Real estate agents need a way to showcase their client’s home in a way that pops online. It’s not an easy task, not with the myriad of other websites and online features literally taking you through homes on the internet.
One of the best ways to show immediate value to your client is to dedicate an entire site to their home, giving it all the attention it deserves.
Single property sites are a great marketing tool. Paired with other marketing collateral, like your property flyers, postcards and open houses, you will be able to command top dollar for your client's listings. Additionally, branding yourself alongside your client's listing will help showcase your success in your community.
And, with all websites, there are some key aspects that help them stand out among the crowded, shoulder-to-shoulder online competition.
Here are five features every single property website needs:
1. Astounding, Professional Photography
This almost goes without saying. The online marketplace is filled with spectacular photos of homes all over the world. You simply need to do is visit Instagram, Facebook, or Zillow for this to be evident.
Imagine scrolling through your newsfeed and coming across images of two homes. One is professionally shot, followed by a home that was shot on someone's iPhone. Which do you think you would consider?
I think we would all agree that we would choose the home that was professionally shot.
Great photography will attract more eyes and will help you sell your listings more quickly. Without strong photos on your single property site, your chances of attracting buy-ready leads plummet.
Always hire a professional to shoot your listings. In the end, this cost will be recouped in additional sales value as well a reduced time on market.
2. No Question, It Must Be Mobile-Friendly
When it comes down to it, if you’re not caught up with the times, your site is going on page three of the search engine results – nobody goes to page three.
According to Paveya, 89 percent of home shoppers used their mobile phone to find their first home.
If you are not optimizing your single property website for mobile, you're missing out on a massive amount of traffic. Today's shoppers will simply move on if your site is not mobile friendly.
In fact, Search engines actually punish websites that aren’t mobile-friendly. That's because customers demand the best experience on the market. It doesn't matter which device they're on.
3. Your Single Property Site Needs Outstanding Content
Targeted content is becoming more important. Part of creating an high quality experience for your client is to be delivering the most relevant content, when (and where - read mobile) they need it most.
Your site should feature informative content that educates the viewer about all facets of the home, the neighborhood, and anything else relevant to their search.
Your site should also contain a strong call to action that entices your readers to drop you an email or a call to request a showing.
4. Getting To and Around Your Site Easily
The tough part about engaging consumers is that their first impression is likely only to last a couple of seconds. If you create a welcoming and engaging atmosphere on your single property site that really hits home with consumers, then it might be a few minutes.
It could be longer, though, depending on how easy you make it for consumers to get around. Once they arrive on your site, information about the property should be easily accessible and there should be a clear call-to-action to contact you.
5. Social Sharing Across All Platforms
If Facebook is your go-to for marketing your listings, then it should be seamless to share your single property sites too. Furthermore, it should be as simple as possible for your clients and passersby to share your latest listings, no matter the channel.
Even if you’re only on Facebook and Instagram (though, it should be more), that doesn’t necessarily mean that's the only place your clients are. For all you know, your next buyer is scrolling through their Pinterest right now looking up DIY projects for their next home. Try to include as many of the most popular social media platforms on your site as possible.
Once those five components are securely in place, it’s only a matter of time before you’ll be placing a “Sold” banner in the header.