New Breed of Single Property Websites for Real Estate: The Solution

March 17, 2010
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Judging by the great responses to my first post on single property websites for real estate, I wanted to make sure that the follow up article was up to par. So I took the idea on the road to REBarcamp  Austin last week and we had a lively discussion with some of the brightest kids on the block: Drew Meyers, Mike Price, Andy Kaufman, Geordie Romer etc. I hope I know that as a result of that discussion, this post will be much better for it.

Where the Status Quo Fails

In the previous post on this topic, I made the point that when it comes to single property websites the magic lies in the user interface. More than any other real estate marketing method that agent currently use, this medium provides the prospective buyer with the most complete 360 degree view of the property: Photos, Video, Information, Tools – All under one roof. But even if one fully agrees with me on those points, the question then becomes: What’s wrong with the current “breed” of  products that offer single property websites?



Advertise at AG

I have used most single property website solutions available to agents and in my opinion, they are relatively cheapsimple to put together but also inflexibleproprietary. In my opinion,  current solutions for single property sites fail because they focus exclusively on syndication. They promise (and deliver) a product that can be put together in mere minutes for a few bucks which will then put your listing information on a bazillion aggregators (Zillow, Trulia etc). But wait, there’s more: They will even give you the code to place ads on classified sites. Cut, Paste, Publish.

I know that sounds like perfection – It did to me, too. Until I looked at the stats. Based on the weekly stats provided by those same aggregators, the property appeared to a large number of people, but the number that actually click to reach your single property site is extremely close to zero. Which is awesome: Zillow gets to sell adspace based on pageviews generated by your listing , you get to cheer them on. “But what about classified ads” – you ask – “they’re so easy and they look so good.”  Those damned stats again! It turns out that our classified ads auto-generated from Postlets get zero clickbacks to your single property sites because they contain zero links! They do include the agent information but in our three years of experience using them and placing ads twice weekly on every listing we sell, very few people have picked up the phone or emailed us from these ads.

Their inefficiency points to a deeper problem: These sites and their classified ads all have that same mass produced look. And because they are not flexible, there is nothing you can do about it. You can’t inject your personality, your knowledge or your genius into it to make it effective. I prefer Artisanal Marketing.

The New Breed

new breed New Breed of Single Property Websites for Real Estate: The Solution

When building a single property website, I want it to become part of our short term and long term marketing strategy. In the short term, I want to help my Seller by inviting all prospective buyers looking in that area to visit “our storefront”. While there I want to offer them the best user experience and the most complete information I can so the prospective buyer can make an educated decision on whether this home is a fit for them. In the long term, while the property has sold or expired, I want it to generate business for me in the future. The more I kept searching for a platform to deliver this, the clearer it became that it had to be self-hosted WordPress.

In this post, I want to go over some of the new concepts that we’re incorporating in our WordPress-based single property websites. (In the next one, we’ll go over some of the nuts and bolts, so this post doesn’t fatten to War and Peace levels).

1. Offer all listings available for sale in that neighborhood in your single property website.

Extensive Analytics of our Houston Real Estate website show that literally thousands of visitors every month come to our site by searching for a property address on Google, Bing and Yahoo. While you let that sink in, let me take it a little further: The visitors that find us this way, stick around double the time on our site compared to those that searched common keywords. And before you jump out of your chair ready to tell me I’m doing my Seller a disservice, I want to tell you you’ve got the flow of traffic wrong. If you offer all listings available for sale in the neighborhood, a prospective buyer googling another property for sale, would land on your single property website and if you do your job right, they will stop and see what your listing has to offer. And if someone comes to your site and decide to see what else is available in the neighborhood, wouldn’t you rather they do that on your site? It’s not like this information is not available to them in a bazillion other sites so hiding the obvious truth is no service to your Seller, either. Instead, ask yourself this question: What are you doing in your marketing to differentiate your listing from others? Does your copy paint a perfect picture? Do your photos dazzle? Can  they find all the school information in just one click?

2. Once the listing has sold or expired, switch the front page to the neighborhood page

The only thing worse than not being found, is to be found then disappoint your visitors. By far, the most challenging issue to me was how to make the site relevant past the sale or expiration of that listing. Picture this – a prospective buyer is looking for a property in a neighborhood and they land on your single property website for a listing that has sold already. What if, you could let those visitors know that the listing has sold but here’s what else is available in that neighborhood that might interest them. Now take that and multiply it by the number of neighborhoods that you have sold properties in the last 3 years. It’s an impressive number of sites, isn’t it? An impressive number that could be generating new prospects for you all the time. Now I don’t want you to think these will be lead generating machines – they don’t generate enough traffic to be that. But when you consider that you could have 30+ sites that you have generated in the normal course of marketing your listings over the years, isn’t it plausible that they could generate 10-15 leads for you in a year that you wouldn’t otherwise generate if you just purged the site? Lets be conservative and suppose two of those leads convert to sales, isn’t that a nice addition to your bottom like for something you are doing anyway?

4. Make your single property website front page a slideshow of impressive, large photos (and nothing else)

If it’s true that photography is the language of real estate, I want our marketing to speak in bold, confident tones. So in the front page of our single property sites, we offer a slideshow of 850px wide professional photos of the property on a timer, to immediately capture the attention of prospective buyers. We purposefully put nothing else on the page as to not cause any distractions. Just a link to the contact page just below the fold.

3. Create each site on its own domain

On this topic, there was quite a bit of pushback from people that know a thing or two about SEO at ReBarcamp. Currently we’re purchasing the domain name for each site and installing a separate instance of WordPress in this standalone site. During our discussion in the panel at#REBCATX , Drew suggested that from an SEO perspective, it would be better to create a page on your existing site then point the domain name of the new listing to that page. That way you don’t start over but use some of the Google juice your site has already built up. My issue with that idea is that by creating a simple page on your site, you don’t get the same client experience that a full blown site would offer. If you install a separate instance of Worpress in a new directory within your site, the implementation is not for the faint at heart. So at this point I’m sticking to my story, but I am open to opinions from SEO experts.

4. Search engine optimize every page to increase long tail visits

This is where WordPress absolutely shines. You can easily optimize your site for search engines by adding local information like common cross streets, venues, school names etc to ensure that your site occupies the first spot. And if done right, it always does.

Next – I will go over how to put new breed WP-based single property site together in 30 min or less.



Houston Real Estate Rainmaker and Uberproud Father/Husband (not necessarily in that order). When I'm not skinning cats or changing diapers you can find me on Twitter or Facebook. I blog about marketing, social media and real estate. I might not always be in agreement, but you can rest assured I'll be honest. Oh, and I can cook a mean breakfast...


  • http://www.LakeConroeHouse.com David Taylor

    Great post Erion, its easy to see that you know your stuff.

  • http://www.LiquidBlueRealty.com John Kalinowski

    Erion – I’m eager to follow this topic in your upcoming posts. We are doing this right now on our site, which I built using WordPress and the Thesis Theme. Each of our listings gets its own single property page on the site, and we also purchase a special domain name based on the address, and point it to that page.

    Once the home sells or expires, we leave the single property page on the site forever, but allow the special domain name to expire after the one year period. Are you suggesting that we keep the special domain name active forever, which would be necessary if each site is built on a brand new WordPress installation? Seems like that would get expensive after 2-3 years as you would have to keep paying for the domain names. We can keep the individual listing site active forever as part of our site, without having to pay for each domain name forever.

    Eagerly awaiting more! – John

    • http://www.BenjaminBach.com Benjamin Bach

      “Seems like that would get expensive after 2-3 years as you would have to keep paying for the domain names.”

      Yes – 50 listings a year, $9 a domain, after 3 years you’ve paid almost 3K in domain registration fees…

  • http://www.BrandCandid.com Ken Brand

    I’m all ears. Thanks for the education. I see the future, you’re there now.

  • http://www.BenjaminBach.com Benjamin Bach

    good article, but an issue with your last point:
    ” You can easily optimize your site for search engines by adding local information like common cross streets, venues, school names etc to ensure that your site occupies the first spot. And if done right, it always does.”

    Your site occupies the first spot only when you enter the address into google, including the street number. If you just put in “Atascocita Shores” there are 5 hits above. 6th place is still good tho, but it aint 1st.

  • http://www.BenjaminBach.com Benjamin Bach

    wow, nice house for 162k :P

  • http://mysinglepropertywebsites.com Michael LaPeter

    Great post Erion! I think for SEO purposes, the strategy you’re talking about makes perfect sense. Something I’ve been seeing more of though is people using single property websites as their marketing “hub”, in other words the central place they can manage nearly all online marketing for a listing. For someone as savvy as yourself, there’s no need for this, but there’s a good chunk of agents out there for whom SEO isn’t a big part of their marketing strategy…heresy, I know :)

    When I started real estate I read and was trained that how you handle things like hosting an open house, market a listing, etc, can make a big difference in winning more listings from neighbors and others who see your professionalism. I think for some agents single property websites fill the niche of being easy, inexpensive, and more professional than what they’re personally able to do online.

    Anyway, looking forward to your next few posts!

    • http://erionshehaj.com Erion Shehaj

      Michael

      Thanks for joining the conversation. Before I wrote this post, I actually played with your site quite a bit and found the interface as easy and commonsensical as can be. Really dig the modern look of the templates as well. As you already saw, I am advocating for a “beefier” SPW but that doesn’t mean there’s no room in the market for clean, fast and easy.

      Would love to hear your input on the following posts in this series.

  • http://erionshehaj.com Erion Shehaj

    Benjamin

    You raise a couple of good points.

    Site Rankings
    When I was using Postlets and Vflyer to build these sites, I wasn’t ranking first even when someone googled the complete street address. And to me is very important to have control over the user experience if someone is searching for one of my listings, because after all that could make thousands of dollars of difference for my Seller (not by dual agency – mind you – because we just don’t do that . But by making Buyers fall in love with the property). If you google the street name (which is also the subdivision name) we come up 6th which is not very impressive – until you consider that this domain name is just 40 days old! :-)

    Cost of domains
    There’s cost associated with the domains, sure – as there is with every other marketing we do in real estate. But being and investment/commercial guy, you know that it’s not what you spend, it’s what you net. Atascocita Shores had 20 sales in the past 12 months at an average price of $325,000. If you did what I suggest with 50 such neighborhoods you would have to spend 3k in domain fees – but out of a pool of 1000 sales/year would it be out of this world if you were involved in 2-5 of them?! At an average price of 300k, thats between 18k and 45k/year. Let’s say I’m half wrong … :-)

    • http://www.BenjaminBach.com Benjamin Bach

      I agree with you, and I think ranking 6th on pg1 is impressive, even if the site was older.

      I also agree re: cost of domains. I myself own many domains, some I’m “banking” , some I use, some I sell etc.

      Again, good post

  • http://erionshehaj.com Erion Shehaj

    Yes – that is a VERY nice home. Would you like to make an offer? :-P

    • http://www.BenjaminBach.com Benjamin Bach

      It’s too far a commute for me, and if I was buying down south it’d be one of those sunny places with no tax :)

  • http://erionshehaj.com Erion Shehaj

    John

    I am curious to know how you are handling this – Do you create a directory within your site a la:

    yoursite.com/singlepropertysite/

    and installing wordpress in that directory? Please share the URL so I can take a look if you don’t mind.

    Thanks for reading. It means a lot to me.

  • http://www.michaelbertoldi.net Michael Bertoldi

    Awesome topic Erion.

    WordPress is definitely the way to go these days. Will you get into which themes you use for single property sites or show examples?

    My only disagreement I think might be in renewing the domain name when the year runs up. If it sells in 2 months, then I’ve got 10 months to implement your suggestion of something like “This listing has sold, but check out the other listings in the neighborhood” type of thing. Hopefully by then, the site has done its job.

    Great topic though. It’s something people need to learn how to do.

    • http://erionshehaj.com Erion Shehaj

      Cost-wise, the cheapest advertising is to do nothing.

      I guess deep in my nerdy delusions, I imagine a world where every property address has its own web address – a virtual archive of sorts. And in that world, domain names=web real estate :-)

  • http://www.LiquidBlueRealty.com John Kalinowski

    @Erion – Just click on my name and our site comes up. We only have one WordPress installation at LiquidBlueRealty.com. We have one parent page on the site titled /Our-Listings and each single property website is just a new page under that parent page. We then reserve a custom URL at GoDaddy and point it to that individual property page. No need for separate WordPress installations.

    I haven’t figured out all the SEO tweaks yet, so I could do better, but our pages all eventually show up in the top 5 in Google if you search just for the address, and they usually stay at the top long after they’re sold, even after the custom URL expires. Try Googling “17961 Heritage Trail” which was sold in March 2009, or “582 Huntmere” which sold in May of ’09. These can stay as live pages on our site forever, and I don’t have to pay another dime for any sort of annual URL registration.

    • http://MoCoRealEstate.com Bruce Lemieux

      This is exactly what I’m doing. My listing at www dot CoralGablesWay.com redirects to a page on my WP blog. When I do a Google search on the address, I’m #2 on page 1 — can’t get much better than that. Hosting a WP blog per property? I just can’t see how this would be worth the expense and time to setup and maintain. For me, it’s not practical at all.

      • http://erionshehaj.com Erion Shehaj

        You wouldn’t need a separate hosting per property – Just get one unlimited hosting account and host all sites there at no added cost. The only cost/site then would be the rights to the domain name and costs there are trending pretty damn close to free (seven bucks a year now)

  • http://www.massrealestateguy.com Jim Gatos

    I’ve been using RealEstateShows.com for my single property websites.. I honestly think Jeff Turner seems to be a responsive and “hands on” guy when it comes to the company.. Here is an example;

    10cannadrive.info

    It seems to be okay for me.. Plus, even the hardest people to please seem to like realestateshows.

  • Chris

    Regarding the domain names, SEO experts tell me the older the better so buying new and letting them expire – or only buying them for a year – is a strike against you in the search engine game. Maybe just as good to use your main domain with sub-directories and regularly upload a site map to Google,.

  • http://www.bawldguy.com BawldGuy

    Way outa my league on this topic, but an observation on the price of maintaining a listing’s domain name for years. The example used by Benjamin was 50 listings a year = $3K.

    Geez, I dunno — 50 X $300K X 3% = $450K gross income annually from listing sales. $3k/yr is less than .6% of that. (Givin’ Benjamin a hard time now.) That’s akin to driving around for 10 minutes to save three pennies a gallon for gas.

    Also, and again, from a TechTard’s point of view, aren’t you gonna list that property again at some point anyway? Now you have the domain, the pics, videos, etc. ready to go and an update is all that’s required. Not to mention the years of being indexed? (Assumed that mattered. :) )

    • http://www.BenjaminBach.com Benjamin Bach

      Jeff, you don’t go to different grocery stores to use your different 20 cent coupons?!?!?

    • http://www.BenjaminBach.com Benjamin Bach

      “Also, and again, from a TechTard’s point of view, aren’t you gonna list that property again at some point anyway? ”

      Umm, that’s pretty brilliant Jeff. Less than $200 to keep the domain around for 20 years, and somewhere in that time you will resell it. It may remind the agent long term to keep up with the clients too!

      • http://erionshehaj.com Erion Shehaj

        Bawldguy knows his stuff, Ben – It’s what happens when you’re around for 100 years plus :-)

        But to add another piece of wood to this creative “fire”, even if you don’t get the listing next time around, you increase the chances that you might represent the Buyer in that transaction – why wouldn’t they want to work with the agent that knows most about the property judging by the quantity and quality of information they are presenting?

  • Chris

    >>I am curious to know how you are handling this – Do you create a directory within your site a la: yoursite.com/singlepropertysite/ and installing wordpress in that directory?

    I believe all you need to do is determine the page URL WordPress assigns (look in the address bar…) and then point the domain to that.

  • http://www.bawldguy.com BawldGuy

    Benjamin — grin Your killin’ me here.

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  • http://iciclecreekrealestate.com Geordie Romer | Leavenworth WA

    ” Drew suggested that from an SEO perspective, it would be better to create a page on your existing site then point the domain name of the new listing to that page. That way you don’t start over but use some of the Google juice your site has already built up. My issue with that idea is that by creating a simple page on your site, you don’t get the same client experience that a full blown site would offer.”

    I still agree with Drew on this matter. You can have a good UI on a single property site or a good UI on page on your existing site. I don’t understand what “client experience” you can create on a single property site that you couldn’t just add to an existing WP site.

    My pages for listings are pretty simple, but if I wanted to make them better I would spend the time on my EXISTING site and not create a new WP site for each listing.

    As far as SEO goes, each of my listings comes up first on Google above Trulia, Zillow, Hotpads, etc and this is without having to buy domains.

    PS… This discussion was one of my favorites from the 4 REBCs I have attended. Thanks for your contributions.

  • http://MoCoRealEstate.com Bruce Lemieux

    Erion – the photography on 20214atascocitashores.com is really, really nice. What plug-in do you use to create this screenshow? I’m currently linking to a Flickr screenshow. I worry a little that my Flickr account would be in jeopardy if it’s determined to be ‘commercial’. We’ll see.

    Also, you say ‘only photos, no text’. I see your point, but I disagree. I add the text details that I include in my brochure. Although there’s a bit of fluff, it’s still the best way to communicate property improvements (new systems, appliances, windows, etc). Personally, I think it enhances the property site.

    One more thing. I have enhanced listings with R.com. I’ve just setup myself as a virtual tour provider with R.com and can add my WP page as the virtual tour. My site is getting a few hits from R.com as a result, although not as many as I expected. We’ll see how that goes.

    • http://erionshehaj.com Erion Shehaj

      The plugin I’m using is a variation of the NextGen Wp Plugin – I’ll go over it in detain in my next post. I can’t claim credit for the quality of the photography – that’s my supercool local photographer Andrew Green Harris. He absolutely rocks! As a matter of fact, I encourage you to research local photographers that specialize in shooting real estate and you will be surprised at how affordable they are and how much of a difference professional photos make.

  • http://StephanieCrawford.net Stephanie Crawford

    Nice post. My photographer provides a professional looking VT site. I used to buy dot.com domains to point there, but never saw any results. After I switched over to WP a few months ago, I started creating custom home posts. I create a video from the photos and link back to photo tour. I now purchase dot.info domains for a fraction of the price ($1.07). I’ve never had a seller complain. Actually I think it’s pretty intuitive. Go to 2908Dobbs.info for, well, INFO!

    My posts don’t make it #1 though – usually between 2-6. Funny thing, it’s not always the same website beating me out. Sometime it’s R.com, MoveTo, Zillow, etc….

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  • http://marissamyers.com Marissa Myers

    Smart strategy, Erion — an SEO optimized property site that drives traffic to your website long after the property is sold. Looking forward to implementation details.

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  • http://www.UberRealty.com Jim Whatley

    Why not do both and link to each other. link to a blog post about an event about outdoor kitchens if it has one. Even if just building a single listing page doesn’t pull the traffic it show you are doing more than the next agent. If you new who was going to buy the house, how they would find it, and how much the where going to pay. all you would have to do is call them.

    Eric who do you use for an Idx feed?

    I talked to you on the phone once about your site. I really like the layout simple but elegant design.

    • http://erionshehaj.com Erion Shehaj

      Hi Jim

      The IDX solution we use is Diverse Solutions – which just released a WP Plugin a few months ago that’s absolutely fantastic.

      By the way, if you have any further questions, don’t hesitate to call (713-952-3200)

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  • http://www.TheUniversalFamily.com Nathan D Kerpan

    Eagerly awaiting the how to on this strategy. I have been using SPS for a few months now not only for my real estate team but also a strategy for my mortgage company to provide value to my REALTOR Referral Partners in other firms by delivering co-branded property sites and coaching to them for minimal (90% off retail) on SPS for them.

    Nonetheless it dawned on me to look into who else is providing such services to make sure the provider I am using is the most feature rich and cost effective. While I am A-Type personality and am self proclaimed tech nerd, I am hesitant to work towards a self developed solution as I do value the ability to give my REALTOR Referral Partners their own login and ability to create their own SPS via my subscribers wizard, but if it were deemed simple enough and cost effective I feel your solution may be the best?

    Looking forward to your next post to find out!

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  • http://www.HomeSweetNJ.com Lily Chen

    Thank you for presenting a comprehensive article for implementing WP with real estate listings. Very nice suggestions in the comments area too. If anyone is interested, I use a plugin called WP Hive (wp-hive.com) to host multiple domains using one WP installation. It’s worked wonderfully as I can load all the themes and plugins I want and they’ll be available to all the sites I set up. It makes updating WP and plugins so much easier as you only need to do it once.

    I prefer to have all relevant info on the same page rather than breaking it up across different pages as in the author’s example site. My reason is that people still do print stuff out to bring with them or to pass around, and why make it hard for them or waste extra paper/ink/toner? Having all info on one page makes it less likely for visitors to miss important info, and when properly designed makes a nice instant flyer. Today people are not so averse to scrolling the web pages as long as the content is of interest. Furthermore, people with iPhones, iPads and other mobile devices won’t need to struggle with clicking on tiny buttons on their screens. With WP you can even use iPhone-friendly themes to display the property page. (Did I tell you I have an iPhone? :D )

    Oh, and definitely NO FLASH please. Can’t have Flash on my iPhone. With jQuery and other Javascript framework, much of the functions can be done without using Flash. Why risk your visitor skipping your listing because they see an empty spot where the slideshow should be? Plus it’s bad for SEO.

    I think keeping the site up even after sold is a great idea to market to future sellers and buyers. Don’t think how many thousands of dollars over 3-5 years. Think just $10 (or less) per property. What kind of newspaper/magazine charges $10 for real estate ads? For such low investment you get a whole year of exposure. Combined with Google Adwords, Craigslist, social media sites and the like, you’re really stretching that money!

    For people who like to keep everything on one site but want a different look, you can create page templates, even squeeze pages, within a WP site. There is a plugin that grants the template functionality to posts as well. Search for “WP post template plugin.”

    I find it interesting that the author’s example site has “Share” link on every item except the home page where the big beautiful photos go. Maybe it needs to be updated so people can share the property images not just the words.

    Overall, a very helpful article. I like it!

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  • http://launchyourlisting.com/ markmac

    I create Single Property Websites for agents exclusively on WordPress. As far as I’m concerned it’s the best platform from both a presentation and SEO standpoint.

    I’m actually in the middle of a video tutorial series on how to do this on your own even if you’re not the most tech savvy agent.

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  • http://ReddingRealEstateNews.com Glenn Revheim

    Interesting in looking at a single property website in wordpress…or any other site you think is the best. Just starting to take listingings (former buyers agent) and plan on using single prop. sites for each listing..I appreciate any info./advice you can give me on this subject.

    • http://stephaniecrawford.net stephanie crawford

      I can’t understand why you would want to spend that much time, money and energy creating a WP single property site unless you are dealing in high priced luxury property. I create a POST on my personal WP website for each listing instead. That way I have a better shot a capturing the lead. I buy a domain url and point it a the listing site. Here is an example of a brand new one (sorry, I haven’t bought the vanity URL for this one yet): stephaniecrawford.net/1415a-russell-st-nashville/

      This was created using short code from Diverse Solutions. It takes me about half an hour to create and upload a video then create this kind of post. I admit that the sidebar makes this listing look a bit blog-y, but I have plans to create a template that doesn’t include the side bar on specific posts.

      What do you all think?

      • http://card.ly/laniar Lani Rosales

        I don’t know, I think it depends on the market. Rural areas that don’t even have internet yet aren’t ideal, but urban areas with high saturation of smartphone use makes sense.

        On a sidenote, are you getting my email messages, Stephanie? Tryin’ to reach ya! :)

  • http://jgwilliamsdesign.com Jim Williams

    Erion,

    I clicked through to the site, signaturehouston.com/idx/35359-houston-heights/, to see an example of what you're talking about, and wow! great neighborhood site! Then I went looking to see how to embed a Google map in my own site and arrived at a contradiction – Google has discontinued them: google.com/support/forum/p/maps/thread?tid=5a992891051ac80c&hl=en

    So of course I'm puzzled. Who builds your Google map? And what is Google's level of involvement?

  • http://www.strategiccreative.com.au Danielle Spinks

    Thanks for an excellent article.
    I have a couple of real estate clients to whom I give marketing support and I have previously asked them to consider single property sites for premium real estate. You have given some good techniques and justification for doing this.
    Thanks again.
    Dani

  • DavidHeape

    Can we speak today?   david.heape@gmail.com