Two audiences, and both are money
A real estate agency has two sources of income: buyers/renters (a commission on the deal) and owners who entrust a sale (exclusive contracts). Agency sites are usually tailored only to the first — a catalog and that is it. Yet an owner choosing “who to trust the apartment to” is a more marginal lead. A good site works on both streams.
The property catalog: the base of everything
- Real filters: type, district, metro, price, rooms, area, floor — fast and convenient, like the big classifieds people are used to.
- A property card: lots of photos, a floor plan, the exact address or district on a map, an honest description, price history, a “book a viewing” button and the specific agent’s phone.
- A feed from the CRM. Properties are managed in a specialized CRM — the site should pull them automatically, not via a content manager by hand. Sold ones — marked, not hanging for months (that kills trust).
- Export to classifieds from the same database — Cian, Avito, Domclick: a property is entered once.
District and complex pages — the niche’s SEO gold
Demand in real estate is geo-granular: “buy a two-room in [district]”, “apartments in complex [name]”. Each district and major complex gets its own page: description, infrastructure, prices and trends, current properties from the catalog. Such pages collect stable traffic and work for years. The logic is the same we described for store categories: landing pages for demand clusters rather than one general “Apartments”.
Attracting owners: the second funnel
An owner searches “sell an apartment [city]”, “how much is my apartment worth”. For them:
- Online apartment valuation — a quiz form: address, floor area, condition → a preliminary valuation to a messenger. A classic quiz mechanic, with conversion to a contact many times higher than a “leave a request” form.
- A “Sell an apartment” page: how you work, timelines, commission (honestly!), what is included — photos, advertising, viewings, legal support.
- Sale case studies: “a two-room in [district] — sold in 19 days, 3% above valuation”.
Trust: deals worth millions
- agent pages with a photo, experience, specialization and reviews — people go “to a person”;
- reviews from external platforms, a rating on Yandex Maps;
- legal transparency: a contract, a clean-title check, insurance;
- a “living” blog: district overviews, guides on mortgages and deals — content that brings in and warms up.
Response speed
A real estate lead cools within hours: a person left a viewing request at five agencies — they will go with the one who called back first. Requests from the site — instantly into the CRM and to agents in Telegram, missed ones — to the manager for control. Without this, even a perfect site squanders leads.
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Conclusion
A real estate agency site is a live catalog from the CRM with strong filters, district and complex pages for geo demand, a separate funnel for owners with online valuation, and maximum trust: agents, reviews, case studies. We will build one with your CRM integration and classifieds export — let’s discuss your project.
