A website whose title and subject is a property is a property website. This is to be contrasted with an add for a broker, brokerage, or franchise that features a particular property, let’s call these latter sites featured-property sites. There are perhaps a dozen companies selling templates that successfully transform featured-property sites into property sites, simply by putting the home information first. Such property sites do legitimately support the new paradigm of houses introducing buyers to realtors, as described in my previous post, but they aren’t custom property sites.
Custom property sites go further, attempting to tell the story of a home and its neighborhood through words and pictures. Some outstanding examples may be seen at Designs for Homes, whose specialty is British and European rental properties.
A custom property site is essential when a home is sufficiently unusual that finding its appropriate future occupants would otherwise be infeasible. Typical examples include a home with its own vineyard and winery, or its own 50-acre horse farm. Unique luxury estates qualify as well.
As with other providers of custom property sites, J. G. Williams Design welcomes the challenge of working with unusual properties. For example, a short walk from the scene pictured on the right, there's a home that hasn't been painted in more than 50 years. Its grounds are filled with junk. Its listing says "Needs work," and it's been on the market for some time.
A custom property site could help the next owner assess how restoration might proceed, beginning with an estimated cost for removing the junk. Including the neighborhood in the home’s photo shoot could transform the listing from unsightly to beautiful without misrepresentation.
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