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"Single Property Web Sites --- Why They Work"


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Steve Fells Photo
12/7/07 Interview with Steve Fells

AgencyLogic PowerSites
14 Cambridge Court
Wappingers Fall, NY 12590
Biography

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The Case for Using Property Specific Web Sites

  1. In listing presentations, agents need to demonstrate that they are tech savvy by presenting an Internet marketing plan; buyers now are very demanding in wanting to know as much as possible about a property.
  2. A web site dedicated to a single listing keeps both sides of the transaction happy; sellers see that the savvy agent is doing everything possible to sell the home, and buyers get more information than they are used to seeing online.
  3. The AgencyLogic web sites were created to be a listing tool; sellers want to know how much they will get for their home, how soon and how you will make those things happen.
  4. Single listing sites may have up to 100 photos of high resolution; property documents, community information and unlimited links can be uploaded to the site to make it very local.
  5. More information has become freely available, so agents should take advantage of that and include as much information about that one home as possible.
How the Strategy Works

  1. The property has its own url-usually using the street address (10elmst.com); most single property web site providers allow agents to begin building sites prior to the listing presentation; the preliminaries take only a few minutes.
  2. Once the sellers commit, agents complete activation of the site-AgencyLogic automatically handles the domain registration; variations with hyphens, abbreviations and domain categories assure that an appropriate domain name can be found.
  3. AgencyLogic also allows the sellers to log into the site after the listing presentation to see design and content details and to log in during the selling process to see how many people are visiting the site.
  4. AgencyLogic provides service to agents prior to their listing presentations for free, so agents incur no expense until they land the business.
Background on AgencyLogic

  1. The company began 13 years ago as a software development firm; its core business is banks and financial institutions.
  2. It found a growth niche within the real estate industry as more agents adopted technology; the firm has clients in every state and is seeing increased usage also in Canada and countries overseas; the product is not just for residential real estate-it adapts to commercial real estate and vacation homes.
Fleshing Out Single-Property Sites

  1. Just about any information about a property in any arena can be used as content for an AgencyLogic single-property web site; the company positions its product as the single richest online source of information about one property.
  2. Web 2.0 elements that support interactivity such as video presentations and blogs can be incorporated into single-property sites; AgencyLogic has opened its web site products to all of the new technology.
  3. Within the administration system for AgencyLogic web sites, clients can link to the video they have created on YouTube or through a virtual tour company, for example.
  4. AgencyLogic has taken its web sites from more than a listing tool to be an effective property marketing tool.
Promoting the Single-Property Site

  1. Agents can promote their single-property sites wherever they currently post information, online and in print.
  2. AgencyLogic sites can be placed on MLSs; the company is an approved REALTOR.com vendor and automatically uploads web sites on behalf of its clients to be featured listings similar to a virtual tour.
  3. The company provides for free the mechanism for advertising a property on all of the property-specific listing sites such as Trulia, Oodle, Google base and Edgeio; agents also have the ability to create versions compliant for eBay and CraigsList.
  4. Change in the real estate market has created more competition for listings; agents now want their listings to be where the buyers are looking; consumer-oriented sites are opening their sites to agents for free-those sites make their money by offering additional services such as preferred positioning and advertising.
  5. Using a sign rider to display the web site under the For Sale sign on the property is common and effective
Cost vs. Benefits

  1. Most single-property web site vendors charge below $100 per web site, but the high end is as much as $200 for a single listing.
  2. AgencyLogic charges $25-$50 per listing; discounts apply for volume purchases; individual agents may prefer to buy single-property sites one at a time, but brokers may buy packages of hundreds as an agent-retention tool.
  3. AgencyLogic's fee covers domain registration, hosting for a year and access for making unlimited changes to content.
  4. In most cases, no initial outlay is required; the cost for a site can be more than covered by reducing the amount of descriptive text needed in print advertising, which is becoming more expensive; the single-property web site serves as the source for detail.
  5. The chief advantage of using a company like AgencyLogic over creating a do-it-yourself single-property site is that the company has fully automated the process, which can be accomplished within a few minutes, even by the technically inept; uploading photos and adding text requires only knowledge of how to use a keyboard.
  6. A free and natural benefit of using single-property sites is improved positioning of an agent's main web site in search results by linking property sites to the main site; search engine organizations like Google give agent web sites preferred positioning within search results based on how many web sites link to them.
  7. Some agents have hundreds of single-property sites; more agents are leaving single-property sites up with SOLD signs on them; these sites can be shown in listing presentations as successful inventory; AgencyLogic offers site renewal after the first year for $12-$25.
  8. The biggest benefit of single-property web sites is how viral they are; beginning with the seller, word of the site spreads, but all of the information gathered along the way winds up back at the agent's desk; the single-property site approach is the next generation for marketing property.
Integration of Sites

AgencyLogic provides an easy way for agents to keep their main web site updated with information from their single-property sites; putting a programming code (a line of HTML) within the main site sets up a "PowerSite" link; then all single-property sites created and updated are automatically synched with the main site; data has to be entered only once.

Favorite Spots on the Web

  1. Agents should keep up with the real estate market both nationally and locally; good sources for real estate news are Inman.com and RISMedia.com; both offer a daily news update by email at no charge; at Google Alerts, users can arrange to be notified of news articles or press releases for selected key words.
  2. National real estate blogs of interest include the Society's National Real Estate Industry Blogsite, ActiveRain and Real Estate Tomato; Fells recommends finding a good blog for your own area.
Contact Information for Steve Fells:

(v) 888-201-5160
(f) 845-227-6497
(e) stevef@agencylogic.com
(w)www.agencylogic.com


Real Estate Sites & Tools in this Briefing:

AgencyLogic: www.agencylogic.com
Trulia: www.Trulia.com
Oodle: www.oodle.com
Google base: http://base.Google.com
Edgeio: www.edgeio.com
eBay: www.ebay.com
CraigsList: www.craigslist.org
Resources for real estate news: www.inman.com www.rismedia.com
Google Alerts: www.goole.com/alerts
Real estate blogs: http://blog.recyber.com www.activerain.com http://realestatetomato.com