Making a good first impression with a potential client is essential to the future (or lack thereof) of that relationship, whether it's in person, on a phone call, or on your real estate website. Think of your website homepage as the outside of a home. Without that curb appeal, it makes it difficult to sell.

Remember, 92% of home searches begin online. You already know how crucial it is to create an online presence in today’s digital age. And while the webosphere is flooded with real estate websites boasting built-in IDX, most of them are still lacking one essential feature: you. Your real estate website should serve as more than just a place for home buyers and sellers to land. It should communicate the unique value you offer.

So, how can you stand out in the crowd? The key is to make it as easy as possible for the home buyer who has found a property they are interested in to connect with the listing agent, and more importantly, want to connect with them.

Here are four ways a customized real estate website will help you stay visible and promote your ‘NESS’ (yes, just like Dupree taught us).

Showcase Your Personality

Is there anything appealing about a generic, cookie-cutter website that reveals nothing about the brand you are interested in? In order for potential clients can be attracted to what you offer, they need to understand what sets you apart from everyone else in your area. You’re not just selling your services, you’re selling yourself.

Build Brand Equity

Your brand is the message you send that is received by your clients. A custom website will empower your brand by supporting your message to attract home buyers and sellers and offer them valuable information. By keeping your message clear and consistent, your brand will become more recognizable and trusted in your market.

Have a Professional Design

A successful SEO strategy may get clients to your website, but it won’t keep them there. Your real estate website needs a customized look and feel with themes that include mobile best practices along the ability to tailor images, design and colors. Customize widgets, lead capture forms and MLS feeds to get give yourself a competitive edge.

Be Mobile Responsive

Knowing that nearly 90% of home buyers search online using a mobile device, you know how important it is to make your website mobile responsive. Emphasize home search and customized calls to action, such as home value landing pages and eBook offers, to engage visitors for up to 2x longer and capture up to 4x the mobile leads.

A customized real estate website is your own personal lead generation machine.  By investing in your brand, you are investing in the success of your brokerage. The right solution won’t make you choose between technology and brand power – you can have both.