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I wish I could tell you that I was sitting in one of my favorite coffee shops packed with people, enjoying a coffee there, while pondering over the question of ‘How to Monetize a Real Estate Website?’ for you.

But because of the current ‘special situation’ worldwide this pondering had to happen in my own four walls, but I still didn’t have to waive the nice coffee.

Monetizing your real estate website has several benefits, but there are also some downsides to consider before you start doing that.

So, in this article you will first learn what website monetization is, the benefits, the cons, what types there are and how different real estate businesses can monetize their websites.

What Is Website Monetization?

According to Wikipedia ‘Website monetization is the process of converting existing traffic being sent to a particular website into revenue.

The most popular ways of monetizing a website are by implementing pay per click (PPC) and cost per impression (CPI/CPM) advertising.

Various ad networks facilitate a webmaster in placing advertisements on pages of the website to benefit from the traffic the site is experiencing.’

I would add to this definition also other types of monetization, which are promoting affiliate products and services, premium content, and own digital products and consulting.

So, these are the 5 monetization types there are ordered from low workload to high workload in a descending manner:

  • Using your website for Ad Space
  • Promoting Affiliate Products and Services
  • Offering Consulting Services
  • Creating Premium Content behind a paywall or offering it through your email list after a payment leveraging your email List
  • Creating your own digital product

What Are The Benefits of Monetizing Your Real Estate Website?

You could generate additional income for your real estate business in times where your core business activities are a bit slow.

So by doing that you can diversify your income sources and can compensate for difficult market situations.

Another benefit is, that by monetizing your real estate website you could test the demand of other real estate related types of products and services.

So when the worst case hits, you could start to focus on the already tested additional revenue sources and pivot your business model.

Are All The Above Suitable For a Real Estate Website?

Generally speaking yes, but there are some types where you have to take some potential downsides into consideration.

The two major potential risks are that the type of monetization is not suitable for your target audience and that you overdo it.

So good knowledge of the needs of your target audience are essential.

When you use your website for ad space for example so that let’s say Google display ads are displayed this can backfire if you overdo it by showing to many ads or not using ads that can be displayed in a discreet way.

This can be overcome by using ad networks that use text-based ads or native ads.

But keep in mind that you won’t necessarily qualify always for the latter kind of ads.

Most ad networks require you to proof a certain minimum amount of traffic or page views per month.

Another risk is that you might get some ads displayed from direct competitors of your real estate business.

So you will need some way to control which type of ads are allowed and displayed on your website. Usually you can control this via the respective ad network’s dashboard.

The same risks as above are true if you promote affiliate products or services.

This can be done in much more discreet ways than ads, but you would need to make sure that you don’t recommend products or services that first might be directly competing with your real estate business, or that don’t have a good quality and don’t satisfy your target audiences needs well enough.

For example counterproductive would be, if you were a real estate agent for corporate housing properties with a nice website and good traffic and then you would promote the service product of the company ‘Corporate Housing By Owner‘, which do have an affiliate program.

The same is true if a display ad from them would appear on your website.

It’s a bit of common sense not to do something like that.

The other three monetization types have less risks involved. Here you have more control, but on the downside they are more labor-intensive and need more exact knowledge about the needs of your target audience/customers.

So as a rule of thumb we could say, that the more labor-intensive a type of monetization is to implement, the less risk is involved in terms of putting of your target audience.

On the other hand more risk is involved in terms of investing time and money in your own products and services and not seeing any income from it.

Some type of risk is always involved. Well, I guess, life doesn’t come without risks.

5 Different Types of Real Estate Businesses and How They Can Monetize Their Websites

All the following types of real estate businesses and professionals usually have or should have a website:

  1. Real Estate Agents and Brokers
  2. Real Estate Developers
  3. Real Estate Marketing Agencies for Developers (very close to being a real estate brokerage)
  4. Property Management Companies
  5. Professional Real Estate Service Businesses such as: Real Estate Attorneys, Real Estate Appraisers, Accountants, Real Estate Money Lenders, Interior Designers, Stagers, General Contractors, Construction Workers (almost the only exception where a website is necessary, but why not), and tradespeople

But, where on their websites could they put ads or affiliate products on? Are all places on your website equally suitable for that?

For example, would it make sense for a real estate developer’s website to display ads on their page where properties are offered?

Imagine if you visited a developer’s property listing page and then in between the description text an ad would be displayed.

As you can already imagine that would torpedo the aim of the very property listing page, which is to generate buyer leads.

The best way is to have a separate space or page for your different real estate website monetization methods.

Most of the time a separate blog page or sales page would be the best option.

Below I will give you a short overview of the different monetization types and where on your website you could place them.

Monetization TypeWhere To Promote and/or To Place
Display Ads/Native AdsBlog, Sidebar
Affiliate Products and ServicesBlog, email List
Offering Consulting ServicesBlog, email List
Premium Content behind a paywallMembership Section, email List, Separate Sales page
Your own digital productBlog, email List, Separate Sales page
how to monetize a real estate website

Inspiring Monetization Ideas for 3 Different Types of Real Estate Pros

1) Real Estate Agents and Brokers:

  • Placing ads or affiliate products/service of professional real estate services such as real estate attorneys, appraisers, accountants, money lenders, stagers, etc. on the website’s blog or email list
  • Offering a consulting service that helps sellers get a comparative market analysis, or producing virtual tours
  • Offering a consulting service including transaction services, help in difficult negotiations, or showing of properties on an hourly basis
  • Premium Content behind a paywall which could include special deals of distressed properties for real estate investors
  • A digital product, such as an eBook about how to invest in Buy and Hold Properties specifically in the real estate agents or brokers local area

2) Property Management Companies

  • Placing ads or affiliate products/service of real estate agents and brokers, professional real estate services such as real estate attorneys, appraisers, accountants, money lenders, stagers, etc. on the website’s blog or email list
  • Offering an all-inclusive consulting service that helps landlords deal with ‘tenants from hell’ at a flat rate
  • Premium Content behind a paywall which could include an app that facilitates landlords and their tenants to organize the day to day maintenance needs and makes it easy get a handyman by the click of a button with flat fees for different types of repairs
  • A digital product, such as an eBook about how to deal with ‘tenants from hell’ in a most effective way (this could be a pre-sale of the consulting service (think real estate marketing funnels).

3) Real Estate Money Lenders

  • Placing ads or affiliate products/service of real estate agents and brokers, professional real estate services such as real estate attorneys, appraisers, accountants, money lenders, stagers, etc. on the website’s blog or email list
  • Offering a consulting service that helps buyers with low credit scores to get a standard mortgage from a bank and optionally helps how to use other creative financing options to meet the goal of financing
  • Premium Content behind a paywall which could include all types of legal documents from the local area necessary to get a bank loan and bank contacts where the money lender is already accepted to provide the financing for a down payment on a property
  • A digital product, such as an eBook with a title like that: ‘How to Get A Bank Loan for Your Dream Home in [LOCAL AREA], Even if Your Credit Score is Low’ (this could also be the pre-sale of the consulting service, think again real estate marketing funnels).

Conclusion

To recap, monetizing your real estate website can be a good option to mitigate bad market periods and create the option for you to pivot your business model should it be necessary in the future.

However it should be done right and with enough knowledge about the needs of your target audience and about where on your website you put the monetization to work.

Most of the time having a blog is helpful, at least when you think of offering ad space or promoting affiliate products and services.

For other monetization types (e.g. consulting, premium content, digital product) you could get away with separate sales pages and without doing content marketing on a blog, but in this case you potentially would need paid traffic.

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