Advancements in software and other technologies is spearheading a new era in website functionality. Soon websites will be able to do much more than simply provide information and videos, especially in the estate agency industry.

Despite these exciting benefits for web designers and website owners, it also comes with some headaches. If you’ve ever seen a list of possible website features already available, you’ll already know what we’re referring to. Choosing which features to include and which ones to exclude isn’t easy. So we’re here with this blog to make those decisions a little easier.

The #1 rule when it comes to site features

Picking and choosing website features can be just as difficult as choosing a new colour of paint for your walls. There are so many options available that it’s easy to become overwhelmed, confused and want to give up.

We cannot reduce the number of great website features out there for you to choose from, but we can give you one short question that will help your decisions. Every time you consider a website feature, ask yourself this…

Will this feature provide real value for the website visitor?

If the website feature has a genuine reason to be included on the website because it improves both user value and the user experience, then you should seriously consider including it. On the other hand, if it adds value but detracts from the user experience, such as making it harder to navigate through the site, then it should be left out. The bottom line is don’t just choose a feature because it’s available. Adding too many features could even slow down your site and therefore its SEO performance and usability.

Out of all the options, here are some of the features that we often encourage estate agents to include…

Live chat feature

A live chat feature is an AI-integrated messaging system that allows website visitors to ask questions. The AI can interpret certain phrases and common questions to provide real-time answers, which often increases enquiries and conversion rates.

The answers provided by your AI assistant can even point website visitors to certain website pages where they will find relevant or further information. This is useful because it keeps the visitor on your website longer, reducing bounce rate and improving your SEO performance to hopefully attract even more visitors in the future.

A website blog

Businesses that refuse to include a blog on their website usually don’t realise the benefits of having a one - and often see it as time-consuming or an inconvenience that requires more investment.

However, there can be undeniable value and returns if you include a blog. Well-written blogs that include SEO optimisation can generate a lot of attention to your website, which can:

• Increase brand recognition and therefore trust 
• Provide genuine value for readers 
• Increase website visitors and enquiries

You can also repurpose all of your blogs for other platforms, such as social media accounts. These can then redirect even more traffic to your website.

Website features for estate agencies

But what about website features that are especially beneficial and relevant for estate agents? We’re glad you asked. Financial calculators that allow users to work out the cost of mortgage repayments, stamp duty obligations and so on are all relevant in the industry. So are appointment booking functions that allow prospective buyers and renters to book property viewings, or allow homeowners to book appraisals.

But one of the best is API integrations that allow the estate agency to update listings in real-time when properties are sold and rented. These types of technologies can save hundreds of business hours over the year and are highly recommended by us. There are quite a few options in this area, so it’s best to discuss them with our friendly team.

Recap: As technology gets better, we get more website functionality. But there is usually too much choice. It’s best to add a feature if it adds real value for the majority of users, as long as it doesn’t hinder website navigation and user-friendliness. Some of the features we often recommend to estate agents are live chat, a blog, financial calculators, appointment booking systems and API integrations.

WEBPRO Knows

One recent survey found that over 40% of consumers have made a purchase due to a positive experience using a live chat website feature.