The 10-step document outlines key considerations for creating an effective broker website. It recommends (1) choosing technology vendors carefully based on usability and objectives; (2) using easy to develop and maintain technologies like Ruby on Rails; (3) defining target audiences like potential clients, sellers, and agents; and (4) using information architecture to create a simple structure for a better user experience. It also stresses making listings central, optimizing for search engine optimization and conversion, planning for future needs, and maintaining the site as an ongoing endeavor.

1. 10 Steps to a
Killer Broker Website
Aman Daro
VP, Integrated Marketing
McGuire Real Estate
adaro@mcguire.com

2. McGuire Real Estate
> 90 year old residential brokerage
> Boutique, luxury brand covering the San Francisco Bay Area
> 250 agents, 8 offices
Photo: Mapjack

3. mcguire.com
> One of the first real estate websites in SF

4. 1. Choose Vendors Wisely
> Front-end and back-end not necessarily the same
company
– 1000Watt + Elevated Rails
> Understanding usability and company objectives can
trump project estimate
> Hope you like working with them

5. 2. Technology Shouldn’t Get in the Way
> Pick technologies for
– Ease of development and
maintenance
– What will be favorable in the
future
> Ruby on Rails allows for very quick
development
> Too much Flash can be bad
> Open source back end is
preferred by many, but keep
security in mind
Photo: abigol

6. 3. Define Your Target Audiences
>
>
>
>
Potential clients
Current sellers
Agents
Management
– Understand difference between
management’s needs and user’s
Photo: Morten Elbech Sørensen

7. 4. Information Architecture is Underrated
> Rarely used by small/medium businesses, but critical in
information-rich websites
Simple structure = better experience =
more users = more business

8. 5. Listings Are The Center of the Universe
> The primary reason users visit a broker
site
> Design around this objective
– Easy to access across site, large photos,
etc.
> Develop content to support this goal
– Neighborhood info, stats, user-generated
content, etc.

9. 6. SEO From the Ground Up
> Site structure should be search-engine friendly
> Unique title/headline/tight cluster of keyword phrase(s)
for every page
> Pick relevant keywords
with Google Keyword
Search Tool
> Don’t forget long tail

10. 7. Design: Less is More
> White space lets the
message “breathe”
> Home page
– Focus on few key
messages
– Allocate % of home
page real estate to
priority of message

11. 8. Optimize for Conversion
> A “cool” web 2.0
site isn’t enough.
Demand ROI.
> Clear call to action
– White space
– Buttons near images
> Test
– Google Website
Optimizer

12. 9. Plan for The Future
> Needs will change and expand
> Site should accommodate those
changes
Photo: pigeon pair

13. 10. Evergreen Endeavor
> Project doesn’t end after
launch
– Maintenance
– Adaptation to changing market
demands
– Consider redesign in 5-7 years
– Need budget and team on call
Photo: Sam Howzit

14. www.mcguire.com
Send your feedback to:
adaro@mcguire.com