Websites & local marketing for real estate agents in New York
Your brokerage gives you a profile page. Your own site gives buyers and sellers a reason to remember your name, and renters too. We build it around your listings and what you really know about the neighborhood, with the disclosures New York requires.
What buyers, sellers and renters do before they call
Most people start on the big listing sites, then look for an agent who knows the building or the block. Sellers search “what is my apartment worth in Forest Hills” or “agent to sell a co-op Upper West Side.” Renters compare fees and how fast you answer. Everyone reads reviews and looks at recent deals.
Sellers want proof you know their neighborhood. They look for recent sales and honest pricing advice, then a plan.
Buyers want listings plus insight: co-op versus condo, board packages, commute times.
Renters want every fee spelled out up front, and a reply today, not next week.
People relocating from out of town read neighborhood guides long before they book a tour.
Investors look for numbers and straight talk, not slogans.
Everyone notices how fast you reply; a slow answer often means a lost lead.
Your website must-haves
Listings through an IDX provider
IDX is the system that shows MLS listings on your own site, under the MLS’s rules. We connect an approved provider so search results stay current without anyone updating them by hand.
Neighborhood guides written by you
Real guides to the areas you sell. Cover the building types and the trains, the parks, where people shop. Say what a Saturday there feels like. Guides like these draw people searching for a place rather than an agent, and nobody else can copy your knowledge.
Lead capture that doesn’t feel like a trap
Saved searches and new-listing alerts. A home value request with only a few fields. People share an email address when they get something useful back.
A page for sellers
How you’ll sell their home: pricing first, then staging and photos, open houses, timing. Sellers hire the agent with a clear plan, and this page shows yours.
Replies in minutes
Every inquiry lands on your phone and in your CRM within seconds, with the listing it came from attached.
Required disclosures, built in
Brokerage name, license type, the Fair Housing Notice and your broker’s Standardized Operating Procedures, placed where New York’s rules ask for them on every page that needs them.
A bio with real deals
Your story, the languages you speak and recent transactions you’re allowed to share. Real details beat “top producer” every time.
Getting found by people who want your area
Agents compete with huge listing portals, so trying to win “apartments for sale” is a losing game. You win on specific searches: a building, a block, a neighborhood, a type of sale. Your Google profile and your guides do the heavy lifting.
Google treats real estate agents as individual practitioners, so you can have your own Business Profile in your licensed name, alongside your brokerage’s.
Write pages about buildings and pockets you know well, like the garden co-ops of the Jackson Heights historic district.
Ask past clients for a Google review right after closing, while the keys still feel new.
Post market updates on your own site first, then share them on social, so your site builds the history.
Answer common questions clearly, like how long a co-op board approval can take, so AI tools can quote you.
Ads that make sense
In the US, housing ads fall under special rules on both Google and Meta, and those rules limit targeting. A good offer and clear creative matter more than clever audiences.
Google search ads for seller searches like “sell my apartment Brooklyn,” leading to a home value page.
Facebook and Instagram ads run in Meta’s housing category, and Google applies similar housing rules: no targeting by age, gender or ZIP code on either.
Local Services Ads list real estate services. Where they’re open to your brokerage, you pay per lead instead of per click.
Every ad shows your brokerage name, just like everything else you advertise.
AI that keeps up with leads
Leads in this business go cold in hours. AI can reply right away and ask the basics, then book a call or a showing while you’re at a closing.
Instant replies to listing inquiries with the details and a link to book a showing. A few similar listings come along too.
A website assistant, clearly labeled as AI, that answers questions about your listings and areas and passes serious buyers to you.
Follow-up for people who sign up for alerts, with texts going only to those who agreed to receive them.
Drafts of market updates and listing descriptions that you edit before anything goes out, so the voice stays yours.
Rules to respect
Every page of an agent or team website must show the brokerage name and the broker’s phone number or address, plus your name as licensed and your license type. “Sales associate” and a plain “broker” aren’t allowed as titles.
Agent and team sites need the supervising broker’s approval, stay under the broker’s supervision and must link to the brokerage website from the homepage.
The Department of State’s Fair Housing Notice must be displayed prominently on every website run by a licensee. We link it clearly from the homepage and the footer.
Brokers must post their Standardized Operating Procedures for homebuyers on every public website and app, and update them within 30 days of a change. Agent and team sites can link to the broker’s copy.
Listing photos on a broker’s website can’t be reused without written permission from whoever holds the copyright.
For NYC rentals, listings must disclose every fee the tenant will pay under the FARE Act, and housing providers, brokers included, must link the state’s notice on reasonable accommodations for people with disabilities from their homepage.
Not legal advice. Your supervising broker has the final say. These points come from the NY Department of State, NY Homes and Community Renewal and NYC DCWP as of October 2026.
Common real estate website mistakes
A brokerage template that looks exactly like every other agent’s page.
A personal site missing the brokerage name or the Fair Housing Notice.
Neighborhood pages that describe who lives there instead of what’s there.
Listing search that’s out of date and still shows sold apartments.
Forms that ask for ten fields before showing a single listing.
Do I need my own website if my brokerage gives me a profile page?
A profile page is a good start, but it looks like everyone else’s and you don’t control it. On your own site you can publish neighborhood guides and collect leads. If you change brokerages, your history comes with you. While you’re with a broker, it runs under their supervision.
What is IDX, and do I need it?
IDX is the system that lets agents show MLS listings on their own sites, under the MLS’s rules. If buyers are a big part of your business, it keeps listing searches on your site instead of sending people to a portal.
What does New York require on a real estate agent’s website?
In short, every page shows the brokerage name and contact information, plus your licensed name and license type. The site also needs the Fair Housing Notice, your broker’s Standardized Operating Procedures or a link to them, and a link to the brokerage site. Your broker approves the site.
Can I target real estate ads by ZIP code or age?
No. Housing ads on Google and Meta in the US can’t be targeted by age, gender or ZIP code. Instead, we work with clear offers and search intent over broader areas.
How do I get more seller leads online?
Give sellers something useful: a home value request, a market update for their neighborhood, a clear selling plan. Then answer fast. A seller who hears back in minutes has less reason to keep shopping around.
What happens to my website if I switch brokerages?
The domain and the content stay with you, and so do the leads, because the accounts are in your name. We update the brokerage name for your new broker, along with the disclosures and links, and get their sign-off.
Get a free website review
Send us your website address. We’ll look at it the way your customers do and tell you, in plain English, what to fix first.
