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6 minute read

When was the last time you heard someone say, “We’ve always done it this way”? It was probably said with good intention because it’s generally synonymous with “If it ain’t broke, don’t fix it.”

In the hectic, day-to-day business world, relying on a tried-and-true approach is often a harmless, natural course of action.

It’s often more established businesses, those with decades of operation, that are stigmatised by this type of thinking. Not every business is comfortable with the necessary change required to meet the needs of modern real estate consumers.

But while many older, more established, real estate businesses stick to the status quo when it comes to their marketing and branding efforts, one particular real estate business stands out among the rest.

Gary J Smith Real Estate has kept up with the times over its 50-year operation – always evolving its brand and technology stack, but never forgetting its core values and focus on delivering the best possible real estate experience for their clients. So when it came time to build their new website, it was about blending the old with the new while delivering best-in-class lead generation opportunities for their agents and a one-of-a-kind experience for local homeowners that tells the story of its 50 year success.

The end result – in an industry where so many businesses copy their competitors, plus or minus 10% – the new website and lead generation platform is truly one-of-a-kind, featuring industry-first lead generation technology.

Building the next generation of websites in real estate

When we were approached by the team at Gary J Smith to design and build their new website, they had a tonne of passion, a long list of technical integrations, clear design aspirations and some pretty audacious goals. The leadership and marketing teams were looking to build an agency website that not only paid homage to their strong visual identity but also delivered an experience to homeowners and investors unlike anything else that exists online while giving their agents and BDM’s a marketing and branding tool to perform at their best.

Accepting the challenge, we dove right in. And we’re proud to finally announce the launch of the new Gary J Smith Real Estate website and feature some of the big-ticket items below.

Starting with a blank canvas, we worked alongside the team at Gary J Smith Real Estate to architect an agency website that suited their goals and utilised their data – from a variety of sources – to give their business a striking advantage in the marketplace.

For sellers and buyers

On the home page, for example, homeowners in the agency’s core service areas can generate an instant property estimate, while keeping the whole experience personalised for the visitor from start to finish.

Utilising the Domain API, vendors can obtain an instant property estimate, based on real-time data from Domain’s API, along with an in-depth overview of comparable sales, suburb demographics, market performance and links to various other content on the Gary J Smith website.

If you’re thinking “Those property estimate generators are so inaccurate. I’d never put that on my website.”, you’re not alone. Many real estate businesses think the same way.

But here’s the thing… they have existed on other websites for many years for the purpose of lead generation. And homeowners are using them – a lot.


By putting this experience on your own website, you are not only attracting more curious home sellers but, if done right, you are also getting an opportunity to educate homeowners on the benefits and accuracy of an agent appraisal over a computer-generated estimate – an opportunity you do not get with all of the home sellers going to those other websites.


Important: Some web developers are implementing property estimate technology on agency websites using a ‘widget’ style approach by embedding ‘scripts’ on your website and storing data on third-party databases. It’s important, if you are considering this technology, to ensure your data is protected. By using the Domain API, we are able to custom build these experiences using any design our client desires while retaining all user data within the agency’s website. 

Dynamic Suburb Profile pages give buyers and sellers real-time data on suburb market performance, market trends, recent sales, current listings and more, also adding significant SEO (search engine optimisation) benefits, improving Google rankings across all suburbs for critical key search phrases.

For agents and teams

“If you’re not giving your agents the tools they need to perform at their best, they’re probably thinking about leaving you.” – Josh Cobb, CEO @ Stepps

Utilising the property estimate and agent appraisal features, the seamless and strategic integration of these lead generation opportunities for agents are in abundance throughout the new Gary J Smith Real Estate website. All leads are sent directly to the agent with whom the website visitor engages, on their…

Agent Profile pages:

Dedicated landing pages for the Property Estimate feature (for each sales agent):

Listing pages (current and sold):

For admin and marketing teams

When it comes to managing the content on the front-end of a website, the back-end needs to be beautifully designed and easy to use as well.

Stepps website clients receive a customised dashboard, built specifically for their business and their website – so admin and marketing teams can make changes to site content, update layouts and push out new campaigns quickly and easily.

For business owners and marketing teams

Your website is another salesperson on the road, but it never sleeps. It’s spruiking your business 24/7/365. So at the end of the week, it should be showing you the results it’s brought in and what it will do next week to improve (just like every great salesperson does!).

Our new Advance platform – Australia’s only fully website integrated social media advertising platform for real estate – is exclusive to Stepps website clients. Allowing agents and marketing managers to deploy stunning listing campaigns, lead generation and branding campaigns in just a few clicks – driving all traffic back to their own website.

Advance by Stepps – Explainer Video: 


Google Analytics is one of those things that businesses know they need, but once it’s installed they never look at it. Stepps deliver weekly results to our website clients, in plain English, accompanied by SEO recommendations and strategies to increase traffic, leads and sales. Many of our clients also opt to include social media and email statistics in the same dashboard – perfect to display during marketing meetings for a more detailed overview of your digital marketing performance and actionable steps to improve.

For the cyber security conscious business owner

Stepps are proud to be a Cloudflare partner and provide all of our website clients with the peace of mind that everything that can be done to protect their website is being done while also significantly boosting website page load speed. Cloudflare is a global network designed to make everything you connect to the Internet secure, private, fast, and reliable – especially your website.

Stepps is also a trusted cyber-security training provider to real estate businesses around Australia.

For the discerning tech-minded people

All websites under management with Stepps are securely hosted with AWS (Amazon Web Services) in Sydney with the latest, fully supported, hosting software packages and optimised with the very latest website coding practises including Vue 3 – a javascript framework that delivers better website performance and scalability.

In closing…

Gone are the days when a website for your business remains static. A website can do (and be) a lot more than just a fancy online business card. It can be a lead-generating machine and so much more – if you want it to be.

We love working with forward-thinking real estate brands and this project was certainly one of our favourites. We like to be as creative and innovative as our clients allow us to be and we’d like to thank Craig and the team at Gary J Smith Real Estate for inviting our team to be an ongoing part of theirs.

Get started on your next website with Stepps.

Learn more about our approach to building real estate websites  >

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