Top Real Estate Websites: Toronto Realty Boutique

The Toronto-based real estate agency talks about the importance of incorporating the agency’s branding and esthetic with powerful tools and curated content on its website.

Home buyers are constantly looking for the right balance between form and function when searching for their perfect home. It’s not uncommon for them to look for an agency and agents that share that vision. A lot of times an agency’s website could be the determining factor on whether a client moves forward with an agent.

ESTATENVY chatted with Michelle Renaud, director of marketing communications at Toronto Realty Boutique about using the agency’s website to convey its approach with potential clients – approachable, fun and pressure-free.

Who designed your website?

Our website was designed by Black29 Group, which is a marketing agency for realtors. We conceptualized the overall direction and had our logo developed so they really brought our vision to life in the online space.

What is the main goal of your website?

The main goals of our website are to attract leads, showcase our listings and educate buyers/sellers. Secondary goals include curated content about Toronto neighborhoods and relevant blog posts to help educate those looking to purchase.

Why do you think your website stands out from the pack?

Our website really reflects our overall business approach – we’re a boutique office with a small team and our website features a lot of the aesthetic in our office. Our site isn’t filled with information that will overwhelm. We try to curate content on our site that’s relevant to buyers and sellers, and not just throw the entire kitchen sink at them.

Why is it important to have a quality website in the real estate industry?

Real Estate is one of the most competitive industries to work in, both in the US and in Canada, so personal branding is critical. We really wanted a clean site that was approachable – nothing corporate. We treat all of our clients like they’re friends, and we wanted this to come through on our site. It’s a bit of fun, it has a lot of relevant content, and it’s not overwhelming. Buyers and Sellers have the entire web at their fingertips, so we wanted to provide a destination that didn’t make them feel pressured.

What is the most important feature of your website?

All of the features on our site are important, but we feel the landing page that leads to “working with us” is the most important. It’s where we showcase what makes us stand out from the other realtors in Toronto. It’s our Promise to our buyers and sellers.

What tips do you have for beginners creating a real estate website?

Determine what makes you different – what are you so good at that buyers and sellers will feel that they must use you. Personal branding is so important to start with that and be consistent throughout all of your online touch points.

How do you promote your website?

We do a lot of Facebook advertising – because it works. We’ve sold a number of homes and condos to people who have seen our ads on Facebook. It allows for amazing targeting and the analytics are easily studied. We also try to have a strong presence on Instagram, with links leading to our site – we’ve had success with this as well.

How did you decide on the balance between photography and content?

We wanted to feature the photography of our office to create a sense of familiarity among those who convert from visiting the site to visiting our office. Our office is very modern, yet comfortable so we wanted the site to reflect the same feeling. We’re not overloaded on content – it’s curated to what people are looking for from a real estate team with a strong finance and marketing background.

What are the 3-5 key elements that must be included on a real estate website?

1. Your branding. 2. What makes you stand out from the crowd. 3. Relevant content. 4. A blog. 5. Listings section

What is the biggest challenge you faced when creating your website?

The biggest challenge was limiting the amount of content on our site – we wanted to include an incredible amount of info but wanted to keep it boutique and curated. We think we found a great balance.