A few years ago, it seemed like every listing agent was trying to figure out how to make the best single property websites for their listings. While they’re less prevalent these days, you still have a dizzying array of tools available to build one.
To make your life a little easier, we have created this guide to single property websites. We’ll share apps that help you build them quickly and easily, tips for website design, and finally, cases for and against using single property websites in 2024 so you can make the most informed decisions for your business.
What Are Single Property Websites?
Single property websites are exactly what they sound like: websites dedicated to one listing and one listing only. They generally include beautiful photography of a listing, video walk-throughs, 3D tours, and anything else that won’t fit on your MLS or on Zillow. They can be a great way to impress homeowners or highlight a unique luxury or historic listing.
Here are the single property website builders we think are actually worth your time and money.
The 6 Best Single Property Website Providers for 2024
| Website Builder | Best For | Pricing | No. of Sites |
|---|---|---|---|
| Rela | (Best overall) Luxury listings | $24 per month (paid annually) | 1 at a time |
| Listings Unlimited | Brokerages that need single property sites in bulk | $25 per month | Up to 25 |
| Cribflyer | Affordability (for single sites) | $9 per month (bulk pricing available) | 1 at a time |
| WordPress via Envato Market ThemeForest (DIY) | Customization | ~$10-$60 per template (one-time fee) | Unlimited |
| Unbounce (DIY) | Lead capture and landing pages | $74 per month (paid annually) | Unlimited |
| Luxury Presence | Design and ease of use | ~$500 per month | 20 |
Rela
Why we picked Rela: Rela offers gorgeous single property website templates that stand head and shoulder above competitors in this price point. Sure, they cost a bit more than rivals like Listings Unlimited, but we think impressing homeowners and potential buyers with drop-dead gorgeous designs is well worth the slightly higher price point.
Pricing: $24 per month with options to scale
Best features:
Drawbacks: While we loved the beautiful layouts available on Rela sites, they cost quite a bit more than Listings Unlimited or Cribflyer. If you really want to impress your homeowner or need a pearl in the marketing section of your listing presentation, Rela is a solid choice. Rela also has a lot of bells and whistles—we’re just not sure most agents will actually use them.
Example Rela website: Dax Template
Listings Unlimited
Why we picked Listings Unlimited: Although their templates aren’t quite as nice as Rela’s, Listings Unlimited offers unique tools, such as a video builder, a QR code generator, and a robust social media tool. For starters, they are far more affordable than competitors like Rela. For the price of one Rela site, you can get up to 25 single property sites using Listings Unlimited. If you’re a broker who needs to buy single property sites in bulk for your agents, Listings Unlimited is the clear winner.
Pricing: $25 per month for up to 25 listings and 89 cents per listing after that
Best features:
Drawbacks: While Listings Unlimited’s templates are fine, let’s just say they won’t win any design awards. The pricing is also a bit high for single agents who just want one or two websites. You pay $25 per month even if you only need one website.
Example Listings Unlimited website: Listings Unlimited Template
Cribflyer
Why we picked Cribflyer: Although they only have three templates to choose from, Cribflyer’s affordable pricing and competent design quality make them an excellent choice for agents on a budget. While Cribflyer’s sites are slightly more expensive in bulk than Listings Unlimited, if you only need one site at a time, Cribflyer is your best bet. A single Cribflyer site will only set you back $10.25 per month.
Pricing: $9 per site, per month for one site or as little as $1.25 per site, per month for bulk purchasing of multiple sites.
Best features:
Drawbacks: Cribflyer’s sites are not quite as nice-looking as Rela’s and don’t have the bells and whistles Listings Unlimited’s sites have.
Example Cribflyer website: Zen Modern Home
WordPress Single Property Themes on ThemeForest
Why we picked WordPress Themes on ThemeForest: Even though dedicated single property website builders are great, they’re not that cheap. And if you’re already skilled in WordPress, you can basically build sites for free. All you need is some basic WordPress skills to customize your current template, or a few dollars to buy single property templates from sites like ThemeForest. The only catch is that you need a WordPress website to use them.
If you want to get started building a WordPress site with IDX, check out our in-depth guide: How to Build an IDX Real Estate Website in an Afternoon.
Pricing: $10 per year for URL hosting, approximately $10 to $50 per template (one-time fee)
Best features:
Drawbacks: This DIY option has a steep learning curve.
Example WordPress Theme website: Spacey Theme
Unbounce
Why we picked Unbounce: Another way to build single property sites is by using a landing page builder like Unbounce. Like the dedicated builders, Unbounce has an easy-to-use editor and you can build sites pretty quickly. Unbounce’s templates are also built for conversion, and even let you A/B test different versions of your site to see which converts better. You can also use Unbounce to build landing pages for Facebook ads, Google ads, or anywhere else you’ll need a landing page.
Pricing: Starting at $74 per month, billed annually
Best features:
Drawbacks: Since these are not designed as real estate landing pages, creating them may be a bit more labor intensive. Also, it’s a high price if you don’t plan to make other landing pages.
Example Unbounce website: Destination Homes
Luxury Presence
Why we picked Luxury Presence: A well-respected real estate website builder, Luxury Presence offers chic, streamlined designs and a user-friendly interface. Single property websites are included in its marketing package and come with the same dedication to aesthetics as their full sites. While definitely one of the more expensive options on our list, if you’re looking for a total leveling-up of your brand, Luxury Presence might just be the right choice for you.
Pricing: It’s hard to get a set cost for Luxury Presence because the product is so highly customized, but pricing starts around $500 per month for an agent website, which includes 20 single property websites.
Best Features:
Drawbacks: Not suitable for agents already happy with their websites; expensive even for agents looking for a new website.
Luxury Presence Case Study: Cindy Ambuehl
Single Property Website Tips & Tricks for 2024
When you’re designing a single property website, be sure to remember these expert tips. They’ll help you make the most of your time and money and stand out in a crowd.
Include Content That Isn’t Available Anywhere Else
A great way to get people to visit your single property site is to promise content that isn’t available anywhere else. You can offer extra pictures, videos, floor plans, neighborhood information, or anything else that you are comfortable leaving off Zillow. You could even include a quick introduction to the neighborhood via a community slideshow or video. The content doesn’t necessarily have to be amazing, but it has to sound good enough to get someone to click.
Use Large Photos & Videos That Are Optimized
People don’t want to squint at tiny pictures on their phone any more than they want to parse grainy, low-res images on their desktop. Make sure your pictures are at least 900 pixels wide by 600 pixels tall at 72 DPI. At this resolution, your pictures should look crisp but still load quickly. Remember that a huge percentage of your audience, especially those clicking over from Facebook, will be visiting your site on their phones or tablets. Test to see how your website looks and loads on every screen size you have.
Get Permission From Homeowners to Post Their Address & Photos Online
It’s important to tell your homeowner exactly what information you will include on your single property website. You might be surprised to learn that some people are perfectly comfortable having their address and pictures of their home on Zillow, but might balk at having them on a single property website.
Update the Page Once the Listing Is Sold
If you plan on keeping the site up after the sale as a marketing piece, make sure you get permission from the seller and update the site to say the home is sold. Your MLS won’t be pleased if you leave a listing up without mentioning that the deal is closed and it’s no longer available. To help sweeten the deal, you could include handy links to gas hookup, cable hookup, and other local information and offer it to the sellers as a resource after they move in.
The Case for Single Property Websites: Why They Still Provide Value in 2024
After learning all the intricacies involved in creating single property websites, you might wonder if it’s worth investing your time, effort, and money into them. First we’ll look at the pros of this listing marketing approach.
Boomer Homeowners Are Still Impressed by Single Property Websites
Let’s be honest: We’re still living in an age where a decent majority of homeowners are still Baby Boomers. They landed on the moon, ended the Cold War, and even invented the technology that still serves as the backbone of the internet. But when it comes to digital marketing … well, let’s just say they’re not quite up to speed.
So, why not give them what they want? For the price of a cup of good coffee per week, you can provide the shiny bells and whistles their granddaughter who “knows computers” told them they need.
It’s certainly not going to hurt, and it might actually encourage them to send your single property site out to friends and family. Referrals are referrals, right?
There’s No Competition for Clicks on a Single Property Website
When it comes to influencing people who visit your website, the goal is to make clicking on that “contact us” button as easy as humanly possible. In the marketing world, we call this conversion rate optimization. Reducing friction is one of the most common ways to guide people to click where you want them to. That means the fewer distractions they have on the page, the more likely they are to contact you.
On a well-designed single property website, almost all of the friction is removed, and the Contact Us button is pretty much the only option. This can—and often does—mean much higher click-through rates.
Single Property Website Builders Offer Professional-looking Websites for a Very Attractive Price
To be sure, single property websites are not a replacement for an agent’s website or your page on your broker’s site. But, if you don’t have a site that allows for this type of property marketing, it’s an excellent addition to your online presence.
Additionally, if you’re not happy with the aesthetics of your current agent site or broker site, you can build gorgeous websites for less than $25 per month using single property website builders.
Single Property Websites Still Look Great in Your Listing Presentation
Let’s face it: Since getting listing leads is hard, pitching them successfully is a must. That’s why having a killer comparable market analysis and listing presentation is not optional if you want listings. The only problem is that newer agents often only have a handful of closed deals to point to and even fewer case studies for marketing homes successfully.
Here’s where your small investment in single property websites can come in handy. Instead of just the usual menu of listing photographs and Facebook ads, you can show off the professional-looking websites that you make for every listing you get. To homeowners, they often end up looking like they took you a long time to make. In reality, of course, you can knock one out in a few minutes once you get comfortable with a single property website builder.
Why Single Property Websites Might Be a Waste of Time in 2024
We want to give you the whole story, not just the version that makes real estate software companies happy. That’s why we’re giving you three good reasons why single property websites might not be the right strategy for your business.
Single Property Websites Only Really Make Sense for Historic or Expensive Listings
One of the main selling points for single property websites is the URL itself. It’s like an actor who can brag about having an IMDb page. The mere fact that someone took the time to create a URL and make a website for a house confers a certain sense of importance.
Now imagine that same URL with 10 pictures you shot with your iPhone of a $125,000 ranch in Ohio—in the middle of winter. It’s almost like putting a velvet rope and bouncer outside of your local bowling alley. No one’s buying the idea that the bowling alley is suddenly an exclusive club.
You Need to Offer Something of Real Value for Buyers
Another reason why single property sites might not work for you is that pretty much everyone who visits the site comes from a source that might have more information than your site does. So I’d encourage you to put some thought and effort into what you’re actually providing. It’s easy to be lazy and reproduce your Zillow listing, but savvy buyers are going to be looking for more.
It can be as simple as saving some nice pictures, a walk-through video, or other goodies for your single property site. You can then entice people to click by saying something like “check out 123mainstreet.com for more exclusive pictures and a virtual tour.”
The Same Traffic Might Convert Better on Your Website
Another hard truth is that only a small percentage of the people who click on a listing or even come to an open house will be interested in making an offer. This is something that every listing agent discovers early in their career. Buyers just want to look at listings. Even non-buyers want to look at listings!
Considering the low odds of converting a site visitor on a single property site, wouldn’t it make more sense to try to entice those people into contacting you for another reason? Most often, that reason will be another listing, but someone might also be looking for honest advice or just some information on the local market. Since you probably have unlimited pages on your website, you can curate listings, write content, or shoot videos that might encourage one of those visitors to become a client.
Bringing It All Together
What do you think about single property websites? Do you use them to market listings? Do you think they still make sense in 2024? Let us know in the comment section!
