Single Property Website Strategies

Single property websites have become a popular tool in real estate agent’s marketing portfolios over the past few years. At a high level, the concept here is to create a website at a domain name that’s specific to the property’s address, such as 123mainstreet.com. Once the site is in place, it can be marketed a variety of different ways both online and offline (sign riders, just listed cards, pay per click advertising).

The price and implementation of single property websites vary considerably from one vendor to the next. Erion Shehaj at GeekEstate Blog gives a rundown of three examples that he feels fall short of what can be done and proposes a concept for a fourth single property website implementation he’d personally find valuable.

As I looked through the 3+1 options outlines by Shehaj, I thought about what single property websites are aiming to achieve. To me, the goal of such a site is very similar to what open houses hope to achieve since single property websites are essentially acting as virtual open houses for those interested in learning more about a specific property.

With that in mind, I believe effective single property websites achieve two things:

1. Provide interested consumers with access to more information about a property in order to sell the property faster.

2. Help listing agents connect with active prospective home buyers who found one of your listings interesting.

As I look through many of the single property website services’ implementations today, I see a heavy emphasis on #1 with nearly no emphasis on #2. Why so? Because single property websites are generally designed as virtual silos. The reality of single property websites, like open houses, is most people visiting them will not end up buying that property. There are many reasons for that, including price, specs, condition of property, etc.

Single property websites, like open houses, are a great place to start a conversation with a motivated buyer. In the virtual world, a smart way to do this is to provide access to all of your inventory (and all other local properties) within a click of the single property website in order to guide prospective buyers to homes that better suit their needs.

At WhereToLive.com, we’ve thought about how to provide the most valuable single property website experience possible to our clients. We’ve learned that effective single property website solutions should be:

1. Easy to use. Ideally, little to no additional work should be required by agents to set them up.

2. Provide a professional presentation of a property.

3. Be branded to the listing agent.

4. Provide easy consumer access to additional listing inventory.

5. Be cost effective.

We believe we have achieved this by:

1. Requiring no additional logins, passwords, forms, uploads, etc.

2. Provide full-screen photo tours, maps of property location, driving directions, school information, mortgage calculators, etc.

3. Brand the listing to the listing agent.

4. Easily click to view the agent’s website, additional listings, and other listings in their local market.

5. Low 1-time cost (no recurring fees).

WhereToLive.com’s single property websites implementation is a good example of how we seamlessly integrate tools that enable agents to focus on winning new business and marketing properties rather than remembering passwords to a variety of vendors’ services.

Email this to someoneShare on FacebookTweet about this on TwitterShare on LinkedInShare on Google+Pin on Pinterest

3 Comments

  1. Erion Shehaj August 25, 2009 at 9:11 am

    Ed

    Agreed. The only additional point I’d like to make:

    The single property website should help the real estate agent develop more business past the sale of the particular property. This is crucial IMHO. Currently, I’ve got 10-15 of these 123mainstreet.com websites that I will simply let expire since they do absolutely nothing but encourage people to click off, past the sale. I think every single property website solution needs to address the utility issue past the sale.

    Great Post!

  2. Jason Sandquist August 25, 2009 at 12:05 pm

    I currently roll them out on wordpress. I specifically don’t go with the specific street name but the subdivision, buy the domain for $9.95 then keep the site up and running as niche site past the sale. my webhost provider renews the domains for me as long as I continue to host with them. Cost’s $10 and few hours with a better looking theme than most single property sites IMO

  3. Ed Kohler August 31, 2009 at 11:32 am

    @erion, great point about post-sale potential of single property websites. Real estate websites throw away tons of hard work every day by expiring content, not showing solds, etc.

    @jason, sounds like you have a pretty solid system in place for yourself. Does your broker offer a solution as well, or do agents all figure out solutions on their own?

Post a Comment

Your email is never shared. Required fields are marked *

*
*