With the spring housing market on the incline, there’s a lot of buzz amongst agents about listing your property on a single property website. As with any new marketing idea, it’s only natural to be curious or even confused on how to approach this technology. Is it really worth the effort for you, the real estate agent, to launch a property website? Simple answer: yes, it is!
In this article, I’m going to clarify for you what exactly a single page website is, what goes into launching an effective site, and how it can help you sell (and continue to sell) your properties even after a listing has been sold.
What exactly is a single property website?
Like the name suggests, a single property website is generally a one-page website that is used for the sole purpose of marketing a single property or individual unit. Unlike a brokerage website or listing provider such as MLS, Christies, Realtor.com, or Zillow, a single property website is a standalone site, characterized by its own unique “.com” that contains only information and media that advertises a single property and information on the agent or brokerage selling the listing.
What sets the single property site apart from other real estate websites, besides the lack of other listings, is the URL. The defining characteristic of a single property site is the unique URL, or web address, which is the same as the property address. This has a big effect on selling this and other properties you may be selling at this location. More about this below.
What goes into a successful single property site?
Hosting provider and domain
It’s important to host your single property site under a trusted hosting provider, which is why we host our client’s property sites under the same hosting provider as our own website. While there are other turnkey providers out there who design and host your website as part of the package, we have researched them (Koaware, RealBird and AgencyLogic) and find that they are a lot less flexible, the template designs are lacking in style and quality and you don’t always get a custom domain name.
A custom domain name: sell the street!
This is argumentatively one of the most important selling points of your property site: to use your street address as the domain name. Spelling out the address in your domain name (or url) will promote your listing address on local search engines. We find it very encouraging that most addresses are available with our hosting provider as “.com” domain names, but sometimes it needs a little tweak for readability. We make sure the domain name advertises the exact street address (ie. 100oneidastreet.com) OR if its a special listing, the property or community name will do fine.
Our single property sites are chock full of imagery, from a big beautiful exterior header image to introduce the property at the title of the page, to a full gallery of interior and exterior shots. Photography is the first your buyers will see even before reading the content and its this flashy content that compliments the overall appeal of the design and gets them interested!
Secondary to this, as the visitor scrolls or navigates down the page is the “virtual tour” content. Video, floor plans, and 360 tours are just as essential additions to your listing. Add more visuals to “wow” your buyer, reel them in, and get them in the door.
Headlines and descriptions
Unfortunately, local search engines don’t read images quite yet (although Google is getting close) and since we are also advertising everything you can’t see in pictures, the written content is key. It starts with a few headlines that sell your property (ie. Modern Design in a Classic Neighborhood!) followed by a description of the property. Make sure you include all the selling points of amenities, ease of access, and anything else you can come up with in this 1-2 paragraph summary description- just as you would in a printed brochure or listing. Search engines will pick up on the content and your words will impact your ranking on local searches.
Our company, SonderWorks, has created a form that we will send to our clients who have placed a new order for single property sites. This form will request that the client fills out the information needed to populate the site’s description as well as the details we feature as selling points featured in the header. Bottom line: The more descriptive details on your property, the more buyers you can potentially reach.
Call to action: make it easy for your buyer to contact you right away
A call to action is your main conversion tool on this type of site. This is what gets a curious buyer to take action and contact you (or make it possible for you to contact them). There are a few options you can chose, a few of which come default with our property sites:
- Click to call (default): A large button that appears at the end of the page on mobile devices that will link to dialing out.
- Contact Form (default): A simple contact form, easy to fill out with the buyer’s name, email and a message.
- Download a brochure: If you have a relevant brochure PDF ( with property or agent info) that you can make available to download, collecting an email address to deliver the brochure is a surefire lead capture tool.
The sale that keeps on selling
Think of a single property website as an extension of your branding and marketing efforts. Just like a printed brochure or business card picked up at one single property can bring back returning buyers for future sales, the single property site can sell your listings well beyond that date of sale.
Here’s how our company makes sure your branding is featured on the site:
- We integrate your brokerage colors and/or logo in the site template design
- Your contact info (name, email, phone, website, etc.) is linked on the site
- Be sure to send your credentials to feature you as a trusted agent in your area!
Show up in search results even after the property is sold
While broader searches for properties on the DC area probably won’t bring your property site up on the top 3 search results on Google, a specific address search has a very high chance of ranking you high on search results. Again, thanks to that street domain name and on-page SEO descriptions, as well as references to your branding.
Here’s the kicker. When future real estate properties on the same street are listed that match the address of the property you launched a website for, your property site (or sites) can continue to sell when that street or property search brings it up in search results.
Ready to build your single property website?
I hope this article was helpful in explaining what a property website is, and how to successfully build one and sell your properties time and time again. Remember that one of the biggest benefits to listing on a single property site rather than MLS, is that the single property is void of all the distractions of a large listing site. The buyer simply has nowhere on your page to click another option or visit another property. That right there is worth the investment to me.
If you are selling in the Washington DC, Maryland, or Northern Virginia area and would like further information on setting a property website up right away, please visit our single property websites page. You can also email us any time at firstname.lastname@example.org.