Photo Credit: emily_grace
I personally find the individual domains for specific properties to be silly (i.e. you list 123 Main Street, so you register 123mainstreet(dot)com and create what essentially amounts to a brochure online). The new domain isn’t going to have immediate new exposure in the search engines. You could have just as easily done a featured spot on your main website, or placed a subpage behind your main site i.e. .
I was going to comment on Jennifer’s comment, but as I’m prone to do, the words fell out of my head in massive quantities and I realized, “this should be a post”….
Single property web sites — a web site dedicated to one single listing — are all the rage. The idea being of course that you build a pretty web site extolling the virtues of the home. It’s so irresistible that buyers will flock to the listing, waving checks, fighting for the right to own this fine estate. Sellers love them. But are they effective?
Jennifer correctly points out that the new domain (which is almost always www.PropertyAddress.com) will not get immediate exposure to search engines. Bill mentions that it can get expensive, essentially buying “throw away” domain names. Hosting individual sites can also add up.
A Potential Solution
We build single-property web sites for most of our listings (more accurately, we use WordPress and build a “blogsite”). Here’s what we do to minimize the issues both Jennifer and Bill raise.
Domain names: Rather than go with the traditional 123MainSt.com URL, we purchase a more “generic” domain name. Subdivision and/or location names work well. For example, www.AvianoListing.com, www.TatumAndShea.com, and www.LeisureWorldProperty.com.
These names likely mean nothing to anyone outside the Phoenix area. But they certainly mean something to people in Phoenix — the most likely buyers for Phoenix listings.
The domains have good keywords in them. Think no one in Phoenix looking for a home in Leisure World (a large Master Planned community) Google’s “Leisure World Property”? Think again. And that particular listing blogsite comes up #1 and #2 in Google for that very search term.
In addition to keyword richness, these domains are re-usable. 123MainSt.com only works for one property. There are hundreds of homes in Leisure World and Aviano. Tatum & Shea is a major intersection in Phoenix with many homes in the area. We can keep these URLs and simply change out the text and photos when the next listing comes around. Meanwhile, the domain is aging. And like fine wine, Google likes aged domain names.
Hosting: True, hosting at a place like Godaddy is only $4/month. But if you have 20 listings, that swiftly turns into $80/month. There are hosting companies out there that will allow you to host numerous domains on the same plan. I use MediaTemple, and can host up to 100 domains for $20/month. BlueHost is another that allows multiple domains. There are others. You shouldn’t be buying hosting for individual sites.
Search Engine Exposure: It is not easy to get a new domain indexed in Google. Rarely will anyone in the outside world link to a single property site.
But you can.
Write a blog post announcing your single property site (example).
Post the listing photos to Flickr. Put them in a Flickr Set and include the URL to the single property site (example).
Make an interactive Google map with a link to the site (example).
Link to it from your static website.
Heck, stick it in a presentation and upload that presentation to SlideShare.net (example). I didn’t include this site in my presentation on blogging just for the link. But less than an hour after uploading the presentation to SlideShare, Google picked up the link that was inside the presentation.
If your blog has just reasonable “authority” with Google, they will rapidly index your single property site. Even in blogs with lesser authority, adding these links that you can control will help get a brand new domain quickly indexed.
Does it Work?
To be perfectly honest, I can not directly contribute a sale to a single property web site. But exposure of any listing is critical. The Internet never closes. It is the single best way to expose a listing to the maximum number of potential buyers and investors.
What entreprenuers can learn about branding from trendy startups
(BUSINESS MARKETING) What’s the secret of focused startup branding, and how can you apply it to large enterprises?
Think of your favorite brand. Is it the product they offer or the branding that you love? Exactly – brand ethos reigns supreme, especially with those trendy, aesthetically-pleasing startups (I never thought Glossier had good makeup, but I’d be lying if I said I didn’t visit their website once or twice a month).
So let’s break it down.
Co-founder of Red Antler – a company that assists startups in creating successful branding – Emily Heyward believes in a few branding truths.
Firstly, you have to make sure not to market your brand as a single product or experience. Doing so, she says, will pigeonhole you and thus truncate your ability to expand and offer new products and services (she gives MailChimp, known almost exclusively for email marketing, as an example).
What Heyward does say to do is instead market an idea. For example, the brand Casper (one of Antler’s clients) markets itself as a sleep company instead of a mattress company. By doing this, they kept the door open to eventually offer other products, like pillows and bedding.
Heyward states that this “power of focus” is a way to survive – with countless other startups offering the same product or service, you have to position your company as offering something beyond the product. Provide a problem your customer didn’t know they had and offer an innovative solution through your product.
Ever used Slack, the app-based messenger? There were other messengers out there, so focus of Slack’s branding is that regular messaging is boring and that their app makes it more fun. And customers eat it up.
How can this logic apply to mid-to-large enterprises? How can you focus on one specific thing?
Again, placing emphasis on brand over products is essential – what is it about what you offer that makes your customers’ lives better? It’s more cerebral than material. You’re selling a better life.
Another thing to remember is that customers are intrigued by the idea of new experiences, even if the product or service being offered is itself not new. Try not to use dated language that’s colored by a customers’ preexisting feelings. Instead, find an exciting alternative – chat solutions are desperately trying move away from the word “chat”, which can bring to mind an annoying, tedious process, even though that is in fact what they offer.
Broadening the idea of focused brand ethos to a large company can be difficult. By following these tips and tricks from startups, your company can develop a successful brand ethos that extends beyond your best product or service.
Spruce up your product images with Glorify (just in time for Black Friday!)
(BUSINESS MARKETING) Want professional, customizable product images for your company? Consider Glorify’s hot Black Friday deal.
Glorify, the app that creates high converting, customizable product images for your business, is offering a lifetime deal for $97 this Black Friday. In just a few clicks, you can transform one of Glorify’s sleek templates into personalized, professional-looking content – and now, you don’t have to pay that monthly fee.
Whether your business is in electronics, beauty, or food & drink, Glorify offers a range of looks that will instantly bring your product images to the next level. With countless font styles and the ability to alter icon styles, shadows and other elements, you can access all the perks of having your own designer without the steep price.
In 2019, Glorify was launched – the app was soon voted #2 Product of the Day and nominated for Best Design Tool by Product Hunt. Since then, they have cultivated a 20k+ user base!
Glorify 2.0, which was launched last week, upgrades the experience. The new and improved version of the app is complete overhaul of intuitive UI improvements and extra features, such as:
- background remover tool
- templates based on popular product niches and themes
- design bundles for your website/store, social media
- annotation tool
- upload your brand kits and organize your projects under different brands
- 1 click brand application
- & much more!
“But the most important aspect of Glorify 2.0, is that it comes with a UI that sets us up for future scalability for all our roadmap features”, said CEO of Glorify Omar Farook, who himself was a professional graphic designer.
Farook’s dream was to provide a low-cost design service for the smaller businesses that couldn’t otherwise afford design services. Looking through reviews of the app, it’s evident that Glorify does just that – it saves the user time and money while helping them to produce top-notch product images for their brand on their own.
Glorify is one of the many new design-based apps that make producing content a breeze for entrepreneurs, such as Canva. As someone who loves design but doesn’t have the patience for Creative Cloud, I personally love this technology. However, Glorify is unique in that it is the only product-driven design app. All you have to do is upload your photo!
This new Chipotle location will be fully digital
(BUSINESS NEWS) In the wake of the pandemic and popularity of online delivery, Chipotle is joining the jump to online-only locations, at least to test drive.
A lot of industries have switched to an online-only model in the wake of the pandemic. Most of them have made sense; between abundant delivery options and increased restrictions on workers, moving away from the traditional storefront paradigm isn’t exactly a radical choice. Chipotle making that same decision, however, is a plot twist of a different kind—yet that’s exactly what they’re doing with their first online store.
To be clear, the chain isn’t doing away with their existing locations; they’re just test-driving a “digital” location for the time being. That said, the move to an online platform raises interesting questions about the future of the restaurant industry—if not just Chipotle itself.
The move to an online platform actually makes a lot of sense for businesses like Chipotle. Since the classic Chipotle experience is much less centered on the “dining” aspect than it is on the customizability of food options, putting those same options online and giving folks some room to deliver both decreases Chipotle’s physical footprint and, ostensibly, opens up their services to more people.
It’s also a timely move given the sheer number of people who are sheltering in place. A hands-on burrito assembly line is not the optimal place to be in a pandemic, but there’s no denying the utilitarian appeal of Chipotle’s products. To that end, having another restaurant wherein you have the option to order a hearty meal with everything you like—which is also tailored to your dietary needs—is a crucial step for consumers.
Chipotle’s CTO, Curt Garner, says he is hoping this online alternative will offer a “frictionless” experience for diners.
As a part of that frictionless experience, consumers will be able to order in several different mediums. Chipotle’s website and their mobile app are the preferred choices, while services like GrubHub will also be available should you choose to order through a third-party. The idea is simple: To bring Chipotle to you with as little fuss as possible.
For now, Chipotle is committing to the single digital location to see how consumer demand pans out. Should the model prove successful, they plan to move forward with implementing additional digital locations nationwide.
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