{"id":3266,"date":"2008-06-25T12:13:56","date_gmt":"2008-06-25T19:13:56","guid":{"rendered":"http:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/?p=3266"},"modified":"2008-08-19T10:44:25","modified_gmt":"2008-08-19T17:44:25","slug":"listing-real-estate-the-bloodhound-way-apprehending-all-of-the-marketing-objectives-of-single-property-web-sites","status":"publish","type":"post","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/3266\/listing-real-estate-the-bloodhound-way-apprehending-all-of-the-marketing-objectives-of-single-property-web-sites\/","title":{"rendered":"Listing real estate the Bloodhound way: Apprehending all of the marketing objectives of single-property web sites"},"content":{"rendered":"

Trace Richardson wrote just lately on the technology of building single-property web sites<\/a>, and, while he got almost everything wrong, from my point of view, I’m willing to cut him some slack. First, he’s a very thoroughgoing weblogger, and that buys a lot of credit in my bank. And second, he went after the topic as a technology problem, rather than as a marketing problem.<\/p>\n

That’s a mistake, but hardly an uncommon one. It’s natural for us, when we think about doing something, to think about the doing, rather than about what it is we hope at the end of the process to have done<\/em>. Build a web site? That’s easy: Step 1. Step 2. Step 3. Build a web site that sells a house?<\/em> That’s a harder job. Build a web site that thrills the sellers, slays the neighbors, sells the house and promotes you as a Realtor forever? That’s a Bloodhound<\/em> job.<\/p>\n

Here’s the thing: A single-property web site is not just another bullet point in your listing presentation. If it is, you might as well just buy yourself a Showing Beacon<\/a> and be done with it. If you’re just shining your sellers on, just promising them yet another gimmick to get the listing, you might as well pick an easier gimmick.<\/p>\n

There’s more: There is no way a third-party vendor is going to produce a single-property web site that will achieve what I consider to be the essential<\/em> marketing objectives of the endeavor — not, at least, at a price you can afford to pay. You have to learn to do this in house, either yourself or with staffers you control directly.<\/p>\n

And still more: Of all of the marketing objectives we can attain with a single-property web site, SEO is pretty low on the list. Even so, there are long-term SEO benefits to be reaped from doing a single-property web site properly.<\/p>\n

This is our<\/em> way of thinking about this issue. Your mileage may vary, and I entreat you to remember that a single-property web site is just one piece of an overall strategy that we use to market a listing.<\/p>\n

Start here: Read more<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Trace Richardson wrote just lately on the technology of building single-property web sites, and, while he got almost everything wrong, from my point of view, I’m willing to cut him some slack. First, he’s a very thoroughgoing weblogger, and that buys a lot of credit in my bank. And second, he went after the topic […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_crdt_document":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[24,6,9,5],"tags":[],"class_list":{"0":"post-3266","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"hentry","6":"category-egoism-in-action","7":"category-marketing","8":"category-photography","9":"category-real-estate","11":"no-featured-image"},"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack-related-posts":[{"id":1442,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/1442\/two-simple-steps-that-can-save-you-hundreds-or-even-thousands-of-dollars-on-craig-proctors-lead-generation-systems\/","url_meta":{"origin":3266,"position":0},"title":"Two simple steps that can save you hundreds or even thousands of dollars on Craig Proctor’s lead generation systems","author":"Greg Swann","date":"May 17, 2007","format":false,"excerpt":"Russell posted a note about a forthcoming Tom Ferry seminar. It would seem to be the seminar season, so I signed up for that one and two others, purely for the thrill of the chase: Identify the scam, marvel at the upsells, listen for the fall-back sale, all that cheesy\u2026","rel":"","context":"In "Marketing"","block_context":{"text":"Marketing","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/marketing\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":703,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/703\/charmed-im-sure\/","url_meta":{"origin":3266,"position":1},"title":"Charmed, I’m sure","author":"Richard Riccelli","date":"November 28, 2006","format":false,"excerpt":"DC: A very charming Georgetown house in the very center of the east village... CHICAGO: Very charming Gunderson style home located on great block... SF: Sunnyvale charmer! Updated kitchen. Great neighborhood... Let's step past the navel-gazing** about why most real estate copy is so dreadfully banal, and step up to\u2026","rel":"","context":"In "Enduring Interest"","block_context":{"text":"Enduring Interest","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/enduring-interest\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":16276,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/16276\/there-is-no-real-estate-inventory-problem-in-oceanside-ca\/","url_meta":{"origin":3266,"position":2},"title":"There is no real estate inventory problem in Oceanside, CA","author":"Brian Brady","date":"January 11, 2013","format":false,"excerpt":"How often had you heard real estate agents complain about \"the inventory problem\" this past year?\u00a0 I used to think their complaints were farcical until these past 3-4 months.\u00a0 I have about a dozen pre-approved buyers out looking for homes.\u00a0 Interest rates are low and the foreclosures are getting snapped\u2026","rel":"","context":"In "Flourishing"","block_context":{"text":"Flourishing","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/flourishing\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":379,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/379\/blog-post-2-weblog-review-the-property-monger\/","url_meta":{"origin":3266,"position":3},"title":"Blogoff Post #2: Weblog Review: The Property Monger . . .","author":"Greg Swann","date":"September 26, 2006","format":false,"excerpt":"Blogoff play-by-play commentator, The Property Monger, is a game, intrepid real estate weblogger. Writer Jon Ernest strikes the right kind balance for me. He holds his own local market, Boston\/Brookline\/Cambridge, in due regard, yet attends to national real estate news and issues, bringing to all of it an acerbic, mildly-self-deprecating\u2026","rel":"","context":"In "Blogging"","block_context":{"text":"Blogging","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/blogging\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":3528,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/3528\/a-real-estate-sign-of-the-times-our-first-custom-yard-sign-printed-in-both-english-and-spanish\/","url_meta":{"origin":3266,"position":4},"title":"A real estate sign of the times: Our first custom yard sign printed in both English and Spanish","author":"Greg Swann","date":"July 27, 2008","format":false,"excerpt":"This is my column for this week from the Arizona Republic (permanent link). \u00a0A real estate sign of the times: Our first custom yard sign printed in both English and Spanish We do things that other brokers in the Phoenix area don't do. We're not the busiest listing brokerage --\u2026","rel":"","context":"In "Marketing"","block_context":{"text":"Marketing","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/marketing\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":5126,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/5126\/i-still-havent-found-what-im-looking-for\/","url_meta":{"origin":3266,"position":5},"title":"I Still Haven’t Found What I’m Looking For","author":"Thomas Hall","date":"October 21, 2008","format":false,"excerpt":"I have been thinking alot lately about RE Web 2.0, particularly in light of the recent news regarding Redfin and Zillow's current layoffs.\u00a0 Greg also recently posted regarding the current state of the Realty.bots. \"Indeed. We have seen the future of real estate marketing \u2014 and it is us.*\" I\u2026","rel":"","context":"In "Disintermediation"","block_context":{"text":"Disintermediation","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/disintermediation\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]}],"_links":{"self":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/3266","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/comments?post=3266"}],"version-history":[{"count":2,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/3266\/revisions"}],"predecessor-version":[{"id":3999,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/3266\/revisions\/3999"}],"wp:attachment":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/media?parent=3266"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/categories?post=3266"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/tags?post=3266"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}