Real estate is a relationship business, and relationships nowadays often begin digitally. So, before a potential client ever picks up the phone, they do research on agents online by scrolling through websites, social media profiles, client reviews, and listings, all to decide who feels like the right person to guide them through one of life’s biggest transitions. In today’s digital-first landscape, your online presence—to say it plainly—is a necessity. Almost as necessary as having a phone number or an email address where people can reach you.
What Clients Look For in a Real Estate Professional
Consumers want someone they can trust, someone who understands their neighborhood, their goals and their lifestyle. Their first glimpse of that relationship often comes through search results. That’s why agents need more than just a profile on a portal; they need a website that reflects who they are, what they value and how they serve their clients.
Yes, listings matter. But what really influences their decision is whether you feel like their kind of agent. When a prospective buyer or seller lands on your online presence, they’re scanning for signals of trust, relevance and connection—often within seconds.
They’re asking themselves:
- Do you specialize in my neighborhood or type of property?
- Have you helped people like me before (e.g., first-time buyers, investors, downsizers)?
- Do you seem knowledgeable, approachable and easy to work with?
Clients want to see your values in action: the neighborhoods you highlight, the tips you share, the language you use and how you present yourself visually.
For agents from underrepresented communities, this becomes even more powerful. Representation matters. When your digital presence reflects your background, culture or lived experience, it sends a message: I see you. I understand you. I can help you. That kind of resonance builds trust—and in this industry, trust is everything.
Focus on showing, not just telling. Use testimonials, personal stories, and specific examples of who you serve and how you work to make your site feel like a handshake, not a brochure.
A Website That Reflects Your Roots
Real estate is local, and your website should be too. Your online presence is a chance to plant your flag and say: This is my community. I know it. I live it. I serve it.
Think of your website not just as a place for listings, but as a local guide. Share your favorite spots, promote small businesses, break down market trends in plain language and offer tips tailored to buyers and sellers in your area. Content like this doesn’t just educate your visitors, it positions you as a true expert who understands the neighborhood in a way national portals never could.
One of the most powerful ways to do this is by combining a geo-specific domain with NAR’s Neighborhood Website template. A URL like [YourNeighborhood].realestate paired with a dedicated local website not only helps you get found faster in search results, but also instantly showcases your leadership in the area. It’s a great way to demonstrate your market knowledge, add hyperlocal content and build trust with potential clients from their very first click. (See it in action: Westerleigh.realestate)
Consider adding:
- Local content to boost SEO and showcase your expertise
- A monthly blog or newsletter featuring local market snapshots
- A map of your past transactions or service area
- A resource page with school information, permitting offices or moving companies
Your domain name and website visuals can reinforce your roots, showcasing your local identity before a visitor even reads a word.
Reducing Barriers, Saving Time
Most agents understand the importance of building their brand online, but many don’t know where to start. Time, tech tools and budget concerns often become barriers. The key is finding solutions that lower those barriers—platforms that are fast to set up, simple to manage and professional enough to make a lasting impression.
Backed by NAR, .RealEstate offers website packages built specifically for real estate professionals, with exclusive access to domains ending in .realtor and .realestate. These platforms are designed to help you launch fast, look credible and build trust, all with exclusive NAR member pricing and tools built for real estate.
You focus on your market. We’ll help you get found in it.
Visit www.get.realestate to learn more.
Elizabeth Partin Koneru, Director of Marketing & Engagement for .RealEstate, is dedicated to empowering real estate professionals to excel in today’s digital-first marketplace. By combining innovative branding strategies with hands-on guidance, she helps members transform their online presence—leveraging digital branding packages like custom domains, websites and more—into powerful, lead-generating assets that drive measurable growth.
