I’ve built websites for plenty of estate agents here in South Wales, and honestly, most property websites are doing it wrong. They’re either throwing everything at the wall hoping something sticks, or they’re missing the basics that actually convert visitors into serious buyers.

The difference between a property website that generates leads and one that just looks pretty? It’s all about understanding what buyers and sellers actually need when they land on your site.

Smart Property Search That Actually Works

Your property search is the heart of your website, but I see too many estate agents getting this completely wrong. Those generic property plugins might look fancy, but they’re often slow, buggy, and frustrating for users.

The essential estate agent website features for search include location-based filtering that actually understands local areas. Not just postcode searches, but neighbourhood names, school catchments, and transport links. A Cardiff buyer searching for “Pontcanna” shouldn’t get results from Pentwyn.

Price filtering needs to be realistic too. Don’t just offer generic bands – understand your local market. If most properties in your area are £200k-£400k, that’s where your filters should focus, not some generic £0-£1 million range that helps nobody.

Property Details That Build Trust

Here’s something I always tell estate agent clients: your property pages are sales pages. Every detail matters, and missing information kills conversions faster than anything else.

High-quality photos are obvious, but it goes deeper than that. Floor plans aren’t optional anymore – they’re expected. Virtual tours and 360° views have become standard, especially since COVID changed how people view properties.

Energy Performance Certificates need to be front and centre, not buried in a PDF nobody downloads. With energy costs through the roof, buyers want this information immediately.

Council tax bands, local amenities, and transport links should be right there on the property page. Don’t make buyers hunt for this stuff on separate council websites.

Financial Calculators That Close Deals

This is where most estate agent websites miss a massive opportunity. Financial calculators aren’t just nice-to-haves – they’re lead generation goldmines.

Mortgage calculators help buyers understand what they can actually afford. Stamp duty calculators take the mystery out of additional costs. Running costs calculators that factor in energy ratings, council tax, and insurance give buyers the full picture.

A Newport estate agent I worked with recently saw their enquiry rate double after we added a comprehensive mortgage calculator to their property pages. Buyers weren’t just browsing anymore – they were calculating, planning, and then picking up the phone.

Lead Capture That Doesn’t Annoy

I hate those aggressive pop-ups that appear the second you land on a website. Your visitors hate them too. Smart lead capture works differently for estate agents.

Property alerts are your best friend. Let visitors save searches and get notified when matching properties come on the market. Valuation requests for sellers should be prominent but not pushy. Book a viewing buttons need to be on every property page, but don’t hide them behind unnecessary forms.

The key is value exchange. Don’t ask for someone’s details unless you’re giving them something worthwhile in return.

Local Area Information That Sells Lifestyles

People don’t just buy properties – they buy into areas, schools, communities. Your website should reflect this with dedicated area guides that go beyond basic demographics.

What are the local schools like? Where’s the nearest train station? What about shopping, restaurants, parks? This isn’t just nice content – it’s SEO gold that helps you rank for “houses for sale in [area]” searches.

Custom tools like interactive maps showing local amenities, crime statistics, and transport links give you a massive advantage over competitors using basic property portals.

Mobile-First Design (Because Everyone’s on Their Phone)

This shouldn’t need saying in 2025, but I still see estate agent websites that are basically unusable on mobile. That’s business suicide when most property searches happen on phones.

Your property search needs to work perfectly on a small screen. Photos need to load fast and display clearly. Contact forms should be simple to fill out with thumbs, not a desktop keyboard.

I always test estate agent websites by searching for properties while walking around Cardiff. If I can’t easily browse, search, and enquire from my phone while grabbing coffee, the site needs fixing.

Integration with Property Portals

Your website shouldn’t be fighting Rightmove and Zoopla – it should complement them. Smart estate agents use their website to capture leads that the big portals miss.

This means featuring exclusive properties, providing more detailed local knowledge, and offering services the portals can’t. Market appraisals, local market reports, and personalised property recommendations give visitors reasons to choose you over the generic portal experience.

Frequently Asked Questions

Do I need a separate website if I’m already on Rightmove?

Absolutely. Rightmove takes a commission and controls the customer relationship. Your website builds your brand and captures leads you own completely. We help estate agents create websites that work alongside portal listings, not against them.

How much should an estate agent website cost?

Avoid the £200 Fiverr trap – you’ll end up with something that looks unprofessional and performs worse. Professional estate agent websites typically cost £2,000-£5,000 depending on features, with ongoing monthly costs for hosting and maintenance.

Can I use Wix or Squarespace for my estate agency?

Honestly, I wouldn’t recommend it. Property websites need specific functionality like MLS integration, advanced search filters, and lead management that these platforms handle poorly. WordPress with proper property plugins gives you much more flexibility and better performance.

Your Next Steps

A great estate agent website isn’t just about looking professional – it’s about converting visitors into genuine leads and sales. The features we’ve covered here aren’t optional extras anymore; they’re essential tools for competing in today’s property market.

If your current website is missing any of these crucial elements, or if you’re tired of losing leads to competitors with better online presence, let’s have a chat. We specialise in building WordPress websites that work specifically for Welsh estate agents, with all the tools and integrations you need to succeed.

Get in touch today, and let’s build you a website that doesn’t just showcase properties – it sells them.