{"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_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":"","jetpack_post_was_ever_published":false},"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":379,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/379\/blog-post-2-weblog-review-the-property-monger\/","url_meta":{"origin":3266,"position":0},"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":332,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/332\/bedtime-links-lawyer-free-real-estate-zillowing-redfin-dancing-with-the-dinosaurs-the-map-to-mash-up-excellence-and-memorable-truths-about-real-estate-20\/","url_meta":{"origin":3266,"position":1},"title":"Bedtime links: Lawyer-free real estate, Zillowing Redfin, dancing with the dinosaurs, the map to mash-up excellence and memorable truths about Real Estate 2.0 . . .","author":"Greg Swann","date":"September 13, 2006","format":false,"excerpt":"Christine gives a nice run-down of seller-only agency as it is practiced in New York State. This is not very far from the way things used to be done in Arizona, except that, because of Article 26 to the state constitution, lawyers are not required to effect the transfer of\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":430,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/430\/blogoff-post-53-vacant-property-requires-attention\/","url_meta":{"origin":3266,"position":2},"title":"Blogoff Post #53: Vacant property requires attention . . .","author":"Greg Swann","date":"September 26, 2006","format":false,"excerpt":"This is a favorite from my Arizona Republic column:I will walk into a vacant house and immediately the odor hits my nose. Worse than cat urine in the carpet or cigarette smoke in the walls. \"That's just sewer gas,\" I'll say quickly, trying to take away the objection before it\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":231,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/231\/the-math-of-real-estate-sales\/","url_meta":{"origin":3266,"position":3},"title":"The Math of Real Estate Sales . . .","author":"Greg Swann","date":"August 21, 2006","format":false,"excerpt":"I wrote this when I first got my real estate license, five-and-a-half years ago. I still get mail about it from freaked-out pre-licensing students.The Math of Real Estate Sales... I got my real estate license in May of 2001. It took a lot of time to study for it, a\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":1825,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/1825\/the-peoples-choice-award-pick-the-best-of-this-weeks-real-estate-writing\/","url_meta":{"origin":3266,"position":4},"title":"The People’s Choice Award: Pick the best of this week’s real estate writing","author":"Greg Swann","date":"August 19, 2007","format":false,"excerpt":"Here is the (not very) short list of this week's nominees for The Odysseus Medal. You can vote for one of these posts for the People's Choice Award. These are this week's entires:Dan Green -- How Sub-Prime and Alt-A Mortgage Markets Are Behaving Like NFL Draft Picks Patrick Kapowich --\u2026","rel":"","context":"In "Blog Carnivals"","block_context":{"text":"Blog Carnivals","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/blog-carnivals\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":877,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/877\/feed-the-starving-realtybot-zillowcom-is-underwhelming-so-far-as-a-national-property-listings-service\/","url_meta":{"origin":3266,"position":5},"title":"Feed the starving Realty.bot: Zillow.com is underwhelming, so far, as a National Property Listings Service . . .","author":"Greg Swann","date":"January 9, 2007","format":false,"excerpt":"I think I have to back off -- for now, at least -- from my earlier expectations for Zillow.com as an incipient National Property Listings Service. To this date, anyway, Zillow's appeal to sellers and listing agents has been underwhelming, at best. As I write, there are 19,250 homes listed\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":[]}],"_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}]}}