This article is part of our Real Estate & Property Management Marketing Guide: how buyers, sellers, owners and tenants find you online, what the housing ad rules allow, and how to choose the right help. Want to know where your site stands? Get a free 20–30 page website audit within 24 hours.
A real estate team website has to do three things a solo agent site does not. It must show the team name and the brokerage correctly, present several agents without confusing buyers, and send each lead to the right person.
Get those three right and the site becomes a shared lead source for everyone on the team. Get them wrong and you risk advertising problems, missed leads and arguments over who owns a contact.
This guide is part of the agent track in our Real Estate & Property Management Marketing Guide. It covers naming and disclosure, site structure, roster pages, routing and planning for change.
Key Takeaways
- Team names often have their own advertising rules, and your responsible broker must usually appear alongside the team name.
- For example, California defines a team name and requires the broker's identity to be as prominent as the team name.
- Plan the site around a team home page, a roster, one page per agent, area pages and shared listings.
- Write lead routing rules before launch, and make agent page forms route to that agent.
- Keep the domain, site and CRM in the team's or brokerage's name, so the site survives when agents leave.
Team name and advertising rules
These are marketing notes, not legal advice. Team rules vary by state and by brokerage, so confirm your plan with your broker of record before you print or publish anything.
A California example
California sets out its team rules in statute. The Department of Real Estate's license disclosure chart, form RE 559, quotes the relevant code sections in full.
Under Business and Professions Code Section 10159.7, a "team name" is a professional identity or brand name used by a salesperson and one or more other licensees. It does not need a separate license if all of these apply:
- Two or more licensees use it to work together, or present themselves as a team, group or association.
- It includes the surname of at least one team member with "associates," "group" or "team."
- It has no term such as "real estate broker," "brokerage" or "broker" that suggests a business independent of the responsible broker.
Section 10159.6 then sets display rules for advertising and solicitation materials, including electronic media. They must show the team name and the name and license number of at least one licensed team member. The responsible broker's identity must be displayed as prominently and conspicuously as the team name.
California's Regulation 2773 adds a website point. It lists websites owned, controlled or maintained by the licensee as first point of contact materials. If more than one licensee's name appears, each one's license number must be shown, in type no smaller than the smallest type used.
So on a California team roster page, each agent named needs a license number. Other states have different rules, so check yours.
The REALTOR Code of Ethics
If your team members are REALTORS, the NAR Code of Ethics also applies. Standard of Practice 12-5 requires the firm's name in advertising "in a reasonable and readily apparent manner." Standard of Practice 12-9 says REALTOR websites must show the firm's name and the state or states of licensure.
Standard of Practice 12-10 covers the internet too. It bars deceptive use of images, URLs, domain names and keywords. Pick a domain and team name that do not make the team look like a separate brokerage.
A disclosure checklist for every page
- Team name in the header, with the brokerage name just as prominent.
- Brokerage name, license details and state of licensure in the footer.
- Each agent's name with their license number where your state requires it.
- The Equal Housing Opportunity statement or logo your brokerage uses.
- The same disclosures on landing pages, ads and email templates, not just the home page.
Site structure for a team
A team site needs more pages than a solo site, but the structure can stay simple. Start with this map:
| Page | Purpose |
|---|---|
| Home | Who the team is, the areas you serve, and one clear way to reach you |
| Team roster | Every agent, with photo, role, license number and link to their page |
| Agent pages | One page per agent, with bio, areas, reviews and a contact form |
| Buyers | How you work with buyers, including the written buyer agreement step |
| Sellers | Your listing process and a home valuation request |
| Area pages | One page per neighborhood or town you know well |
| Listings | MLS search on your domain through IDX |
| Reviews | Client reviews, attributed to the agent who helped |
| Join the team | A recruiting page for agents |
For how listings get onto the site, see IDX explained. If you are still deciding between a team site and your brokerage's site, read personal agent website vs brokerage site.
The buyers page
Explain the buyer agreement in plain words. NAR's consumer guide to written buyer agreements says buyers are asked to sign one before touring a home with an agent, in person or virtually. It also says the terms, including compensation, are negotiable.
Agent roster and profile pages
The roster is where buyers and sellers decide who to call. Make each agent easy to compare.
What each agent page needs
- A real photo and the agent's full licensed name.
- License number, where your state requires it.
- Role on the team, such as buyer specialist or listing lead.
- Areas served and languages spoken.
- A short bio in the agent's own voice, with real experience.
- Reviews from that agent's own clients.
- A contact form and phone number that route to that agent.
Add structured data so search engines can read each agent page. Our guide to schema markup for real estate websites explains the options.
Keep agent pages unique
Do not paste the same bio on every page with a new name. Each agent page should say something only that agent can say. That helps buyers choose, and it keeps pages from looking like copies.
Lead routing from the site
Routing decides whether a team website feels like one strong brand or a free-for-all. Write the rules down before launch and build them into your CRM.
Common routing options
The Follow Up Boss lead distribution page describes typical options as of October 2026:
- First to claim: the whole team is alerted, and the first to respond gets the lead.
- Round robin: leads go to agents "one by one, in a repeating cycle."
- Lead ponds: inactive leads go to a shared pool.
- By area or price: route by ZIP code or town, or send high-priced leads to senior agents.
- Listing leads: route inquiries about a listing to the listing agent.
Other CRMs offer similar tools. Our guide to real estate CRMs and lead follow-up compares several.
A routing plan for a team website
- Agent page forms go to that agent. A buyer who chose an agent should reach that agent.
- General forms follow team rules. Home page and area page leads use round robin, first to claim or area rules.
- Listing inquiries go to the listing agent, with a backup if they do not respond.
- Every lead carries its source. Follow Up Boss's lead provider integration guide tells developers to send leads through its events endpoint so automations run, and to record the website's domain as the source.
- Unworked leads move on. Set a time limit, then send the lead to a pond or another agent.
If your team also buys portal leads, keep them in the same CRM with their own source tags. Then you can compare them fairly with website leads. See Zillow and portal leads vs your own website.
When agents come and go
Teams change. Plan for it on day one so a departure does not break the site or start a dispute.
- Own the core assets centrally. Register the domain, hosting, analytics and CRM in the team lead's or brokerage's name.
- Write down contact ownership. Agree in writing, with your broker, who keeps which contacts when an agent leaves.
- Retire agent pages cleanly. When someone leaves, redirect their page to the roster or to the agent taking over their clients.
- Update reviews and photos. Remove or reattribute content tied to a departed agent, following your brokerage's policy.
- Make adding an agent easy. A simple template means a new agent page can go live in a day, with the right disclosures.
Growth also means hiring. A good recruiting page tells agents why your team is worth joining and what support they get.
Next step
When you are ready to grow the team, a strong recruiting page is the next piece. Our guide to building a brokerage recruiting page that attracts agents walks through it. When you want help building the team site itself, see our real estate agent and team website design and SEO services.
Frequently asked questions
Can our team use a name like "Smith Realty"?
It depends on your state. For example, California's Section 10159.7 requires a surname with "associates," "group" or "team," and bars terms that suggest a separate brokerage. Confirm any name with your broker of record before you use it.
Does our brokerage name need to be on the team website?
In many cases, yes. California requires the responsible broker's identity to be as prominent as the team name. The NAR Code of Ethics also asks REALTOR websites to show the firm's name and state of licensure.
Should every agent have their own page?
Yes, if they work with clients directly. Agent pages help buyers and sellers choose, give each agent a page to share and let forms route to the right person. Keep each page's content unique.
How do we stop leads from falling through the cracks?
Send every form into one CRM, give each lead an owner automatically and set a time limit before an unworked lead moves on. Test each form after launch to confirm the routing works.
Who owns the website if the team lead leaves the brokerage?
That depends on your agreements with the brokerage. Settle domain, content and contact ownership in writing with your broker before launch. Registering the domain and accounts centrally makes any change easier.
