The five pages every commercial broker website needs (and why most miss two of them)

If you survey 100 CRE agent websites, you will find roughly the same five sections: a home page, an “about” page, a contact form, a listings grid if the agent has any listings, and a vaguely-titled “services” page. That set might have worked in 2015. In 2026 it is barely a starting point.

Here is the minimum viable set of pages a commercial broker site needs to actually compete — both in classic Google search and in the AI-driven research tools that increasingly drive deal sourcing.

The bio page that actually says what you do. Not “experienced commercial real estate professional with a passion for client service.” A specific, structured description of your specialty, your typical deal size, your representative transactions, and the markets you cover. AI search models cite specifics; they ignore platitudes.

Service pages, one per service line. Tenant representation, landlord representation, investment sales, owner-occupied acquisitions — each one should be its own page, with its own structured description of how you approach it, who it suits, and what the typical engagement looks like. One generic “services” page covers nothing.

Market pages, one per submarket. This is where almost every agent site falls down. If you cover three submarkets, you should have three market pages — each one a real piece of locally-authoritative content with demographics, recent comps, major employers, and your point of view on where the market is heading. Market pages are also your single best source of inbound leads from owners and tenants doing their own research.

A listings index with structured per-listing pages. Each listing should be its own URL with schema markup for property type, address, size, asking price, and contact. A PDF flyer attached to a JPEG is not a listing page.

A blog or insights section with at least one post per month. Not “Top 5 Reasons to Lease in 2026.” Real takes on your market — leasing trends, transactions you can discuss publicly, what you are hearing from clients. Crawlers and human researchers both want recency; an empty or year-old blog signals an inactive agent.

The two most commonly missing pages are market pages and service-line pages. Both are work to build — but they are also the two pages that disproportionately drive inbound leads, because they map cleanly onto the questions a tenant or owner is actually typing into a search bar.