If you’re not using what is known as a “single-property Web site,” you’re missing one of the best tools to increase your Web traffic and convert more listing leads into signed business.

Single-property Web sites such as those offered through AgencyLogic.com and ListingDomains.com are powerful lead conversion tools. When you offer sellers a customized Web site that uses the property address as the URL (333ElmStreetAustin.com), most will sign the listing agreement on the spot. Initially, these sites were priced at about $100, but today they are about one-third that amount. When you post the URL on your sign, visitors can enter it into their cell phone and see the interior of the property without disturbing you or the sellers. These sites also have the following advantages:

1. A powerful lead conversion tool

Single-property sites help you convert more listing appointments into signed business. After the property closes, keep the URL active and allow the new buyers to post their pictures on the site. You continue to pay the hosting fees. When the property comes back on the market, the sellers are more likely to list with the agent who has been hosting their home’s Web site as opposed to their past agent who probably hasn’t been in touch.

2. I speak your language

ListingDomains.com offers a manual Spanish translation service. Having your listings translated manually rather than automatically is a wise decision. Online translation services such as those offered by Google or Babelfish often make major errors that show that you really don’t understand the language. If you opt to use one of these, always have it reviewed by a native speaker to avoid this problem.

3. Increased stickiness

6. Convert more expired listings

When you are competing for an expired listing, prepare one of these sites ahead of time. There’s no charge until the site goes live. Show it to the sellers and ask whether their past broker used this marketing approach. If not, you’ve given the seller a concrete reason why the listing expired.

With all of these advantages, one of the smartest moves you can make for 2008 is to create a single-property Web site for every one of your listings. The cost is minimal and the benefits are substantial.

Bernice Ross, national speaker and CEO of Realestatecoach.com, is the author of “Waging War on Real Estate’s Discounters” and “Who’s the Best Person to Sell My House?” Both are available online. She can be reached at bernice@realestatecoach.com or visit her blog at www.LuxuryClues.com.

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