Teresa Boardman’s article titled, “Listing Search of Diminishing Value for Agent Websites” published in Inman News caught my attention this morning.
Teresa laments that her IDX is no longer producing the results it once did. She states, “I've been wondering lately whether providing Internet data exchange (IDX) listing search on my websites and blog is still necessary.” Her final thought is that having all the local listings on her site may no longer be worth the cost.
While I agree with her that we need to be constantly evaluating where are marketing dollars are spent, I still think a robust IDX solution is the core of any real estate website. People come to brokerage / agent websites for two reasons: to find properties and to find information. Real estate websites have to provide both if they are to remain relevant and productive.
Our website IDX produces about 1500 leads a year. While that’s not massive, it’s plenty for our two-person team. What’s interesting is how the traffic gets to the site and where they enter the site. Very little traffic enters on the home page. Most of the traffic lands on individual blogs posts or community-specific pages within our site. That’s the power of good SEO techniques.
The key to quality traffic is writing keyword-specific (long-tail preferred) blogs and pages. Every blog or page should begin with certain keywords in-mind and the blog or page should be written to support those keywords. IDX is an integral part of this equation. Once you get the traffic to the blog or page, you have to give them specific information and show them properties that meet those keywords that got them to there in the first place. If you fail to do so, they will bounce and find another site that gives them what they are looking for.
If your website is not giving you the return you’re expecting, it’s most likely not your IDX solution.
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Tom Branch and Gina Branch, The Branch Team with RE/MAX Dallas Suburbs, service the greater North Dallas suburbs including Dallas, Plano, Allen, McKinney, Frisco, Lewisville, and Carrollton. While Gina concentrates on traditional listings and buyer/tenant representation, Tom specializes in assisting distressed homeowners to avoid foreclosure. Tom and Gina have published two books (Achieving Rock Star Status and The Field Guide to Short Sales) and are available for speaking engagements in the greater Dallas - Fort Worth Metroplex. Subscribe to The Branch Team Blog.
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