1. Objective
This SOP defines how a Virtual Assistant (VA) sets up a single property website for a listing — a dedicated page that gives buyers a deeper look at the property than the MLS allows, captures contact information from interested buyers, and continues working for the agent after the property sells.
A single property website does what the MLS can't: it gives the property its own address on the internet, with unlimited photos, a full property description, an embedded video tour, and a lead capture form. When the VA puts the URL on the flyer, the postcard, and the social posts, every buyer who's ever curious about the property has a place to land that's deeper than a Zillow listing card.
This SOP applies when the agent uses single property websites. Not every agent does. Confirm with the agent during onboarding before building this into the standard workflow.
Where this SOP starts: Agent confirms single property websites are part of their listing strategy.
Where this SOP ends: The website is live, tested, linked from all marketing materials, and updated to a post-close lead capture page after the sale.Success looks like: A buyer receives the postcard, scans the QR code, and lands on a professional, brand-consistent property website that has more information than they expected — and a form that captures their information.
2. Your Role & Boundaries
2a. What you handle independently
- Setting up the property website using the agent's confirmed platform
- Uploading all approved photos, property description, and key features
- Embedding the video tour (if available — see Video Tour Upload & Distribution)
- Configuring the lead capture form
- Generating the URL and QR code
- Ensuring the URL and QR code are included in all marketing materials
- Updating the page to a post-close "SOLD" lead capture page after closing
2b. What requires agent approval before acting
- The decision to build a single property website — agent confirms per listing
- The platform to use — agent may have an existing website tool or a preference
- All content before the site goes live — same approval requirements as all other marketing assets
- Domain purchase if a custom domain is being acquired — agent confirms the expense
2c. What you never do
- You never negotiate on the agent's behalf under any circumstances.
- You never provide pricing, legal, or strategic opinions to any party.
- You never sign or initial any document on behalf of the agent, client, or any party.
- You never communicate directly with the other party's client.
- You never publish the website live before the MLS listing is active.
- You never use photos or copy that have not been approved by the agent.
- You never collect or store lead data in a location the agent cannot access.
Confirm platform before building: There are many property website tools. Building on the wrong one wastes time and may create branding or data access problems. Confirm the platform with the agent at onboarding.
3. Schedule & Trigger
Trigger: Agent confirms single property website strategy for this listing AND MLS listing is active or in pre-launch with a confirmed go-live date.
Build timing: Build the website during the pre-launch phase — it should be ready by launch day. The URL and QR code need to be in the flyer, postcard, and social posts from Day 1.
Sequence context: This SOP is a component of the pre-launch asset build in Listing Marketing Campaign (Pre-Launch through Just Sold). The website URL feeds into Flyer for the QR code, Just Listed Campaign for the social post link, and Video Tour as the embed destination.
4. Platform Options
Confirm the agent's platform during onboarding. Common options:
| Platform | Type | Best For | Notes |
|---|---|---|---|
| Agent's main website | IDX listing page | Agents with an existing website and IDX | Keeps traffic on agent's own site; no extra cost if IDX supports it |
| Placester | Dedicated property site tool | Agents who want a simple, purpose-built tool | Subscription cost — confirm agent has account |
| Luxury Presence | Premium property site tool | Higher-end listings | Higher cost; better for luxury market presentations |
| AgentFire | Agent website platform | Agents who want full website control | Confirm agent has account |
| Carrd | Simple page builder | Budget-conscious; quick to build | Limited functionality but functional and inexpensive |
| Canva website | Simple page builder | Familiar workflow if agent already uses Canva | Good for simple one-page property sites |
Default if no preference confirmed: Use Carrd or the agent's existing website platform. Never purchase a new subscription without agent approval.
5. Required Page Elements
Every single property website must include:
Hero Section
- Full-width best exterior photo
- Property address prominently displayed
- List price
- Agent name and basic contact
Property Description
- Full extended marketing version — not the MLS character-limited version
- 150–300 words (see Property Description Writing Standards)
Photo Gallery
- All approved listing photos — ideally all of them, not just a curated few
- Organized: exterior → living spaces → kitchen → bedrooms → baths → exterior/yard → bonus spaces
Key Features & Property Details
- Beds, baths, square footage, lot size, garage
- Year built, school district, HOA (if applicable)
- Recent updates or improvements (as provided by agent)
Video Tour
- Embed the YouTube video (if available — see Video Tour Upload & Distribution)
- Place it prominently — buyers who watch the video are more motivated than those who don't
Interactive Map
- Embed a Google Map showing the property location
- Most website builders include a map embed option
Lead Capture Form
The lead capture form is the purpose of the site from a business standpoint. Every visitor who fills it out is a potential buyer or seller lead.
Form fields:
- Name (required)
- Email (required)
- Phone (optional — some buyers resist giving phone)
- Message or "What are you looking for?" (optional)
- CTA button: "Schedule a Showing" or "Request More Info"
Form routing: Configure the form to notify the agent (email or CRM notification) immediately when submitted. Confirm the notification destination with the agent.
Agent Contact
- Name, headshot, phone, email
- Link to agent's main website or social profiles (optional)
Meta Special Ad Category — Housing: Any paid advertisement on Facebook or Instagram for a real estate property must be created under the Special Ad Category: Housing in Meta Ads Manager. This is required by Meta policy and by fair housing law. Standard audience targeting (age, gender, geographic radius) is restricted under this category. Do not use standard targeting for real estate ads — always select Housing when creating or reviewing any Meta paid ad campaign for a property.
Fair Housing compliance: All content created or published under this SOP must comply with the Fair Housing Act. The guiding principle: describe the property, not the people. Never use language that references, implies, or targets any person based on a protected class.
The seven federally protected classes are: Race, Color, Religion, National Origin, Sex (including sexual orientation and gender identity), Disability, and Familial Status (presence of children under 18, including pregnant women).
Prohibited language examples: "Perfect for a single professional" or "Great for empty nesters" (Familial Status); "Great Christian neighborhood" (Religion); any reference to neighborhood demographics (Race/National Origin).
Brokerage identification rule: The brokerage name must appear clearly and conspicuously in all advertising and marketing materials. Flag any content that describes a buyer type or neighborhood demographics to the agent before submitting for review.
6. URL Structure
Ideal URL: A custom domain based on the property address: 123MainStreet.com or 123MainSt.com
Custom domain process:
1. Check if the address domain is available (GoDaddy, Namecheap, Google Domains)
2. If available and the agent approves the expense (typically $10–15/year): purchase and connect to the website builder
3. If not available or agent does not want the expense: use the website builder's subdomain: agentname.carrd.co/123mainstreet or equivalent
Confirm with agent before purchasing any domain.
QR code: After the URL is confirmed, generate a QR code using Canva's built-in QR element or a free tool (qr-code-generator.com). The QR code must link to the final live URL — generate it after the URL is set, not before.
Include the QR code in:
- Property flyer (see Property Flyer & Brochure Creation)
- Just Listed postcard (see Just Listed Campaign (Social + Email + Postcard))
- Social media bio link (if applicable — agent confirms)
7. SEO Basics
Apply these basics before the site goes live:
- Page title:
[Full Address] | [City] Home For Sale | [Agent Name] - Meta description:
[2–3 sentence property highlight including address, price, and top feature] - Image alt text: Add descriptive alt text to the hero photo at minimum:
[Address] — exterior front view
These basics help the site appear in searches for the specific address and improve the buyer experience.
8. Pre-Launch Review
Before making the site live, send a preview link to the agent:
Hi [Agent Name] — single property website for [Address] is ready for your review.
Preview link: [URL]
Checklist:
- All photos uploaded and in correct order — confirmed
- Property description from approved copy ✓
- Lead form configured — notifications will go to [email/CRM] ✓
- Video tour embedded ✓ (or: video not yet available — placeholder in place)
- QR code ready for flyer and postcard ✓
Please review and confirm. I'll go live and generate the QR code as soon as you approve.
[VA Name]
After agent approval, publish the site and confirm the live URL works as expected before distributing the QR code.
9. After Closing — Post-Sale Page Update
After the transaction closes:
- Update the hero section to display: "SOLD — [Address]"
- Remove or update the "Schedule a Showing" form
- Replace with a seller lead form: "Thinking of selling? Find out what your home is worth."
- Update the page headline: "I just sold this home. What's yours worth?"
- Keep the property photos visible — the page continues to demonstrate the agent's work
This converts a listing page into a lead generation asset for future seller clients in the same neighborhood. The page continues working after the transaction closes.
10. Checklist
Setup
- ☐ Agent confirmed single property website is part of this listing's strategy
- ☐ Platform confirmed — using [platform]
- ☐ Domain decision made (custom domain purchased / subdomain used)
Building
- ☐ Hero photo uploaded and placed
- ☐ Property description (full marketing version) added
- ☐ All approved photos uploaded in correct gallery order
- ☐ Key features and property details complete
- ☐ Video tour embedded (if available)
- ☐ Interactive map added
- ☐ Lead capture form configured — notification destination confirmed
- ☐ Agent contact info and headshot present
- ☐ SEO basics: page title, meta description, hero alt text
Pre-Launch
- ☐ Preview link sent to agent with review request
- ☐ Agent approval received
- ☐ Site published and live URL confirmed working
QR Code & Distribution
- ☐ QR code generated from confirmed live URL
- ☐ QR code added to flyer (Property Flyer & Brochure Creation)
- ☐ QR code added to postcard (Just Listed Campaign (Social + Email + Postcard))
- ☐ URL added to social post link-in-bio (if applicable)
Post-Close
- ☐ Page updated to SOLD + seller lead capture after deed recording confirmed
11. Escalation Protocol
Escalate to the agent immediately in any of these situations:
- The single property website cannot go live because the domain or hosting platform is inaccessible — the MLS virtual tour link cannot be set without a live URL
- Agent review of the website has not been returned within 48 hours and the listing is launching within 24 hours
- The website is live but contains incorrect listing data (wrong price, wrong square footage, outdated photos)
- After closing, the website has not been updated to reflect the sold status and the agent wants to use it as a "Just Sold" showcase — confirm content before updating
- Any third party (photographer, staging company) requests use of the property website URL for their own portfolio promotion — flag to agent for authorization
Hi [Agent Name] — property website issue for [Address] needs your input.
Issue: [Platform access / approval pending / data error on live site / post-close update needed / third party request]
Current state: [Draft / live with error / not yet built / live and correct]
Launch or deadline: [Date if applicable]
Needed: [Platform access / approve site / correct specific field / authorize use]
[VA Name]
If the agent is unreachable: Do not make the website live without agent approval. If the website is already live with incorrect data and the agent is unavailable, do not modify it — document the error and the timestamp, and fix it immediately when the agent responds. A live website with a wrong price is a visibility error; modifying live content without authorization is worse.
12. Tools & Access
| Item | Details |
|---|---|
| Website platform | [Confirm during onboarding — Carrd / Placester / Luxury Presence / agent main site] |
| Domain registrar | [GoDaddy / Namecheap / Google Domains — if custom domain purchased] |
| Canva | [For QR code generation and any branded graphics on the site] |
| Agent's Canva account | [For brand-consistent design elements] |
| Lead form notification | [CRM or agent email — confirm routing during setup] |
| Campaign folder | [Google Drive → [Address] → 03 - Graphic Assets → for QR code file] |