Client portals are becoming more relevant in the estate agency sector. In this blog, we’ll explore what they are, how they work and help you establish whether adding one to your website could benefit your agency by improving customer experience, operational efficiency and brand trust. There is no question that client expectations have shifted towards 24/7 access and digital self-service. So, should your agency adopt one?

Our blog aims to provide a balanced view, explaining the advantages and potential challenges of having an estate agent client portal. 

What is a client portal? 

A client portal is typically a secure, password-protected area on a website where clients can access personalised information, documents or updates. 

How client portals benefit estate agents 

The potential benefits of client portals for estate agents include:   

• Reduced admin for agents. Because a portal enables you to centralise all your client information in one place, it is so much easier to manage. Entire client portfolios can be kept together, for landlords or those who want to buy or sell multiple properties. Having all information stored in this way helps agents stay organised and can save them valuable time.  
• Improved communication. Easily scheduled appointments and reminders makes communication seamless.  
• Enhanced client satisfaction. Seamless communication makes for a smoother client experience. If they need to submit additional documentation or call their solicitor, for example, a timely notification or reminder could be really helpful for them.  
• 24/7 access to documents and updates. As sales or rental processes evolve, you and your clients can be kept up to date with important milestones throughout. And you’ll know exactly where to look for important documents should you need them.  
• Professional image and trust-building. With all this in mind, your client will have more faith in your estate agency and its agents. A client portal can help keep things moving. For example, if their dedicated agent isn’t available, it’s much more likely that a colleague will be able to help in their absence.  

Typical features of an estate agency portal

An online portal for estate agents can keep you and your clients connected. Due to the nature of property buying and selling, or renting, and the potential associated stresses, this is usually welcomed by clients. Property website portal features often include:  

• Property status updates. These can be very reassuring for clients who have found the property of their dreams and want to know that their purchase is going through with no hitches. Or for those who want to know their property sale is proceeding at the pace they need it to.  
• Document downloads. For example, sales memos or tenancy agreements. This can be super convenient for clients. They can send important information to you securely and remotely.  
• Appointment bookings. A reminder for you and your clients, you both have access to the same information. No more missed appointments or awkward conversations over what date and time the viewing or meeting was booked for.  
• Secure messaging. This is very helpful for clients. Because you can message each other securely, they will be able to ask you questions, whatever time of day or night it is. They’ll be able to do this at their convenience.  
• Viewing feedback. This feature is particularly useful for clients who are selling a property. With feedback all in one place, they will quickly be able to identify any common issues viewers have noted, which means they will have the opportunity to put this right or make an informed decision on whether to reconsider the price.
• Offer tracking. Helpful for potential buyers and sellers, this gives an offer trail. For potential buyers, they can see whether their offer has been accepted in real time – convenient if they aren’t able to get to the phone for any reason. And for sellers, it gives them an overview of what offers have been made on their property – again, enabling them to make an informed decision on whether or not they need to adjust the price.  

How portals can improve the client experience

As you can see, a client area for property websites can enhance their experience with you, whether they are a buyer, seller, landlord or tenant. On-demand access to information helps build trust and streamline transactions.

Clients who have had a good experience when working with you will be much more inclined to recommend your estate agency to others and rate it highly on online platforms.  

Potential drawbacks and considerations

Some of the challenges you might face include: 

• Cost and complexity of setup. Naturally, it costs to set up a customer portal that is estate agent specific. If you are new to adding estate agency website features, it could also cost you in terms of time – unless you use a professional.  
• Training staff to use the system. It is likely to take time to train your teams. A professional will be able to help with this. As they are used to doing this regularly, it should be a much more efficient process.  
• Data protection and security concerns. With GDPR and your regulatory obligation to keep client information secure, it’s important you do all you can to keep their details safe. For this reason, if you are sold on the idea of having a client portal, make sure it is fit for purpose. Checking reviews and ratings of the team you choose to work with is a good place to start.  
• Ensuring clients actually use the portal. 

Should your agency invest in one? 

Whether a client portal would make a good investment for your estate agency or not, consider your agency size, client expectations, digital maturity and internal processes.

There is no question that portals can be a competitive advantage, especially for agencies aiming to stand out.

How to get started with a client portal 

If you want to go ahead, ensure your website and the client portal are both mobile-friendly – a must in today’s digital landscape. Check your integration options – it needs to be compatible with your customer relationship management system (CRM). And look for one that prioritises user experience. This can do wonders for your estate agency. 

While not every estate agent needs a client portal today, more agencies are moving in that direction to meet rising digital expectations. Many are turning to a client login area to streamline access to personalised information and updates for their clients.