Why agents need to add property microsites to their marketing strategy

Are your listings getting the amount of attention they deserve?

You can invest a lot of time and money into their marketing but if they end up competing with other listings in the same mediums and publications, your efforts may not be fully rewarded.

To truly draw buyers’ attention to the unique features of your listing, it needs to have the spotlight firmly fixed on itself. Property microsites are exactly the kind of solution that your marketing campaign is missing.

Image: Urban Angles

What is a property microsite?

A property microsite is a standalone website devoted solely to the promotion of your listing. This allows you to direct buyers to a single webpage, with its own domain, where they can explore the features of your property.

Why you should use a property microsite

A simple site design has all the familiarity of an online listing but its unique domain makes the most of your marketing content. A unique property microsite can feature:

• Map location

• Video

• 3D tours

• Photography

• Floorplans

• Agent profile

• Agency branding

Your listing’s media can also be extracted directly from Homely and other property portals, so there is no time wasted re-uploading assets to your microsite.

The microsite’s real benefit though comes from the ability to track data.

This microsite (see below) for 12/1 Villiers St, North Melbourne for example, received 350 unique visitors, who spent an average of two-minutes looking at the property, over the course of its marketing campaign.

This is valuable information for agents because they can see objective results from their marketing efforts. All the while, the agent, and the agency’s brand remain a prominent feature of the listing.

Your property microsite in action

Another key advantage of a microsite is that it’s incredibly easy to send traffic there. A simple email campaign to your existing database can link to your listing’s microsite or it can be shared directly via your social media channels. Offline, your custom domain name will make it easier for buyers to remember when they choose to visit the microsite.

For prestige properties or those with a higher marketing budget, a targeted digital campaign is extremely effective for driving your preferred buyer demographics directly to view your listing.

When buyers arrive at your microsite, they’re immediately presented with all the property’s essential details and enquiry form. And if they are foreign buyers, they can choose their native language from the dropdown list at the top of the page.

Once buyers submit an enquiry, you’re immediately notified. You have all their details and can follow up to make that winning sales pitch.

Maximise the sales potential of your listing

When your listing is competing for attention across multiple channels, it may receive 1000 glances. But what percentage of those people are engaged with what they see?

Attention is a fleeting thing, but if you can direct qualified buyers’ attention to focus on your listing alone, the amount of genuine interest could skyrocket.

The more interest you have, the better potential you have of receiving a premium price for your listing.

Visit Urban Angles for more information or a free property microsite demo.

For more real estate advertising tips check out these property marketing must-haves, how to sell million dollar properties and extravagant inspections: creative marketing ideas.

Disclaimer: The information provided is a general guide only. Homely has no association or interest in the organisation or their affiliates mentioned above.