It also depends on the classifieds sites you use. I dont have a website and I built a good rep simply by buying memberships to kingsnake and fauna. Building a trader rating and good BOI threads is a plus. I found that only a very small percentage of buyers will ever actually leave good ratings or BOI posts so it takes many sales to get to that point, but it's worth it in the end.
A website is useful but so many people search the big reptile classifieds now that once you already have a good rep established, I think that's a good way to go. Even the big breeders advertise there as well as their own web pages so they get the most views.
Local sites like craigslist and eBay classifieds (kijiji) are really only useful for rehoming normals or morphs you simply don't want or can't afford anymore but are not looking for any real profit or income from.
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