How your estate agency website can make you money, not cost you money.
At PropertyStream, we know that a well-designed, high-converting website is one of the most powerful tools for an estate agency’s success. However, many estate agent websites are underperforming, often acting more as a drain on resources than a driver of revenue. If your website isn’t generating the leads or conversions you expect, it’s time to shift focus. By implementing proven strategies focused on lead generation, we can help you transform your website into a money-making machine.
Using testing and fine-tuning to build optimum, high-converting website
Over the last 11 years, since we formed PropertyStream, we have fine-tuned our skills and knowledge in producing the highest-converting websites for estate agents up and down the country. We have spent a long time testing and perfecting on-page forms, their placement, and calls to action to identify optimal layouts. We are UX-focused in our website development approach, designing websites that are most likely to guide your visitors toward the money-making pages and critical CTAs.
Repositioning content, adjusting forms, and reorganising navigation panes have helped us understand the optimal placement of CTAs (calls to action) that will help you achieve higher conversion rates from your website. By "conversion," we mean an action that benefits your business, such as calling your office, filling out a web form, booking a viewing or valuation, or sending an email to your agency.
Tangible results - websites that make money
When designing your estate agency website, always bear in mind its purpose. You want your website to offer a best-in-class digital experience of your brand to anyone who lands on your site. It needs to appeal to buyers with excellent property presentation and intuitive search. But most importantly, your website must convert visitors into clients, so focus on what will make landlords and sellers engage with you. Make contact forms, phone numbers, and valuation CTAs crystal clear, and display them front and centre across the site, no matter where your visitor navigates.
We have produced websites that have significantly increased the amount of valuation bookings and leads compared to clients’ old sites. Here are just a few examples of how we have helped turn websites from cost centres into core lead generating platforms:
- Martin & Co: 226% increase in website conversions across 190 Martin & Co branches
- Whitegates: 600% increase in website conversions across 45 Whitegates branches
In spring of 2024 we built and launched a comprehensive new website for one of Surrey’s leading agents, Seymours. Within 6 months of launch, they reported:
● Instant valuations increased by 47% year on year compared to old site
● Valuation Bookings increased by 10% since launch
● Visitor numbers increased by 80% since launch
● Page views increased by 200% since launch
● Livechat providing an extra 100 quality leads per month.
How outdated websites drain resources
An outdated website isn’t just a visual problem—it can directly harm your business performance. High bounce rates, slow load times, and poor user experience can all contribute to missed opportunities. According to a report by HubSpot, 53% of mobile site visits are abandoned if pages take longer than 3 seconds to load, and this can significantly hurt your ability to convert visitors into clients.
Moreover, poor navigation, lack of mobile responsiveness, and ineffective calls-to-action often lead to lost leads. These visitors may arrive on your website interested in your properties but leave frustrated by a cumbersome or confusing experience. For estate agents, this could mean the difference between a valuable lead and an empty enquiry form.
By investing in the right estate agent website design that integrates efficient lead capture forms and enhances user experience, you can reduce bounce rates and improve engagement—ultimately leading to better business outcomes.
Effective CRO (conversion rate optimisation) tactics
The goal of conversion rate optimisation (CRO) is simple: make sure more visitors convert into leads or clients. Whether it's booking a property viewing or valuation, signing up for email updates, or making an enquiry, the success of your website hinges on how well it facilitates these actions.
Here are some effective CRO tactics for estate agents:
- Simplify your forms – Streamline lead capture forms so they’re as simple as possible. Ask for the essential details, and make sure they’re easy to complete on both desktop and mobile devices.
- Clear CTAs – Your CTAs should stand out and guide visitors toward taking action. Use action-driven language like "Request a Viewing," "Get a Free Property Valuation," or "Speak to an Expert."
- Use trust signals – Display client testimonials, awards, certifications, and success stories on your website to build trust and encourage conversions.
- Leverage live chat and chatbots – Offering real-time assistance via live chat or AI-powered chatbots can help guide potential clients to the information they need while increasing the likelihood of conversion. At PropertyStream we integrate our websites with a number of leading providers for estate agency LiveChat including MoneyPenny and have developed our own Chatbot, Aimee.
- A/B testing – Regularly test different versions of your landing pages and CTAs to see which ones perform best. Small changes, like repositioning a button or tweaking wording, can have a big impact on conversion rates.
Leveraging SEO & lead-gen tools to boost revenue
SEO isn’t just about ranking well—it’s about targeting the right clients and generating quality leads. Estate agents need to ensure that their website is optimised for both search engines and the end user, creating a seamless experience that encourages conversions.
SEO for estate agents is essential for attracting relevant traffic. The right SEO strategy can help you capture organic traffic from people searching for properties or estate agent services in your area. In fact, according to a 2024 survey by HubSpot, 70-80% of users ignore paid ads, focusing instead on organic results. This demonstrates the importance of investing in solid SEO tactics to ensure your website ranks high in Google’s SERPs (search engine results pages) and gets seen.
When it comes to lead generation for estate agents, it’s not just about attracting any traffic—it’s about attracting the right traffic. Implementing local SEO strategies to target specific areas can significantly improve your visibility and lead quality. For example, optimising for keywords like “best estate agent in [Location]” or “properties for sale in [Location]” ensures that your website is seen by people actively searching for services you offer.
Applying a robust, but pricewise very manageable monthly SEO strategy, clients Simmons & Son in Slough achieved the following results within 6 months of launching a new website:
- Organic search traffic has increased by a staggering 308%.
- Website users are up by 219% - from 2,513 to 7,810
- New users are up by 207% and sessions have increased by 217%.
Alongside a motivated and hard-working team, this helped the agency move from a 2% market share to 11% market share for sales in their area.
How can you increase valuation conversions from your website?
Incorporating lead capture forms, such as newsletter sign-ups or free property valuation requests, is another great way to generate leads. These forms should be easy to access and strategically placed throughout your site.
- Effective lead capture forms:
At PropertyStream, we design the best estate agent websites with one goal in mind: to help estate agents generate revenue from their websites. Our custom-tailored websites integrate lead capture forms designed for maximum conversion, collecting essential client data with ease. We place simple, high-converting forms on key pages of your website (property listings, about pages, contact forms) and retain core CTA, such as Book a Valuation buttons in sticky headers so that users never lose sight of these as they scroll through the site. - Valuation banners:
We also incorporate prominent Book a Valuation banners throughout the web pages, included in the property listings so that users are reminded to contact you for a valuation as they browse through properties. - Dedicated valuation page:
It is also recommended you have a dedicated Valuation page with top level CTAs for the various valuation options you offer. This may include Instant Valuation and Expert (in person) valuation buttons. This page should also contain highly optimised content around your valuation services, your local expertise and reasons why people should choose you to book a valuation. This page can also serve as an efficient landing page for your valuation focused marketing campaigns.
The bottom line: ROI-focused website design
For estate agents, your website is one of your most powerful marketing tools. By optimising it for conversions, leveraging SEO, and using effective lead generation strategies, you can turn your website into a money-making machine that delivers consistent results.
At PropertyStream, we specialise in designing the very best estate agent websites that are tailored to deliver measurable ROI. Our strategies for estate agency CRO, combined with SEO-focused design and ongoing SEO services as well as advanced lead-generation tools, help agents convert visitors into leads—and leads into clients.
Ready to start turning your website into a revenue-generating machine? Get in touch with us today to discuss how we can help you improve your website ROI through optimum website design and marketing strategies.