By implementing HTTPS, you can further protect the integrity of your website, as well as data you are collecting. SSL (Secure Sockets Layer) creates an encrypted connection between your web server and your visitors’ web browser. This allows for sensitive information (such as passwords or email addresses) to be transmitted without being hacked, tampered with or intercepted. If someone were to capture the data being transferred via HTTPS, it would be unrecognizable.

You’ll gain an immeasurable advantage over competing real estate websites by providing your visitors with peace of mind. The addition of visual cues, such as a lock icon*, will convey safety to home seekers. According to the National Association of REALTORS® Home Buyer and Seller Generational Trends, homebuyers rated honesty and trustworthiness as the most important factors when choosing an agent. Since 44% of home searches start online, this sense of security begins with an agent’s website. 

Prospective homebuyers aren’t the only ones to care about a website's security, so does Google. Google Chrome will eventually display a ‘Not secure’ warning for all HTTP pages. Enabling SSL will proactively prevent pop-up warnings and increase the amount of time users spend on your site, resulting in more lead capture opportunities. Since security is a top priority for Google, HTTPS enabled sites are automatically given a minor SEO ranking boost.