Elevate your luxury listings with the spotlight they deserve. Single property websites position your listings to make a stunning first impression.
让您的豪华房源受到应有的关注。单一房产网站对您的列表进行定位，以给人留下深刻的第一印象。
We all know the saying about first impressions. These days, staging and listing a home don’t just boil down to a few professional photos and some fragrant cleaning products. More than likely, the first glimpses that potential buyers steal of your listings won’t be from a drive-by or a tour—they’ll probably take place online.
我们都知道关于第一印象的说法。如今，布置和挂牌房屋不仅仅需要几张专业照片和一些芳香的清洁产品。潜在买家很可能第一次看到您的列表不会是在驾车或旅行中，而是可能在网上发生。
High-end real estate websites pull attention and intrigue to your properties, attracting the buyers you want for your luxury listings. Creating property websites sets you and your properties apart from the swipe-based, “onto the next” platforms that keep buyers looking for the next best thing. Instead, impress your sellers when you showcase their listings on a streamlined platform that gives buyers a true feel for the unique draw of the home.
高端房地产网站会引起人们对您的房产的关注和兴趣，吸引您想要购买您的豪华房源的买家。创建房产网站可以让您和您的房产与基于滑动的“进入下一个”平台区分开来，这些平台让买家寻找下一个最好的东西。相反，当您在简化的平台上展示他们的列表时，会给卖家留下深刻的印象，让买家真正感受到房屋的独特魅力。
What is a property website?
什么是房产网站？
A single property website is just as it sounds—a website dedicated to a specific property that’s listed for sale. It’s a one-stop-shop where potential buyers can find everything they want to know about a home on the market, presented the way you and the seller want it to come across.
顾名思义，单一房产网站是专门针对列出待售的特定房产的网站。这是一个一站式商店，潜在买家可以找到他们想了解的有关市场上房屋的所有信息，并以您和卖家希望的方式呈现。
Conglomeration sites like Zillow and top-down sites like MLS platforms can be difficult to navigate and don’t always follow a logical flow of information. Potential buyers can end up swiping right past a listing without even seeing its best features simply because of the way these sites are constructed and organized. With single property websites, you’re in control of what information shines through and the way that it’s organized.
像 Zillow 这样的聚合网站和 MLS 平台这样的自上而下的网站可能很难导航，而且并不总是遵循逻辑信息流。由于这些网站的构建和组织方式，潜在买家最终可能会直接滑过列表，甚至看不到其最佳功能。通过单一房产网站，您可以控制显示哪些信息及其组织方式。
Understandably, many real estate professionals hear the word “website” and envision hours upon hours of coding work or expensive outsourcing for every property site. In reality, partnering with a professional service makes creating high-end real estate websites attainable and efficient.
可以理解的是，许多房地产专业人士听到“网站”这个词，就会设想为每个房地产网站进行数小时的编码工作或昂贵的外包。事实上，与专业服务合作可以使创建高端房地产网站变得可行且高效。
Why create one for each listing?
为什么要为每个列表创建一个？
From the listing appointment to closing day, single property websites set you apart as an agent who knows the high value of the luxury homes you work to promote. Treating each listing as something special—exactly as you want buyers to see them—communicates your expertise and attention to detail.
从挂牌预约到交割日，单一房产网站让您成为一名了解您所推广的豪宅高价值的经纪人。将每个列表视为特别的东西 – 正如您希望买家看到的那样 – 传达您的专业知识和对细节的关注。
Dazzle Sellers
给人留下深刻印象的卖家
Property websites aren’t the norm quite yet, which means now is the perfect time to use them to establish yourself as a cutting-edge realtor. Show up to a listing appointment with a few of these in your portfolio, and you’re automatically the agent who goes above and beyond.
房地产网站尚未成为常态，这意味着现在是利用它们将自己打造成尖端房地产经纪人的最佳时机。带着您的投资组合中的一些出现在挂牌预约中，您将自动成为超越的代理人。
No seller wants their home to be just another photo on a quick-swipe website. Taking this solid step to do their listing justice communicates that you care about attracting the right buyers and serving them well. Creating a single property website shows sellers that you understand the value of their offering and that you’re expert enough in the real estate space to elevate it appropriately.
没有卖家希望自己的家只是快速滑动网站上的另一张照片。采取这一坚实的步骤来公正地对待他们的上市，表明您关心吸引合适的买家并为他们提供良好的服务。创建一个单一的房地产网站可以向卖家表明您了解其产品的价值，并且您在房地产领域拥有足够的专业知识，可以适当地提升其产品的价值。
As your relationship with a new client progresses, and you’ve got the home out there on the market, your capability to provide needle-sharp analytics and targeted takeaways will not only impress the seller but will also help you understand the market and audience. Once the site is up and running, you’ll have detailed numbers that illustrate how many people are checking out the property, how they’re finding the site, and which pages they’re focusing on. These takeaways become long-term learnings and market research that will benefit your business far beyond that specific listing’s closing.
随着您与新客户的关系不断发展，并且您的房屋已经上市，您提供敏锐分析和有针对性的要点的能力不仅会给卖家留下深刻的印象，而且还将帮助您了解市场和受众。网站启动并运行后，您将获得详细的数字，说明有多少人正在查看该房产、他们如何找到该网站以及他们关注哪些页面。这些要点将成为长期的学习和市场研究，将使您的业务受益远远超出特定列表的结束。
Illustrate the Character of Each Listing
说明每个列表的特征
Once you’ve gotten to know each property you’re listing, you can likely put your finger on the main draw of the house. Is it charming? Cozy? Modern? Spacious?
一旦您了解了所列出的每处房产，您就可以了解房屋的主要吸引力。迷人吗？舒适？现代的？宽敞？
The true personality of a home simply won’t come across on a stock listing database. Of course, the best way for potential buyers to get familiar with a listing is to come for a tour—but they’ve got to be convinced enough about its potential that they want to spend the time to do that. Especially during the pandemic, making as much information and charisma available online for each listing can mean the difference between obtaining the asking price and twiddling your thumbs for months with no bites.
房屋的真正个性根本不会出现在股票列表数据库中。当然，潜在买家熟悉房源的最佳方式是参观，但他们必须充分相信该房源的潜力，愿意花时间去参观。尤其是在大流行期间，为每个房源提供尽可能多的信息和魅力可能意味着获得要价和数月无所事事之间的区别。
Beyond the actual photos and videos you post of your listings and the copy for the listing itself, property websites provide ample opportunities for customization that simply doesn’t arise elsewhere. Everything from fonts and descriptions to easily digestible blurbs and captions plays into a potential buyer’s perception of a property. A property website allows you to feature different photos on each page and create a visually appealing layout that gives buyers a true feel for the house.
除了您发布的房源的实际照片和视频以及房源本身的副本之外，房地产网站还提供了充足的定制机会，而这是其他地方所没有的。从字体和描述到易于理解的简介和标题，一切都会影响潜在买家对房产的看法。房地产网站允许您在每个页面上展示不同的照片，并创建具有视觉吸引力的布局，让买家对房屋有真实的感觉。
Improve Buyer Experience
改善买家体验
Buyers searching for luxury real estate seek out a sleek, quick, stylized experience. When searching online for the property of their dreams, no one wants a half-hearted collection of meaningless statistics or history. By curating the truly important information and top-notch photos for each listing, you’re cutting down on the unnecessary effort for potential buyers and making their first impression of the property a positive one.
寻找豪华房地产的买家寻求时尚、快速、风格化的体验。当在网上搜索他们梦想的财产时，没有人想要半心半意地收集毫无意义的统计数据或历史。通过为每个列表策划真正重要的信息和一流的照片，您可以减少潜在买家不必要的努力，并使他们对房产的第一印象积极。
Plus, the average person spends increasingly more time browsing on their phone nowadays, so mobile optimization is a huge leg-up on the competition. There are few things more frustrating than trying to navigate a page that is simply not mobile-ready from your phone. Be sure you won’t lose out on those mobile leads by providing an optimized site that’s as beautiful on a phone as it is on a desktop.
此外，如今普通人花在手机上浏览的时间越来越多，因此移动优化是竞争的巨大优势。没有什么比试图通过手机浏览一个根本不支持移动设备的页面更令人沮丧的了。通过提供在手机上和在桌面上一样漂亮的优化网站，确保您不会失去这些移动潜在客户。
Single property sites leave room for storytelling, authenticity, and logical organization. You get the chance to curate the experience each potential buyer will have when they find your site. Ensuring fluid navigation, quick loading, and intuitively-designed pages on your property site brings you one step closer to matching the perfect buyer with your listing.
单一财产网站为讲故事、真实性和逻辑组织留下了空间。您有机会策划每个潜在买家找到您的网站时的体验。确保您的房产网站上的流畅导航、快速加载和直观设计的页面可以让您更接近将完美买家与您的列表相匹配。
Run Ads and Optimize SEO
投放广告并优化 SEO
Apart from the hands-on benefits for your seller and potential buyers, property websites also allow for more precise and efficient inbound and outbound marketing. From a technical standpoint, you need a site to drive Facebook Ads and other paid ads back to—and there’s nothing better than a site specifically dedicated to the listing! This will allow potential buyers to click straight through to the content you want them to see instead of getting lost on some compilation site or having to click through your personal page.
除了为您的卖家和潜在买家带来实际好处外，房地产网站还可以实现更精确、更高效的入站和出站营销。从技术角度来看，您需要一个网站来推动 Facebook 广告和其他付费广告返回，没有什么比专门用于列表的网站更好了！这将允许潜在买家直接点击您希望他们看到的内容，而不必迷失在某些编译网站或必须点击您的个人页面。
If you were listing a beachside home in San Diego with a pool and a rooftop and someone were to search “San Diego house beach pool,” you’d want your listing to pop up on that first page of results that Google will return. They’re literally searching for your listing! Often referred to as SEO, ensuring that your listing appears in Google when people are searching for matching criteria is an important inbound marketing strategy. Property websites make this possible where most other real estate listing sites simply don’t get detail-oriented enough, nor do they provide the opportunities to post quality content that will drive up your views.
如果您要列出圣地亚哥的一栋带游泳池和屋顶的海滨房屋，并且有人搜索“圣地亚哥房屋海滩游泳池”，您会希望您的列表弹出在 Google 返回的结果的第一页上。他们实际上是在搜索您的列表！ 通常称为SEO，确保当人们搜索匹配条件时您的列表出现在 Google 中是一项重要的入站营销策略。房地产网站使这成为可能，而大多数其他房地产列表网站根本没有足够的细节导向，也没有提供发布高质量内容 来提高您的观点的 机会 。
What to include
包括什么
In deciding what specific details to include in a property website, think through the qualities that make the home special. People don’t seek out luxury real estate because they want to blend in with the status quo. What makes the property unique? What’s different about it? How would it feel to live there?
在决定在房地产网站中包含哪些具体细节时，请仔细考虑使房屋与众不同的品质。人们寻求豪华房地产并不是因为他们想融入现状。是什么让该房产独一无二？它有什么不同呢？住在那儿感觉如何？
Appeal to potential buyers’ emotions as you curate your descriptions and photos. Allow the website to become a storytelling platform. Anyone visiting the site should be able to picture themselves living in the home once they’ve browsed the blurbs and images. How do they feel? Does the house scream innovation and edginess, or is it a peaceful oasis? Is it a classic spot for hosting or an escape? Paint a picture that appeals to what your ideal buyer is seeking in their next home in a way that is true to the home itself. 在整理描述和照片时吸引潜在买家的情绪。让网站成为一个讲故事的平台。任何访问该网站的人在浏览完简介和图像后都应该能够想象自己住在家里的样子。他们感觉怎么样？这所房子是充满创新和前卫，还是一片宁静的绿洲？这是一个经典的举办场所还是逃避现实的场所？以忠实于房屋本身的方式绘制一幅吸引理想买家在下一个房屋中寻求的图片。
To paint that picture, include those unique details of the listing along with each of these basic aspects (they don’t all need to be listed on the homepage):
要描绘这幅画，请包括列表的独特细节以及每个基本方面（它们不需要全部列在主页上）：
- Photos of the inside of the home
- Photos of the outside of the home, including any landscaping features, pools, and fences
- A 3D Tour
- Video walkthroughs
- Well-written descriptions to emphasize special features
- Details about the surrounding area (Are there attractions or landmarks within walking distance? What’s the neighborhood like?)
- Key specs like square footage, lot size, and property history
- 房子内部的照片
- 房屋外部的照片，包括任何景观特征、游泳池和围栏
- 3D 游览
- 视频演练
- 精心编写的描述可以强调特殊功能
- 周边地区的详细信息（步行范围内有景点或地标吗？附近怎么样？）
- 平方英尺、地块面积和房产历史等关键规格
Best practices
最佳实践
When partnering with a provider to put together property websites for you, double-check that they follow best practices for making the most of the site.
当与提供商合作为您构建房地产网站时，请仔细检查他们是否遵循充分利用该网站的最佳实践。
To optimize return and make your advertising process efficient, there should be an easy way to collect leads straight from your website so that anyone visiting and interested can easily get in touch with you to take the next steps. Also, look for website products with built-in, streamlined analytics reporting so that you can get the full picture of how your site is performing and what you may need to change.
为了优化回报并提高广告流程的效率，应该有一种简单的方法可以直接从您的网站收集潜在客户，以便任何访问并感兴趣的人都可以轻松与您联系以采取后续步骤。此外，寻找具有内置、简化的分析报告的网站产品，以便您可以全面了解网站的运行情况以及可能需要更改的内容。
Since the design of the website needs to reflect your specific listing and unique offerings, be sure to partner with someone who’s designing truly custom, distinguished sites that live up to the homes you list. Look for HD video capabilities and virtual tour integration to be sure that you can properly showcase all of your assets.
由于网站的设计需要反映您的具体列表和独特的产品，因此请务必与设计真正定制的、独特的网站以符合您列出的房屋的人合作。寻找高清视频功能和虚拟游览集成，以确保您可以正确展示您的所有资产。
Most importantly, be sure that you’re partnering with communicative professionals on your property websites since your sites are bound to need some back-and-forth support and tweaking.
最重要的是，确保你在你的房地产网站上与沟通专业人士合作，因为你的网站肯定需要一些来回的支持和调整。
Every home is unique. Your listing pages should be, too!
每个家庭都是独一无二的。你的列表页面也应该是！
