A WEB SITE FOR EACH LISTING

Customized single-property Web sites are one Web site dedicated to the sale of a single home, and are a great resource for lead conversion, says real estate coach Bernice Ross. Using a house’s address as its URL and building a Web site around it wins over many listing clients from the start, she says. It’s also a way to get future referrals from the homebuyers by allowing them to keep the Web address. When the home’s new occupants are ready to sell, they’re more likely to contact the agent who has continued to pay the hosting fees on their property’s Web site, rather than a previous agent who failed to keep in touch. Single-property sites also can help agents win an expired listing that, previously, did not use this marketing technique. By creating a site ahead of time and showing it to the sellers, they can give the property owners an explanation for why their residence languished on the market. There is no charge for the site until it goes live, so the agent has nothing to lose. Even when they are activated, the cost of single-property sites has decreased dramatically from about $100 early on to a third of that now.

Source: Inman News (02/22/08) Ross, Bernice
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