There are many ways brokers can support their agents. Giving them tools that enhance their productivity is one way. Providing agents platforms to market their listings is another.

This summer, Century 21 teamed up with Properties Online to automatically generate single property websites for every active listing. "We are passionate about providing every CENTURY 21 real estate professional with best-in-class tools to successfully grow their business," said Century 21 CMO, Bev Thorne, in a statement.

Century 21 hosts these sites as subdomains of C21.com at no charge to their agents. Sites are automatically created when a property is input into the brand's backend system. So what can brokerages gain from specialized sites like these? Here's what Century 21 already knows:

• You'll capture buyers early. When a home buyer finds a property they like, what's the first thing they do? They Google it! A listing's address is the most commonly searched term. Because URLs are generated from a home's street address (e.g., 123MapleSt.c21.com), the sites have strong SEO and are easy to find online.
• You'll keep leads within your brokerage. Brokerage-wide single property websites means you can ensure that all links on all sites direct only to places controlled by your brokerage. For example, the search sidebar on C21's single property websites sends you to a results page on Century21.com. Likewise, the "My Profile" link leads visitors to the listing agent's profile on Century21.com.

• You'll provide agents tools for success. You're giving them that all important marketing platform that attracts buyers and pleases sellers. Plus, it's a non-threatening way to encourage agents to keep their technical skills in shape.
• You'll enhance the authority of your website. With every single property website linking back to your brokerage's main site, you're enhancing your company's online visibility. Every link to your site is a testament to its "authority" and bolsters your broker website's SEO.
• Your agents will get a leg up on the competition. Single property websites are a great asset in listing presentations. Sellers love to see websites solely dedicated to selling their home. Agents can easily keep sellers informed on the success of their marketing efforts by sharing website traffic analytics.

When evaluating a vendor, be sure that their websites are optimized for mobile, or else you could be missing out on crucial leads. For an idea of what else to look for, here's a glimpse at the features Century 21's websites offer:

• Map
• Gallery
• Request a Showing
• Schools
• Virtual Tour
• Financing
• Print Flyer
• Craigslist Flyer
• Lead Capture Form
• Social Sharing Tools
• Automatically generated QR Code for use in marketing materials

In addition, agents serious about leveraging single property websites as a marketing tool can upgrade their accounts for features like yard sign riders, email blasts to area agents, text message lead capture services, and more.

Working with a vendor ensures that every listing has a branded, optimized online location from which to launch all marketing efforts. This is great for the clients, agents and, ultimately, the broker.

Next Steps

• See Century 21's Unique Property Websites in action
• Learn more about Properties Online
• Explore more options for Single Property Websites
• Read articles about Single Property Websites