Inman Gets it Wrong

Inman is one of the leaders in real estate commentary, but they are not always right and they are not always transparent. For example, Inman has a history of biased reviews. Looking at their unsponsored articles, it is easy to see they have a knack for reviewing and recommending their paying sponsors. These are the same sponsors who line their pockets with thousands every year.

Recently, Inman put out an article on single property websites. The article questioned if these websites actually help sell homes. Their research was inconclusive, but the news giant brushed off using single property websites to sell homes. And while they’re wrong because of Single Property Sites ability to house every piece of listing material in one place, Iman missed the entire point of single property sites by asking the wrong question.

They Were Asking the Wrong Questions

Instead of wondering if single property websites helped sell homes, Inman should have focused on the real issue. Their question should have been, “Do single property websites win listings?” The answer is yes. Getting the listing is the hard part, once an agent has the client, its money in the bank.

What Sellers Look for in a Real Estate Agent

The NAR’s 2018 Buyer and Sellers Report reported the most important traits home sellers look for is a real estate agent. Marketing ranked at the top. 20% of all home sellers say home marketing is their number one concern when evaluating a Realtor.

Single Property Sites are useful because they blow sellers away during the listing appointment. They are an all-in-one marketing powerhouse. Single Property Sites don’t just come with custom URLs and photos anymore. Now, they are all-in-one marketing hubs to upload floor plans, virtual tours, videos, panoramas, and more listing information than the MLS can contain.

Most importantly, they are designed to win every listing. Single property websites make sellers feel valued and that their real estate agent is a marketing expert.

Why Sellers like Single Property Sites

Sellers love when real estate agents use listing websites. It shows how intentional and professional the agent is about marketing their home. The diverse forms of media and information displayed on single property sites go above and beyond traditional MLS listings. It sets their home apart from the rest. And these sites build trust between the seller and agent before the seller has decided which agent to sign with.

Win Every Listing

Sales are all about overcoming clients fears and hesitations. One of the biggest ways sellers evaluate an agent is on their marketing abilities. Single property sites help agents stand out. And most importantly, they overcome the seller’s fears about an agent’s marketing skills.

Inman may not think that single property websites are the best way to sell homes. But they are looking at the wrong question. The point of single property websites is to amaze sellers and never lose a listing. Their job is to win listings, and they do.