The single-property
website playbook.

1. What a single-property website actually is

A single-property website is a standalone site that exists for one listing only. The domain is almost always the street address (1234MapleSt.com). The site exists separately from the MLS, separately from Zillow, and separately from your brokerage website.

It is the home, on its own URL, with no distractions.

2. When it earns its place

Not every listing needs one. A $325k starter home in a hot market will sell off the MLS in a weekend. But the following listings almost always benefit from a dedicated site:

• Luxury and ultra-luxury homes ($1M+) where presentation drives price
• Listings sitting more than 30 days — the site becomes a re-marketing tool
• Architecturally distinctive homes that don’t photograph well in MLS grids
• Investor and 1031-exchange properties marketed to a specific buyer profile
• Off-market and private listings where the URL replaces a public portal

3. What it must include

A single-property website without the following elements is a brochure, not a marketing tool:

• A street-address domain — not a subdomain, not a slug
• A hero photograph that fills the screen, taken from the listing’s actual photo shoot
• A property narrative — written, in real sentences, not a bullet list
• A full gallery — unlimited photos, organized by room or by floor
• A virtual tour embed (Matterport or video) when one exists
• A neighborhood section — at minimum, a map; ideally Walk Score and nearby amenities
• A contact form wired to instant email notifications
• A QR code generated automatically for the street address

4. How to actually use it

A site that just sits on a domain is a wasted line item. The agents who get the most out of single-property websites do all of the following:

• Put the URL and QR code on the for-sale sign
• Put the URL on the open-house flyer, the brochure, and any print piece
• Drop the URL into the MLS "Property Website" or "Virtual Tour" field
• Email the URL to every buyer prospect in your CRM with that price range
• Post the URL to your team Slack or brokerage roster so co-list partners share it
• Use the analytics — see who visits, when, and how long, then call your hottest leads

5. Build it, buy it, or DIY it?

There are three ways to get a single-property site. They are not equivalent.

• DIY (Squarespace, Wix, Webflow): cheap monthly, but every listing eats hours of your time and looks templated
• Freelance build: bespoke, but slow (2–4 weeks) and expensive ($1.5–4k per listing)
• Done-for-you (OpenHousePage): flat $299, 72-hour delivery, no time on your end, no template feel

6. The 24-point quality bar

Every site we ship is reviewed against a 24-point checklist before the link is sent. The list covers things like: does the hero image fit the home’s personality, does the gallery load in under three seconds on mobile, is the contact form wired to email correctly, does the domain resolve at both apex and www, is the schema markup correct, is the QR code scanned and verified, and a dozen other items that separate a "finished" site from a "shipped" site.