Best 7 Real Estate Website Builders of 2023

The base price is $500 per month for the CRM + Website bundle with no setup fee. Sierra Interactive pricing is pretty good for everything that comes with it, and I like that you can further customize it by purchasing additional texting credits and ad marketing a la carte. While it’s definitely on the high side compared to others on this list, it comes with so much capability that the return on investment is clear.

One of the biggest selling points for Sierra Interactive is that their websites are designed to be part of an entire lead generation and conversion ecosystem. That means their sites are created by experts to maximize search engine optimization (SEO), fully integrate with the CRM, be IDX-ready and user-friendly, utilize lead gen tools, and look beautiful.

While there’s little design work to do and few choices to make, that means there is also little in the way of customization. The templates are elegant and streamlined, but for the most part, a Sierra Interactive website looks like a Sierra Interactive website—which is not a bad thing.

Sierra Interactive sites are fully IDX-capable and take it a step further by making it easy for visitors to perform targeted searches without leaving your site. So if your MLS includes a specific field, your visitors can filter for that field on your site, which is pretty exceptional. Plus, you can connect to multiple MLS feeds.

This (along with the CRM) is where Sierra Interactive really shines. The company seems to truly view websites as a tool in lead generation, which means they use every lead capture strategy possible, from landing pages and visitor sign-ins to gated pages and pop-ups. While most providers on this list offer strong lead gen tools, Sierra Interactive’s strength is that they are so well integrated with the CRM so that leads go straight into a nurturing campaign.

Sierra Interactive’s CRM is full-featured and powerful. It’s not just a place to collect contact information for leads generated from the website. This CRM is designed to convert leads through complex and automated nurturing programs that utilize text, email, and voicemail drops. This is the kind of CRM that remembers a lead’s birthday and sends a birthday message, all while you’re busy doing other things. While we would like to see better lead tracking and assignment, the Sierra Interactive CRM is the best value for single agents. While BoomTown gets top marks for their CRM, their solutions are really designed for enterprise levels.

I find Sierra Interactive to be very easy to use. Because the templates are limited and customization is pretty basic, there aren’t too many rabbit holes to tumble down. The company gears its product to busy teams and brokerages, so they want to make it as easy to use as possible.

If you do need help, you can reach Sierra Interactive through their email portal, which is fast and effective. I wish I had a direct line to an actual person, but the email option, plus access to the resource center, should provide solutions to almost any problem.

DIY is $79 per month and includes the IDX website and CRM. The DIFM is $119 per month with a $500 setup fee and the website is built and managed by the Placester team. Agents get an unlimited number of update requests.

The DIFM Content Pro is $319 per month plus a $500 setup feel and includes six social media posts and one piece of custom content every week.

These prices reflect an annual subscription with a National Association of Realtors (NAR) membership.

Placester’s DIY templates are elegant, customizable, and mobile-friendly. If you’re using the DIFM option, you’ll answer two simple aesthetic questions, including your preferred style and color scheme. The team creates a draft site within 48 hours and then you meet to finalize and make changes. The templates might be a bit restrictive, but overall, Placester sites some of my favorites, aesthetically speaking.

Since Placester is a real estate-specific tool, their websites are all IDX-ready. The Placester team has expertise in this area and can help you with the DIY tool. If you’re using the DIFM option, the team will take care of it all for you.

Placester’s proven lead capture methods include sitewide pop-ups and a place for visitors to reach out and request more information. Pop-ups increase lead capture rates consistently but in case visitors overlook them, Placester positions another contact form in the footer of every page and a button on listings or services to click for more information. Also included are landing pages for both buyers and sellers.

When you get a lead through your site, Placester’s CRM automatically converts their inputs into a contact profile that includes all their website activity, including the properties they view, the blog posts they read, and even the criteria they use to search for homes. The company also offers integrations with other CRMs if you’re already happy with the system you have.

Marketing to your contacts is limited to basic email drip sequences, but the system is streamlined and intuitive. If email marketing is all you need from your CRM, Placester is a great choice, but there aren’t a ton of bells and whistles. If you want more from your CRM, scroll on back up and check out Sierra Interactive.

It’s hard to get easier to use than the DIFM package. Just request a change to your site via their portal and it’s all managed for you.

If you do need extra support, Placester provides live, U.S.-based phone support during business hours, Monday through Friday. I tested their phone support and after-hours email support with some basic questions about the platform. The responses were friendly and knowledgeable.

AgentFire offers three tiers of pricing. The first package, Express, is a one-time fee of $299 and then $149 per month. Great for those who want a super quick turnaround (as little as 48 hours) or who want to start simple and eventually scale their site, as AgentFire prorates costs for upgrading.

Express includes a website built on the Spark template and three hours of dedicated time with a designer to customize it. You can make changes to your site on their site builder, which is a highly simplified, fill-and-drop tool. The website is hosted by AgentFire and includes IDX, access to add-ons (for additional costs), and support. You also get:

• Neighborhood guides
• CTAs (prewritten, tested calls to action)
• Listings pages (including single property pages)
• Search pages
• Guide creator (custom or prewritten guides to all things real estate)
• Team member page (includes social media and Calendry integrations)
• Blog
• Review page (with video and text review capabilities)
• Lead manager (lead data, routing options and integrations with CRMs)
• Multiple lead capture pages

According to AgentFire, Semi-custom is the most popular package. For an initial fee of $849 and $149 per month, you’ll get everything in Express, plus more templates to choose from, a one-on-one consultation, and eight hours of design time from the expert design team.

The most expensive package, Custom, is essentially white glove service, which will set you back $2,499 and then $149 per month. It includes all of the above, but the landing page is completely custom, as are the 10 additional web pages. You also get three rounds of revisions. This is ideal for top-producers, teams, or brokerages who want to hand off the process and get a highly customized site.

AgentFire sites are built on real estate-specific templates, with the exception of those in the custom package, which are built from the ground up. Their basic template, called Spark, is sleek and professional. There are more templates to choose from with the semi-custom option. With AgentFire’s site builder tool, users have the ability to tweak certain content portions of the page, but the overall look is pretty much locked in. The landing pages are also templated, which makes them easy to implement and optimize.

Note that you can further customize your site with add-ons through their marketplace. Clickable maps, instant home valuations, and a “find my neighborhood” tool are just some of the ways you can make your site more unique.

AgentFire’s attitude is to leave IDX to the experts, so they use WordPress vendors. As the costs are included in the package total, there are no extra costs to the agent. It’s nothing groundbreaking, but it works. If you’re an IDX wonk, here is a deep dive into their IDX explanation.

Because AgentFire is singularly focused on the real estate industry, it has dynamite landing page options that also happen to be easy to roll out. My favorite is the open house countdown: “Get your exclusive sneak peek before it’s too late.” These lead capture pages paired with their prewritten CTAs make for a sticky, dynamic site that’s capable of engaging with and capturing leads.

AgentFire doesn’t have a proprietary CRM, but they do have direct API (application programming interface) integrations with Chime, Follow Up Boss, Top Producer, LionDesk, Wise Agent, Pipedrive, and Realvolve. They have further integrations through Zapier:

AgentFire gets high ease-of-use scores, especially with the semi-custom and custom package. Their site builder tool makes it simple to tweak a website and add or update content. They also have an excellent library of support resources that can help non-techy people integrate CRMs, add landing pages, include pop-ups, use CTAs, insert maps, implement chatbots, and initiate IDX.

If you aren’t ready to pony up for a fully custom site and all of the extra hand-holding that comes with it, you can purchase Spark Care, which is an additional three hours of customer support with an expert for $25 per month.

Agent Image is not cheap. But, for the level of service they provide, they are a bargain. There are four tiers of services, from their baseline, templated option, Agent Image X, all the way to the sky-is-the-limit, fully customized site in Imagine Studio. The company told us that its most popular option is the Semi-Custom package, which offers a fully branded, unique homepage with templated inner pages. Reach out to Agent Image directly for a personalized quote, but overall, prices start around $1,500.

This is why brokerages like the Altman Brothers and the Oppenheim Group use Agent Image: The flexibility is unmatched. Whatever you can dream up that will set you apart from the competition and showcase your brand, Agent Image can make it happen. The less expensive packages offer fewer options, but the templates are still award-winning, fully featured, and gorgeous.

With 24 years of experience creating real estate websites, Agent Image understands the importance of fully optimized IDX. Agent Image’s IDX comes from partnerships with ihomefinder and idxbroker, enabling lead capture, saved searches, and property update emails. It may not be anything earth-shattering, but it gets the job done.

Agent Image has lead capture forms, including separate ones for buyers and sellers, a general inquiry form, and a relocation form. You also get a customizable auto-responder and the ability to manage and categorize leads.

Agent Image does not come with a proprietary CRM, but it does integrate with third-party CRMs through Zapier.

Agent Image offers a high-touch, collaborative website building experience. Even its base package comes with a serious amount of handholding.

This is our most recent account of BoomTown costs, but contact them directly for current pricing. 

Websites for agents and brokerages start at $1,000 per month plus a $750 onboarding fee for the Launch package, which is ideal for one to three agents. The next step up is the Core package, which starts $1,550 a month plus a $1,550 onboarding fee, and includes five users. Grow is the third tier, which is an identical package of products but gives access to up to 25 uses, and finally there’s an enterprise option called btPRO. The packages are similar, but key differences include lead matching, agent accountability, my listings, and my deals.

There are multiple templates to choose from in each package. Each one is attractive, features the local area, and can be customized. But because BoomTown websites are designed for large teams and brokerages, customization is somewhat limited. If a team or brokerage has a specific request that can’t be achieved within the framework of the existing themes, BoomTown says they will work with you to try to design a custom solution (at an additional cost).

BoomTown includes IDX in all their base packages. As with any IDX integration, there are forms and contacts you have to make with your local board to authorize access to that service for your site. But BoomTown will help you with this during your initial onboarding.

BoomTown offers standard lead capture options on each of their templates, including custom landing pages, pop-ups, and lead capture forms, as well as ad management. What really sets BoomTown apart is its sophisticated lead distribution and pipeline management system, which makes it easy to see how each of your team members is progressing. All in all, BoomTown is the most efficient lead capture platform on our list, especially because so much of the content on a BoomTown site is gated, meaning users have to input their contact information before gaining access.

BoomTown’s crown jewel is its CRM, which provides a clean, easy-to-use interface and comes with its own version of predictive technology, which helps agents differentiate between hot and warm leads. Also, the CRM offers an interface with your MLS through IDX.

This last feature is especially nice—it allows you to create custom email updates for your leads when a property hits the market without having to leave your CRM and actually log on to your local MLS site. You can also do all the typical tasks a CRM tackles: basic email marketing and automation as well as tagging and bucketing contacts. And since you’re linked up to your website, you can see all the activity your leads are engaging in on your site right from their profiles.

BoomTown is a powerful but complicated tool. This is not an up-and-running, out-of-the-box setup experience. It’s not the most intuitive platform, and it will take some time and dedication to really learn all that it can do.

To help, BoomTown offers phone and email support during U.S. business hours. We tried out both and had mixed results. We sent an email on a Wednesday morning requesting support on a website template and never received a message back.

Our phone support was a better experience, but there was no explanation as to why we didn’t get an email back on our question. Other reviews of the BoomTown platform have echoed similar experiences. BoomTown does have a pretty extensive library of resources available to customers to help with questions, so we suggest you start there rather than jumping straight to the phone or email.

Squarespace is incredibly affordable, starting at $16 per month (paid annually). Most real estate agents will find the Business Plan, starting at $23 per month, is the way to go, as it offers on-page lead capture, integrated Gmail, and other premium design elements. Keep in mind you’ll need to purchase necessary plugins to integrate to a CRM or get IDX, which isn’t cheap.

The templates and customizability of the Squarespace platform are its strongest features. If you have a very specific brand aesthetic, an active blog with lots of content and content types, or if you’re a video whiz, you want a bespoke website that will highlight those advantages. Also, Squarespace offers 30 different templates for landing pages—perfect for pairing with your social media-driven lead capture efforts.

Squarespace offers full IDX integration capability, but you must first subscribe to an IDX provider such as Ultimate IDX, which acts as a bridge between your MLS and your website. It’s not seamless and requires more effort on your part, but it’s a good work-around if you choose Squarespace. That will run you $49 for a single agent.

The lead capture options supplied by this non-real-estate-specific provider are a little more generic, but they’re still effective. Squarespace offers lead capture forms, sitewide pop-ups, and a handy announcement bar displayed at the top of your site, visible no matter how far someone scrolls on a page.

Squarespace doesn’t offer an integrated CRM. This is definitely a drawback, as it means that all the leads you get through your website have to be transferred and managed somewhere else. Squarespace offers built-in integrations with Mailchimp for your email marketing and Zapier for your standalone CRMs. However, you don’t get all the benefits of having your website working directly with your CRM to track lead activity. But, as we noted with Agent Image, this might be a benefit if you already have a CRM that you like.

Squarespace is going to take a little more work because of the need for external integrations. Creating the site itself is actually pretty fun, because the design elements allow for so much creativity. However, making the site function the way you need it will take extra effort.

Squarespace doesn’t have dedicated phone support listed on their website, but offers live chat help during business hours, which I found easy to use and helpful. Their email support professionals answered my question the next business day. The active peer-to-peer network of troubleshooting guides is also excellent. That’s where I found answers to relatively obscure and complicated coding questions and innovative suggestions on customization.

Don’t be afraid, though, of DIYing SEO, or selecting your own domain, or even becoming an IDX expert. We’ve got you covered in our strategy guides.

iNCOM pricing starts at just $50 a month for an annual plan, plus a one-time setup fee of $250. iNCOM’s pricing is very competitive, and unlike other providers, nearly all the essential features of the platform are included in their monthly or annual rate.

With iNCOM, you have access to six standard templates, and for an extra fee you can get a few more in the “premium templates” area. Website layouts aren’t very customizable, and you can’t manipulate many features beyond color schemes and fonts. However, you do get unlimited pages, which is ideal for hosting a blog, videos, and even checklists for new homebuyers and sellers.

iNCOM websites are all IDX-enabled and ready to connect to your local MLS. This is definitely one of the benefits of working with a real estate-specific website builder rather than going through a generic provider like Squarespace.

Agents can take advantage of custom iNCOM buyer and seller landing pages (for example, home valuations or property searches) or trigger a gatekeeping “user registration” after a certain number of properties or pages are viewed. This strategy is more in-your-face than the optional pop-ups on other sites, but can also provide you with more qualified leads.

iNCOM has a relatively limited built-in CRM to help you manage the leads you get from their website—it pales in comparison to the one from BoomTown. You’ll probably want to pair your iNCOM website with another platform (integrations with outside CRMs are possible), but it is nice to have an integrated CRM that sends custom alerts whenever you’ve got lead activity on the site, making prompt follow-up easier.

iNCOM is relatively easy to use. Because they don’t have all of the bells and whistles of a Propertybase or BoomTown, their features are fairly straightforward. If you do need customer support, it’s easy to access and prompt in follow-up. They offer phone support during U.S. business hours and 24/7 email support. I submitted a question via the email support system on a Tuesday morning at 10 a.m. and got an answer back within three hours, including an invitation to speak on the phone if my problem wasn’t resolved.