The verdict in three sentences
A luxury real estate agency in Amsterdam that sends a vague brief gets quotes ranging from one to five times each other, and none of them prices the same scope. A requirements checklist of two to three pages, with each integration (Funda feed, CRM, viewing bookings) on its own line, makes offers comparable and narrows the gap. Write it before the first agency call: it sets the scope, the timeline and what stays on quote.
What should the checklist contain?
Here is the list to copy into your document, section by section. It suits a makelaar working in Oud-Zuid, the canal belt, De Pijp or Amstelveen, with local, expatriate and international clients.
- Goals and audiences: international buyers, relocating expatriates, homeowners selling. State the metric you track (viewing requests, valuation requests) without setting an unrealistic numeric target.
- Pages and templates: home, filterable listings, property page, neighbourhood pages, sell with us, team, contact, privacy policy. State the number of templates (often 6 to 8).
- Content ownership: who writes, who approves, who signs off the compliance review. Property descriptions must stay fair and accurate (floor area, condition, availability). An NVM, VBO or other professional body mention appears only if the agency is actually a member.
- Languages: Dutch and English, with the list of translated pages.
- Integrations, one line each: listings feed to or from Funda, CRM, booking tool, newsletter, embedded virtual tours, maps. Feeds and CRM are almost always priced separately.
- Accessibility: WCAG 2.2 AA target, checked before go-live.
- Personal data: minimal forms, cookie consent, retention period, list of processors. GDPR (AVG in the Netherlands) applies and the Autoriteit Persoonsgegevens is the supervisory authority.
- Hosting and domain: domain name, hosting and analytics accounts in the agency's name.
- SEO migration if a site exists: URL inventory, 301 redirect map, Search Console checks.
- Acceptance criteria: LCP under 2.5 s on mobile, zero 404s on inventoried URLs, forms tested in both languages.
- Timeline and budget: target date and range, so every agency answers within the same frame.
This is not legal advice.
How does a precise brief change the quotes?
The ranges below are a 2026 ballpark, based on typical agency quotes and public agency rate pages for a high-end real estate site in Amsterdam.
| Brief item | Vague brief | Precise brief | Effect on quotes |
|---|---|---|---|
| Pages | "a beautiful site" | 8 templates listed | Scope gap removed |
| Languages | "bilingual if possible" | NL + EN, 100% of pages | Translation priced everywhere |
| Funda feed | not mentioned | separate line, on quote | No more EUR 2,000 surprise |
| CRM | "connect our tool" | tool named, data direction | Comparable integration |
| Forms | not specified | 4 fields, consent | Fewer GDPR rework rounds |
| SEO migration | not mentioned | inventory + 301 map | Traffic risk priced in |
| Quote range | EUR 6,000 to 35,000 | EUR 12,000 to 20,000 | Spread cut from x5.8 to x1.7 |
Property photography, video and floor plans remain third-party costs (local photographer or studio), budgeted outside the website.
How do you compare three quotes without getting it wrong?
Score each offer out of 5 on each criterion, multiply by the weight, then add up. Illustrative example with three quotes received on a precise brief:
| Criterion (weight) | Quote A | Quote B | Quote C |
|---|---|---|---|
| Checklist coverage (30%) | 4 | 3 | 5 |
| Clarity on what is on quote (20%) | 3 | 4 | 4 |
| Realistic timeline (15%) | 3 | 4 | 3 |
| Domain and code ownership (15%) | 4 | 3 | 5 |
| Budget fit (20%) | 3 | 4 | 2 |
| Weighted score out of 5 | 3.45 | 3.55 | 3.90 |
Quote C wins despite a less favourable price, because it covers the whole checklist and leaves the domain in the agency's name. If the score gap is under 0.2, ask for written clarification on the on-quote lines before deciding.
Where does the Kolonell fixed grid fit in this checklist?
The Kolonell international grid is fixed: Starter EUR 2,700, Growth EUR 4,500, Premium EUR 8,200 (the multilingual tier, languages set in the quote). It includes a project manager reachable in your time zone, native English or French copywriting, delivery in 3 to 4 weeks once content is ready and 3 months of support.
| Checklist section | Starter | Growth | Premium |
|---|---|---|---|
| Templates and pages | compact site | listings and neighbourhoods | full structure |
| NL + EN languages | no | no | yes, set in the quote |
| WCAG 2.2 AA accessibility | targeted | targeted | targeted |
| Domain in client's name | yes | yes | yes |
| Funda feed, CRM, bookings | on quote | on quote | on quote |
| Maintenance after 3 months | on quote | on quote | on quote |
Need a professional website?
Kolonell builds websites that attract clients, optimized for the Sénégalese market. Free quote in 2 minutes.
Native Dutch copy requires an independent translator or reviewer, budgeted as a third-party cost.
Mini case study
Illustrative example: Eline, director of "Grachtenhuis Estates", a fictional agency based in Oud-Zuid. With a first half-page brief, she receives three quotes at EUR 6,500, 14,000 and 31,000, a spread of 4.8 times. After writing the checklist above, new local quotes come in at EUR 12,500, 15,800 and 19,000.
She also compares the Kolonell grid: Premium EUR 8,200 + independent Dutch translator, about EUR 1,200 (third-party cost, market assumption) = EUR 9,400, excluding the Funda feed and CRM priced on quote. Against the local median of EUR 15,800, the difference is EUR 6,400, to weigh against her criteria on proximity and follow-up.
FAQ
How long should the checklist be?
Two to three pages are enough for most agencies. Beyond 10 pages, web agencies answer more slowly without pricing more accurately.
Is the Funda feed included in a standard website?
Rarely. List it on a separate line: depending on the tool and data direction, it can represent EUR 1,500 to 5,000 as a 2026 ballpark, and it stays on quote at Kolonell.
Should a real estate agency target WCAG 2.2 AA?
It is a reasonable target in 2026, especially as the European Accessibility Act has applied to certain digital services since June 2025. Write it in as a verifiable acceptance criterion.
How long between brief and go-live?
Allow 1 to 2 weeks to receive and compare quotes, then 3 to 4 weeks of production at Kolonell once content is ready.
Who should own the domain name?
The real estate agency, always. Require in writing that the domain, hosting and analytics accounts are in its name from day 1.
Let's scope your project. Send us your checklist and we will price the scope, the on-quote lines and a 3 to 4 week timeline. See the international offer or request a free quote: detailed reply within 48 hours.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
