Do Single Property Websites Sell Homes?
AgencyLogic, the single property website provider, unveiled the latest version of its PowerSites product today, adding free syndication of listings to Trulia, Oodle, Edgeio, PropSmart and Google Base. They’ve also added RSS feeds to their templates so you can begin to aggregate them all back to a central location.
This got me thinking. Single property websites are an interesting question and I go back and forth in my mind on their effectiveness.
On the upside, you can highlight the specific features of the home you’re trying to sell. And for an FSBO, there’s no question that you should have some sort of web presence. Case in point, I recently created a website for my parents, who are trying to sell a condo in Victoria, Canada (BTW, anyone interested in a 2BR/2BA Downtown Victoria Condo?)
I suppose as a point of differentiation over other agents, especially if you’re competing for a high-end, luxury property, then appealing to a seller’s ego and telling them you’ll build them a unique website could secure you that listing. So could telling you’ll put them on television as well, I guess (see Success with Spot Runner?).
Also, if there is some unique characteristic to the home, like the fact it has a 1600sq. ft. subterranean fortress 45′ under the house (now, how cool is that?) - then you definitely need a unique web site to detail its features.
Finally, there are some SEO advantages to maintaining a network of individual property pages - not only for heightening search engine visibility on particular search times, but linking them all back to your main web site may give you a squirt of Google juice.
Back to PowerSites though. I do like their product. Functionally, their sites are pretty decent (for an example, check out www.123anyst.com). But I think they face a big uphill challenge largely due to their price structure.
Tech- savvy Realtors will take one look at the price and scoff. $3000 for 50 sites? I can host 100 domains on a (gs) Grid Server at MediaTemple for $20/month and $8.95 at Godaddy will buy me all the domains I need. Throw up a free Wordpress template for each listing and I’m off and running. (Heck, the guys at Bloodhound Realty are already doing this).
But, if what I just said made your eyes cross slightly, then stay with me - you could still be in the market for what AgencyLogic has to offer.
As a percentage of a commission (especially again, for those high end homes), or if you’re looking for a hand’s off option, AgencyLogic’s prices might be inline; considering they do shoulder the lion’s share of the development.
But, even then, their pricing seems a little out of wack - especially with all kinds of new competitors now offering virtually the same services for free. I’m thinking specifically of Postlets and vFlyer (whom I used to build my parents’ condo site).
In the end however, I think that most agents should focus on getting all their listings on their primary web site first, before they dive into creating single property web sites. Then, on a case by case basis, explore any of the options outlined above.
What are your experiences with single property websites? Are they worth the time and effort?
Update: Read the Tomato’s take on single property websites.
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24 Comment(s)
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Marlow | Feb 12, 2007 | Reply
One of the sites I have, http://www.SeattleDreamHomes.com is a template site through Advanced Access and they have a feature that allows creation of unlimited separate property pages with a sub-domain name, ( i.e. http://SeattleGuestInn.SeattleDreamHomes.com) at no additional charge.
I’ve found this option to be suitable for most properties and takes just a few minutes to set up, with no extra hosting costs.
Steve Jagger | Feb 12, 2007 | Reply
Most of our clients that have inquired about this type of service find that pointing a specific domain (ie. 123street.com) to a specific listing within their main website does the trick. We hear that they are usually looking into this as an ego push to the homeowner as the homeowner likes the idea of “having their own website for their home”. Our Ubertor software does similar to what Marlow is speaking about… agents can point a domain to a specific page within their website. (ie. 123street.com can go to http://www.stephenjagger.com/2 - which is the specific listing)
Robin Morgan | Feb 13, 2007 | Reply
I just wanted to clarify that a single AgencyLogic PowerSite costs $99.00 and includes domain name, all of the features Joel mentioned and hosting for 12 months. (the $3,000 price is for a 50-pack of PowerSites and brings the per site price to $60 for each PowerSite).
Dave Smith | Feb 13, 2007 | Reply
Joel,
I have now created 9 single property listing sites using a variety methods for the URL, I have used domain specific names, subdomains, and folders. We have sold two of those properties directly influenced by those listing sites. All of the sites were created using Wordpress.
We get a lot of traffic from the search engines, specifically Google from each of those sites. We find them not only of value for the listing/marketing side, but as I mentioned the buyer side as well with one buyer specifically finding the home while doing a search. They knew the Accenture Match Play was being held in Tucson and the gated golf community was Heritage Highlands. They searched on Accenture Match Play Heritgage Highlands. There was our listing site. They bought the house.
There are some key things that need to be done to bring traffic to those sites. The property address in the URL is not one of them and I’ve found it isn’t necessary to purchase the domain name of the address to bring in the traffic. I’ve also found there is no advantage or disadvantage to making it a subdomain. The process has evolved, with each one having additional features.
The topic has been of interest to me for some time, so I started creating them for our listings and keeping track from an SEO standpoint of what gets us found and brings in traffic.
So far those 9 sites have cost me $8 for the one domain name I purchased. I host every other site either as a subdomain of our website or as a folder on that site. I’m using a GoDaddy hosting package that cost $69 a year and provides 25 MYSQL databases and unlimited subdomains for that price.
Yes, they are worth it. Tech savy realtors, sure but most that read our blogs are just that anyway. I’ve been working on a series of post on this topic for the Real Estate Blog Lab to show how to create them step by step including the reasoning behind providing single property listing sites. Hopefully, it will help those that aren’t totally tech savy to still be able to create them for their listings, gaining “Google Juice” and maybe even sell some real estate in the process.
Joel Burslem | Feb 13, 2007 | Reply
As per Robin’s comments, $3000 is Agency Logic’s bulk price for 50 sites. I’ve updated the original post to reflect that. Sorry for any confusion.
john harper | Feb 14, 2007 | Reply
Agency Logic’s bulk price is still too much. Where do these guys come up with their price points? Our local paper is now doubling the cost of an open house ad because they are now going to put it online also. They should check the stats for how few buyers rely on their product anymore. We get more traffic from free listings sites and our blog than all of the stuff we pay for.
I find a specific blog post seems to work just as well. I would still consider using a product like Al’s but get real on the price.
Neil | Feb 17, 2007 | Reply
Do you think the search results on Google would be better with a subdomain or a domain? Any thoughts? It seems that Google will readily post the root of the domain, but will stick the subpages into their Supplemental Results. Is the same true for subdomains?
I’m considering adding single property sites to http://www.EdmondGuthrie.com but I’m not sure if it is worth buying unique domain names for each property.
Ola Edvardsson | Feb 20, 2007 | Reply
Hi Joel,
Back in 2002 we sold our co-op in NYC with two main tools in combination. New York Times real estate classifieds AND a dedicated web site to our apartment.
Here are two things that makes the single property website work in addition to the other comments.
1. It gives room to add tons of pics, story telling copy and video.
2. Exclusivity and share of buye’rs mindset:
When someone gets interested in the property they tend to go back and back to the site and looking at pictures. You’re basically taking the prospect out of the multiple listings environment and create a bond specifically to one listing only. Together with the added perceived value to the home seller this is the biggest benefit I’ve seen.
Best,
-Ola
Gayl@homeprop-online | Feb 28, 2007 | Reply
Very informative, and I am glad I found this! However, being electronically “limited” - I know how to log on, and how to sort of use my email… how do I get the world to see our site, and of course- our properties. I have read a lot of stuff here, that I do not really understand…
Being a sole proprietor, I have limited cash to throw at marketing and advertising. However, we have some international standard properties available at giveaway prices.
Please advise on how I can get online users to see us?
Thanks
Gayl
Nick Bastian | Mar 4, 2007 | Reply
I have had some success with Single Property Websites and buying key words to promote the specific property. http://www.1897Commerce.com with subdivision and city specific key words have helped with relo business etc. I have a few running at a time and it looks like our traffic is up on the sites..
The property site obviously links to our main site which will (hopefully) help with the “Google Juice” that you talk about..
Brian J. | Mar 13, 2007 | Reply
Guys! Have you looked at LookyLooz.com? They are doing the same thing as Agency Logic except the price per listing is $45! Not $90! We use them and they are great!! Check them out.. http://www.LookyLooz.com
John Schroeder | Mar 13, 2007 | Reply
I think being able to tie the “single listing website” into your main blog would be the most useful situation. I have briefly checked into realivent and their wordpress blog templates. These seem to me like the way to go. If you could create “single listing websites” and “neighborhood websites” that include listings couldn’t you really secure a lot of the Google Juice of local searches?
Mark Wayman | Mar 13, 2007 | Reply
Brian - AgencyLogic PowerSites are $45 or lower while LookyLooz are $79. Please get your facts right before posting. http://www.agencylogic.com
Jeremy | Mar 28, 2007 | Reply
Any best practices on how to choose a url for single property sites?
I have a bunch of listings I am going to build out sites for and getting ready to purchase a bunch of domains. Any thoughts on the best way to structure a url for these?
Examples I have considered:
123AnystreetAve
123-AnystreetAve
123AnystreetAveNE
123-AnystreetAveNE
12335thStreet
123-35th Street
The address and numbered street seems the most challenging to bite the bullet on. Will users get the URL and the address confused? Using the example above, does it matter that the 5th url can be interpreted to be on street 2335th, 335th, 35th or 5th?
Probably just over thinking this aren’t I…haha.
Andrew | Mar 28, 2007 | Reply
Property websites do not sell homes. They are just another listing tool that makes sellers go gaga. You are not going to spend money on search engines, you are not going to get links for the domain to reach the serps and the page will not be seen by anyone because the listing sheet and walk thru is all a serious buyer needs to decide if they want the house.
LouisvilleProperties | May 17, 2007 | Reply
What works for some, might not work for others…FSBO Louisville
Brian J. | Jun 2, 2007 | Reply
Guys, I forgot to mention, the first LookyLooz license is FREE!! How can you beat that!
James | Jul 7, 2007 | Reply
Single property websites can help sell homes if in addition to a property website your listings are also syndictaed to other directories. See http://www.classifiedflyerads.com for a service that provides this. You not only get a great single property website but your listing is sent to top Real Estate Directories and feeds/
kerrmit johnson | Jul 15, 2007 | Reply
Is this just one more useless thing we do to make the seller think we are working hard for them? Kinda like Realtor opens? Do we know if these single property website rank well in Google for major search terms?
I haven’t noticed any in my market area (Minneapolis.)
William Baxter | Jul 26, 2007 | Reply
There is a new Single Property Website provider specifically designed for the Canadian marketplace:
http://www.UniqueHomeSites.com
Paul Eastwood | Aug 6, 2007 | Reply
You should see Single Property Sites Inc - as low as $5 per listing. Available in Canada and USA! Free to use for pre-listings
Paul Eastwood | Aug 6, 2007 | Reply
I meant to also say - see an example here:
http://www.1122MainStreet.com
Bangkok Apartments | Aug 7, 2007 | Reply
Nice blog!
James Riley | Aug 16, 2007 | Reply
Seems pointless to me! its all ego massaging imho