When you have a top of the range property to showcase, sometimes it needs its own website to do it justice. Recently you may have noticed that more agents are using Single Property Websites (SPW) and, done properly, these can help increase the number of enquiries for a house in a cost effective way.
What is a Single Property Website?
Also known as property microsites and individual property websites, an SPW is a standalone site that is set up solely to highlight a single property. It will normally have the address as its URL (eg 5adelaideavenue.com). While it may be a standalone site, it is not a standalone tool. Without proper support from advertising, a SPW will fail.
“In real estate terms, an SPW is an online brochure. It gives sellers something to share and something for potential buyers to go back to.”
This site will look very similar to property listings on your own agency's site and on real estate portals, except there will be no links to other properties. It will contain all the important information of the home and, ideally, have photos, a floor plan, a map and a video. Most importantly, it will have an easy way for interested buyers to get in touch with you.
On top of all that, it still has your agency's branding. So everyone who comes to the site – through ads or word of mouth – will see your logo, agency and the real estate agent responsible for listing the property.
In real estate terms, an SPW is an online brochure. It shows off the best of the house you're trying to sell, it gives sellers something to share and something for potential buyers to go back to.
How do you best use a Single Property Website?
An SPW is essentially what marketers like to call a landing page. Because of the time frames involved – hopefully the property will be sold within a couple of months – there's little to no chance that the website will rank in search engines in that time.
Instead, it has to be used in conjunction with paid advertising – generally on Facebook and Google. Because of the high level of targeting available on these platforms, you can get the ads to only show to certain users who have the characteristics that your buyer is likely to share. A skilled ad manager will be able to bring higher quality traffic to your site.
By integrating Facebook Pixel data with your ads, you can work on creating more and more effective targeting campaigns.
How does design affect the Single Property Website?
“Design is where a single property website trumps standard websites or listing portals for the seller: there's no distractions.”
As with any landing page, good design is imperative. These sites should be built in a way that gives the browser one clear outcome – to make an enquiry. Without the need for menus or links to other pages, it becomes more focussed on that property and what to do next.
This is where a single property website trumps standard websites or listing portals for the seller: there's no distractions. Someone looking at your home has nothing else to look at and nowhere else to go. There are no similar properties that they might be interested in competing for their attention.
By encouraging potential home buyers to come to an SPW, you're persuading them to take a more interested look at the property and taking them past the general browsing stage.
How much extra work is a Single Property Website?
In most cases, a marketing or web design agency will handle the bulk of the work. When you find someone you trust, they'll set up the sites and manage the online ads. Many marketing automation systems will take the same information you send to the real estate portals, so there's very little extra work for you to do.
You may want to share the website with your social media audience and encourage the seller to share the URL with their friends too, but coupled with the right amount of search engine advertising and social media advertising you simply wait for the enquiries to roll in.