An estate agent website is the site that wins instructions, not just views of listings: a page for sellers with a valuation request, a page for every area you cover, listings fed from your software with the EPC rating shown, and your company details in plain sight. On the 32 Google Maps profiles of estate agents with the most reviews in Milan, Rome and Bologna, 22 belong to the same franchise network and 18 link to a page on the network's site, not to an agency website (Visilay survey, 11 November 2026).
"Estate agent website" gets 210 searches a month in the UK and a click costs $16.31 on average (Google Ads United Kingdom, 12-month average, DataForSEO).
The mistakes we found most often are three:
- the profile leads nowhere: in Bologna 426 reviews point to a domain that no longer resolves, in Rome 380 point to a "page not found";
- the company registration number is missing: it appears on 1 Italian page out of 26;
- structured data is missing on 4 independent agency sites out of 5.
If my listings are already on Rightmove and Zoopla, what is the website for?
For instructions. Buyers search the portals, sellers search for an agent: we measured it in our guide to estate agent SEO.
For Valore Solare, Google Ads rebuilt from scratch brought 1,506 enquiries at an average of €70.78; the old account counted 15,267 technical events as conversions on 5,467 clicks.
For Sunscape, a site organised by region went from 1 to 38 keywords on page one out of 143 in six months.
What does solar have to do with an estate agency?
The same two problems: count only real enquiries and give every territory its own page. For an agent the territory is the neighbourhood, and the real enquiry is the valuation.
Below you will find what the 32 most reviewed agencies have on their pages, the pages you need, what a listing must show and what it costs. Let's start.
What we found on 32 estate agent profiles in Milan, Rome and Bologna (22 belong to one network)
The most reviewed estate agent profiles in the three Italian cities nearly always lead to a franchise network: 22 out of 32 are Tempocasa, 4 belong to RE/MAX, Century 21, Quality Immobiliare and Homeplace, 6 are independent. We took the profiles with a website and the most reviews within 10 km of the centre and opened the page each one links to.
| What we measured | Result |
|---|---|
| Profiles analysed | 32 (Milan 12, Rome 10, Bologna 10) |
| Tempocasa franchise profiles | 22 (Milan 11, Rome 4, Bologna 7) |
| Profiles linking to a page on tempocasa.it | 18 |
| Independent agencies | 6 |
| Pages our server could read | 26 (4 blocked, 2 unreachable) |
| Click-to-call phone number | 23 of 26 |
| WhatsApp button or link | 22 of 26 |
| Valuation request | 25 of 26 |
| LocalBusiness or RealEstateAgent structured data | 19 of 26 (1 of 5 independents) |
| VAT number on the page | 24 of 26 |
| Company registration (REA) number on the page | 1 of 26 |
The striking figure is concentration: in Milan 11 profiles out of 12 belong to Tempocasa, in Bologna 7 out of 10, in Rome 4 out of 10.
So the website matters less if networks win?
It matters more. The 17 readable Tempocasa branch pages all have a click-to-call number, WhatsApp, a valuation request and structured data, with 1,773 to 2,402 words each: that is the bar an independent agent is measured against. The independents have a phone number and a valuation request in 5 cases out of 5, structured data in only one.
In the UK the shape is familiar: for "estate agent website" Rightmove ranks first, followed by Savills, Your Move, Martin & Co, Connells and software suppliers selling sites linked to their own data.
The pages an estate agent website needs (the seller is the client who pays)
An estate agent website needs five types of page: a page for sellers with the valuation request, one page per area covered, the listing pages, a team page and a contact page with your company details. The first one brings in revenue, because without an instruction there is nothing to list.
- Selling your home in [town]: how you work, recent selling times, what your fee includes, the valuation form. In our sample the valuation request appears on 25 pages out of 26, almost always as a button and almost never as a page explaining why to trust you.
- One page per area: live listings in that neighbourhood, the prices per square metre you have actually seen, what buyers look for there. With the same logic, on a regional scale, Sunscape went from 46 to 195 organic clicks a month in six months.
- Listing pages: photos, floor plan, price, EPC rating.
- The team: names, photos, roles. A seller hands their home to a person.
- Contact and legal details: address, opening hours, phone, WhatsApp, company name and number.
What about a blog?
It works if it answers the questions of people about to sell (documents, timings, costs), not if it repeats the portals' market news. If the site gets traffic but no enquiries, the problem is usually in these pages: see why a website does not generate leads.
What a listing on your site must show (the EPC rating, in Italy and in the UK)
Every sale or rental listing on your website must show the property's energy performance. In England and Wales, regulation 11 of the Energy Performance of Buildings Regulations 2012 requires the energy performance rating from the EPC to be stated in any advertisement of the sale or rental in commercial media.
Italy goes further. The Italian decree 192/2005, article 6, asks for the energy class and two performance indices in every advert, and article 15 fines whoever is responsible for the advert between €500 and €3,000.
But my listings come from the software, not from me.
Exactly: if the EPC field is empty in your software, it is empty on your site and on every portal at once. Before launching a new site, check that the listing template shows the rating clearly.
The rest of the listing is what buyers compare: price, size, bedrooms, floor, running costs, year built, floor plan, map and a button to book a viewing with the property reference already filled in. A Century 21 listing in Rome we opened puts 215 m², €1,880,000, energy class F, built 1939 and €200 a month in costs on a single line.
Software, portals and website: how listings should reach your site (real pages, not a window)
Listings on an agent's website almost always come from the property software that also sends them to Rightmove, Zoopla and OnTheMarket. Ask your supplier one question: do listings become pages on my own domain, with a stable address Google can read, or are they shown inside a window (iframe) loaded from another server?
Then there is duplication: the same listing exists on your site and on three portals with far more authority, and Google picks one version, as its guide on consolidating duplicate URLs explains. Usually not yours. So you will not rank with the listing page, but with the area page and the seller page, which the portals do not have.
Software suppliers sell ready-made sites linked to your listings: in Italy Gestionale Immobiliare starts from €35 a month, and in the UK suppliers such as Expert Agent and Domus offer websites built on their own data. Before signing, ask three things:
- the domain is yours and stays yours if you change software;
- you can create your own pages (areas, selling, team) beyond the listings;
- you can edit titles, copy and structured data page by page.
For bespoke pages the alternative is WordPress with a plugin that imports your software feed, built on the basics of an SEO-friendly website.
Network site or your own site? (the profile page belongs to the franchise)
If you work in a franchise, your branch page on the network's site is often better built than the one you would make yourself. The limit is ownership: domain, copy and history stay with the network.
And the profile does not always point to the right page. In Rome a Tempocasa profile with 471 reviews opens the network's national home page: anyone clicking from Maps has to start the search again. Another Rome profile, with 614 reviews, opens a home page titled "Franchising Immobiliare Roma".
Should I open a parallel site, then?
It depends on your franchise agreement: read it before registering a domain with the network's brand (4 Tempocasa agencies out of 22 in our sample use their own). You can always check that your profile points to your branch page, with the right address, areas and team.
Does your Google profile lead to the right page?
Of the 32 most reviewed agent profiles in Milan, Rome and Bologna, 3 lead to a page that does not exist or to the network's home page, and only 1 page in 26 shows the company registration number. Let's check your site together: profile, seller and area pages, listings with the EPC rating, valuation requests you can measure.
Book a strategy callThe company details your website must show (1 page out of 26 in our sample)
A UK company must show its registered name on its website, together with the part of the UK where it is registered, its registered number and its registered office address: this is set out in regulations 24 and 25 of the Company, Limited Liability Partnership and Business (Names and Trading Disclosures) Regulations 2015. Italy has an equivalent rule in decree 70/2003, article 7, and in our sample the registration number appeared on 1 page out of 26, a RE/MAX branch in Rome.
On forms, the information required by article 13 of the GDPR (retained in UK law as the UK GDPR) must be given when you collect the data. A valuation request contains the seller's home address: keep it separate from the newsletter, with separate consents.
How much an estate agent website costs (public price lists found on 11 November 2026)
An estate agent website costs from €35 a month for a ready-made site linked to the property software to €3,500-10,000 and more for a bespoke project, according to the Italian public price lists we found. What makes the difference is the pages you can create beyond the listings, not the design.
- Software supplier site: Gestionale Immobiliare, "from €35 a month", dynamic or professional version linked to the listings.
- Bespoke site: Eccolo Marketing, a Rome agency, quotes "around €3,500" to start and "over €10,000" with advanced features and integrations, with 30-60 working days to build.
No price list includes the work that matters: the seller page and one page per area. How to read a quote is in how much a website costs.
A click on "estate agent website" costs $16.31 for the people selling websites; clicks from homeowners looking for an agent cost from £0.44 to £7.30, as we measured in Google Ads for estate agents. If you pay for them and send them to a weak page, the real cost is the lost instruction.
Website and AI answers: what helps you get named when someone asks for a local agent
ChatGPT, Gemini and Google's AI Overviews answer "estate agent in [area]" by combining the Google profile, reviews and pages that say where you work. A site with one page per area, the same name, address and phone number as the profile and LocalBusiness structured data leaves these systems less to guess; nobody can guarantee a citation.
Google says so in its guide to AI features in Search: there are no additional requirements to appear in AI Overviews or AI Mode, and SEO best practices still apply.
When we asked ChatGPT how an Italian estate agency website should be built, the answer cited 7 pages from Italian web agencies and suppliers. Not a single estate agent. AI tools cite whoever publishes a specific answer: an area page with real prices per square metre and selling times is that content. The local side is covered in local AI visibility, and the way an assistant breaks a question into sub-questions in query fan-out.
Frequently asked questions about estate agent websites
Yes. The portals bring buyers; sellers choose an agent from the Google profile and the website. We cover it in estate agent marketing.
It depends: it is fine if the domain is yours and you can create your own pages for areas and sellers. If it only shows listings, it makes you compete exactly where the portals win.
Yes. In England and Wales regulation 11 of the Energy Performance of Buildings Regulations 2012 covers any advertisement in commercial media, and your website is one.
Estate agent website, in short (and the check to do today)
Buyers search the portals, sellers search for you.
The seller page and the area pages are the ones the portals do not have.
The EPC rating on every listing.
Your domain, your own pages, structured data: the three questions for your software supplier.
The check to do today: open your Google Maps profile, tap "Website" and see where you land. In our sample 3 profiles out of 32 led to a page that does not exist or to the network's home page, and there the problem is not the site, it is that nobody sees it.
Next comes deciding where enquiries should come from, in lead generation for estate agents. If you want to do it with us, you will find how we work in web development.
