Billion Dollar Playbook: Unlocking the Potential of Single Property Sites

Single property websites are indispensable tools that showcase individual listings and provide a comprehensive, professional, and immersive experience for potential buyers. These dedicated websites offer a unique and powerful way for agents to enhance their marketing efforts and close deals faster. We’ll explore the importance of single property sites, what they should include, how to build one, and how they give you a competitive edge in today’s dynamic real estate market.

Benefits of single property sites

The benefits of creating single property sites accrue to potential buyers, sellers, and to an agent’s overall brand.

• Help properties shine: A professional, high-quality single property site gives a polished and professional opportunity to showcase a listing.
• Detailed information: It’s a convenient place to house glossy photos, video tours, floorplans, maps, and neighborhood information, highlighting a listing’s best features and enticing potential buyers. Information is also easy to edit and update.
• SEO boost: Microsites can be optimized for search engines, increasing the chances of the property being found by potential buyers through organic searches. Google often prefers sites with a singular purpose or aim, so a single property site carries higher ranking potential than adding another page to your agent website.
• Enhanced advertising: Use these sites in online ads, social media campaigns, and email marketing, driving targeted traffic to the property.
• Engaging features: Interactive floor plans, 3D walkthroughs, and maps engage potential buyers more effectively and keep them on the site longer.
• Lead generation opportunities: Prominent and easily accessible direct inquiry forms help fill your CRM with interested buyers.
• Tracking and analytics: Visitor metrics and behavior on the website offer insights into buyer interest and engagement.
• Commitment to clients: A dedicated website signals to sellers that you are committed to go the extra mile in marketing and selling their property.
• Professional branding: High-quality, custom websites contribute to a strong brand image.

Having its own digital space instantly elevates one listing over others. For buyers, it offers meaningful engagement and a better user experience. For sellers, it’s a tool that evaluates the presence and marketability of their property or real estate assets.

What to include in a single property site

This is your chance to weave a compelling story about a specific property. It’s not just mega-mansions and unique historic properties that need single property sites — any listing can benefit from a microsite that showcases what makes it special. Here’s a checklist of what to include in your single property site.

1. Property details

• Address
• Price — either the listing price or a call to action to inquire about the price
• Basic information (number of bedrooms and bathrooms, square footage, lot size, and year built)
• Detailed property description highlighting unique features, recent upgrades, and selling points

2. High-quality media

• High-resolution images of the exterior, interior, and key features of the property
• Professionally shot videos or virtual tours to provide a comprehensive view of the property
• If available, drone footage adds to an overall understanding of a property in its larger environment and context
• 3D tours or interactive floor plans that allow potential buyers to explore the property virtually

3. Key features and amenities

• Special amenities such as fireplaces, gourmet kitchens, and spa bathrooms allow you to tell a story about what sets your listing apart
• Details about the yard, pool, deck, garden, garage, etc.
• Links to downloadables such as floor plans, property disclosures, inspection reports, and HOA documents

4. Location information

• An interactive map showing the property’s location
• Information about neighborhood amenities like parks, schools, shopping centers, restaurants, and public transport

5. Contact information

• Your name, photo, phone number, email address, and a brief bio
• A simple contact form for potential buyers to reach out for more information or to schedule a viewing with clear and compelling CTAs
• Dates and times for any scheduled open houses or virtual tours
• Links to social media profiles
• Positive reviews or testimonials from previous clients to build credibility and trust

6. SEO and analytics

• Relevant keywords, meta descriptions, and alt text for images to improve search engine visibility
• Integrate with analytics tools like Google Analytics to monitor traffic, user behavior, and engagement metrics

How to create your site in minutes

Luxury Presence understands your time is valuable, so we designed our property websites to be easy to make, easy to customize, and look fantastic.

It’s this easy:

1. Select from our library of award-winning design templates
2. Choose your URL from our free subdomains
3. Launch your new SEO-friendly property website with one click

Take this example of Five Ranges Ranch, presented by luxury brokers at The Agency Bozeman. It has all of the components of a compelling single property site: the professional photos, the storytelling, the appointment booking form, contact form, and even an interactive property brochure. This is the kind of marketing collateral that gets properties like Five Ranges Ranch the attention they deserve.

Why use Luxury Presence single property sites

• Our intuitive one-click tool effortlessly weaves MLS data and property details into mini-sites, saving time and ensuring accuracy.
• The easy-to-use editor allows you to customize layouts, tweak content, and oversee every detail of your marketing vision.
• Enhanced SEO strategically targets specific search queries and amplifies your online presence, which helps dominate search engine rankings.
• Integrated marketing seamlessly weaves these dedicated platforms into your newsletters, social media campaigns, and other marketing efforts.

Promoting single property websites

Real estate property websites serve as the hub around a listing’s online marketing strategy. The more you publicize and promote it, the more effective it becomes.

The most advantageous way to use a property website is to integrate it within paid campaigns on your social media accounts. Whether it’s Facebook, Instagram, or YouTube, the presence of a single property site broadens your marketing reach with less effort and time.

Keep your messaging consistent and match additional materials to the template you select for a listing’s website. Flyers, mailers, email blasts, text messages, or personal communications should portray the design and feel of the website. This consistency will add to the professionalism to your overall marketing while also helping buyers remember your listing.

Single property sites in action

Here are three examples of Luxury Presence single property sites and the different template options.

101 Walnut St. Penthouse, Philadelphia, PA

This agent has expertly highlighted the property’s best features in a way that is helpful and informative to prospective buyers. As you scroll down the single property site, you’re offered a detailed property description, extensive photos, a virtual tour, a quick stats page, and the option to schedule a tour.

1034 Garden St. Hoboken, NJ

This agent does a great job of showcasing the unit that has already sold, creating a sense of urgency for the second unit. Both are beautifully photographed and the detailed descriptions and virtual tour give buyers a complete picture.

1031 Eagles Nest Circle, Vail, CO

This agent elected to include a mortgage calculator, which is a helpful tool for prospective buyers, as well as gorgeous, glossy photos, a streamlined facts section, and an easy-to-use “schedule a tour” feature.

Single property sites + Luxury Presence

We make it easy to create polished, design-forward, compelling single property sites that work hard for you. With one click, you can have a site that’s showcasing your property, generating leads, and actively demonstrating your professionalism and commitment to clients. Get in touch with our team to learn more about how our single property websites can transform your marketing strategies today.