Does your IDX measure up? Find out which tools rank highest

Marci Sepulveda Leave a comment

Written by Alessia Girardin

The Made in America Movement, a platform for promoting American businesses, released a report examining which internet data exchange tools are the best for your website as well as what consumers think about the home search on existing sites.

IDX, also known as internet data exchange, allows brokers and agents who are members of a multiple listing service to integrate real estate listings from that MLS database into thier own websites. The benefit to such a feed over Redfin, Zillow and other aggregators is twofold: This software connects directly to the source so that all your listings are all up to date and comprehensive. It also keeps prospects on your website, allowing you to receive leads from your listings when users execute a property search on your website.

When dealing with IDX tools, it is important to look at search engine optimization. There are some downsides to when clients do their property search on Google: They often fall under Google’s “user intent” shift, in which searches only appear based on what the search engine remembers about the searcher. The study noted that several outdated IDXs use iframe technology and subdomains which make it almost impossible to rank a website on search engines. However, with modern IDXs this feature is enabled.

In regard to SEO, the report stated that it’s important that website developers stay updated on new platforms to ensure they continue to work for brokers: “We found that many agents have been hurt by website developers that use an IDX that utilize subdomains or iframes because the developer is simply accustomed to using one of the outdated IDXs, rather than one of the newer modern options.”

Some IDX plugins are more successful than others. After testing 25,000 real estate agents’ websites and working with more than 125,000 consumers, MAM ranked Showcase IDX as the highest rated IDX plugin overall, with kVcore and Real Geeks coming in not far behind. According to the results, Showcase IDX had the best SEO and visitor retention scores, especially from the standpoint of return on investment. Those are important factors for the success of the plugin, but MAM noted that maintaining solid lead generation, engagement and conversion through the website are also important factors.

MAM emphasized the importance of using your website as “the hub of all of your marketing,” and noted that integrating a modern IDX is part of that effort. Modern IDXs provide users with a web building platform as well as plugins that can directly link to them. From MAM’s analysis of more than 25,000 real estate websites, Showcase IDX came out on top as the most successful plugin to use whether you are building your own website independently, or working with a web developer to create it. The benefits of all-in-one platforms like kVcore and Real Geeks is that they provide other services as well — such as a full website, drip email and text campaigns, as well as other advertising features — rather than being hyper focused IDX companies. Still, MAM noted that these two platforms came in at a much higher annual price than owning your own website.

Financial resources in a time of economic crisis

Tim Inklebarger Leave a comment

It’s been about two years since the National Association of Realtors launched its financial planning and assistance wing, the Center for Realtor Financial Wellness, and just in time to find its footing for the coming global recession.

The center offers Realtors financial help in a variety of ways, such as assistance with taxes, strategies for investing, tools for budgeting, and more, and has amassed a collection of webinars in just a few years and made them available to view on demand.

Laying the groundwork over the last few years has positioned the program to adjust quickly to the pandemic with COVID-19-specific programming and virtual seminars to take the place of live events originally planned for later this year.

NAR Director of Member Development Kasey Stewart said the center grew out of an idea that originally aimed to help provide education and support for Realtors investing in real estate.
A survey of membership at the time, however, revealed that half of Realtors were not saving for and were not prepared for retirement, Stewart said. She emphasized that, because real estate brokers and agents usually work as independent contractors and often are not provided the same financial help and resources as other kinds of employees, the center’s work is vital to many members’ long-term monetary security.

“We try to cover the full spectrum of financial issues that independent contractors face,” Stewart said.

Brittany Schanck, financial wellness manager with NAR, said the center doesn’t take a cookie-cutter approach but rather tailors its assistance to the needs of each individual member seeking help. Brokers help their clients make what is often the most important financial decision of their lives, but who helps them in their financial journey, she asked.

The center was beginning to increase its notoriety earlier this year, holding its first live event on March 4 with the Bay East Association of Realtors in California, where the center offered sessions on good financial habits, investment strategies and retirement planning. But the first in-person event would be the center’s last for the foreseeable future due to the coronavirus pandemic. Like everyone else facing this new reality, the center had to pivot and focus on providing information about coronavirus-related issues and holding virtual events.

Programming quickly focused on helping members understand various aspects of the federal stimulus package such as the Payment Protection Program, Stewart said. She advised members who are new to the program to visit the center’s web portal at financialwellness.realtor and complete a 10-question assessment to determine where they are in their careers and overall financial security. They then can begin to set financial goals and find a clear path toward achieving those goals.

One of the best parts, Stewart said, is there’s no cost. “We fund it through member dues,” she said. “We just want to help them. It’s truly a benefit.”

Additional financial resources are available on NAR’s website, and from AgentEDU’s free business plan template.