Real estate agency websites in Morocco: what buyers look for, listing by listing

A real estate agency website in Morocco is not a brochure. It is where a buyer who saw one of your listings elsewhere, or who heard about you, comes to check three things before picking up the phone: that you are a real agency, that your properties are real and current, and that they can reach you right away.

Whether you run a local agency, a boutique firm serving international clients, or a development company, this guide covers what the three main buyer profiles look for (local, Moroccans living abroad, foreigners), what a listing page needs to trigger a call, how to structure the site by city and neighbourhood for Google, what law 09-08 requires on your forms, and, honestly, what a showcase website can and cannot do for an agency or a developer.

Who is looking for a property on a Moroccan agency’s website?

Three profiles make up most of the visitors to an agency site in Morocco. They do not look for the same things, they do not read the same language, and they do not start with the same level of trust. A good site speaks to all three without losing focus.

Local buyers and tenants know the city. They want a specific neighbourhood and a specific budget, and they compare fast. They want the price straight away, the floor area, the floor, whether there is a lift or parking, and a WhatsApp number. They read French, often Arabic, and decide within minutes whether to call.

Moroccans living abroad (often called MRE, Marocains résidant à l’étranger) frequently buy remotely: for family, for the summer, or for retirement. They know the country but are not there to visit. They need to check everything from afar: plenty of recent photos, a video, a floor plan, the legal status of the property, and the option to chat on WhatsApp in their own time zone. They read French and often Arabic; their children sometimes read English more comfortably.

Foreign buyers, residents or investors, are discovering the market. They search in English or French, do not know the neighbourhoods, and do not know the steps of a purchase in Morocco. They need reassurance before persuasion: who you are, how long you have been operating, how a transaction works, who is involved. A clear price in dirhams is enough; an indicative euro or pound equivalent can help, as long as you state the date of the exchange rate used.

The fourth profile is often forgotten: the owner who wants to sell or let. Yet that is who feeds your stock. A dedicated page explaining your method (valuation, photos, marketing, viewings, follow-up until signing) and ending with a short form brings in mandates, not just buyers.

The listing page that triggers a call: 10 pieces of information

The listing page is the most important page on the site. It is the one buyers forward to their partner, family or business associate, and it decides whether they call. Here is what it should contain, in the order the eye reads it on a phone.

• The price in dirhams, shown. “Price on request” puts off many visitors, who assume the price is too high or the listing out of date. If the price is negotiable, say so. For rentals, state whether charges are included.
• Type and area. Living area and, for a villa or riad, plot size, listed separately. Number of bedrooms, bathrooms and living rooms.
• The neighbourhood, not just the city. “Apartment in Casablanca” says nothing; “apartment in Maârif, two streets from the boulevard” says it all. No exact address if you prefer, but always the neighbourhood.
• Floor, lift, orientation. Three details that rule a buyer in or out in a second, and save you pointless viewings.
• The legal status. Registered title deed (titre foncier), registration application in progress, or unregistered property: this is the question every informed buyer asks, especially buyers living abroad. State it clearly on the listing.
• Service charges for an apartment in a building: monthly or yearly amount, and what it covers (caretaker, pool, upkeep of common areas).
• Real, recent photos. Fifteen to twenty-five, in natural light, room by room, plus the view, the façade and the immediate surroundings. No renders passed off as photos.
• A floor plan or a dimensioned sketch, even a simple one. It is what lets a remote buyer picture the space.
• A unique reference (for example MRK-A-0142), visible on the page, included in the WhatsApp message and in your files.
• A WhatsApp button and a call button on the listing itself, not just in the menu.

On legal status, there is a simple trust signal. Morocco’s land registry agency, the ANCFCC, offers on its website online ordering of a certificate of ownership (certificat de propriété) and a check of the authenticity of the documents it issues. An agency that writes “title deed: yes, reference available on request” on its listings, and explains on a dedicated page how buyers can run their own checks, reassures far more than one that stays vague.

Here is what the top of a working listing looks like, in text:

Below this block come the description (ten lines is enough, without empty superlatives), the gallery, the plan, a map of the area with useful landmarks (schools, shops, tram, main roads), then two or three similar properties. The description should say what the photos do not show: how quiet the street is, the light at different times of day, the state of the kitchen, any work needed.

WhatsApp on every listing, with the reference

In Morocco, the first contact with an agency very often happens on WhatsApp. A buyer browsing in the evening does not fill in a form: they send a message. Your site should make that instant, and above all useful to you.

The right setup is one WhatsApp link per listing, with a pre-filled message that includes the reference and the property title, for example: “Hello, I’m interested in apartment MRK-A-0142 in Gueliz (1,650,000 DH). Is it still available?”. The visitor just taps “send”. You know immediately which property they mean, without three messages back and forth.

If several agents share the listings, each page can point to the number of the agent handling that mandate. For buyers abroad, show your reply hours: someone in Paris, Brussels, London or Montreal should know when to expect an answer. A floating button stays visible on every other page of the site: it is the feature we install on every site we deliver.

The form keeps its place for people who prefer to write or want a viewing on a specific date: name, phone, pre-filled property reference, preferred slot, message. It sends an e-mail to the agency, which calls back or replies on WhatsApp.

French, Arabic, English: which language for which buyer?

The language of the site decides who reads you. A French-only agency site reaches local buyers and part of the diaspora; it loses English-speaking foreigners and buyers who search in Arabic.

• French + Arabic: the best choice for a neighbourhood agency in Casablanca, Rabat, Fez, Meknes or Oujda, whose clients are mostly local and diaspora. Arabic also tells families that the agency is talking to them.
• French + English: the right choice in Marrakech, Tangier, Agadir or Essaouira, where a large share of buyers and tenants are foreign or live abroad.
• All three: relevant for an agency or developer targeting both the local and the international market. We discuss it at the brief: our offer includes a second language; a third depends on the number of pages.

One rule matters more than the choice of language: everything must be translated, including listings, neighbourhood pages and the contact page. An English speaker who clicks “English” and lands on a French listing closes the tab. Each language also needs its own address (for example /en/), so Google can show it to the right people. The technical side is on our multilingual website page.

For foreign buyers, a “Buying property in Morocco” page in English that explains the main steps and who does what (agency, notary, bank) is worth more than ten listings. Keep it factual and refer anything legal or tax-related to the notary: your role is to guide, not to give legal advice.

Local SEO: one page per city and per neighbourhood

Nobody searches for “real estate agency” on its own. People search for “apartment for sale Agdal”, “villa to rent Californie Casablanca”, “riad for sale medina Marrakech”, “real estate agency Malabata Tangier”. Agency SEO is won neighbourhood by neighbourhood.

The structure that works: one page per city where you genuinely operate, then one page per neighbourhood where you regularly have properties. Each neighbourhood page introduces the area in a few useful paragraphs (atmosphere, type of properties, price range seen in your own mandates, schools, transport), shows your current properties there and ends with a contact block. Its title matches the search: “Apartments for sale in Agdal, Rabat”.

Do not create pages for neighbourhoods where you never have listings: an empty or generic page helps neither the visitor nor Google. Six solid neighbourhood pages beat thirty hollow ones.

Your Google Business Profile completes the job. For an agency, it is what shows in Google Maps when someone searches “real estate agency” nearby. It must carry exactly the same name, address and phone number as the site, the right category, photos of the office and the team, and genuine client reviews. We create or optimise it with every site, and the method is covered in our article on local SEO in Morocco. For the technical side (titles, structured data, speed), see our SEO page.

If you operate in several cities, each city gets its page and each physical office gets its own Google profile. We work across Morocco, from Casablanca to Tangier, by way of Rabat, Marrakech and Agadir.

Forms and law 09-08: what the site must display

An agency site collects personal data all the time: names, phone numbers, e-mails, budgets, sometimes family situation or financing plans. In Morocco, this falls under law 09-08 on the protection of individuals with regard to the processing of personal data, overseen by the CNDP, the national data protection authority.

In practice, the CNDP publishes a standard notice to place under every form. It states who collects the data and for what purpose, the number of the declaration or authorisation request filed with the CNDP, and whom to contact to exercise the rights of access, rectification and objection under law 09-08. The website does not file that declaration for you: it is a step for the data controller, meaning the agency, which the CNDP describes in its notification section.

Three practical settings on a property site:

• Only ask for what you need to call back: name, phone, property reference, message. Budget and plans can be discussed on the phone.
• If you offer a “new listings” alert by e-mail or WhatsApp, use a separate tick box, unticked by default, and an easy way to unsubscribe.
• Sellers who send you details about their property (address, photos, asking price) are sharing information that is sensitive to them: say clearly what it is used for and how long you keep it.

The site must also carry a complete legal notice: company name, legal form, registered address, trade register number (RC), ICE number, and contact phone and e-mail. These are the first things a foreign buyer or a diaspora client checks to know they are dealing with a real company. Legal pages are included in our offer.

As for rules specific to the real estate intermediary profession, we do not cite any here: draft your mandate terms and fees with your notary or lawyer, then publish on the site exactly what they approved. A website is not the place to improvise a clause.

Property developers: a site organised by project

For a developer, the logic changes: you are not selling individual properties but projects, with unit types (studio, one-bedroom, two-bedroom, villa), a construction timeline and a sales office. The site is built around each project.

• One page per project: location, site plan, unit types with areas and “from” prices in dirhams, specifications, announced handover date, sales office and viewing hours.
• One page per unit type for larger projects: typical floor plan, area, orientation, starting price, and a WhatsApp button with the project and unit type in the message.
• A “construction progress” page updated with dated site photos. It is what reassures off-plan buyers most, especially those living abroad.
• A “track record” page with your delivered projects, backed by real photos.
• A page for buyers abroad explaining how to follow their purchase remotely and how to reach you.

Renders are useful for a project that does not exist yet, provided they are labelled as such. Write “non-contractual image” under each one: visitors understand the difference, and you avoid misunderstandings at handover.

What a showcase website can do for an agency, and what it will not

Let’s be clear, because this is the question that matters before you buy. There are two kinds of property websites, and they are not priced the same.

The listings portal: a database of hundreds of properties, a search engine with filters (city, price, area, bedrooms), user accounts, automatic alerts, often a link to agency management software. That is a full development project, quoted separately, with a budget and timeline of a different order.

The agency showcase website: it presents the agency, its team, its neighbourhoods, its method, its services and a selection of featured properties, each on its own page. That is what our showcase website does, up to 30 pages.

Who is the showcase website right for? A neighbourhood agency with fifteen to forty active mandates that wants to feature a dozen; a high-end agency handling few but highly qualified properties; a holiday-rental or property-management agency selling a service more than a stock; a developer with one to three projects under way. In all these cases, featured properties are updated through small changes: a sold property is removed or marked “sold”, a new mandate takes its place. Those small changes are part of the included maintenance.

Who is it not right for? An agency managing hundreds of properties that change every day, or that wants visitors to filter by price and area themselves. In that case you need a specialised listings tool. The showcase site can remain the agency’s front door (presentation, neighbourhoods, trust, contact) with a link to that tool, but we will not sell you a search engine our offer does not include.

What goes into 30 pages? The standard structure

Thirty pages is a lot for an agency, as long as they are well allocated. Here is the structure we most often suggest for an agency active in one city, with a second language.

• Home: who you are, your neighbourhoods, three featured properties, WhatsApp and call buttons, client reviews.
• Properties for sale and properties to rent: two pages listing the current selection, each property linking to its own page.
• Listing pages: ten to twelve, one per featured property.
• Neighbourhood pages: four to six areas where you genuinely hold mandates.
• Sell or let your property: your method, your steps, a valuation form.
• Buying in Morocco: for the diaspora and foreigners, the main steps and who is involved.
• The agency: the team with photos and direct numbers, your story, your address.
• Blog: one article a month written by us, for example about a neighbourhood, a property type or a frequent buyer question.
• FAQ, contact and legal pages.

That comes to around 25 to 30 pages per language depending on the number of listings. If your stock moves fast, keep fewer listings and more neighbourhood pages: neighbourhood pages last, listings come and go.

Common mistakes on real estate agency websites

On the technical side, two issues come up again and again: photo galleries that are too heavy, making listings slow on 4G, and autoplay videos at the top of the page. Every photo should be compressed to WebP and loaded only when the visitor scrolls to it. Google measures this speed with the Core Web Vitals: the main element of the page should appear in under 2.5 seconds. A listing with twenty photos can meet that, if the photos are prepared properly.

How much does a real estate agency website cost in Morocco?

On the Moroccan market, a showcase website usually costs between 15,000 and 45,000 DH with a traditional agency, with one to three months of lead time, and from about 5,000 DH with a freelancer, with two to four weeks of lead time. Hosting, the domain name and maintenance are usually billed on top. A listings portal with a search engine is another budget altogether. The detailed comparison is in our article freelancer, traditional agency or online website builder.

At Bzaf Studio, the all-inclusive pack costs 399 DH incl. VAT a month, on a 12-month commitment, or 4,550 DH incl. VAT a year. The maths is simple: 12 × 399 DH is 4,788 DH; paying the year upfront, you pay 4,550 DH and keep 238 DH. There is no set-up fee: the first month is paid when you order, by bank card (CMI) or Lana Cash.

That price covers everything in this article that belongs to a showcase website: up to 30 pages, a custom mobile-first design, featured listing pages, neighbourhood pages, the WhatsApp button, the contact form, the blog and FAQ, a second language (French + Arabic or French + English), SEO on every page, your Google Business Profile, legal pages, the domain name, hosting, SSL, backups, maintenance including small changes (adding or removing a property), and one blog article written for you every month. Full details are on the offer page.

The site goes live within 5 working days of the complete brief, and you approve every page before launch. If you order as a private individual, law 31-08 also gives you 7 days to withdraw.

Pre-launch checklist

With us or with anyone else, check these points on your phone, on 4G, before announcing the site to your clients.

• Every listing shows the price in DH, the area, the neighbourhood, the floor and the legal status.
• The WhatsApp button on each listing opens a chat with the right number and the property reference in the message.
• No sold or let property is still shown as available.
• Photos are real, recent and load fast.
• The second language is complete, listings and neighbourhood pages included.
• Every neighbourhood page has a title that matches a real search (“apartment for sale + neighbourhood”).
• Name, address and phone are identical on the site and on your Google Business Profile.
• Every form carries the CNDP standard notice, filled in with your details.
• The legal notice shows your RC, ICE and registered address.
• The viewing form has been tested with a real submission, and the e-mail arrives.

What we need from you to get started

To launch an agency website we need: your contact details and company documents (RC, ICE), the list of neighbourhoods you cover, the ten to twelve properties to feature with their photos, prices, areas and legal status, a team photo, your logo if you have one, and twenty minutes for the brief. For a developer: the project brochure, the floor plans by unit type, the starting price grid and construction photos.

Then we build the site, you review it page by page, and it goes live with your Google profile connected. After launch, properties are updated as your mandates change, with a simple message. To get started, the order page takes five minutes, and we reply within 24 hours on WhatsApp.