• Evan Jones

Real Estate Marketing In The Digital World



Effective real estate marketing revolves around two main objectives, (1) to acquire new listings and (2) to sell existing listings. So lets get started!


Real Estate Marketing Strategy #1 – Know Your Audience


To get the most value out of your marketing campaigns, you need a clear idea of who it is you’re trying to reach.


As a real estate agent, your target audience most likely varies by property. For each of your listings, determine the key information on your target buyers, such as:


• Demographics (age, location, etc.)

• Hobbies and interests

• Where they spend their time online

There are a number of ways to gather this type of information. You can:

• Share polls on your Facebook page and other social media networks.

• Email or text a survey to your subscribers and customers.

• Run an ad that offers something in return for basic customer insights. For example, offer a free eBook, webinar, or a chance to win passes to an upcoming real estate event.

• Review the types of questions and comments people leave on your social media accounts.

• Review the types of questions and comments you receive via email or when people call you.


Another way to learn about your customers — and generate leads at the same time — is to use a tool like Spacio to track basic information about visitors to your open house.


The app is customizable, so in addition to asking for name, email address, and phone number, you can also find out what concerns people have with their home search, when they’re hoping to close on a property, and what amenities and features are important to them.


From the information you gather from all of these sources, you can start to curate campaigns that reach interested buyers quickly and powerfully.


For example, you can post an ad on target buyers’ most-used social platforms and mention the amenities of the property that relate to their hobbies:

Knowing your audience for each property you list allows you to target your marketing campaigns effectively and see more engagement — clicks, likes, shares, and comments.


Real Estate Marketing Strategy #2 – Sell Experiences, not Just Properties


Most people don’t care about real estate — they care about what a new house can bring them and their family.


To encourage leads to call you, book a property to view, or put an offer in on a property, you have to sell properties by selling the experience surrounding the listings. Instead of just talking about the property specs — yes, lots of bedrooms and a big backyard are great, but they aren’t the only factors that sell a house — promote how different aspects could be integrated into buyers’ lives.


For example, you might highlight a nearby community park in an ad for a family home listing. For condos in the city, you might highlight the proximity to entertainment and restaurants for first-time millennial buyers.


Why is the experience so important to master?

A study by PwC found that customers are willing to pay up to 16% more if they can enjoy a better experience.

So if one of your listings is on the market for $280,000 — the average list price of a single-family home in the U.S. — you’re potentially looking at multiple offers above asking price if the experience is beyond what customers expect.


On the flip side, the same survey found that bad customer experience can cost you more.

Leads will go elsewhere to have their housing needs met. Suddenly that $280,000 house sits on the market for well over the national average of 68 days.

The PwC study explains customer experience this way,


A good customer experience leaves people feeling heard and appreciated; it minimizes friction, maximizes efficiency and maintains a human element.”


To create a memorable experience, your real estate marketing should offer buyers a full picture of how great their lives will be with your property. This will, in turn, motivate them to reach out and learn more about the listing.


Real Estate Marketing Strategy #3 – Blend Traditional with Digital


With the majority of real estate buyers online, your marketing strategy needs to include digital components to encourage engagement.


At the same time, you don’t want to drop older tactics that previously worked. Listing upcoming open houses in the weekend paper or putting up open house signs in neighborhoods are great, but they only target a small segment of your total audience.


Digital marketing allows you to reach more people with less effort.

For example, reaching people interested in family homes in a particular city is as simple as tailoring your target audience when you create your Facebook ad. These people don’t have to physically be in the same location as the properties you advertise in order to hear about them.


There are many more advantages to incorporating digital into your real estate marketing — you increase ROI, get more exposure, save time, and do more with your available time — but don’t feel you have to completely abandon older methods that still work for you.

Instead, combine the old with the new to create custom marketing.


For example:

• Run an open house with paper flyers for the listing while also hosting a Facebook Live video to promote for people who couldn’t attend.

• Launch listing ads both on social media platforms and in local newspapers.

• Gain leads through cold emailing and social media networking along with cold calling.


What’s also great about combining different kinds of real estate marketing is you cater to most of your audience’s needs.

For families that enjoy driving through neighborhoods on Saturdays looking for open houses, they don’t miss out. Buyers who like to spend time scrolling through listings online and looking at property images and video get the benefit of online advertising.


Real Estate Marketing Strategy #4 – Use Live Video to Connect and Engage


Research shows that live video is one of the most powerful ways to capture buyers’ attention. Facebook reports that users spend more than three times longer watching live videos than non-live videos.


As a real estate agent, you can use Facebook Live to engage audiences in a number of ways, such as giving a live tour of a home you have listed or answering home-buying FAQs.


Using this captivating medium will distinguish you from other agents as an innovative value-provider.

To build a following around your videos, get into the routine of filming regularly.


For example, if you like to share open houses and you host one most weekend, spend 10-15 minutes before they start to walk viewers through the properties. If you work with a lot of first-time buyers, start a regular event where you talk about financing, budgeting, the home-buying process, and more. 


This segment of your audience will keep coming back to hear what new information you have to share and grow to trust your insights.

Video allows for versatility, so don’t be afraid to experiment and get creative with the type of content you share.


Real Estate Marketing Strategy #5 – Automate Whenever Possible


Between creating ad campaigns and working on lead generation tactics, real estate marketing can take up a huge chunk of your time.


Since you’re busy juggling client needs, submitting paperwork, and more, this doesn’t bode well for your already busy schedule. While some activities need your monitoring, many of these tasks can be automated to help save you time.


For example:

• To simplify creating y ad campaigns on Facebook, Instagram and Google ads, use AdEspresso.

• To collect leads and update your CRM system, use Spacio from HomeSpotter.

• To schedule social media content, use Hootsuite.

• To send email campaigns, use Customer.io and others

• To send appointment reminders via text, use

VoiceSage.

Google and other companies offer great alternatives to these as well. Do some research.

Free up your schedule with these automation tools so that you can spend more time on value-added tasks like message follow-up, creating new client events, and writing engaging and informative blog content.


Automation also gives you more time to iterate and improve your entire marketing strategy for greater engagement.

You can create detailed buyer personas, so your marketing is more targeted, or you can spend more time in the community learning about your audience and helping them to get to know you.

Measure Engagement for Real Estate Marketing Success


Once you start implementing these tactics, you’ll need to measure the results of your marketing efforts to see which are most successful.

The more you test and monitor engagement, the more insights you’ll have on how to improve your real estate marketing strategy.


The goal of any business is always to increase leads, convert, and grow.

These marketing ideas will help you do that, so you eventually stand out compared to other real estate agents also working in your chosen neighborhood...


Marketing requires an investment

Nothing comes without a cost. You need to be prepared to invest time or money (or, most likely, both ) if you expect to see results from your marketing. Keep your schedule and your budget in mind when crafting your 2020 real estate marketing strategy.


Marketing isn’t one-size-fits-all

The success of your marketing campaign largely depends on your local market and your niche. Different marketing strategies work better in different markets and with different demographics. For example, if you’re focusing on new retirees looking to downsize, you’ll probably want to focus on Facebook instead of Instagram. But the exact opposite strategy would work better if you’re marketing to Millennials. Don’t be discouraged if it takes a little trial and error to find your sweet spot.


Purchasing leads is not marketing

Purchasing leads is a slippery slope. You may come to rely on those leads and never learn how to generate leads of your own. And then what happens when your sources jack up their prices because so many agents are purchasing leads? Purchasing leads may have a place in your business plan, but don’t mistake it for marketing.


Moving On

Now we’re ready to get into specific marketing ideas that work for 2020 buyers and sellers. We’re going to cover a lot of real estate marketing ideas in this section, so let’s break them up into categories:


Publishing

Publishing is all about sending quality content out into the world for buyers and sellers to find. You’ve probably heard the term content marketing cropping up over the last few years. And that’s exactly what publishing is: creating content and marketing yourself through your content.

There are several ways to market real estate through publishing, so we’ll look at them individually.


Website

Websites are no longer optional. As a real estate agent in 2019, you need an online space where you have 100% control over the content.

Having a website of your own gives you: Instant credibility as a real estate professional Web pages for Google to index so you can be found online Your own visual branding so you can build your brand recognition Ownership over your content so don’t lose everything if you ever leave your current broker

And getting a website of your own has never been easier or more affordable. You can hire a web designer to create a site for you, rent a site from companies like Easy Agent Pro , Intagent , or Agent Image , or even build your own site if you’re on a tight budget.

There’s no excuse not to have your own website in 2019.


Blog

You should know by now that not every web lead you receive is going to be ready to buy a home right away. As a matter of fact, few of them probably are. However, this doesn’t mean you should shrug off these leads or consider them unworkable.


You can appeal to those who aren’t ready now by using your blog to keep your business and name in their minds until they are ready to do so.

Keep in mind that according to the 2012 National Association of Realtors Profile of Home Buyers and Sellers,


90 percent of home buyers use the Internet in their search

An effective lead nurturing campaign positions you as someone who cares about each and every prospect, no matter what stage of the buying cycle they might be in.

Here are some effective ways to nurture your real estate leads with your blog:


• Find a niche and talk about it on your blog. By having a blog available for people you meet and work with to view, you can establish yourself as the kind of agent they’re looking for. Perhaps you come across a number of people looking for someone knowledgeable in a certain type of architecture or home building materials used. Write up posts on these topics.


• Mix in some posts that aren’t just about buying or selling a home. You could write about new home security systems, interior design trends and even DIY projects for new homeowners. Your blog can advocate your business and agents, but shouldn’t be pushy. You’re nurturing, not selling.


• Think outside the box with unconventional topics. Try posts about public services in the areas of your listings or opinion pieces on community events and developments that shape your neighborhoods.

When you have your own website, you can start publishing your own blog content. Blogging might just be the single most underrated real estate marketing activity. Most agents either don’t understand the benefits of blogging, or they don’t stick with it long enough to see results.


Blogging isn’t an instant payoff; it takes time to build a following, start ranking on Google for local searches and gain qualified leads. You have to have the discipline to stay the course for 3-12 months before you realize the full benefits of blogging. But when that happens, you get to enjoy: Demonstrating your expertise. Buyers and sellers will know you’re the expert because they’ll see your knowledgeable blog posts. Increased engagement with prospects and clients.


Blogging is a great way to consistently provide value to prospects and clients, and stay top-of-mind. A quickly-growing email list. You can include opt-ins on your blog posts for readers to sign up for your newsletter. Hello, warm leads! Passive leads. No more time-intensive cold calling and door knocking for you!

Invest the time in marketing through blogging. Commit to just one post per week and watch your business evolve.


Email

Email is still the top online activity of Internet users. If you aren’t using email marketing yet, you should be.

Email allows you to connect with home buyers without interfering with their already busy schedules while sharing your blog posts, listings, etc. You can help move home buyers to making a purchase by keeping them up to date via email.

Here are some common, but results-oriented, ways to use email to nurture your real estate leads:


• Segment your audience. Be sure to separate out sales-ready buyers from those still in the early buying stages. You want your lead nurturing emails to go to the right people at the right times. By analyzing their clicks and interactions, you can see when they are approaching the final stages of a buying decision. With each stage, change up your content and your call to action so the email marketing is geared to the right audience at the right time.


• Add value. Make sure your emails add value to each person you’re sending them to. Include helpful information, offer giveaways or free advice and provide some exclusivity to entice your recipients to click.


Every Lead is an Opportunity

As with any form of marketing, make sure your timing is strategic and that you’re tracking the results of your efforts. There’s no way for you to optimize your efforts to get the best results unless you’re properly tracking, analyzing and refining based on your data.


Proper tracking will allow you to start looking at every lead in a different way – each as valuable as the next. With lead nurturing campaigns, you can turn old, cold leads into new opportunities won – even if that means 12 months from initial receipt.

Content builds trust while establishing you and your business as useful, authoritative industry resources. It also gives you something to constantly grow your social sphere which will only become yet another network of possible business for you.


Photography

There are still real estate agents today that choose to take photos of their client’s home on their own phones or cameras. The disservice they are doing to their clients is almost tantamount to what would be considered in other professions, like medicine, a gross malpractice. Its a reflection of your business standards and most home buyers would agree that they would want a realtor who provides the best services to help get the home sold.


Every day I search the MLS (Multiple Listing Service- the place where real estate listings are made public) and I am amazed at some of the low-quality poor photographs agents put up online to represent their client’s most valuable asset- their home.

What makes this even worse is the old adage- first impressions make a lasting impression. Over 90% of buyers use the internet to search for homes- and that first impression, coming from the pictures of your home, is what drives someone to decide to visit your home and potentially buy it or go somewhere else and buy another home.

When it comes to real estate pictures, the realtor will typically decide whether or not they want to invest in professional photography. More often than not, agents decide against hiring a professional real estate photographer. “Most agents don’t appreciate photography, and if they do, they don’t think it’s worth the expense.


When it comes down to it, what truly matters with real estate photography is capturing the attention of potential home buyers and making a great impression. This is where professional photographers can edge out amateurs and DIYers. Right when you get on a site like Zillow, your eye is drawn to houses with professional photography. They’re brighter, and they just draw you in.


Video

Without a doubt, real estate video marketing is one of the best ways to appeal to the emotional, subjective factors that come with just about every transaction. Just like any other form of marketing though, poor video marketing methods can turn off a buyer or seller just as quickly as it reels them in.


How about we take your blog to the next level? Adding video makes Google about 50% more likely to rank your website on the first page of search results. So if you want buyers and sellers to find you online, you need to add video to your website.

And you don’t need a fancy camera or editing software to do it. You can do it from your phone!


Your blog is a great way to work videos into your website. The options are limitless: Home tours Neighborhood tours Recordings of yourself talking about buyer and seller tips Home maintenance fixes Interviews with local homeowners Interviews with local business owners

Get creative. You can post a full 15-30 minute video on your blog and YouTube, and edit the video into 2-minute snippets that you can post to your social media accounts. Speaking of social media...


Social Media

Social media marketing continues to grow more impactful each year. Social media sites like Facebook, Twitter, Instagram, and Pinterest allow you to connect with clients and prospects. And, just as importantly, it allows your contacts to share your content with others. Perfect for getting referrals!

Agents often wonder what to post to social media. Links to your blog posts and your videos are perfect social media material. You’re providing value to your audience instead of just advertising to them. You can also post pictures you take around town, local news updates, and market trends.

Social media marketing is a large topic all its own. If you’re a little overwhelmed by social media marketing, We got you covered!


According to a recent study,

73 percent of homeowners prefer realtors who promote their offerings through video

The same study found that

more than 84 percent of all real estate professionals use social media, with Facebook being their preferred website


In order for you to connect with buyers, you need to be present on social media and on the platforms where buyers are searching.

Here are some ways to use social media to pull your real estate leads through the buying cycle:


• Use social media to answer questions. These can be customer service questions, home buying questions and connect with those located near where your listings are.

• Share other content you have. Video tours of places available, blog posts and the latest in home buying in your area are all types of content you can use to nurture leads. A great real estate video could be the final push someone needs to make an appointment while blog posts are an easy way to get social shares and new eyes on your website.


Big 3

There are three main strategies to make an online marketing campaign successful: (1) traffic generation, (2) lead generation and (3) lead nurturing.


Traffic generation is all about getting people to your website whether that is from paid advertising, search engine optimization, social media, word of mouth or referrals.


Lead generation is focused on conversion optimization of your website and using and testing calls to action to produce more leads.


Lead Nurturing... What is it? is a system for continuing a conversation with a prospect from initial contact until the person is ready to become a client. By providing useful information and keeping your name / brand in your prospects’ minds you stand a much better chance of converting that lead at a future date.


One strategy that can, and should, be used throughout all of these three of these to make them as effective as possible is content marketing. Given the amount of topics and relevant information that real estate professionals can use to provide valuable content, content marketing remains as a staple for producing traffic, leads and sales.


Below are some primary ways to use content marketing to nurture, and convert, your real estate leads.

Using Content Marketing to Nurture Leads


Lead nurturing campaigns focus on creating mutually-beneficial working relationships so that when it comes time to buy, that lead turns to you, or your business, instead of a competitor.


While the first step in lead nurturing is making sure you have the right contact information, it’s important to realize that consumers are using more than a phone and mailbox to stay connected.


Facebook

Facebook is one of the most widely used social networks in the world. Recently reported to have over 300 million active users, Facebook is quickly becoming THE social destination for online users. With so many existing active users, and new users signing on each day, the amount of opportunity for acquiring new clients, friends and business contacts continues to make Facebook an essential component of an effective online marketing strategy.

With just about every real estate transaction starting with some type of online search, real estate professionals, home buyers, sellers and investors all rely very heavily on the Internet when it comes to completing a real estate transaction. Now, with the advent of social networking, it is more important than ever that real estate professionals get involved with the most beneficial social communities. Facebook is one of those communities and we are going to let you in on some effective tips to use Facebook to market your real estate business.



Real Estate Marketing with Facebook

Facebook is an amazing platform for marketing any business, especially real estate. With over 300 million active users, real estate agents and brokers are sure to be able to find new clients through the vast network of home buyers, sellers and investors that use Facebook.


TIP: To attract the right type of friends and fans to your Facebook Profile and Fan page(s) you MUST publish interesting, relevant and useful content. The main reason is because you have to get people to engage with your content and if it is not interesting, then you can be sure people will not be interacting with you or sticking around long to see more.


Reasons Why Realtors Should Market on Facebook

• Social networking on Facebook is FREE

• Interacting with others on Facebook can be fun (and addicting)

• There are over 300 million active users

• Over 6 billion minutes are spent on Facebook each day

• More than 10 million users become fans of Pages each day

• An effective Facebook marketing campaign can take less than 5 minutes a day


Facebook Tips for Real Estate Professionals

Assuming that you have already setup at least a profile for yourself on Facebook, we are going to jump right in to some of the most essential and effective uses of Facebook to market your real estate business online.


Setup a Facebook Fan Page

Although we encourage transparency as much as possible, we understand that some people / companies prefer to keep their personal and work lives separate. Fortunately, Facebook understands this as well by allowing for Facebook users to create Fan Pages for themselves and their businesses.

The main difference between a Fan Page and a Profile Page is that a Fan Page collects fans while a Profile Page collects friends. The functionality and features of both are very similar, but if you are looking to compartmentalize your business world from your personal world, then a Fan Page is the way to go.


Facebook allows users to get more SEO friendly user names for their Facebook profiles and fan pages. Signing up for a user name makes the URL of your page or profile (1) more SEO friendly and (2) easier to remember for other users.

The catch with user names is that if you have a fan page, you cannot get a user name unless you have at least 100 fans. So, get some great content on your fan page, let your friends know about it and then sign up for your own SEO friendly user name.

Click here to setup your Facebook user name

Connect Your Twitter Account


Ever since Facebook opened up its doors to the development of applications from third parties, we have seen some fantastic features come out of Facebook. One in particular that we personally love is an application that connects Twitter to Facebook.

If you don’t have a Twitter account yet, then click here to setup your Twitter account. If you already have a Twitter account, then we highly recommend that you check out one of the following applications that allows your Twitter updates to be posted on your Facebook profile and fan pages and vice versa:


Connect Your Blog

One of the most important things you can do to get the most out of Facebook is to consistently post great content on your Profile and/or Fan Page(s). Without providing interesting, unique and useful content people will not be enticed to want to follow you or become a fan of your page. Worse yet, people will not be encouraged to interact and converse with you, which is ultimately the whole point of social media in the first place.


Posting a lot of different content in a lot of different places can most definitely be time consuming and tedious. Fortunately, there is a fantastic thing called RSS (real simple syndication) which allows content to be syndicated to other places on the web.

With Facebook, there are multiple applications that will allow you to pull in your blog posts from your real estate blog right onto your Facebook Profile and/or Fan Page(s). Here are a couple of our favorite RSS Readers to pull in your blog content to your profile and/or page(s):


SocialRSS

RSS Graffiti


Use Facebook Ads

Gaining traction on Facebook can be a daunting task if you are just starting out. As mentioned above, if you are not posting great content frequently, then you are going to have a very difficult time getting people to want to be your friend or fan. Fortunately, there is another option.


Facebook allows for its users to create ads that display their message to other Facebook users. This advertising on Facebook is something you will have to pay for, but compared to other paid search marketing platforms like Google, Yahoo and Microsoft, Facebook ads are rather inexpensive. Best of all, the ads can be specifically targeted to your key demographics.


If you are looking to gain more fans, friends or just need some more eyes on your website, then we highly recommend Facebook advertising. That said, there are a few things to be aware of:


• You can, and will, waste money if your ad campaigns are not setup correctly.

• Facebook ads are still relatively new and users are not 100% accustomed to them yet so click through rates are still comparatively low.

• Don’t be intrusive or annoying with your ads. Users already complain about Facebook recommending dates to them just because their status says “Single”.


Getting the Most Out of Facebook

Facebook truly is a great platform to help you grow your real estate business. Gone are the days where you could just put up a website that let people search the MLS. Consumers demand much more today and Facebook allows you to connect to these people on a much more personal level, thus leaving them without that feeling of trying to be sold or tricked for their name, email and phone number.

There are still very few hard statistics on the actual ROI from social media like Facebook. However, we are willing to guarantee that if you talk to anyone who has really invested their time and effort into making social connections online (like Philip Smith), that the return they are getting has been worth those few extra minutes a day spent online.

Stop procrastinating or being skeptical about social media and get involved! If you don’t, you can be sure your competitors will. As always, we are here to help as we love seeing how real estate professionals continue to innovate and use the Internet to set the standard for so many other industries.


One of the most tedious forms of SEO is link building. Getting a good amount of high quality, relevant links from other authoritative websites takes creativity, patience and a lot of trial and error. Fortunately, as new websites and trends pop up, so do opportunities for new ways to build links. Enter Pinterest.




What is Pinterest?

Very simply, Pinterest is another website that allows you to save the things (mainly images from the web) that you like, think are funny, inspire you or help tell a little about who you are. Some of the recent and most common uses for Pinterest have been wedding planning, home decoration and recipe collection. The site’s main demographic has primarily been women, but as more and more people join and discover the uses of Pinterest this demographic should gradually expand.

Pinterest is defined by three main components:

• Pins

• Boards

• Repins


Pins are images that are added to Pinterest via the Pin It button or uploaded images from your desktop.

Boards are sets of pins that users create, usually around a certain topic (eg. Recipes, Cars, Furniture).

Repins occur when you add an image you find while browsing Pinterest to one of your own boards.

Pinterest is a very simple website to use and explain, but the best way to really understand it is to try it out for yourself. Go ahead and signup, create your profile and then start searching, pinning and repinning images to get a better idea of how Pinterest might work best for you.


Using Pinterest to Build Links for Real Estate Websites

Unless you have a pretty innate understanding of the anatomy of a repin, then you may not be seeing the opportunity for using Pinterest as a link building method. So, let’s dissect a repin so you can easily grasp how and why Pinterest can be a great link building tool.


How are Repins Valuable for Link Building?

The explanation of a repin, provided by the Pinterest Help Guide, is pretty clear on how a repin becomes a great link building tool:

In other words, when you pin an image that becomes viral on Pinterest (i.e. users repin it to their own boards), you are getting a source-link on each of those repinned images that now exist on other users’ boards.:


How to Use Pinterest for Real Estate?

Hopefully by this point, you have already spotted the opportunity in using Pinterest for building links to your real estate website or blog. If not, no worries, that’s what we’re hoping you get out of this article.


The main idea / opportunity with Pinterest is to promote any and all of your best real estate images on Pinterest with the goal of having other users repin them on their boards. We don’t want to leave you with just a broad recommendation so here are some specific ideas of what to pin to create increased interest and engagement:

• Celebrity homes

• Unique photos of top communities

• High resolution, artistic shots of exclusive neighborhoods

• Luxury homes

• Homes with unique architecture

• Funny looking homes

• Ugly homes

• Massive homes / mansions

This short list should get your creative juices flowing.


TIP: When pinning and tagging your photos, think about what a user might search for on Pinterest, NOT what you would want them to search for. In other words, “Luxury Beach Homes in California” may be a little more likely to get some traction right now as opposed to the homes address or something too specific. The long tail will probably come into play down the road, but right now it is a little too specific for the current user behavior.

Don’t Over-Complicate Your Link Building Efforts


One of the advantages that real estate professionals have in the online marketing world is that there are tons of different, but relevant, topics to create content around for online marketing purposes. Everything from articles to videos to images can be created around relevant, interesting real estate specific topics or themes and easily distributed or re-purposed across the web.


Pinterest is just another tool where you can re-purpose already created content – in this case quality images of homes and neighborhoods.


The best advice we can give you is to spend the majority of your online marketing efforts creating high quality, unique content and publishing it on your website or blog first and foremost. Once it is posted there you should then be syndicating and re-purposing it across the web via the numerous social media tools available to everyone (eg. Facebook, Twitter, LinkedIn, Google+, Pinterest, Reddit, StumbleUpon).


Another great tool to help you meet objectives is to utilize one of the most common forms of online marketing for real estate – the single property real estate website.



What is a Single Property Website?

Although the definition exists in its name, a single property real estate website can often be confused with a traditional real estate website that you or your end users may be more accustomed to. That said, we thought it would be helpful to clearly define the most common characteristics of a single property website. Here are some of the top ones that you need to make sure that your single property currently has or will have (should you consider getting one after reading this post):


• Features a single home / property / parcel of land

• Sits on a unique domain name (usually the property address)

• Photo gallery of property images

• Virtual tour of the property being featured

• Map / directions

• Listing agent / broker information

• Lead generation form(s)


Common Question: Can a single property website be used as a real estate stealth site?

Our answer is NO. The main reason for this is because a single property website usually represents a seller’s property and needs to have all of the necessary information available for prospective buyers. Adding unnecessary steps or questions to the process can often cause visitors to get confused and/or distracted. Save your stealth sites for your other lead generation efforts.


How to Use Single Property Websites Effectively

Before you go throwing up a website for every property in your inventory it is important that you understand how to effectively use a single property website. The last thing you want is an unmanageable list of web pages that represent every property in your inventory and that contain little to no search visibility or conversion value.


These single property websites need to help you impress your seller and sell the home you’re featuring so make sure you use them optimally. Make sure you can check off the items below for your single property site.

Must-Have Features


• Aesthetically pleasing, conversion oriented design

• High quality property photos – images with zoom in / zoom out features are recommended

• High quality virtual tour(s) – video virtual tours are recommended

• Online map with location of property – Bing or Google Maps are recommended

• Well written copy and information about the property

• Open house alerts / calendar

• Unique .com domain – the property address or short description is recommended

Online Marketing Tips

• Syndicate your property to relevant real estate portals and websites (i.e. Trulia, Zillow, Realtor.com, etc)

• Post your virtual tours on video networks (i.e. YouTube, Vimeo, WellcomeMat, etc)

• Tweet about your property’s status updates and open houses

• Post images, videos and interesting facts about your property on social networks and blogs (i.e. Facebook, Blogger, WordPress, Twitter, etc)

• Optimize your single property site for natural / organic rankings with fundamental SEO

• Promote your property with sponsored ads (i.e. Google AdWords, Facebook Ads, etc)

Single Property Website Companies.


The efficacy of sites dedicated to one property has created a strong demand for providers to offer solutions that meet the ‘Must-Have’ criteria above. Fortunately, there is an ample supply of reputable companies that offer quality products to meet these growing demands from sellers and real estate agents alike. Again we have you covered!


Hopefully you found these simple recommendations helpful! & Good luck with your Real Estate marketing efforts!

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