According to the 2024 State of Real Estate Marketing Report, over 50% of agents ranked their website as the most or second-most important marketing tool for 2024, surpassing even social media. As the industry shifts toward digital dominance, launching a new website is more than a routine upgrade; it’s a critical moment to reposition your brand, reignite lead flow, and outpace the competition.
But while many agents invest heavily in website design, few treat its debut with the strategic finesse it deserves. A new website is a signal to the market. Here’s how to seize that opportunity and turn your launch into a magnetic force for buyers, sellers, and your professional network.
Why now is the time to spotlight your website
Timing is everything, and this year demands a renewed focus on digital presence. With nearly 40% of real estate agents naming lead generation as their top challenge for the year, and 44.4% planning to prioritize digital marketing, your website can’t remain in the background. It must lead.
This is especially true for agents aiming to build sustainable pipelines. According to our research, high-performing agents — those reporting $400,000 or more in annual GCI — rank branding and lead generation almost equally as top priorities. This reveals a clear shift toward attracting inbound clients through visibility and trust.
Done correctly, your website launch (or relaunch) can boost awareness, amplify referrals, and generate exclusive leads that don’t rely on third-party platforms.
Step 1: Build anticipation before the site goes live
The most successful agents don’t wait until launch day to start talking. Use your social media channels, email list, and even listing appointments to tease what’s coming. Post behind-the-scenes glimpses of design work or upcoming features, and invite your audience to “be the first to know” when it goes live.
This pre-launch phase creates curiosity, which primes your network to take action once your announcement drops. And with nearly 60% of high-GCI agents actively creating video and social media content, adding a teaser reel to your Instagram or LinkedIn can dramatically elevate early engagement.
Step 2: Craft a compelling launch narrative
Announcing a new website isn’t newsworthy in itself, but what it represents is. Use your messaging to articulate why this launch matters to your audience. Highlight what’s new: Enhanced search features, a proprietary home valuation tool, or exclusive listings. Make it clear how these enhancements will benefit your customers, whether they are looking to buy, sell, or just learn more about your market.
We’ve developed some templates you can use in your promotion:
Marketing template for buyers
Find your dream home with the tools you deserve. My custom-designed website — powered by Luxury Presence — offers seamless search features, real-time market updates, and tailored property recommendations, making your home search experience smooth, ad-free, and stress-free.
Marketing template for sellers
Your property ought to be noticed. My custom-designed website — powered by Luxury Presence — features stunning visuals, targeted marketing tools, and seamless MLS integration to showcase your home to the right buyers and maximize its market potential. With Luxury Presence, I create dedicated property websites that showcase your home with high-quality photos and video, detailed information, and engaging features designed to captivate buyers and maximize exposure.
Step 3: Activate your sphere with personalized outreach
Most agents know to post on social media when their site goes live. Fewer take the time to reach out directly to past clients, referral partners, or prospects. Send a personalized email — not a mass newsletter — inviting them to explore your new site. Highlight a feature or piece of content you think they’ll find valuable. This signals thoughtfulness, keeps your brand top of mind, and often sparks new conversations.
In a year where 21.7% of agents ranked personal branding as a top marketing goal, this kind of tailored engagement reinforces your brand not just as modern and polished, but also deeply client-focused.
Step 4: Make your experience on-site more enjoyable
Make sure your new homepage delivers when your audience arrives. The most effective real estate websites do more than look good, they guide users toward meaningful action. According to Luxury Presence research, these elements are crucial:
Prominent home search: A buyer’s journey often begins here. Make it visible immediately to increase lead capture.
Home valuation tools: These invite sellers to engage while showcasing your market expertise.
Dual calls to action: Allow visitors to self-sort by buying, selling, or simply browsing, and then direct them to the appropriate next step. Testimonials and stats: Social proof is vital. Display client reviews and your key numbers to build trust fast.
Whether you’re a solo agent or managing a large team, including these assets positions your website as a high-performance marketing engine, not just a digital business card.
