Creating a powerful real estate brand is a slow climb.
As you keep working towards the summit, you learn things that might change your path and strengthen your stance.
For Molenaar + McNeice, a brand who has indeed climbed the mountain to strong market share, the next phase of the journey involved making its digital presence even stronger.
So when it came time to build a new website for Molenaar + McNeice, it was about blending a strong visual identity with smart strategy to deliver world-class service to real estate consumers online and best-in-class lead generation for its agents.
The end result – in an industry where so many businesses copy their competitors, plus or minus 10% – the new mmproperty.com.au website is truly one-of-a-kind.
Building the next generation of websites in real estate
It all started when we met Trever (Molenaar) & Troy (McNeice) at one of our digital marketing training sessions in 2019. Their passion for challenging the status quo was obvious from our first conversations and the clarity at which they spoke about their digital marketing goals was a recipe we love to work with.
When we were approached by the team at Molenaar + McNeice to help build their new website, they had a tonne of passion 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 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 Molenaar + McNeice website and feature some of the big-ticket items below.
Starting with a blank canvas, we worked alongside the team at Molenaar + McNeice to architect an agency website that utilised 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 quickly generate 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 more.
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 just attracting lots more curious home sellers. But, if done right, you are 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.
Suburb profiles give buyers and sellers real-time data on suburb market performance, market trends, recent sales, current listings and more, also adding significant SEO benefits.
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 Molenaar + McNeice website. All leads are sent directly to the agent by whom the website visitor engages with, on their…
Listing pages (current and sold):
Property management lead generation is not forgotten. Property manager profile pages and rental listings pages also contain the relevant calls-to-action, providing property management with more opportunities to generate leads throughout the site.
An interactive reviews engine provides a more visual experience for clients and prospects to browse agent reviews and the agents and properties they relate to:
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.
We give each of our clients a customised dashboard, built specifically for their business and their website – so the admin and marketing teams can make changes to site content, update layouts and push out new campaigns easily and quickly.
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!).
Google Analytics is one of those things that businesses know they need, but once it’s installed they never look at it. We deliver weekly results to our clients, in plain English, accompanied by SEO recommendations and strategies to increase traffic, leads and sales.
Gone are the days that 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 Molenaar + McNeice for letting our team be an ongoing part of theirs.