This is the first in a series of posts critiquing real estate blogs from around the web. As more and more real estate agents begin to use WordPress as a marketing and listing publication tool, the purpose of these critiques is to offer some constructive feedback into design, navigation, usability and brand presentation.

Our first site belongs to Irina Netchaev, Broker Associate with Keller Williams Realty and author of PasadenaViews.com. She’s had her own website designed in the past but this one is her own creation so she’s put a bit of work and thoughtfulness into to. Overall I think that Irina’s blog has a good visual design and a thoughtful user interface. Taking into account that most of her readers are people interested in buying or selling Pasadena Real Estate, she does everything to emphasize her listings and properly places her CTA’s (Call to Actions) above the fold. Some forms are placed below the fold but as her primary CTA’s appear throughout the site, that’s ok.

I’m using an application called Notable to present my critique. If you click on the “view interactive screenshot” link below the image, you’ll be able to see a full-version of the site along with my notes on the specific location to which I’m referring or you can also download a pdf version of my critique.

Would you like me to critique your website in this series? Send an email to ricardo (at) ribeeziemedia (dot) com.

Site Critique: PasadenaViews.com

Click Here to View the Interactive Screenshot | Download a PDF of this Critique

1. [Note: This is a Key Element] Site navigation should always be placed above the fold. Take into consideration large computer monitors and growing screen resolutions. “Above the fold” is generally considered to be within the top 500-600 pixels of your site design. If you have a large header design, you might place your primary navigation above the header.

2. The primary reason readers come to your site is to search for homes. In this case, Irina does a great job of emphasizing her current listings and showcasing recent properties she’s sold. Readers tend to read websites like a book (from left to right) so placing this image on the right-hand side is appropriate and stands out.

3. [Note: this is a Key Element] If you’re website offers content on a consistent basis (and your real estate blog should), it’s important to offer readers an easy way to subscribe to your blog for new updates. Though the design here isn’t your typical RSS or email subscription icon, it’s pretty evident in the wording what Irina wants the user to do. The only thing to consider here is that this “Call to Action” item should typically be placed above the fold.

4. Here’s a bonus feature on Irina’s website. Her primary Call to Action (CTA’s) are emphasized throughout the blog as your scroll down to read more content. Since her intent is to engage with site visitors who are interested in buying/selling real estate, placement of this icons is important. Not only are they displayed appropriately above the fold but they’re also emphasized further down the site as well (good job!).

5. Here’s another bonus feature that I’ve seen on few real estate blogs (websites). Irina has a chat feature enabled on her website that allows site visitors to connect with her when she’s online. It’s like having someone manage the front desk when they come into your office (only here she’s gone digital with the idea). Great job!

6. [Note: this is a Key Element]. Amongst the more popular pages on any real estate blog are the Home Page, the Search for Homes page and the About page. It’s simply because people are curious. They want to know who you are, who’s behind the company or blog. Lots of agents make the mistake of providing as little information as possible. Not Irina. She not only includes her phone number, but also is very descriptive about her notable achievements and licensing information.

7. Irina has always branded herself using this logo (it’s on her print materials, her business cards and has always been a part of her brand identity on the web). It’s important that’s she’s consistent in placing it here on her header design.

8. Form fields (which I’m not sure you see here but it’s on the live design) should typically be placed above the fold (not below or on the footer). Again, think about how readers read a book (from left to right). It’s a bit unconventional that it’s placed on the footer. If it’s working, great. If not, it might increase subscriptions to if it were placed above the fold.