14 Essential features every property website must include

In today’s fiercely competitive property market, having a standout website is critical for success. It’s no longer enough for your site to look good — it needs to be a powerhouse that generates leads, establishes your brand, and drives instructions. 

With over 15 years experience in property websites and branding, we have collected our Top 14 essential features your website should have to stand out from the crowd. 

1. Solid Branding and a Clear Value Proposition 

Branding is immensely important for any business for several reasons. In a competitive market such as the property market, branding helps businesses to stand out from competitors and differentiate themselves, their personality, and their services. This makes you more memorable!

Consistent visual elements such as logos, colour palettes, and typography are a great way to keep your branding consistent and recognisable. 

What is a Value Proposition? 

A Value Proposition is a statement that communicates the unique benefits of a product, service, or solution. Every Estate Agent is different and your website should unmistakably represent your identity, services, your target audience but also what makes you unique and why customers should choose you. 

To maintain a solid brand and clear value proposition, start by defining your core values. Keeping your messaging concise yet impactful ensures you are representing these values. Highlight why you are different from the rest but also show this through past work and case studies. If you say you go the extra mile for your clients use evidence to back this up! So many businesses say they are ‘different’ but the key is to demonstrate that you do. 

2. Adaptive Design

You must ensure your website provides a seamless user experience across all devices. This includes mobile devices, desktops, and tablets. 

Mobile makes up 58.54% of global internet traffic as of 2024. 

If your site is not mobile-friendly you are missing out on so many opportunities. 

Responsible design in 2024 is a non-negotiable.

3. Clear and engaging photos and videos

It is worth investing in high-quality photography to showcase your properties to represent the value of your services and commitment to selling properties. Coupled with a sleek and user-friendly design, a visually appealing website is crucial for engaging users.  

Another way of encouraging user interaction is through videos. Videos will bring the photos and properties to life. Buying or renting a property is not a short process or journey. Videos show the extra details of properties which can improve prospective buyers’ trust in you, further improving your credibility. This leads to increased traffic and potentially more leads. 

4. Easy Peasy Navigation 

Simplify navigation with clear menus and robust search tools. Poor navigation can often lead to a high bounce rate, lower conversion rates, and frustrated customers. 

88% of users are unlikely to return to a website if they had a bad experience. 

This is often due to slow loading times, poor navigation, cluttered design and lack of relevant content. Visitors should be able to find what they are looking for effortlessly. 

5. Strong Call-to-action 

A Strong CTA guides visitors to making an inquiry or completing an action such as: booking a viewing, getting a valuation, subscribing to a newsletter, or clicking on and reading a blog. 

Compelling CTA’s should be strategically placed throughout your site, making it easy for viewers to take the next step and progress through the customer journey. 

6. Storytelling 

Use the ‘About Us’ page as well as social media channels and links to forge a connection with visitors through engaging story-telling. 

Story-telling can be as simple as sharing anecdotes, showcasing your personality, and humanising your brand so that potential prospects feel like they know you before getting in touch. This strengthens the relationship you have with clients which also increases the chance of them returning.

7. Increase your share of the local market 

Establish yourself in your local market and community by specialising in the property types and areas in and surrounding those properties. This can help to position you as the go-to expert in your area and this can help to attract clients that are looking for a specialised and personal service. Developing top tips for moving, local area guides, engagement in the local community are all great ways of demonstrating your local engagement and knowledge.

8. Trust-building goodies

Arguably for some, the most important tip for a strong and stand-out website is including trust-building goodies, but what are these so-called ‘goodies’? You can build trust and credibility through testimonials, certifications, and awards displayed on your website. This is a great way of instilling confidence in potential clients that you are dedicated to your clients and industry.

There are numerous platforms for rating agents such as Best Estate Agent Guide, Get Agent, AllAgents, Check an Agent and of course platforms such as Trustpilot are great for this too. Owning these spaces by encouraging happy tenants and movers to rate you build these up – Google Reviews and optimising your Google Business Profile can boost your SEO too, so well worth encourging your customers to rate you there too.

One of the best ways to demonstrate authenticity is to showcase previously sold properties. It shows your track record of expertise, but it also gives potential buyers a tangible representation of the types of properties that you can handle and sell. 

If you want to stand out further, include video testimonials! These really resonate with a large audience. 

9. Organic Traffic boosters

Optimise your site for search engines with effective SEO strategies. By producing valuable content through case studies, blogs, and FAQ sections you are making yourself more visible on Google and also attracting and retaining your target audience. With insights into the local area and industry, you can showcase your expertise and establish yourself in the property market. 

10. Extra-Value add ons

Including Extra-value add-ons to your website enhances the user experience. 

This can include additional features such as useful guides, mortgage calculators, lifestyle blogs, or even interior blogs. This further demonstrates your knowledge and desire to help your clients. 

This added value can lead to increased customer retention!

11. Floor plans

Simple, yet so effective. 

Floor plans and interactive features enable potential buyers to explore properties in more detail and from the comfort of their homes. 

47% of home buyers’ first step during the buying process was to look at properties online. 

Having an updated website with Floor plans and interactive features improves user experience and therefore can increase customer retention. 

12. Neighbourhood intel

Showcase local amenities and attractions. This highlights the appeal of your properties and enhances the overall value proposition for potential buyers. It also shows your business are dedicated to giving the best customer experience and service, going above and beyond to sell your properties. 

13. Community Love

Express your commitment to the local community through active involvement and support. 

This can be shown most effectively through your social media channels but it can also be displayed on your website. 

Engaging with local organisations and partnerships also strengthens community ties. This can help your business to become the go-to trusted estate agent in your area.

14. WhatsApp integration 

And finally, include WhatsApp integration with your website. This simplifies communication and enables visitors to initiate conversations effortlessly. 

They can inquire about properties and schedule viewings. WhatsApp is a popular messaging platform and it can not only streamline communication to enhance user convenience, but it also humanises your business as people feel they are engaging with real people rather than filling out forms online. 


A well-optimised website can significantly boost lead generation and conversion rates. It’s been proven! 

You should leverage innovative features such as virtual tours, interactive maps, and strong, personable branding to streamline your customer journey and foster meaningful engagements with prospects to ultimately stand out from your competitors. 

The Real Estate Market is saturated and updating or redesigning your website is such an easy yet effective way to improve your marketing and effectively drive success. 

See how we can help you drive more business to your website. Click here!