In today’s digital-first world, your real estate website isn’t just a placeholder or an online business card—it’s the hub of your entire marketing strategy. Whether you’re a seasoned agent or just getting started, knowing how to perform a thorough  real estate website audit can make the difference between a website that simply exists and one that actively generates leads, builds trust, and closes deals.

Drawing from expert insights by Liftoff Agent, a leader in real estate marketing strategies, this comprehensive guide will walk you through the seven critical questions every agent should ask to evaluate their website’s effectiveness. Plus, we’ll explore what’s helping and hurting your online presence and share two powerful suggestions to maximize your website’s potential. Ready to transform your site into a lead-generating powerhouse? Let’s dive in.

Table of Contents

• Question #1: How Many Deals Are You Closing From Your Website?
• Question #2: Are You Consistently Creating Content for Your Ideal Client?
• Question #3: Do You Have Video Content That Builds Know, Like, and Trust?
• Question #4: Are YouTube and Instagram Feeding Traffic Into Your Website?
• Question #5: Are You Tracking Your Website Traffic with Analytics?
• Question #6: What Are You Doing for Retargeting Website Visitors?
• Question #7: Can Your Website Help You Close More Business?
• What’s Helping Your Real Estate Website Succeed?
• What’s Hurting Your Real Estate Website Performance?
• Final Tips: Think of Your Website as Your Business Hub
• Bonus: 10 Game-Changing Tools to Maximize Your Real Estate Website
• Frequently Asked Questions (FAQ)

Question #1: How Many Deals Are You Closing From Your Website?

The first and perhaps most important question to ask yourself is: how many deals are you closing each year because of your website and marketing strategy? This is the ultimate measure of your website's success. If your website isn’t contributing to your bottom line, it’s time to rethink your approach.

Start by pulling up your website and critically evaluating the content and user experience. Ask yourself:

• What information am I providing to visitors?
• How am I guiding potential clients through their journey?
• Is there a clear call to action for scheduling meetings or inquiries?

Social media strategy plays a pivotal role here. You need a laser-focused plan of action that aligns your social media efforts with your website goals. Consider a real-world example: Jeb Smith, a Huntington Beach real estate expert, has a website that’s a treasure trove of local info. Visitors can explore the area, view testimonials, check maps, and connect seamlessly to his Instagram and scheduling tools.

This integration makes his website a crucial part of his lead generation strategy, guiding visitors from casual browsers to committed clients.

Question #2: Are You Consistently Creating Content for Your Ideal Client?

Next, ask yourself if you are consistently producing content that attracts your ideal buyer or seller. Content marketing isn’t about broadcasting generic messages—it’s about delivering value tailored to your target audience.

What are you currently posting? Here’s how to think about it:

• Are you addressing the specific needs and pain points of first-time buyers, luxury sellers, or relocation clients?
• Does your content help educate, inform, or inspire your audience?
• Are you using platforms like Instagram to share authentic, relatable stories?

Keep it simple. Instagram stories showing your day-to-day activities can build rapport and familiarity. Combine that with strategic posts targeting your niche to attract the right leads.

Question #3: Do You Have Video Content That Builds Know, Like, and Trust?

In real estate, people want to work with someone they know, like, and trust. Video content is one of the most powerful tools to build this relationship online. This is where the concept of a parasocial relationship comes into play—a psychological phenomenon where viewers feel they “know” you personally, even though you don’t know them.

By consistently sharing videos that showcase your expertise, personality, and local knowledge, you create a strong sense of trust. This trust translates into a higher likelihood that prospects will want to work with you when they’re ready to buy or sell.

Don’t just post any videos—focus on:

• Market updates
• Neighborhood tours
• Client testimonials
• Personal stories and behind-the-scenes glimpses

Question #4: Are YouTube and Instagram Feeding Traffic Into Your Website?

Social media and video platforms should not operate in isolation. Instead, they must feed into your website, making it the central hub where all your content converges.

Here’s what this looks like in practice:

• Embed YouTube videos directly on your website.
• Showcase your Instagram feed or highlight posts on your homepage.
• Drive traffic from your social channels back to your site with clear calls to action.

This seamless integration means that every time you post on Instagram or YouTube, you’re updating your website content automatically, keeping it fresh and engaging for visitors.

Question #5: Are You Tracking Your Website Traffic with Analytics?

Understanding who visits your website and how they interact with it is fundamental. Using tools like Google Analytics allows you to:

• Track visitor numbers and behavior
• Identify which pages are most popular
• Measure engagement and conversion rates

Without this data, you’re flying blind. Analytics empower you to make informed decisions and optimize your site for better performance.

At the end of this guide, you’ll find a special offer to download a free resource packed with 10 game-changing tools that not only track your website traffic but also help capture leads effectively.

Question #6: What Are You Doing for Retargeting Website Visitors?

Retargeting is a powerful marketing tactic that allows you to reconnect with visitors who have already shown interest in your website. By tracking who visits your site and what pages they view, you can:

• Show targeted ads to these visitors on social media and other platforms
• Increase brand recall and engagement
• Guide prospects back to your website to complete an action, like filling out a form or scheduling a call

Many agents overlook retargeting, but it’s an essential step in nurturing leads and closing more deals.

Question #7: Can Your Website Help You Close More Business?

Believe it or not, a well-designed website can actively close deals. It’s not just a lead capture tool—it’s a full-service sales assistant working 24/7.

Take a look at the example of Channel Junkies, a successful real estate team in Houston, Texas. Their website stats over 30 days reveal impressive engagement:

• 1,800 views
• 67 engagements
• 26 phone calls
• 37 form submissions
• 4 click-to-email inquiries

All this activity stems from a website that’s closely integrated with their YouTube channel and social media efforts, demonstrating how a strategic website can be a game-changer.

What’s Helping Your Real Estate Website Succeed?

Now that we’ve covered the questions, let’s look at what elements truly help your real estate website thrive.

• Great Photos and Personal Branding: High-quality photos and a consistent personal brand—including colors and logos—make your site visually appealing and memorable.
• Informative Buyer and Seller Content: Provide detailed content tailored to buyers, sellers, and specific neighborhoods or market segments.
• Targeted Content: Go deep on niche markets like first-time homebuyers, luxury properties, or 55+ communities.
• Video Content: Use videos on stories, reels, and social media ads to showcase who you are, the areas you serve, and your expertise.

These components work together to create a website that engages visitors, builds trust, and drives conversions.

What’s Hurting Your Real Estate Website Performance?

Conversely, here are the biggest pitfalls that can seriously damage your website’s ability to generate business:

• Template-Based Broker Websites: Many agents rely on generic broker templates that offer little to no personalization or branding. These sites often fail to stand out and lack functionality.
• No Personal Brand or Logo: Without a unique brand identity, it’s hard to differentiate yourself in a crowded market.
• Lack of Video Content: Missing out on video means missing out on building know-like-trust with your audience.
• No Original Content: Copy-pasting content or lacking fresh updates reduces SEO and engagement.
• Not Mobile Optimized: With the majority of users browsing on mobile devices, a non-responsive site will lose traffic and leads.
• Unappealing Design: A poorly designed site deters visitors and hurts your professional image.
• No Laser-Targeted Strategy: Top agents succeed because they focus on a specific niche or demographic, whether it’s geographic, age-based, or lifestyle-focused.

Addressing these issues is critical for turning your website from a liability into an asset.

Final Tips: Think of Your Website as Your Business Hub

Your website should be the central hub of your entire digital marketing ecosystem. This means integrating your YouTube channel, property listings, content, Instagram, and client reviews all in one place.

By doing so, you create a seamless experience for visitors and make managing your online presence more efficient. Think of your website as your biggest asset—it should be your most passionate advocate.

Be your website’s biggest fan and champion. Continuously update it, promote it, and use it as the foundation for your marketing efforts.

Bonus: 10 Game-Changing Tools to Maximize Your Real Estate Website

To help you take action right now, here’s an exclusive offer: a FREE downloadable guide featuring 10 Game-changing Tools You Need On Your Real Estate Website that will help you not only track your website traffic but also capture leads and automate your marketing—all for free.

Don't navigate the complexities of optimizing your real estate website alone! At Liftoff Agent, we're here to support you every step of the way. Our team can help transform your website into a lead-generating machine using all the tips you've learned in this blog. Ready to take your website to the next level? Schedule a free strategy session with us today ! Let's work together to unlock your website's full potential and boost your business!

Frequently Asked Questions

Why is a real estate website audit important?

A website audit helps you identify what’s working and what’s not in your online marketing strategy, allowing you to optimize your site to generate more leads and close more deals.

How often should I audit my real estate website?

Ideally, conduct a thorough audit at least twice a year or whenever you notice a drop in leads or website engagement.

What is a laser-targeted strategy in real estate marketing?

A laser-targeted strategy focuses your marketing efforts on a specific niche or demographic, such as first-time homebuyers, luxury sellers, or a particular neighborhood, making your messaging more relevant and effective.

How can video content build trust with potential clients?

Video allows you to showcase your personality, expertise, and local knowledge, fostering a parasocial relationship where viewers feel they know and trust you before even meeting in person.

What tools can I use to track my website traffic?

Google Analytics is a powerful and free tool that provides detailed insights into your website visitors, their behavior, and how they interact with your content.

How does retargeting work for real estate websites?

Retargeting identifies visitors who have been to your website and shows them targeted ads on other platforms, encouraging them to return and engage further with your services.

What are some must-have features for a real estate website?

Key features include a clear personal brand, mobile optimization, integrated video and social media content, local market information, lead capture forms, and easy navigation.

Can my website really help me close deals?

Absolutely. A strategic website that provides value, builds trust, and integrates with your marketing channels can directly contribute to closing more business.

What should I avoid on my real estate website?

Avoid generic broker templates, lack of branding, no video or original content, poor mobile experience, and unappealing design.

How do I make my website the hub of my marketing?

Integrate your social media, video content, listings, and reviews into your website, and drive traffic from all channels back to your site for a cohesive experience.

By asking these seven critical questions and addressing the elements that help or hurt your website, you’re well on your way to creating a real estate website that not only attracts visitors but converts them into loyal clients. Remember, your website is your most valuable marketing asset—treat it with care, and it will pay dividends for your business.