Single Property Websites - Value or Void?

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Single Property Sites - Value or Void?

While searching for single property site resources I stumbled upon a blog that contained -by far- the most honest, worthwhile, singularly valuable analysis of a Real Estate tool I have seen on the internet. Insight from technical people, providers of the service, and users of the services.

Mary McCormick of RSSPieces wrote a blog about Single Property Sites titled "MYTH: single property websites drive traffic" and goes on to say, referring to Single property sites "Don't be swindled. This is simply a waste of money that alone will not drive traffic, leads or Internet visibility". Mary wrote the article over a year and a half ago. But an excellent discusssion over the value of this product continues today. Single site providers & Realtors have added to the conversation - both agreeing and disagreeing with Mary's comments.

Are these sites a valuable marketing tool? In and of themselves they are not the answer to your prayers. As a tool in a stable of marketing products - it is one more item you can use to market yourself and your listings. These may work well as part of a listing presentation for some agents, or a great way to showcase a high end property for other agents. To me, they seem to offer a great way to tap into the mobile consumer market by offering content on the phone - and start developing a relationship with a younger demographic early in their decision process (part of the vFlyer offering.

I see a process of change occuring in the product we call "Single Property Websites". RealTourVision now offers a single property website in conjuction with the virtual tour they provide. Z57 offers what that call an AE Showcase that they are offering for free (I think it's just so you can see a sample) and they offer this as an add on for agents who use their website service. They have included a single property website as part of the tools they offer agents with websites hosted at Z57. What we need to see is a development of this service to work in conjunction with agent websites, classified postings, domain purchasing and MLS's. They need to offer the depth of information included in some, but not all of the providers - school info, aerial maps, lead tracking, custom domains (at a reasonable price), agent website integration and more. Thankfully, I think this process is already naturally occuring.

The other thing we need to consider - how will I manage all these different domain names at the listing? Homeowners want to see their custom address promoted, agents want to promote a web adress that will attract consumers to THEIR site. And I'm sure brokers want to have the company address on the sign. I also use a custom rider for a neighborhood farm website. Reconciling all these different domain names on a sign or property remains a challenge. And you can only have so many riders! Maybe an answer to this solution is a re-vamping of how we use signs as Realtors. Perhaps the days of our photos and huge company logos on our signs are dead. And these signs in themselves need to become more of resource for buyers.

I never like to rehash a discussion that I've found somehwere else on the web, but I do like to highlight a few points and give you a resource for more information:

Single Site Pros
Gives the seller a tool they can use to promote their home - not the agent. They can proudly show off everyghing there is to know about their house. Gives quick access to everthing the potential buyer would want to know - the location, school info, photos,

Single Site Cons
May not be the "traffic" or "lead" generator you are hoping for. Will drive traffic to a website other than your main online presence. Costs range from $5.00 to $50.00 (even more for some higher end property websites).

VFlyer Discussion about Pros & Cons of Single Property sites

RSSPieces - Great Discussion including Realtors, Tech Folks & single property site providers



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Richard Newquist
3 Minute Video - Jacksonville Beach, FL
3 Minute Video Ads

In my experience, websites are not going to generate traffic by themselves.  Even the biggest web businesses advertise their websites in other media.  Websites, for the normal human, are nothing more than online brochures.  The same goes for single listing websites.

Single listing websites will not attract buyers but hyperlinking the site on bulletin boards, blogs and email can get some attention.  Putting the URL on your yard sign can work.  Buyers will write the URL down and go home and look it up.  They may pull the page up on their PDA and see the site while sitting in front of the property.

I do single listing websites and they have gotten some attention when I link them on newsgroups, blogs and bulletin boards.  Using newsgroups, you can easily put ads in Europe, Scandanavia and Canada where the dollar is historically low by comparison.  is an example of hyperlinking on the Net.

Apr 17, 2008 04:30 PM #1
Nancy Brenner
Referral Associates of Georgia, Inc. - Roswell, GA
Roswell Georgia Real Estate Agent
Single listing websites can be given to the buyer after the closing so they can show all their friends and family the home that they have purchased!
Apr 17, 2008 05:01 PM #2
Lynda Eisenmann
Preferred Home Brokers - Brea, CA
Broker-Owner,CRS,CDPE,GRI,SRES, Brea,CA, Orange Co

Hi Bo,

I've been using them, my clients love-em. After the COE you can gift then to the new buyers, they send links all over creating more exposure.

Apr 17, 2008 05:02 PM #3
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