Single Property Websites
The internet is, of course, the first touchpoint when potential buyers first start looking at properties. Even older potential buyers (73 and older) start their property search online as often as they contact an estate agent. Buyers might visit multiple listing service sites or agency-specific sites. However, usually, they start with a search via a search engine.
With the multitudes of options out there, real estate agents need to find marketing solutions that will set their listings apart from their competitors’. That is where single property websites come in. It is a way to show off a property on its own, exclusive, and dedicated website.
What are single property websites?
A single property website is an effective form of real estate marketing where a website is built specifically for one property listing. The website is designed to showcase that particular property in depth and encourages potential buyers to contact the agent.
Having a dedicated single property website sets the listing apart from all the ones included on multiple listing service sites and other property marketplaces. Single property websites usually have a landing page that is tailored to showcase the properties’ best features. Single property websites create a sense of exclusivity. That makes these sites ideal for historic and unique homes or expensive listings.
A single property website literally sets your property apart from the crowd. Instead of getting lost in hundreds of listings, all competing for clicks, it gets featured on its very own website. That means your marketing efforts can focus on getting potential clients where you want them – to view your property. A dedicated single property website keeps buyers’ interest in one specific property – yours, instead of sending people to a site where they can easily get distracted and navigate away.
A single property site is more than just a website to point visitors to. Many specialized real estate builders integrate software that are simplified versions of real estate customer relationship management (CRM) software. These software options can help you to track the interactions that visitors have on your site. It can also help you collect leads and automate communication. All of this can help design an effective real estate marketing plan while using your marketing budget in the best way possible.
The good news is that many real estate website building software is relatively easy to use. They help you design custom pages that work well and look good. You can effortlessly add plug-ins to create a useful site in a short amount of time. There are also numerous templates that allow for flexible property website designs without a lot of knowledge or experience. There is absolutely no coding involved – that is unless you are into that! This means you can get the site up and running quickly – saving you time and, thus, saving you money.
When designing a single property website, remember to keep things relatively simple and easy while including as many relevant property details as possible. Your site’s main feature should be the property you are selling. You don’t want visitors to get distracted by adding too many elements to the site. You could add one or two custom pages to your single property websites. However, single-page property websites work exceptionally well to keep visitors where you want them – on the page. They are also very user-friendly and improve user experience since visitors don’t need to hop from page to page to get where they want. Having a menu at the top to assist with easy navigation is always a good idea in either event.
Features to Include on a Single Property Site
You can include more information on a single property website than what traditional property marketplaces usually allow. The tricky part is to add just enough bells and whistles to make the property shine without making it look like a float in Mardi Gras. Less is more when you create a single listing website as part of your real estate marketing efforts.
Single property websites don’t usually include links to other property listings or blogs. You might consider adding a link to your estate agency’s website, however. From there, buyers could navigate to other properties that you have listed and find out more about your company if they are interested. Again: the most important thing is keeping them interested in the property they are viewing and providing them with as little distraction and opportunities to navigate away as possible.
You will want to use a unique URL that is easily shareable. A good URL will include the property address or its name. You can then share this to your email list and on social media. Many real estate website software and plug-ins allow you to easily connect and share content to Facebook, Twitter, Instagram, and LinkedIn.
A custom URL adds to the exclusivity of the property – it shows that the property is important enough that someone created a URL and specific website for the property.
Providing direct access to disclosure documents can help you weed out those who are just browsing from seriously interested buyers. Disclosure document requirements vary from state to state and must adhere to local laws. These documents should disclose any information that could potentially negatively affect the property’s value.
Adding disclosure documents to your single property site gives buyers valuable information that they require before putting in an offer. This saves both real estate agents and buyers time and effort because buyers can make informed decisions on the property before contacting the estate agent. Real estate agents should track the amount of disclosure document files sent out or downloaded. This, in turn, could give them an idea of how much interest the property is generating.
You could also use this information for lead generation by requesting potential buyers’ contact details in exchange for the documents. Persons who request this information are hot leads and valuable contacts to add to your sales lead lists.
Images, Videos, and 3D Virtual Tours
Your single property website should also include high-quality photos and videos. Or better yet, you could include a 3D tour of the property. You might even consider reserving some images or your virtual tour for your single property site. This encourages potential buyers to visit your site. High-quality images, videos, and 3D tours all add to the look and feel of the site. It adds value to the user experience and generally keeps them on your site for longer – and that is what you want.
Keep in mind that some of these features could affect your site loading speed. 40% of people navigate away from a website when it takes longer than three seconds to load. On average, it takes about 3 seconds for a site to load on a desktop or laptop. On mobile, that wait could go up to 15 seconds.
Don’t worry; most mobile users are used to the fact that sites generally load slower on their mobile devices. However, you can help ease the frustration (and keep visitors from navigating away) by optimizing your content before adding it to your website. This helps to keep the overall size of your website smaller – making it load faster.
Call to Action
Lastly, you will want to include a clear call to action that guides potential buyers to the next steps you want them to take, like scheduling a viewing or contacting the agent. The easier you make it for potential buyers to take the steps you want them to take, the more likely they will take those steps. Call to action buttons should have enough contrast against the content around them to make it stand out; while still fitting in with the brand voice and identity of the website.
Your contact details should be easy to find. An excellent place to add contact details is in the top bar – along with a call to action button encouraging visitors to call or email you. Other areas to place your contact details include the sidebars or footer.
Although, if you do place your contact details in the footer, you might want to consider adding them elsewhere on the site too. This makes it easier for people to find without needing to scroll to the bottom of the page. You want it to be front and center when someone decides tthey are interested in the property.
Why You Should Include a 3D Tour on Your Single Property Site
3D tours give potential buyers an immersive experience. It allows them to view the property as if they were actually there; without doing an in-person visit. Given many’s situations, 3D tours are quickly becoming a necessity rather than an added feature.
With 3D tours, prospective buyers can view the property anywhere and at any time. It is both more convenient and safer.
Let’s look at some stats:
- Site visitors are 300% more likely to engage with a 3D virtual tour than with 2D imagery or floorplans.
- 95% of people make inquiries about homes of which they had viewed a 3D tour.
- As many as 55% of buyers would purchase a property with just having seen the property via a 3D tour.
- Half of US buyers state that 3D tours are beneficial when they are looking to buy a new property. More than that, half of those individuals won’t even look at a property if it doesn’t offer a virtual tour option.
- 80% of property buyers would change to a real estate professional that offers 3D tours on their listings. Even more, potential buyers would make the switch in the millennial and Generation Z demographics. With millennials making up the largest group of active home buyers (around 37%), they are the people that your listings need to speak to.
- These younger buyers are also more likely to give your details to their friends. 86% would refer their friends or family to a real estate agent who they used to purchase a home.
- The market is massive – 50% of adult internet users in the United States have taken a virtual property tour. If you consider that there are roughly 209 million adults over 18 in the country, that would mean that at least 104 million people have taken a virtual tour.
From estate agents’ or sellers’ perspectives:
- 74% of agents sell properties with 3D tours faster.
- Some listings that included 3D tours sold 31% faster than properties that didn’t have 3D tours.
- They also sell these properties at a sales price that is between 4 to 9% higher.
Having a 3D tour on your website also brings with it the benefit of minimizing your workload. They help buyers get a real feel of the properties they are interested in and eliminate the ones they aren’t keen on. That means that there will likely be fewer in-person views of properties for any specific buyer who makes use of 3D tours. You want buyers to imagine themselves living in the space – and that is precisely what a 3D tour does.
A single property real estate website gives realtors the opportunity to showcase their properties on a website dedicated to each individual property. While it might take some time to set up, most website creation software is easy to use. Specialized plug-ins help you create stunning designs that do the property justice – and sell!
When creating your single property websites, keep in mind that you want to add more information that would appear on multiple listing services sites. At the same time, you don’t want to add too many features that would overwhelm visitors or slow your site down.
Custom URLs and calls to action buttons are a must for single property websites. Similarly, adding disclosure documents could assist potential buyers in their purchasing decision while saving some back and forth between them and the estate agent.
3D tours are growing in popularity, especially with the main property buying demographic. These tours allow potential purchasers to try the property out even before contacting an estate agent. It is convenient and provides a safer property buying experience, especially amidst the situation we currently find ourselves in.