A website whose title and subject is a property is a property website. This is to be contrasted with an add for a broker, brokerage, or franchise that features a particular property, let’s call these latter sites featured-property websites. There are perhaps a dozen companies selling templates that successfully transform featured-property sites into property sites, simply by putting the home information first. Such property sites do legitimately support the new paradigm of houses introducing buyers to realtors, as described in my previous post, but they aren’t custom property sites. A custom property site goes further, attempting to tell the story of a home and its neighborhood through words and pictures. Some outstanding examples of custom property sites may be seen at Designs for Homes, whose specialty is British and European rental properties. When a home is sufficiently unusual that finding its appropriate future occupants requires special measures, a custom property site is essential. Typical examples would include a home with its own vineyard and winery, or its own 50-acre horse farm. Unique luxury estates also qualify. As with other providers of custom property sites, J. G. Williams Design welcomes the challenge of working with unusual properties, luxurious or otherwise. For example, a short walk from the scene pictured on the right, there’s a home that hasn’t been painted in 50 years. It’s grounds are filled with junk. It’s listing says “Needs work.” And it has been on the market for some time. A custom property site could help the next owner assess how restoration might proceed, beginning with an estimated cost for removing the junk. Including the neighborhood in the home’s photo shoot could transform the listing from unsightly to beautiful without misrepresentation.