When to use Single Listing Sites and how to make them work.

By
Real Estate Broker/Owner with Turn-Key Properties LLC, Missouri and Kansas Real Estate
https://activerain.com/droplet/c6Z

      Before writing this I read some other blogs on AR about single listing sites, most talked up the advantages but few told you how or when to use them. Frankly most single listing sites are hardly even seen by the major search engines and really the only advantage is to impress your clients.

Firstly and most importantly you must decide the purpose of your single listing site.

  • To impress your sellers
  • To attract targeted traffic
  • To improve your other sites ranking (more links)
  • To increase your presence in other markets

Impressing your sellers is important, and impressing prospective clients can be just as important in helping you obtain that listing.

Attracting targeted traffic is great but that requires niche marketing and a marketing plan.

Improving your other sites ranking is always a plus, but just building multiple sites that link back to you may not achieve that goal.

Increasing your presence in other markets is a great plan and if you wanted to target a specific neighborhood, town or type of property that can easily be achieved but search engines don't like new sites so a single listing site may be nearly useless until it has a history. You may have more luck with a site dedicated to a specific property type.

One fine example is my friend Catherine who sells horse property in Salem Oregon. By building a horse property specific website she has captured a large part of a niche market.

Another is one of my sites Raytown Real Estate , While this site is pretty basic I intend that it will eventually start to lead more traffic and leads my way for the city of Raytown, MO.

     Not every property will benefit from a single listing website. Your typical neighborhood listing that looks like most of the other homes in the neighborhood is hard to market apart from the rest. If 237 Whippoorwill is very similar to all the other homes on Whippoorwill, then making it stand out from the rest is very difficult.

The best candidate for a single listing website is one that can capture niche keywords and attract traffic based on its uniqueness. While I have many properties listed most simply don't meet the level of unique qualifiers that would attract the traffic I am looking for. Furthermore building a website without the time and ability to market it is a futile effort because it will likely not get noticed by the major search engines and will capture few keywords and thus little traffic.

Far and away my most effective single listing website is one I just built for a horse farm on Clinton Lake. This property offered so many unique qualifiers that building its own website was a forgone conclusion before I even had the listing.

I am now capturing traffic for many of those unique keywords and I am gaining ranking with many others. Keywords are how people search the Internet and how links are delivered by the search engines. Keywords I captured almost immediately were due almost entirely to the uniqueness of the property and also due to the marketing plan I put in place.

  • Lawrence, KS horse farm - Maybe not the most popular search, but I hold four of the top links on Google's first page.
  • Clinton Lake - this is a very popular search term and I now hold two links on the front page of Google search.
  • Rockhaven Park - Actually a fairly common search and very unique because it is a horse-friendly park on Clinton Lake located next to the Rockhaven Farm I am marketing. 
  • KU Equestrian Property - while this may not have been specifically targeted as a keyword combination it still gives me first page Google presence because of the Fact that The University of Kansas is Located in Lawrence, KS and the combination all comes together to give this website amazing Google Juice.

This property was the "Perfect Storm" of keywords, location and unique features that all came together to make it have amazing power as a single listing website. Whats more it will do all those other things I mentioned in the opening of this article.

  • Impress your sellers - (I built the site before I had the listing, to quote the seller... "I'm Impressed"!)
  • To attract targeted traffic ( Keyword traffic is increasing daily)
  • To improve your other sites ranking (Since by law my Brokerage firm must be mentioned in all advertising I am gaining more traffic from this website being directed back to my main website.)
  • To increase your presence in other markets ( I am now increasing my presence in the Clinton Lake and Lawrence, KS market, so that I expect to be working with other clients in the area. 

While all of this is great none of these keywords would have a bit of ranking without a massive effort of improving that ranking via social networks and links from other sites, including Loopnet.com, Youtube.com and dozens of others.

 

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Topic:
Real Estate Sales and Marketing
Location:
Kansas Douglas County Lawrence Clinton Lake
Groups:
Horse Property Specialists
Horse Property Realtors
Farm and Ranch Real Estate
Horse Properties: Homes & Land
Equestrian Properties
Tags:
marketing
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real estate website
lawrence
single property website
single listing sites

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Rainmaker
885,387
J. Philip Faranda
J. Philip Faranda (J. Philip R.E. LLC) Westchester County NY - Briarcliff Manor, NY
Broker-Owner

I have used a single property website and it is a great idea as long as you have a way of driving traffic to the site via other means. 

Apr 07, 2011 04:58 PM #24
Rainer
120,578
Don Barrett
Integrity Real Estate Services - Idabel, OK

We have and use location specific websites and they are linked both ways from and to our other sites. It has been beneficial to us.

Apr 07, 2011 05:14 PM #25
Rainmaker
479,929
Kevin Kueneke
Caliber Home Loans - Encinitas, CA
San Diego Mortgage Banker

A professional single listing website can be put together in under 10 minutes, typically easier than inputing the property into the MLS.  Maybe they help sell the property, maybe they don't.  But they definitely help YOUR internet presence which can help you land that next listing.

 

 

Apr 07, 2011 05:19 PM #26
Rainmaker
1,352,790
Cheryl Ritchie
RE/MAX Leading Edge www.GoldenResults.com - Huntingtown, MD
Southern Maryland 301-980-7566
You can become creative with them. They are a quick thanks for showing or thanks for inquiring tool.
Apr 07, 2011 08:34 PM #27
Rainmaker
635,649
Scott Fogleman
New Home Team 804-573-9592 - Richmond, VA
New Home Team

One of my websites does something very cool, I have a large website of many single property sites. So I can promote each single site but they link into my main site.....

Apr 07, 2011 10:32 PM #28
Rainmaker
2,703,107
Lisa Von Domek
Lisa Von Domek Team - Dallas, TX
....Experience Isn't Expensive.... It's Priceless!

This is a great post Ben, and a learning tool for all agents considering their options on the internet and how to improve their presence.  Many do not realize how fast and easy a single page website can be to set up - and the benefits they can achieve.  Thank you for taking the time to provide so much content on this subject.

Apr 08, 2011 12:11 AM #29
Rainmaker
442,453
Dianne Goode
Raleigh Cary Realty - Raleigh, NC
Realtor/Broker

I purchase the domain-name website for each listing.  Sellers love it.  I put the web address on all the marketing materials (flyers, open house postcards to neighbors, etc.) in lieu of the price, to push the curious to go there.  Once there, they can see more than the flyer or postcard could show them.  Also, I don't know if all provide this feature, but ListingDomains.com provides a snippet of HTML code that I can copy and paste to Craigslist, to create a professional-looking post with embedded photos etc.  

Apr 08, 2011 12:29 AM #30
Rainmaker
395,856
Stephen Fells
AgencyLogic - Wappingers Falls, NY
Marketing, Technology, Fun and News!

 

Hi Ben,

Full disclosure: I own AgencyLogic.com - a single property Website company.

Good SEO can be achieved if you choose the right domain name and META data. We have lots of examples of clients that build single property Websites and achieve great organic google placement. We blogged about one of the best ones last year:

http://tinyurl.com/yc2j54g

Mike ranked number three organically on Google in two days!

I think there are many many other reasons to use listing Websites not least lead gen, syndication, social marketing (we add a social sharing icon on each Website which allows visitors to share it with friends and therefore do the marketing for the listing agent), being able to add unlimited content and simple integration with Facebook business pages. That agents can use them free in a listing presentation is also hugely popular.

We have some amazing designs and creative clients. Have a look at these samples:

www.30knollway.com

www.21tahitibeachislandroad.com

www.4607alhambracircle.com

www.wilsonpointestate.com

www.foxhillsonoma.com

www.5013cedarcroft.com

Only yesterday we received an email from a client (a Cincinnati based Realtor) that stated:

"I just wanted to pass along the fact I feel your sites have proven to be instrumental in the recent sale of two of my listings.  Both buyers have commented on how great the sites look and the content is unsurpassed!  From the maps, to school and census information, the many photos and virtual tours…you just can’t beat it.  And the cost is minimal when you consider how impressed the sellers are at the listing appointments when I show them previous and current online sites…they want theirs too!  For whatever reason, my competitors are too cheap to see the benefits (don’t let them see this email)."

This is more common than you would think - we have been told many times about closed deals where the buyer first saw the home via its single property Website. 

There really is no better marketing tool available all things considered.

 

 

Apr 08, 2011 12:38 AM #31
Rainer
127,754
Julissa Jumper
Select Properties of Fayetteville, LLC - Fayetteville, NC
Fayetteville, NC Real Estate

Ben: This was a well-written post, and very helpful in thinking thru the reasons to do this.

Of course, as listing agents we love to impress our sellers (whether the goods really deliver buyers is another story) but you've given us some strong ideas on how to make our marketing more effective and get some results.

Thanks! And, congrats on the feature. Well deserved!

Apr 08, 2011 12:43 AM #32
Rainmaker
1,813,045
Michael J. Perry
KW Elite - Lancaster, PA
Lancaster, PA Relo Specialist

You have addressed the clear benefits of doing these ! They're a good tool to use to post in other locations to attract additional people !

Apr 08, 2011 01:21 AM #33
Rainmaker
1,364,117
Michael Setunsky
Woodbridge, VA
Your Commercial Real Estate Link to Northern VA

Ben, combining single property web sites and QR Codes can direct buyers to the site. Sellers are impressed with them and they make for a good marketing strategy. Sounds like they are working for your niche market. Good Job!

Apr 08, 2011 01:31 AM #34
Rainer
84,534
Andre R. Aragon
Greater Tampa Real Estate Photographer - Tampa, FL
Real Estate Photographer

Hi Ben, Thanks for sharing your insights on the SEO side of custom listing websites. Buyers and sellers will appreciate the additional marketing info, photos and video.

Apr 08, 2011 03:24 AM #35
Rainmaker
545,033
Lori Cain
eXp Realty - Tulsa, OK
Midtown Tulsa Real Estate Top Producer

Ben - am anxious for you to answer Lynda's question #9.

Also like Cheryl's suggestion (#29) about using link with "thanks for showing."

Will be checking back later - thanks for great information. I do pay for single property web sites on some listings. Others, I just use the site that comes with realbird. And, I love the realbird QR code.

Apr 08, 2011 03:42 AM #36
Rainmaker
77,098
Ben Edsall
Turn-Key Properties LLC, Missouri and Kansas Real Estate - Kansas City, MO

Wow! As Thursday is the evening I spend with my Granddaughter I was not near a computer to know of all the responses I would get. Thank you so much for your responses and interest.

I have tried some of the address listing sites and I really did not like what they had to offer, by using Weebly and buying my sites from GoDaddy for $10! I can create the site I want, name it what I want, control the content and the SEO segments of the site.

Furthermore I can create a site that while it is dedicated to one property or property type it does not have to go away when that property is sold. It can stay out there as a source of information, a tool to gain more traffic and a great example for future clients of "look what I can do"!

Weebly offers free and a very reasonable paid accounts that have so many tools and features you will be amazed. GoDaddy will sell you a domain for under Ten Bucks.

You will notice that to drive more traffic, keep the visitors on the page longer and to capture even more associated keywords I have even added additional pages and content like local weather and a blog specific to that site. By having control of my own site I can make the site more attractive and do so much more with it.

On some of my other sites I have also added Free Online Games, and Snowball Fight Game, while it may not have anything to do with the site it keeps them there just a little bit longer and I also get my grand kids and their friends to visit the site to play games. Increasing traffic and time on site, all plays into the SEO score.

Another great tool is adding an MLS or IDX connection on the site, especially if you can focus it on related property types. Since I am marketing an equestrian property I added an IDX from a source that works with large quantities of rural property; Lands of America.com . To capture more traffic and related keywords I labelled it Horse Property MLS, and now I am showing up in Google for that search also.

Here is a partial list of some of my other sites, they all play into the network of niche marketing and driving keyword specific traffic back to me.

Bates County Real Estate

Raytown Real Estate

Rockhaven Farm

The Institute of Equestrian Real Estate Professionals

Again, thanks for all the input and yes I had a wonderful time with my Granddaughter last night.

Apr 08, 2011 04:31 AM #37
Rainmaker
111,572
Jerry Morse
The Morse Company - Janesville, WI
BBA,GRI

I know my sellers love them, but was not so sure of their value.  Thanks for the perspectives in your post.

Apr 08, 2011 06:30 AM #38
Rainmaker
662,049
Patricia Aulson
BERKSHIRE HATHAWAY HOME SERVICES Verani Realty NH Real Estate - Exeter, NH
Realtor - Portsmouth NH Homes-Hampton NH Homes

All good information here in your post today.

Thanks for getting it out to us today.

I enjoyed the read!

 

Patricia/Seacoast NH & ME

Apr 08, 2011 06:33 AM #39
Rainer
86,251
Torgie Madison
Quicksilver Real Estate Solutions, LLC - Portland, OR
Websites and Contact Management

I have to say that I am a fan of this type of site. The more keyword rich, interlinked sites you have the better as far as I'm concerned! I like the Real Design Online sites myself. Thanks for the list, I think you're right on. 

Apr 08, 2011 06:45 AM #40
Rainer
44,322
Andrea Merriott
PalmerHouse Properties - Smyrna, GA

Great post.  I didn't know there was a certification for equestrians.

Apr 10, 2011 02:01 AM #41
Rainmaker
545,033
Lori Cain
eXp Realty - Tulsa, OK
Midtown Tulsa Real Estate Top Producer

Adding free games for the grandkids and their friends?  VERY SMART.  :=)

Apr 10, 2011 06:00 AM #42
Rainer
43,785
Marianne Pittard
RE/MAX River & Sea - Gearhart, OR

GReat post!  Very timly as I've been pondering the benefits of single property websites.  You've provided some valuable insights & information.  Many thanks!

Jun 08, 2011 10:24 AM #43
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