Real estate websites

A real estate website has to compete with some of the most visited sites in the world — Zillow, Realtor.com, Trulia. You are not going to out-listing them. What you can do is out-relationship them: give buyers and sellers a reason to choose you specifically, and make it easy for them to connect with you.

This guide covers what a real estate website needs, the compliance rules that apply, and the features that generate real leads.

What real estate websites need to do

Buyers come to your website to search listings. Sellers come to find out if you are the right agent to trust with their biggest financial transaction. Your website has to serve both.

For buyers:

• Show current, accurate listings (IDX feed from your MLS)
• Make it easy to save favorites and schedule showings
• Demonstrate your knowledge of the local market

For sellers:

• Build confidence in your expertise and track record
• Make it easy to request a home valuation or listing consultation
• Show recent sales and testimonials from past clients

Typical website goals

Compliance & legal considerations

Fair Housing Act

The Fair Housing Act (42 U.S.C. § 3604) prohibits discrimination in the sale, rental, or financing of housing based on race, color, national origin, religion, sex, disability, and familial status. Your website must comply.

In practice, this means:

• Do not describe neighborhoods using protected class language. You cannot describe an area as "great for families" in a way that implies families without children are not welcome, or describe a neighborhood's demographics.
• Equal treatment in listings. All listings must be presented consistently, regardless of the demographic character of the neighborhood.
• The Fair Housing logo. The Department of Housing and Urban Development (HUD) requires all real estate advertising — including your website — to display the Equal Housing Opportunity logo or statement.
• Your state may add protected classes. Many states and localities add additional protected categories beyond the federal list.

IDX (Internet Data Exchange) and MLS access

IDX is the system that allows agents and brokers to display listings from their Multiple Listing Service (MLS) on their own website. To use IDX:

• You must be a member of the relevant MLS
• You must sign and comply with the MLS's IDX data agreement
• Listing data must be updated at the frequency the MLS requires (typically every 15 minutes to 24 hours)
• Listing photos and descriptions remain the intellectual property of the listing agent — you cannot modify them
• Your IDX display must include required disclosures (typically "Data from [MLS name], updated [timestamp]")

Each MLS has its own rules. We work with your IDX provider to ensure your setup is compliant with your specific MLS agreement.

License and broker disclosures

Your website must clearly display your real estate license number and your broker's name (if you are an agent rather than a broker). Requirements vary by state, but as a general rule: your name, title (e.g., REALTOR®, Broker, Salesperson), license number, and brokerage name should appear on every page or in the footer.

The designation "REALTOR®" is a trademark of the National Association of REALTORS and may only be used by members.

Privacy and lead data

Leads captured through your website — home valuation requests, saved searches, showing requests — contain personal data. Your privacy policy must explain how you use this data. If you use a CRM to follow up with leads, that CRM's data handling becomes your responsibility too.

Recommended features

Tech & integrations we use

Common pitfalls

• Stale listing data. Nothing destroys trust faster than a listing shown as "Available" on your site that sold three months ago. Proper IDX integration updates automatically — we make sure it is set up correctly.
• Focusing on listings over the agent brand. Buyers and sellers can search Zillow for listings. They come to your site because they are evaluating you. Your bio, results, and personality are your differentiation.
• No lead capture on listing pages. Every listing page is an opportunity to capture a lead. A simple "Schedule a showing" or "Ask about this property" form converts visitors into conversations.
• Missing Fair Housing disclosures. The Equal Housing Opportunity logo must appear on your website. We include it in every real estate build.
• Neighborhood guides that describe demographics. Well-intentioned guides can cross Fair Housing lines. We review all neighborhood content before launch.

Common questions

Related guides

• Local SEO basics
• Data privacy basics for your business
• Writing service pages that convert
• Image basics for your website
• Working with contact forms

Learn more

• HUD: Fair Housing Act — the official Department of Housing and Urban Development Fair Housing resource
• NAR: Code of Ethics & Standards of Practice — National Association of REALTORS ethics standards, including advertising rules
• HUD: Equal Housing Opportunity Logo — official guidelines for displaying the EHO logo