The Agent Site Playbook

How This Started

I was paying for a website I didn't own and didn't like.

Every agent site I looked at cost $200–500 a month and looked exactly like every other agent site in my market.

I'm D'Ambrah King. Eleven years in real estate, 290+ closed transactions, and I work two markets most agents don't combine — the Raleigh–Durham Triangle in North Carolina and the Myrtle Beach Grand Strand in South Carolina.

I'm not a developer. I'd never written a line of code. But I kept running into the same problem: the hosted platforms wanted a monthly fee forever, the templates all looked the same, and if I ever stopped paying, the site — my content, my SEO, my name — went away with it.

So one Saturday I sat down with an AI assistant and started asking questions.

By that evening I had a real website. Not a draft. A live, working site with my listings, my reviews, and a contact form feeding my CRM.

Live MLS search. An instant home valuation tool that captures seller leads. My active and sold listings updating automatically. Real client reviews pulling from Google and Zillow. Neighborhood guides for every town I serve. Ten blog posts researched with actual local data. A contact form that creates a contact in Follow Up Boss and texts my phone within a minute.

Hosting costs me nothing. The domain was twelve dollars.

Along the way I hit every wall you'd expect — images that broke, a widget that wouldn't show up, a tracking pixel my admin couldn't unlock, a layout that fell apart on mobile. I solved all of them. Those solutions are in this playbook, which is the part you can't get from watching someone's highlight reel.

Other agents started asking how I did it. So I wrote it down — every phase, every prompt, in the order I actually used them.

What I Actually Built

Not a landing page. A lead machine.

Every one of these is live on my site right now. You'll build the same things.

Live MLS Search

Simple and advanced search pulling real listings, with saved-search alerts that capture registrations as leads.

Home Valuation Tool

Instant estimate widget that collects name, email, and phone. The single best seller-lead magnet on any agent site.

CRM-Connected Forms

Contact form submissions become contacts in your CRM automatically — no manual entry, no lost leads.

Live Review Feed

Google and Zillow reviews combined into one verified widget, updating daily, with a one-click review request link.

Neighborhood Guides

A real page for every town you serve — the pages that actually rank when someone Googles "moving to [your town]."

A Blog That Ranks

Posts built around the questions people ask right before they transact — plus a system for finding those topics in your market.

What's Inside

The whole build, start to finish

Seven phases, in the order I did them. Nothing withheld for an upsell.

The Agent Site Builder skill

An installable skill for Claude. One click to add it, then say "build my site" — Claude interviews you, enforces the Fair Housing rules automatically, handles your photos, and builds every page with you. This is the build system itself, not just instructions.

The complete step-by-step

Every phase from gathering your information through going live — with what to do, in what order, and roughly how long each takes.

23 copy-paste prompts

The actual prompts I used, organized by phase, with the fill-in-the-blank spots marked. No guessing at wording.

The Fair Housing guardrails

AI will write "great schools" and "safe neighborhood" unless you stop it. The exact review prompt I use, and why this matters more than anything else in the build.

Integration walkthroughs

IDX widgets, review feeds, analytics, scheduling — including the widget settings and colors, and the mistakes that cost me hours.

The CRM lead pipeline

How to get form submissions creating contacts automatically — including the workaround when your admin can't give you the tracking pixel.

The troubleshooting section

Eight problems I actually hit and exactly how each was fixed. Grey images, missing widgets, mobile breakage, cache confusion.

The content engine

How to find the topics in your market that attract people who are weeks from transacting — not students writing papers.

Pre-launch checklist

Fourteen checks before you tell anyone about your site. Catches the placeholder phone number before a client does.

Get It

Everything I learned building mine, so your weekend goes smoother than mine did.

^$97

One time · Launch price · Instant download

The Agent Site Builder skill — one-click install for Claude
The complete 7-phase playbook
All 23 copy-paste prompts
Fair Housing compliance guardrails
Integration + CRM walkthroughs
Troubleshooting for 8 real problems
Content strategy + topic system
Pre-launch checklist
Free updates as tools change

Get Instant Access

Secure checkout · Instant delivery to your email

For reference: most hosted agent website platforms run $200–500 per month — over $2,400 a year, forever. This is one payment of less than half a month of that, and the site is yours permanently.

Questions

What exactly is the “skill”?

A skill is a small file you install into Claude with one click. Once installed, Claude knows my entire build process — the intake questions, the page structures, the Fair Housing rules, the photo handling, the deployment steps. Instead of copy-pasting prompts one at a time, you say “build my real estate site” and Claude runs the whole system with you, asking for your details as it goes. The written playbook is your map; the skill is the autopilot.

Do I need to know how to code?

No. I didn't and still don't. You'll be having a conversation with an AI assistant and copying files into a browser. If you can send an email with an attachment, you can do this.

What does it actually cost to run?

Hosting is free on Netlify's free tier, which is more than enough for an agent site. A domain runs about $12 a year. Optional extras: a review widget is roughly $65/year, and your IDX tool is whatever you already pay. That's it — no monthly platform fee.

Which AI assistant do I need?

One that can create and edit files for you, not just chat. I used Claude in Cowork mode. A chat-only assistant will work but makes it much harder, since you'd be copying code by hand. The playbook explains what to look for.

Will this work with my CRM and IDX?

The playbook uses Follow Up Boss and RealScout as the worked examples because that's my stack. The approach works with any CRM that has a lead-parsing email address (most do) and any IDX provider that gives you embed codes. The principles transfer; the specific menu names will differ.

How long does it really take?

My build was about a day, spread across a Saturday — but I was also discovering the problems for the first time. Following the playbook, most agents should get a live site in one focused weekend. Content is ongoing after that.

Is this compliant with Fair Housing?

The playbook includes specific guardrails and a review prompt for exactly this, because AI will generate non-compliant language about schools and safety unless you stop it. That said — you are responsible for what you publish, and you should check your brokerage's advertising rules before you go live. The playbook is a technical guide, not legal advice.

Will this get me to the top of Google?

Nobody can honestly promise that, and be skeptical of anyone who does. What this gives you is a technically sound site — proper schema markup, sitemap, mobile optimization, and AI-crawler access — plus a system for publishing content that targets the right searches. Rankings come from doing that consistently over months.

Can I use this if I change brokerages?

That's one of the best reasons to own your site. The playbook deliberately keeps brokerage branding light — swap a logo file and a few text mentions and your site moves with you. Try that with a brokerage-provided website.

I built my own website in a weekend. You can too.