shopify analytics ecommerce

Using as a Single Property Website

aa1fc16f6a75a1793fa40ee2eaf5c573You may have been hearing for years that when you get a listing, you need to create a single property website, a URL devoted exclusively to the listing, typically in the fashion of, sometimes in the fashion of The benefit is having a specific website to put on print marketing when you mail or flyer the neighborhood without clients having to dig through blog content or website buttons to get to the meat.

This article was originally published on July 28, 2009.

Some people use single property websites as a SEO move, but I think it’s best used as a fluff-less destination for buyers of a particular property.

The good stuff

Some GOOD things I can tell you about using as a single property website:

  • It is ridiculously easy to sign up for an account.
  • You have the option to point a URL you can purchase to your account (so it says instead of
  • There are a number of themes to choose from and you have customization options with colors, sidebar content (you can put widgets on the sidebar).
  • Tumblr is mobile phone friendly and can be used easily by passerbys.
  • Tumblr has a community behind it; regardless of how robust, tumblr sites are designed for sharing and ease of posting.
  • You don’t have to know any code to create a site.
  • You can take pictures of a listing from your phone and upload it to tumblr without any formatting, so you can essentially mobile blog on the go.

The bad stuff:

I like Tumblr a lot, but it has its downsides:

  • As opposed to paid sites like, it is not designed specifically for real estate SEO, so you have to manually figure out what details to include and there are no “fill in the blanks” on tumblr.
  • You don’t own your content, tumblr does. There’s always a downside to not owning your own content given that ownership implies complete control.
  • Many of the themes don’t support sidebar information which I believe is critical to a single property website (should have basic contact info and be used as a place for compliance).
  • While the skin of the site is flexible, the functionality doesn’t compare to say, WordPress as a content management system.

Here is what it looks like setting your blog up:


how to edit

Seven themes to consider:

There are many themes/skins to choose from, below are seven that support having a sidebar (remember, you need this so your contact info is front and center) and are not overly whimsical or overly simple. Go play with the actual site at

theme 1

theme 2

theme 3

theme 4

theme 5

theme 6

theme 7

There are several ways to make a single property website- MyMarketWare, Blogger, WordPress, Tumblr, Posterous, etc. so it is important to experiment with ways to gain exposure for your listings and do it without looking like your site is antique or too shamwowie. is not affiliated with or

Lani is the Chief Operating Officer at The American Genius and sister news outlet, The Real Daily, and has been named in the Inman 100 Most Influential Real Estate Leaders several times, co-authored a book, founded BASHH and Austin Digital Jobs, and is a seasoned business writer and editorialist with a penchant for the irreverent.


  1. So how is this better/different than wordpress. Granted, I read thison my phone & I may have missed something.

  2. Jen, better: easier, less work; worse: you don’t own content, less customization, far inferior as a CMS.

  3. The disadvantage that I’m seeing, at least initially, is that you’re putting these in as a blog post *with a date*, which means it’s going to immediately be obvious how long it’s been on the market. Is there an option to select a page (as opposed to a post) as the landing page?

    We use WordPress for single listing sites and love its flexibility. Has a *little bit* of a learning curve, but well worth it.

  4. Great Post, will give it a try.

  5. Carrie, it does not have an option to disable dates. There are many downsides to tumblr as there are to any service. This is a good option for those who don’t have time/care/ability to learn a new service as it’s a point&click freebie.

  6. nice and snazzy and perfect for those who aren’t interested in paying the bucks or designing their own. great tip

  7. Great post Lani. Another thing to keep in mind is automatic syndication to sites such as Zillow and Trulia. Most single property website providers offer this these days. Though a lot of brokerages already syndicate their agent’s listings, so maybe not that important to everyone.

  8. “antique or too shamwowie” are both bad conditions whether it’s your blog, website, podcast, vebcast or social media “look”, “style”, “functionality”.

  9. i get that this is an old article, so people have probably figured it out by now. don’t use this site for your home listing. it’s seriously for young hipsters, and buyers WILL NOT take you seriously no matter how much you customize the page, even if you do use a specific url without “tumblr.” in it.
    if you want to remove the date look for the “permalink” coding in the “customize ccs” or “data” option in the themes section once you’re on the customize page.
    i have never once looked at a tumblr user who is advertising something (alone) on their tumblr page (as in, a specific tumblr for “x” (real estate, apparel, automobiles, etc.) and thought they were good business.

  10. For anything that’s Image-heavy, I think Tumblr is the way to go. Also, the way in which you can interact with other users is fresh and easy – they can re-post in a way that’s kind of like a re-Tweet, but the traditional “comment” box is still an option.

  11. includes a sign rider, craigslist posting tool, video builder, PDF flyer builder, feedback system, widgets, blog flyer (I could go on here…. ). And is so quick and easy to setup. Shameless plug I know 😉

Leave A Comment