Top Real Estate Websites: Scout Properties in Nashville, Tennessee

Marketing director Chase Cleckner emphasizes originality, functionality and staying true to your brand’s values.

Scout Properties, located in the booming and vibrant city of Nashville, Tennessee, has proven itself to be a truly unique real estate company in an industry easy to fall behind in. Priding itself on its innovative approach to customer service and emphasis on fun, Scout Properties’ website has both the look and functionality to match. That’s why recently, ESTATENVY spoke with Scout Properties marketing director Chase Cleckner to learn a bit more about the company’s website, which if you haven’t visited yet, will make anyone excited about working with the Scout Properties team.

Who designed your website?

Our internal staff at Scout was responsible for the overall design and functionality of our website, but we did have Geisler and Young turn our design into a functioning website.

What is the main goal of your website?

Currently, the main goal of our website is to attract other real estate agents in Nashville to our culture and show them what we can bring to the table in hopes they will either contact us or fill out a form to become a realtor here at Scout Properties.

Why do you think your website stands out from the pack?

Almost all companies in real estate use their website to generate buyers and seller leads. While there is nothing wrong with that, we know that if we can help bring in the right agents, the clients will come as well.

Why is it important to have a quality website in the real estate industry?

Simply put, it's a validation of your company. Your website is the first impression you will have with a potential client that's looking to do business with you. You can either build bridges to confirm what good things they've heard about your company or it will be a barrier and start off the relationship rocky. No one wants that.

What is the most important feature of your website?

The homepage is always the most important feature. It's the gateway to all the other important information that's located on your website. If you're not solving a pain point for your user right away, there's a high probability they won't even make it to that second page to learn more about you and your company.

What tips do you have for beginners creating a real estate website?

Don't look at other real estate websites. Find some of your other favorite websites that you really enjoy and dive deep into why you like them so much. Is the imagery beautiful, do they use white space creatively, whatever makes it stand out, that's a good place to start.

How do you promote your website?

There are multiple ways to increase traffic to your website and in hopes convert them to a client. Organically you can write blog posts that speak to questions people in your area are searching most often. If this is a well-written piece of content, Google will start to realize that and promote it to people who need this information. You can also use social media to help drive traffic to your website. Whether that's sharing a property your selling and send them to the website to see more photos or to get more information on the home. Or announcing new agents that you've recently hired and allow them to check out their bio and what makes them unique.

How did you decide on the balance between photography and content?

We approach our website the same way we approach creating a powerpoint presentation. No one wants to see a large paragraph from on a power point, they want to see valuable and important information that can be applied to their situation. That was our focus, remove the fluff, keep the gold.

What are the 3-5 key elements that must be included on a real estate website?

It has to be visually pleasing. We live in an Instagram design type of world and our website has to match our world. We also believe that it can't just be good looking, that's like a beautiful car without a motor. It's essential to be able to find homes quickly that match the user's criteria. Smart filtering creates a really good user experience. And finally, the flow from one page to another has to make sense. It's important for every page to have an objective, but also have one clear direction the user is supposed to go. That can be to fill out a contact form, learn about the team, join the team, anything really that helps keep the user engaged and staying on your website longer can greatly increase the chance of a conversion opportunity.

What is the biggest challenge you faced when creating your website?

Being able to accurately translate exactly what you want that's in your head into an actual functioning website can be the hardest thing when starting from scratch. But once you do it, it's an incredible feeling.