Guide 11 of 11 · 8 min read

Real estate agent website: what an agent site needs

By the ContentMetric team · Checked on 17 October 2026

Buyers and sellers look at an agent's website to answer one question: is this person active, local and trustworthy? This guide is for individual agents and small agencies. It shows the pages to build, what goes on each, the prompts to type, and how to set up your Google listing. Near the end we compare us with Wix and Squarespace, and we say where they are stronger.

One thing to be plain about first. ContentMetric does not connect to an MLS, an IDX feed or a property portal. Our help pages describe no such feature. Your listings on a ContentMetric site are entries you type in and keep up to date yourself. That suits an agent with a small, hand-picked set of listings. If you need a searchable feed of every listing in your market, you will need a specialist real estate website provider, and your broker or listing service will have its own rules.

The six pages an agent needs

1. Home

In the first screen: your name, your area, and what you do: "Homes for sale and rent in [area]". Add a Contact button and a phone or WhatsApp link, and a professional photo of you. Below that, show three to six current listings, a line on your experience, and two or three quotes from real clients who agreed to be quoted. Add your licence or registration number if your area requires it. Check your local rules.

2. Listings

Show each property as a card: a main photo, the address or area, price, bedrooms, bathrooms, size and status (for sale, for rent, under offer). Each card opens a page with more photos, a description, a floor plan if you have one, and a form to ask about it. Only show what you have the right to show, and remove a listing as soon as it is gone. An out-of-date listing is worse than no listing.

3. Sold and leased

A short list of recent results is proof you get things done. Show the area, type of property and the month it sold. Share a price only if the owner and your local rules allow it.

4. About you

Your background, how long you have worked in the area, the languages you speak, and how you work with sellers and with buyers. Name your agency if you work under one. A real photo beats any stock picture.

5. Areas

One short page per neighbourhood you cover: what the area is like, typical homes, schools and transport nearby, written from what you know. Link to your listings there. This is where you can show local knowledge that a portal cannot.

6. Contact

A short form with name, phone, whether they want to buy, sell or rent, and a message. Add a second route for sellers: "Thinking of selling? Ask for a free price opinion." Say how fast you reply. Add your office address, hours and your agency details.

Build it with Claude on ContentMetric

You can type these into the AI assistant inside the ContentMetric editor, or into Claude if you have connected Claude to your site (that needs the Pro plan). Changes land in your draft, and nothing is public until you press Publish. Small, clear requests work better than "make it luxurious". Replace the details in square brackets with your own.

First build:

Listings as a collection:

Add a listing:

Enquiry form:

Local search:

Later edits are one line each: "Change [address] status to Under offer", "Move [address] to the Sold page", "Lower the price of [address] to [price]". Always read what it changed before you publish. If you are new to AI editing, read whether it is safe to let AI edit your website.

How listings and enquiries work, honestly

Repeating things on a ContentMetric site, such as blog posts, staff profiles or products, live as entries in a collection. Each entry has a title, a web address ending and a body you write in a normal text editor, with headings, lists, links and images, and a page built in the editor lists them. Put the price, bedrooms and size at the top of the body, in the same order every time. That is how a listing set works for you: you add, edit and remove entries, and the AI assistant can build the page that lists them.

Our help pages do not describe an MLS or IDX feed, a property portal sync, a map search, saved searches for buyers, a mortgage calculator or an automatic update when a listing changes elsewhere. Listings do not come from, or go to, any portal unless you do that yourself. Be careful with the rules of your broker and local listing service about showing listing data on your own site.

For enquiries, the Free plan has a plain contact form. It sends each message to the address you choose and keeps it in a table in your site. On Pro and above, the Forms & Bookings app adds an Appointment request template and weekly hours with a set number of places per slot, which can work for viewings. You confirm each one yourself, and the customer gets a confirmation email if the form asks for their email.

Google Business Profile tips for agents

If you have a street-front or an office clients can visit, you can have a profile. More in how to get your business on Google.

• Verify the profile and keep it complete. Google says verified businesses with complete and accurate information are more likely to show up in local results.
• Use the same name, address and phone everywhere. Match your website exactly, and use your agency name the way it is registered.
• Add a link. Google lets you add a link for people to book an appointment. Point it at your Contact page or your free price opinion form.
• Add real photos. Google asks for JPG or PNG files between 10 KB and 5 MB that are in focus and well lit, with no heavy filters. Add your office, your team and yourself.
• Collect reviews from real clients. Google says more reviews and good ratings can help local ranking. Ask after a completed sale or let, and reply to each one without sharing private details.
• Know the ranking factors. Local results are mainly based on relevance, distance and prominence. Prominence includes how many websites link to you, so list your site on your agency page and local business directories.

ContentMetric, Wix and Squarespace for agents

Our view: if your whole business is a searchable listing feed, none of the three general builders may be the right tool, and a real estate website provider with an MLS or IDX connection will do more. Wix lists templates built for agents with viewing bookings. Choose ContentMetric if you want a good-looking personal brand site that you describe in words and edit by asking, with a small set of hand-picked listings and, on Pro, a specialist who designs and keeps it up to date. See the Wix alternative page and our AI website builder comparison.

A simple first week

• Day 1: pick your best current listings and one recent sale, and gather the photos you are allowed to use. Build the first draft.
• Day 2: check every price, address and measurement by hand. Send a test enquiry from your phone.
• Day 3: publish, then update your Google profile so the details match word for word.
• Day 4 onward: update listing status the day it changes, and ask each happy client for a Google review.

Other trades have their own guides: interior design, photography and contractors.

Common questions