property details, and then directly contacting the agent or owner by clicking a button.

Seamless navigation

Any website dealing with listings should have a clear navigation helping users to save their choices, return to the previous categories, and switch between options.

Structured menu

To guide customers through the website, the content should be logically placed.

Responsive design

Responsive web design is a crucial part of user experience. Companies often forget to make screens adaptable not only to desktop or mobile devices but also to tablets which can be used, for example, by real estate agents. The more types of gadgets are covered, the better the experience is.

Breadcrumb navigation

It's a type of navigation where users can track their trail on the website from the start of their search to the current point. It allows users to navigate between real estate website sections easily.

Strong visuals

Up-to-date layout

Websites with a modern design give the impression that they are updated regularly, suggesting a sense of reliability and trustworthiness for the service they offer.

Going beyond UI/UX

Providing a clean and clear user interface and user experience (UI/UX) design for the web platform is a must, but there are other design skills that will come in handy. These can include 2D and 3D illustrations, animations, and interactive elements. These don't have to be placed on the main search page, but can pop up during the further process of interacting with property details, contacting agents, etc.

Colors and typography

Graphic design elements like color, typography, and visuals can still add a sense of uniqueness if chosen wisely. Your website doesn't have to drastically differ from popular platforms and, for example, be designed with a serif font, but it should still incorporate some distinctive features.

Real examples of real estate website designs

After discussing essential features of real estate website design, let's explore some existing platforms that embody these principles in their designs while standing out. We'll now examine not only property search platforms, but also other real estate website examples. Let's begin with real estate listings.

Listings

We've already discussed this category of platforms, which brings together all stakeholders — buyers, sellers, and agents. This is the primary category, so let's start with three US leaders in the segment.

Zillow

There's one platform worth mentioning right from the start: Zillow. It's one of the most, if not the most popular real estate search aggregator. Based on monthly visits, Zillow was the preferred choice among Americans looking for property in 2023. The platform received around 57 million monthly users, making it stand out from its competitors.

Zillow connects sellers, buyers, and real estate agents. The platform's search engine combines essential features such as map search, filters, and listings with photos and concise details.

Realtor.com

Another real estate platform that takes second place after Zillow in the U.S. is Realtor.com. It has a similar design, yet, unlike Zillow, the website allows users to switch between scrolling through listings and viewing properties on the map, making it more convenient. Despite this feature, it earned 30 million monthly viewers, which is significantly less than Zillow's results.

Trulia

Trulia is completing the trio of leading real estate platforms in the US. Known for its user-friendly interface and rich neighborhood insights, Trulia attracts millions of monthly visitors as well. Although it doesn't match the traffic of Zillow or Realtor.com, it distinguishes itself with features such as crime maps, school ratings, and lifestyle data that provide an in-depth view of living conditions in different areas. Each listing is accompanied by comprehensive maps and demographic data, which are aesthetically integrated into the user experience. Sidebar filters allow easy toggling between different criteria.

All platforms share the same basic starting pages, offering users the option to initiate an instant search by typing in details or to scroll down and view properties based on their location. The similarities between the homepages of Zillow, Trulia, and Realtor.com are striking, making it difficult to distinguish between the three. This is where a touch of creativity could add some much-needed differentiation and extra value.

Real estate agent website

These websites for individual agents and brokers, should not only feature listings but also establish trust and demonstrate expertise.

Barbara Corcoran

Barbara Corcoran, a well-known real estate brokerage founder, has a personal brand that shines through her website. It clearly represents her achievements and expertise in real estate business. The website features her presence in the media, expert opinions, and offers agent services.

Josh Flagg

Josh Flagg's personal website is another excellent example of thoughtful design. Every detail, from the fonts to the animation and imagery, is carefully considered. As Josh specializes in luxury real estate, his website effectively reflects this niche market. Despite featuring lavish properties, the website remains easy to navigate with a simple and user-friendly design.

Tracy Tutor

Tracy Tutor's website is a visual masterpiece, showing her personal style through elegant design elements on every page. The website seamlessly combines an advanced property search, a detailed biography of Tracy, and high-quality imagery.

Real estate investment platforms

These platforms allow clients to invest in real estate and receive rental income without the responsibilities of property management.

Fundrise

Fundrise, the first fintech company specializing in real estate crowdfund investment, features a simple, clear, and bright website design. The navigation is straightforward, with easily accessible information about assets.

RealtyMogul

RealtyMogul, an online marketplace for real estate investors and borrowers, provides open listings of available investments, complete with project details and filtering options by property type, investment strategy, and investment type. The platform captivates visitors with its transparency and clarity.

CrowdStreet

CrowdStreet is an investment platform designed for those interested in commercial real estate deals. It features a well-organized online marketplace where investors can find a variety of real estate offers, ranging from single-family homes to industrial properties. CrowdStreet's interface is highly navigable and user-friendly. Its simplicity, with a focus on essential information, makes the platform easy to use and navigate.

All in all

A strategically designed real estate website is crucial for effectively marketing and selling properties. By understanding industry trends, such as the slowing market growth and fluctuating demand, real estate agencies can tailor their websites to build trust and attract high-value clients. There are many real estate listings available, and it might be more effective to create one with a custom design and unique features instead of simply duplicating what already exists.

Key features like advanced search options, high-resolution visuals, seamless navigation, and easy agent connectivity enhance the user experience, making the website not just a listing portal but a powerful marketing tool. While existing platforms offer valuable features, a new player in the housing market needs to differentiate itself to capture user attention. Design can be the key to achieving this, creating a seamless and aesthetically pleasing experience that simplifies the search and purchase process.

Let us help you to stand out from the competition with our design services. Contact our managers for more information.