The Problem with Template Sites

Most brokerages provide their agents with a free or low-cost template website. On the surface, it feels like a perk: you get a site without paying extra or learning any tech skills. But here’s the catch—those same sites are given to every other agent in your office. That means when buyers and sellers search online, they see the same design, same copy, and sometimes even the same stock photos over and over again. Instead of making you stand out, it makes you look like everyone else.

Yes, Some Agents Make It Work

It’s true that some agents thrive with template sites. I know one realtor who sells over $20 million a year using his brokerage-provided page. But here’s the detail that matters: he doesn’t rely on the site to do the heavy lifting. He has a massive social media presence, produces video content every week, and is constantly networking. In other words, his success comes because of his other effrts, not because of his website. For most agents who don’t have that same machine behind them, the template site simply isn’t enough.

First Impressions Are Everything

Imagine this: a couple hears your name and Googles you. They land on your brokerage template page, and it looks exactly like the five other agent sites they visited earlier that day. There’s no personality, no unique information, and no sense of who you are. Compare that with a site that highlights your specialties, shows polished photos, and gives visitors a reason to call you specifically. Which agent do you think earns the listing?

Template Sites Don’t Prioritize Speed

One of the biggest issues with brokerage-provided sites is that they’re often bloated with extra code. That means they load slowly, especially on mobile. Buyers and sellers won’t wait around for 10 seconds while a homepage loads. They’ll hit the back button and click on the next agent. That’s why understanding why website speed matters is critical. A fast, lean site keeps visitors engaged and makes you look professional.

Cookie-Cutter Features Limit You

Template sites usually offer the basics: your photo, contact info, maybe a listings feed. But they rarely include the tools that help you stand out. Things like customizable lead capture forms, neighborhood pages, or a blog section where you can answer buyer and seller questions aren’t always available. Yet those are the exact features that can turn a casual visitor into a lead. Our breakdown of must-have realtor website features shows how the right tools can make a real difference in your pipeline.

They Don’t Tell Your Story

A brokerage site isn’t built to showcase your unique brand—it’s built to advertise the brokerage. That means your voice, your specialties, and your personal story get lost. A client deciding between you and another agent often wants to feel a connection. They want to know who they’re trusting with the biggest financial decision of their lives. A template page rarely conveys that, while a site you control can highlight your approach, your wins, and your personality.

The Cost of Looking the Same

When every agent in your brokerage uses the same layout, clients can’t tell you apart. It’s like walking through a neighborhood where every house is painted the same color. Nothing stands out. In real estate, sameness is dangerous because it makes you forgettable. If a homeowner interviews three agents and visits each of their sites, the one with a distinct, professional look instantly feels more credible. Even if your skills are equal, the perception of authority matters.

Turnkey Realtor Sites as a Smarter Option

You might be thinking, “I don’t want to spend thousands on a custom website.” Fair enough. That’s where turnkey realtor sites come in. They’re affordable, ready-made websites designed specifically for agents, but they allow for your own branding, photos, and voice. Think of it like moving into a model home where you can still choose the furniture and paint colors. You get a professional-looking site without the sky-high cost.

Built for Lead Capture

Turnkey sites also give you control over how you capture leads. You can decide whether you want a “Get Your Home Valuation” form, a “Download My Buyer’s Guide” button, or a simple contact form on every page. Unlike template sites where you’re stuck with the brokerage’s default setup, turnkey sites are built with your business in mind. That means you’re not just collecting names—you’re creating opportunities to actually win listings.

Easy to Update, Built to Grow

Another major issue with template sites is flexibility. Want to add a page for your favorite neighborhood? Want to showcase testimonials with photos? With a brokerage-provided site, you may be limited to what the template allows. With a turnkey site, those changes are easy to add. Your website grows with your career instead of boxing you into the same look year after year.

How This Impacts Listings

Sellers, especially in competitive markets, often check out multiple agents before choosing one. If two agents both have years of experience, but one has a personalized, professional site and the other has a generic template, the decision becomes easier for the seller. They assume the agent with the better site is more successful, even if the reality is different. Perception drives listings.

Practical Next Steps

If you’re using a brokerage template site right now, here’s what to consider:

• Look at your site on a phone—does it load quickly?
• Compare your page to three other agents in your office—does it stand out?
• Ask a friend if your site makes them want to call you—what’s their honest answer?
• Think about whether you’d hire yourself based on the impression your site gives.

If the answers leave you unsure, it might be time to invest in something better.

The Bottom Line

Brokerage template sites are fine if you want the bare minimum. But if you want to compete for more listings and win clients who are comparing you to other agents, you need more. A turnkey site gives you a professional, customized look, better lead capture, and a faster experience for buyers and sellers. It’s the difference between blending in and standing out. And in real estate, standing out is what wins listings.