The checklist, section by section
- The full photo set. Every room a buyer will ask about, the outside from the street and the back, and the things that sell this particular home (the view, the shop, the kitchen). A dedicated site has no photo cap, so use the whole shoot. Order them the way you'd walk someone through: front, entry, main living spaces, kitchen, bedrooms, baths, outside.
- The price. It's the first filter every buyer applies. A page without a price sends them back to a portal to find it, and the portal shows them other homes while they're there.
- Address, map, and the basics. Beds, baths, square feet, lot size, year built. Say where the square footage comes from ("per county records", "per appraisal") so nobody argues about it later.
- A feature list. Short, scannable lines: "new roof 2023", "two-car garage with 240V outlet", "fenced back yard". Buyers skim these before they read anything else, and AI search tools quote them because they're unambiguous.
- A description that names facts. Lead with what makes this home different, then the specifics. "Updated kitchen" says less than "kitchen redone in 2024 with quartz counters and a gas range." Describe the home, not who it suits: the fair housing words to avoid page covers why, and the word checker screens a draft in your browser.
- Open house and showing times. With dates, and taken down once they pass. An open house from last month tells a buyer the page isn't maintained.
- Video or a 3D tour, if one exists. Link or embed it. Don't commission one just for the website, but if the seller paid for it, it should be on the page.
- Documents. A floor plan, the HOA summary, a feature sheet, or disclosures your broker is happy to make public. Each one is a question you don't have to answer by phone.
- The neighborhood, by its physical features. Streets, parks, schools by name, commute times, shops. Locate the home by places, not by the people who live nearby.
- A way to reach you that works at 9 p.m. Your phone and email, a short inquiry form, and something that answers when you can't: on our sites, that's an AI agent that answers buyers' questions from the listing details.
- Something readable by AI search. Some buyers now ask ChatGPT or Google's AI about a home before they call. Price, beds, baths and address in plain text (not only inside photos), plus structured data, let those tools read the page. The free AI-readiness grader checks any listing URL.
What three years of listing sites actually include
We looked at every agent who built a listing site on our platform from October 1, 2023 to September 30, 2026: 821 agents. To keep one very busy account from skewing the numbers (one account alone made more than 2,200 sites in that window), we counted one site per agent: their most recent site with at least one photo. We then split the agents into those who had built three or more sites, people who keep using a single property website listing after listing, and those on their first or second.
| On the agent's latest site | All agents (821) | Agents with 3+ sites (90) | Agents with 1–2 sites (731) |
|---|
| Median number of photos | 15 | 28 | 13 |
| Fewer than 10 photos | 39% | 14% | 43% |
| 25 or more photos | 34% | 54% | 31% |
| Shows a price | 72% | 97% | 69% |
| Shows square footage | 69% | 91% | 66% |
| Has a feature list | 59% | 82% | 56% |
| Description under 300 characters | 12% | 8% | 12% |
| Lists an open house | 5% | 10% | 5% |
| Has a video or 3D tour link | 6% | 6% | 6% |
| Has a document attached | 4% | 9% | 4% |
| Has a neighborhood description | 1% | 2% | 1% |
| Uses a custom subdomain or its own domain | 18% | 19% | 18% |
Source: My Single Property Websites production data, pulled October 2, 2026. Aggregate counts only; no individual site is identified. The median description length is about 1,300 characters in every group.
What the numbers say, and what they don't
- Agents who keep using property websites fill them in. Their latest sites carry twice the photos (median 28 against 13), and nearly all show a price, square footage and a feature list. A first site is often a partial one: 43% have fewer than 10 photos and almost a third have no price.
- Hardly anyone uses the extras. Open houses, video or 3D links, documents and neighborhood write-ups each appear on 10% of sites or fewer, even among the most practiced agents. If you have them, they set the page apart from nearly every other listing site.
- Descriptions are not the problem. The median is about 1,300 characters, a solid few paragraphs, and only about one in eight is very short. The gaps are in photos, price and the structured details.
- This is not proof that more photos bring more inquiries. We checked: the inquiries in our data are too few and too uneven to separate the effect of photos from the effect of the market, the price and how much the agent promoted the page. What the table shows is what experienced users do, not a measured result.
What to leave off
- Who should live there. "Perfect for a young couple", "great for empty nesters", a nearby church as a location marker. Describe the home and the street instead. See fair housing words to avoid.
- Anything that tells strangers when the home is empty or how to get in. Lockbox or alarm codes, showing instructions, the sellers' travel dates, "vacant". Those belong in the MLS's agent-only remarks or your showing service, not on a public page.
- The seller's reasons or urgency. "Relocating, must sell", "divorce sale", "motivated seller". Every buyer's agent will read it, and it can cost your seller money in the negotiation.
- Personal details in the photos. Mail with names on it, family photos, kids' names on walls, license plates, prescriptions, the safe in the closet. Check the photos before they go up, not after.
- Claims you can't back up. An unsourced square footage, "best schools in the county", "zoned for" anything you haven't checked with the district. If a buyer relies on it, it's yours.
- Stale information. A past open house, the old price after a reduction, "coming soon" on a home that's been active for a month. Update the page the same day the MLS changes.
Before you share the link: open it on your phone, check the price and open house against the MLS, run the description through the
fair housing word checker, and paste the URL into the
AI-readiness grader. Five minutes, and every buyer and AI tool sees the same facts.
Common questions
How many photos should a single property website have?
Enough to walk a buyer through every room they'll ask about, plus the outside and the street. Agents with three or more sites on our platform post a median of 28 on their latest; first and second sites have a median of 13, and 43% of them have fewer than 10. A dedicated site has no photo cap, so it can carry the full shoot even when a portal shows fewer.
Should a single property website show the price?
Yes, unless the seller has a specific reason not to. A page without a price sends buyers back to a portal to find it. 97% of the latest sites from agents with three or more sites show one, against 69% of first or second sites.
Does it need its own domain name?
No. An address like 123elmstreet.com is easy to print on a yard sign and say aloud, but what's on the page matters more than its address. About 18% of the latest sites on our platform use a custom subdomain or their own domain; the rest use the default address.
How long should the description be?
Long enough to name the specifics: what was updated and when, what's included, what's nearby. On our platform the median is about 1,300 characters, which is a few short paragraphs. The feature list carries the scannable facts, so the description doesn't have to.