How do you promote property assets online in difficult markets? Often, at the top of the list is a website, but with the rise of AI-driven search and new ways for people to consume content, traditional brochure-style websites may not be cutting it any more within real estate.

Enter Progressive Web Apps (PWAs) - a different approach to digital marketing that combines the best of websites and mobile apps. For commercial property professionals like agents, brokers, developers, and investors, PWAs could be a game-changer in promoting individual properties and developments.

How AI search is changing user behaviour

AI search is revolutionising the way people find and use information online. Instead of just listing websites, AI-driven search engines, like those powered by Google and Bing, are increasingly delivering direct answers, summaries, and interactive content right on the search results page. This means that users are getting the information they need without always clicking through to a website.

As a result, traffic to conventional, static websites is likely to decline as AI searches become more prevalent. Sites that don’t adapt risk being overlooked, while those optimised for AI - like PWAs - stand a better chance of staying visible and engaging.

Sites need to be fast, engaging, and adaptable to new technologies. That’s where PWAs really shine.

The limitations of traditional brochure-style websites

Traditional brochure websites have served the real estate industry well. They showcase properties, provide essential information, and look good across different devices. But as technology advances, these websites have their downsides.

1. Static and basic: Brochure sites are often limited to static images and basic information. They don’t engage users or encourage them to return.
2. Performance issues: Slow loading times can frustrate potential clients, especially if they’re browsing on mobile devices.
3. Lower visibility in AI searches: AI-powered search engines, like the ones used by Google and Bing, prioritise fast, content-rich, and interactive websites. Static brochure sites can fall short.

What are PWAs, and how do they work?

Progressive Web Apps (PWAs) are essentially websites that act like mobile apps. They load quickly, work offline, and are installable on a user’s device without needing an app store download. They offer the smooth, interactive experience of an app while being easy to access through any browser.

Here’s what makes them special:

• Speed: PWAs load fast and keep users engaged, which AI algorithms love.
• Offline access: Users can view content even without an internet connection.
• Push notifications: PWAs can send updates directly to a user’s device.

Here are some (familiar) examples of PWAs:

Key benefits of PWAs for brochure-style real estate websites

1. Enhanced user experience

PWAs deliver a seamless, app-like experience that can showcase properties in a dynamic way.

• Immersive content: Imagine your listings presented with high-quality images, 3D property tours, or interactive maps. Users can browse easily without waiting for pages to load.
• Quick load times: People expect instant access to information. PWAs use caching and advanced loading techniques to ensure content appears quickly, even on slower connections.

Phil Walton adds, “User experience is everything in today’s market. A PWA keeps your audience engaged, and that engagement translates into better rankings and more leads.”

2. Offline access to property details

Imagine a potential buyer or investor exploring your real estate listings while travelling or visiting a development site with limited internet. With a PWA, they can still access essential information, even offline.

• Always available: Property descriptions, images, and basic information remain accessible, making your listings more convenient and reliable.

3. Push notifications for instant updates

PWAs can send push notifications to keep your audience informed about important updates.

• Stay Connected: Notify clients about new property listings, price changes, or upcoming open houses. This keeps your brand and your properties top of mind, encouraging quicker decision-making.

4. Improved visibility in AI-driven search

AI-powered search engines reward websites that are fast and full of valuable, easy-to-understand content. PWAs are built to meet these criteria.

• AI optimisation: PWAs are designed with structured content and modern tech that search engines can easily process. This increases your visibility and improves search rankings.
• Rich content: With support for multimedia content, like videos and interactive tours, your website will be more attractive to AI search models.

5. Better engagement and retention

Unlike static sites, PWAs can be installed on a user’s device. This creates a direct line to your audience and encourages repeat visits.

• Installable Apps: Users can save your PWA to their home screen with just a few taps. No app store needed.
• Interactive features: Keep users engaged with calculators for mortgage costs, investment ROI tools, or virtual walk-throughs of properties.

How to get started with a PWA for your property listings

Ready to make the switch? Here’s how:

• Consult a developer: Work with someone experienced in PWAs and, ideally, familiar with the commercial property market. Companies, like SoftForge, that specialise in this space are a good lace to start.
• Choose the right features: Decide what’s most important for your listings, like push notifications, offline access, or immersive media.
• Plan for a PWA launch: Coordinate with your marketing team to make the most of your new PWA’s features.

Future-proofing your real estate marketing strategy

AI and new technologies are here to stay. By adopting a PWA, you not only future-proof your website but also set your real estate brand apart from the competition.

• Stay ahead: The property market is fast-paced. A PWA keeps your listings visible and engaging in an AI-driven world.
• Think long-term: This isn’t just about today. PWAs offer a sustainable way to keep your site relevant, fast, and appealing for years to come.

Conclusion

PWAs aren’t just a trend—they’re a smart, forward-thinking move for commercial property professionals. As AI search continues to evolve, having a fast, engaging, and reliable online presence will be crucial. If you’re looking to make the online promotion of your properties more effective, a PWA could be the perfect solution.

Interested in learning more or getting started? Contact me a call or reach out to a specialist like Phil Walton at SoftForge, and explore how a PWA could transform your digital presence. Tell him I said hello.