A major digital platform for real estate professionals has undergone a significant rebranding, shifting its focus from domain names to a comprehensive website-building service. The company, formerly known as .Realtor, is now operating as .RealEstate and has introduced a suite of new tools, including over 45 new website templates and artificial intelligence features designed to help agents build an online presence quickly.
The move signals a strategic pivot to become a full-service digital branding solution for agents, brokers, and appraisers. This change is aimed at addressing the challenge real estate professionals face in a crowded online market, providing them with tools to create search engine optimized websites with minimal technical effort.
Key Takeaways
- The platform previously known as .Realtor has rebranded to .RealEstate, expanding its services beyond domain registration.
- Over 45 new mobile-friendly website templates have been launched, bringing the total to approximately 75 customizable options.
- New packages include AI tools for content creation, text editing, and search engine optimization (SEO) assistance.
- The company reports that a website can be launched in as little as five minutes using the new system.
- Special pricing and discounts of 15%-45% are available for members of the National Association of REALTORS® (NAR) and the Canadian Real Estate Association (CREA).
A Strategic Shift in Digital Branding
The rebranding from .Realtor to .RealEstate reflects a fundamental change in the company's business model. Initially launched in 2014 with a primary focus on providing specialized domain names like ".realtor" and ".realestate," the platform is now positioning itself as an all-in-one digital marketing toolkit.
"When we originally began our business, we were known primarily for domains," explained Colleen Doyle, Vice President of RIN and Strategic Initiatives at the National Association of REALTORS®. "We’ve grown our business to be more of a digital branding solution over the last five years."
This evolution is apparent in the user experience on the new platform, accessed at www.get.realestate. Instead of starting the process by choosing a domain name, users are now guided through design and functionality choices first. This approach emphasizes the website itself as the core product, with the domain name being a component of the larger branding package.
"We’ve taken the work out of websites so real estate professionals can focus on what matters most—growing their business."
The goal is to simplify the process of establishing a professional online identity, allowing agents to concentrate on client relationships and sales rather than technical website development.
By the Numbers
Since its inception, the platform has been used by over 50,000 customers to publish more than 250,000 websites, indicating a significant user base within the real estate industry.
New Templates and AI-Powered Features
A central component of the relaunch is the introduction of more than 45 new website templates. This expansion gives users a total of around 75 designs to choose from, catering to agents, brokers, appraisers, and other industry specialists. The templates are designed to be intuitive, mobile-friendly, and require minimal setup.
The company estimates that a real estate professional can get a basic website live in as little as five minutes. This speed is intended to appeal to busy agents who need an effective online presence without a steep learning curve or significant time investment.
Harnessing Artificial Intelligence
Perhaps the most significant technological upgrade is the integration of artificial intelligence tools. These features are designed to automate and simplify tasks that can be time-consuming for users without a marketing background.
The AI tools can assist with:
- Content Creation: Generating copy for website pages and blog posts.
- Photo Integration: Helping users add and manage images.
- Text Editing: Refining written content for clarity and impact.
- SEO Assistance: Automatically adding alternative image text and meta tags to improve search engine visibility.
This automated SEO support is particularly valuable, as it helps agents' websites rank higher on search engines like Google, saving them time and effort while increasing their potential reach to new clients.
The Enduring Value of Niche Domains
While the focus has broadened, the platform continues to offer exclusive top-level domains (TLDs) like ".realtor" and ".realestate" with every website package. These specialized domains serve as a direct and memorable marketing tool.
A domain such as "JaneDoe.Realtor" or "MiamiLuxury.RealEstate" immediately communicates the professional's identity and niche. This clarity can help an agent stand out in a competitive market, especially when competing with others who have similar names or operate in the same geographic area.
What is a Top-Level Domain (TLD)?
A TLD is the part of a domain name that comes after the final dot, like .com, .org, or .gov. Industry-specific TLDs like .realtor and .realestate were introduced to provide more relevant and trustworthy web addresses for specific professions, helping consumers identify credible sources.
Beyond branding, these personalized domain formats offer tangible SEO benefits. Search engines may recognize the TLD as a signal of relevance for real estate-related queries, potentially boosting an agent's ranking in search results. A higher ranking not only increases the agent's visibility but can also drive more traffic to their clients' listings, adding another layer of value to their services.
Pricing and Accessibility for Members
The platform offers four distinct website packages—Basic, Edge, Premium, and Elite—structured to meet different business needs and budgets. For members of the National Association of REALTORS® (NAR) and the Canadian Real Estate Association (CREA), pricing starts at $9.95 per month and goes up to $109.95 per month.
These members receive significant discounts, ranging from 15% to 45% compared to non-member pricing. This makes the service a competitive option against other website builders on the market.
The higher-tier packages include more advanced features such as:
- Multi-page website templates
- Integrated blogs and video support
- Advanced AI and accessibility tools
- Professional email platforms
- The ability to showcase property listings directly
- A built-in Customer Relationship Management (CRM) platform
To encourage adoption, the company is offering a one-month, no-cost trial on all of its website packages. This allows professionals to test the different tiers and determine which features best align with their business goals before making a financial commitment.
