matt kinkaid sales engineer


10 Reasons You Need to Create a Website for Every Real Estate Listing

JANUARY 15, 2017

Providing a website for every listing allows for marketing that creates an emotional connection to a property; an emotional connection to one of the largest financial decisions a buyer will ever make.

Consider the following reasons to create a website for every listing, and connect buyers and sellers like never before.

1. Print is dead.

The days of purchasing ad space in the Sunday classifieds and distributing PDF flyers are over. These traditional marketing materials require all the time and effort as digital assets to produce, yet their effectiveness in driving property sales continue to diminish.  

Every agent can build a flyer, but not every agent can build a website. Having this ability can set you apart from your competition.

2. Buyers are online.

Today, much of the buying process takes place online before a potential buyer ever inquires about a property. Sites like LoopNet, Zillow, Redfin, CoStar, Trulia, CityFeet, and others allow buyers to search for listings to learn more. In order to be found via these channels, you need an online listing.

Further, every year more users are carrying out this process from mobile devices. This means having mobile-ready and responsive websites is a must in reaching your target audiences.

3. Sellers know websites work.

Every property is unique. Therefore, each property requires a custom website to tell its story.

Not only do listing websites help properties sell, but they consistently help agents acquire new business. Looking to sign a new client? Bring an iPad to your meeting and review the success you’ve had getting properties sold using listing websites. A great example of this can be seen in the article, here.

4. You've invested in content–now showcase it digitally.

You've invested in great photography that has now been minimized to a couple slots in a flyer template, or ends up in a cheesy program that adds parlor music to a Ken Burns effect slideshow (we all remember the 1990s). 

Building a website provides an interactive medium to tell a property's story. Through putting great photos, compelling copy, and interesting design into a website, you reap the full benefit of investing in photographers, videographers, and copywriters.

5. Content has evolved.

Though great photography and compelling copy will always be par for the course, there's an evolution in content to appeal to buyers in the digital format. Companies like Matterport offer simple to use 3D modeling solutions; Mapbox and Mapbuilder offer simple ways to take a Google map and make it a custom view of where to live, work, and play in a given area; and, photographers now regularly incorporate drone footage and movie-trailer quality video tours in their packages. A website is the perfect vehicle to showcase this next-generation content.

6. You can understand what works, and what doesn't.

Traditionally, we have very little insight into the effectiveness of our marketing materials in print format. With a website, we can look at data and analytics to view traffic, visit lengths, bounce rates, and more. This enables teams to adjust marketing and messaging to optimize lead conversions and user experience. 

7. Available everywhere you need it.

A beautiful real estate website serves many functions. A website is often a prospective buyer's first experience with the property, and also serves as an information page, lead generation tool, guestbook sign-up, photo gallery, and more. In fact, it’s not uncommon for agents to have tablets at open houses with the site loaded and displayed prominently. This leads to the reiteration of the importance of building mobile-ready websites from the start. Whether house-hunting on the go or checking in on some new commercial developments, having compelling information at the buyer's fingertips at the right time is essential. 

8. Take advantage of search engines and organic traffic.

Most of the people looking at your listing are going to find it online–in fact, 53% of users start their house hunting online through a search engines. If you’re not building an online listing, you may as well not list a house at all. 

9. Search Engine Optimization can help your listing rank locally. 

People look to invest in strategic properties in specific areas. So when they’re doing a search, they are likely to use location and use case specific queries; eg, “retail space for sale in New Orleans.” Take advantage of local SEO strategies and meta tagging opportunities to ensure that your listing shows up where people are looking. 

10. Make real estate personal again.

New technology platforms continue to streamline the real estate buying process but can alienate realtors from their sphere of expertise. Building unique property websites brings the human element of knowledge, experience, and capability that has been lost in recent years back to the forefront. You need to provide exceptional marketing services that a property owner can’t do themselves. 

Buying a home for their family or a headquarters for their business is the largest financial investment most buyers will ever make. Creating an emotional tie with a specific property requires marketing efforts that move beyond print flyers and MLS entries– it requires a custom website for every listing, residential and commercial alike. It’s not hard or expensive to build property websites anymore. Website platforms like Brandcast allow you to produce and deploy a website as easily as making a PDF flyer–all without code.

Ready to go digital?