What does a real estate agent website cost in Australia?
The three ways to get your own agent website, what actually drives the cost, the costs people forget, and what you get for A$0, A$49 and A$129 a month with us.
Before a vendor calls an agent, they usually search the agent’s name. What they find shapes the first impression of your agency as much as your own website does.
For most agents, that search turns up an agency profile page, a couple of portal profiles and whatever they’ve set up themselves, in their own way.
This guide is for principals and marketing managers thinking about doing it properly: a website for each agent, on the agent’s own domain, with your agency’s brand and licensee details where they belong.
Why individual agent sites help the agency
Vendors search for people
Referrals usually come with a name: “call [Agent], she sold our place”. When the vendor searches that name, a site on the agent’s own domain that’s clearly about that agent, in your agency’s colours, is a strong match for the search. No one can promise a top ranking, but a well-built site gives the agent the clearest possible starting point, and your agency comes along with them. We explain what makes the difference in how to come up first when vendors search your name.
Your licensee details on every page
Every Real Agent Marketing site shows your agency as the licensee, in the footer of every page, whether the agent’s site is co-branded or self-branded. Compare that with agents building their own sites on whatever platform they find, where you may not know a site exists until a vendor mentions it.
One brand, not a patchwork
You set your logo, colours and brand rules once, as an agency template. Every co-branded site uses it, and each agent’s brief fills in their own story, suburbs and results. The result looks like a family of sites rather than a dozen experiments.
Agents put effort into something they keep
Each domain is registered to the agent, and the site is theirs. That’s what makes agents invest time in their own brand while they’re with you. More on that under governance below.
Individual sites don’t replace your agency website or your portal subscriptions. Listings come across from Domain and realestate.com.au, and each agent’s own site becomes the answer to a search of their name.
Set a branding policy
The first decision is whether agents’ sites lead with your brand or their own. Three policies cover most situations.
| Policy | How it works | Suits |
|---|---|---|
| Co-branded for everyone | Every site uses your logo and colours, with the agent as the face | Agencies with a strong local brand and firm guidelines |
| Co-branded by default | Co-branded unless a principal approves self-branded | Agencies with a few senior agents whose own names carry weight |
| Agent’s choice | Each agent picks co-branded or self-branded | Agencies with mostly experienced or contractor agents |
Whichever you choose, your agency is shown as the licensee on every page. Self-branding changes what leads, not who the licensee is. For how the two look from the agent’s side, see co-branded or self-branded: which suits you?
If you’re unsure, start with co-branded by default. It’s the simplest to explain and easy to relax later.
Write your brand rules down
A one-page brand sheet saves a lot of back and forth. Cover:
- Logo and colours. Which logo versions agents can use, and your primary colours.
- Photography. What a headshot should look like: background, framing, how recent.
- Tone. A sentence or two on how your agency sounds. Warm and local? Calm and premium?
- Claims. Agents show only their own results, exactly as they are. No “number one” claims unless they can be substantiated. Reviews quoted exactly, from a platform where they’re verified. Every Real Agent Marketing site only shows facts the agent gives us, and we never invent sales results or testimonials.
- Domains. A naming convention, such as
firstnamelastname.com.au, registered in the agent’s own details, so it’s clear from day one that it’s theirs. - Sign-off. Who checks a site before it goes live.
Rollout, step by step
1. Pick a pilot
Start with one office, or five to ten agents across offices. Choose a mix: a couple of experienced listers, a newer agent, someone who’ll give you honest feedback. A pilot shows you where agents get stuck before the whole team does.
2. Set up your agency template
One call with us covers your team, your offices and your brand rules. We set up your logo, colours and licensee details once.
3. Check for draft sites
We’ve set up draft websites and digital cards for agents across Australia, built from their agencies’ public websites and filled with their current and sold listings. Nothing goes live until the agent reviews it and publishes. Check whether your agency is already there.
4. Agents complete their briefs
Each agent’s brief takes about ten minutes. Send them a short prep list first so they have everything to hand:
- the suburbs they work in
- the facts they want to show, like years in the industry or homes sold
- a current headshot
- their licence or registration details
- how they’d like to sound
5. Review against your brand rules
The copy is written from each brief straight away, and the agent can preview their site and card exactly as visitors will see them. Agree in advance who looks at that preview before it’s published, whether that’s the principal, a sales manager or your marketing lead, and what they’re checking for.
6. Sort out domains
Each agent searches their name across .com.au, .au and .com. We check their ABN for .com.au eligibility before they register. Agents who already own a domain can connect it instead.
7. Publish and connect
Publishing takes seconds, and the website and card go live together. Then make the new sites easy to find: link to each one from the agent’s profile on your agency website, and add it to their email signature and open home material.
8. Train the team
A short session covers most of it: updating listings, editing and republishing, where enquiries arrive (each agent’s dashboard, with an email alert), and using the digital card at open homes.
9. Extend
Tidy up your prep list and brand sheet with what the pilot taught you, then roll out to the next office.
Governance
Licensee details
Keep one source of truth for your licensee name, licence details and office addresses. If any of it changes, check every agent’s site shows the new details.
Approvals and spot checks
Decide who approves new sites and significant changes. Then schedule a regular skim of every site, quarterly is a sensible rhythm, looking for out-of-date figures, old listings and anything that’s crept outside your brand rules.
When an agent leaves
Be clear about this from the start, because it’s the part agents ask about first. The domain and website belong to the agent. When they move on, they update their agency details in their brief and republish. Your branding comes off their site, and it shows their new licensee.
That can feel like giving something away. In practice, it’s what makes agents willing to invest in a site while they’re with you, and your agency details only ever appear while they’re working for you. Put it in your onboarding material, and in your offboarding checklist add a step for the departing agent to update their site promptly.
Measuring results
You won’t find a single number that captures it, but a few measures together tell you whether it’s working. Take a baseline before the pilot starts.
- Name searches. Search each pilot agent’s name, with and without their main suburb, in a private browser window. Note where their own site appears.
- Search Console. Each site publishes a sitemap. With Google Search Console set up for a domain, the agent can see which searches their site appears for, and share that with you.
- Enquiries. Count enquiries arriving through each agent’s site.
- Appraisal sources. Add “website” and “digital card” as lead sources in your CRM, and ask new vendors how they found the agent.
- Agent feedback. Ask the pilot group what’s working and what isn’t.
Review at three months and again at six. New sites usually take weeks to be found by search engines, so judge early results on enquiries and feedback rather than rankings.
Talk to us about your team
We’re happy to walk you through how a rollout would work for your offices and brand. Tell us about your agency and we’ll reply by email. For the agent’s side of the story, read why your name should be your domain.