Website for an estate agent: show results, not just houses

Your site has two customers

An estate agent's site serves two people with opposite worries. The seller is afraid their house will go too cheaply, or sit on the market for months. The buyer is afraid of missing out on their dream home.

For your business, the seller is the most important visitor. They bring the instruction, and they're choosing between three or four agents in the area. Yet many agents' sites open with their listings. That's content for buyers, not persuasion for sellers.

What a seller wants to see

A seller is looking for one thing: a local expert with proven results. Give them that straight away.

On your first screen: your region, the button "Request a valuation" and one line with a result. For example: "In 2026 we sold 64 homes in Amsterdam-Zuid, within 23 days on average." Only with real, checkable figures.

Is your valuation free, and is the seller not committed to anything afterwards? Then say so in the line under the button. If it's only free when someone then sells through you, don't call it "free". According to the ACM, the Dutch consumer authority, that's misleading.

Results before services

Directly after your trust bar (NVM, VBO or VastgoedPRO, your reviews, the number of homes sold) come your results:

• Recently sold homes in the area, with a photo.
• How long they were on the market.
• How the selling price compared with the asking price.

This is your strongest argument. A seller who sees you sold three houses in their street calls you.

Explain how selling works

For a seller, your process is the sales pitch. How does it work? Valuation, photography and presentation, setting the asking price, viewings, negotiating, the purchase agreement. Explain it in steps, with what you do at each step and what the seller needs to do.

Only then come your services: selling, buying and valuations.

People, not an office

Put your team on the site with faces. A seller entrusts their house to a person, not a logo. For your valuers, mention their registration. Real photos of your agents work far better here than a photo of a bunch of keys.

Reviews from Funda (the main Dutch property portal) or Google belong there too, with the count and the average. Choose a few from sellers that say something about the result.

Commission: say what it costs

Hidden commission is one of the biggest reasons people drop out. Sellers compare on it, and a site without a price feels like a negotiation still to begin.

Show your commission as a percentage or a fixed amount, with what's included: photography, floor plan, Funda listing, viewings. And what isn't. For private customers always including VAT. That way the seller compares you on what you deliver, not just a number.

The listings

Your listings get their own place, with filters and good photos. They matter to buyers, and they show sellers how you present. But they're not a persuasion section. Don't put them above your results and process on the homepage.

For buyers, the most important button is usually signing up for new listings, so they're the first to know when something comes up.

The tone

Confident and local. You know the neighbourhood, the streets and the prices. Show it with concrete examples, not adjectives.

Better left out

• Your listings as the first thing on your homepage.
• No figures about your results.
• Commission "on request".
• A "free valuation" that isn't really free.