Why Real Estate Agents Should Stop Using Subdomains- and Start Owning Their Brand with a Vanity Domain

Let’s start with a quick disclaimer: I’m currently running two websites—CatchTheKey.ca and SushilMishra.ca—both powered by BoldTrail (previously known as KV Core). And no, I’m not getting paid by BoldTrail (they haven’t sent me even a coffee… yet). I just share what works- and what doesn’t- for real estate agents trying to navigate digital strategy without losing their mind or their leads.

This post is specifically for agents currently using BoldTrail or thinking about switching to it or just curious - especially if you're still using a default subdomain like yourname.brokerage.com.

Let’s talk about why that’s a problem- and what you can do instead.

If you're a real estate agent relying on a brokerage-provided website that lives on a subdomain, here's some truth you need to hear: you're building your brand on borrowed land.

A subdomain is like setting up shop in someone else’s building. Sure, you have a space- but you don’t own the land. So instead of your own clean domain (like yourname.com), you’re stuck with a clunky add-on: yourname.remaxoffice.com.

And while it may feel like a small technicality, it’s a big deal when it comes to SEO, branding, and client trust.

Whether you're just getting started or have been in the industry for years, one of the most overlooked (but critical) elements of your online presence is your domain name.

And if you're using BoldTrail (formerly KV Core)- one of the most widely used platforms for agents in brokerages like RE/MAX, eXp, or Royal LePage and many more brokerages - you were likely handed a subdomain like johnsmith.remaxoffice.com. It was free. It was easy. But it's also holding you back.

Here’s why that decision could be costing you SEO traction, client trust, and long-term business growth.

Let’s define it quickly. A subdomain is an extension of another website. Instead of owning your digital presence with yourname.ca, you’re operating under someone else’s umbrella- like yourname.remaxoffice.com.

And while it might sound minor, in the world of SEO, brand authority, and online trust—it’s a huge difference.

Take my own experience. When I launched my real estate business, I used catchthekey.ca - a clean, easy-to-remember domain that helped us rank well for searches like “Toronto real estate agent.” At one point, I experimented with switching to a RE/MAX subdomain. What happened? Our rankings dropped. Organic traffic slowed. Clients had a harder time finding me.

That’s not just anecdotal- it’s exactly how Google treats subdomains: like separate websites. Which means all the SEO authority you build doesn’t fully transfer. You’re essentially starting over.

And if you switch brokerages? You lose the domain entirely.

A vanity domain is a custom domain you own- like yourname.ca or torontolistings.ca. It's yours, independent of your brokerage. And here's why that matters:

Search engines trust domains with history. With your own domain, you build SEO equity over time. Pages rank better. Your name appears more consistently in search results. And you’re not competing with your brokerage's SEO structure—you’re building your own.

Clients remember janesmith.ca. They don’t remember janesmith.hometeamrealty123.com. A clean, professional domain helps you appear established, tech-savvy, and independent—even if you’re new to the industry.

If you ever change brokerages, your domain goes with you. No need to rebuild your entire web presence. You keep the domain, the email, and the traffic. That kind of continuity matters- especially in a referral-based business.

With your own domain, you unlock more customization. Landing pages, squeeze pages, listing-specific links- all look more polished and trustworthy under your brand.

BoldTrail (KV Core) makes it fairly painless to connect your custom domain.

Setup takes 10 minutes. And you’ll immediately gain credibility.

Want to keep people on your site instead of losing them to Housesigma or Realtor.ca? Add MLS/IDX integration:

This keeps buyers engaged on your site longer- and makes your domain an actual destination, not just a business card.

Many agents get excited about the tools BoldTrail offers- lead capture forms, automated follow-up, landing pages. And rightly so. But if all of that lives under a brokerage subdomain, you're essentially boosting their brand- not yours.

And when it’s time to scale, switch teams, or build out a personal marketing funnel, you’ll wish you had taken control sooner.

Your domain is more than a URL. It’s a long-term asset, a branding anchor, and a signal to both Google and your clients that you're not just another name on a team roster- you’re a professional who treats this business seriously.

If you're investing in ads, content, or SEO, but still using a subdomain, you’re pouring energy into a leaky bucket.

Buy the domain. Point it to your site. Build your brand on ground you own.

Written by Sushil Mishra Tech Strategist | Realtor | Creator of The Real Tech

I help Ontario Realtors use AI, automation, and smarter tools like KV Core to build brands that last longer than their current brokerage contracts.

Let’s make sure you stay ahead of the tech curve:

Let me know if you want a walkthrough of how to set up your domain or automate your follow-ups using KV Core. Happy to help.