42 REALTOR® NOVEMBER/DECEMBER 2014 REALTORMAG.REALTOR.ORG
of hosting the data on an IDX server and migrating it from there.
Essentially, it eliminates the middle man and reroutes the IP
addresses of MLS property pages to agents’ sites so they get all
of the SEO value, Bickerton says.
“When we do an MLS migration, we put the real pages on the
agent’s server,” Bickerton explains of Realtyna’s process. “We
get the feed from the board, and we put it directly on the agents’
websites. All those IP addresses lead back to your website, so
you get all the SEO value and the leads.”
Agents also pay only a one-time fee—$1,139 to $1,349,
depending on the website platform—for the setup; there are no
Amir Feinsilber, broker-owner and CEO of The Force Realty
in Seattle, a company that used Realtyna to set up an organic
MLS feed on its site, says he’s seeing far more SEO value than
he did when the company used an IDX vendor. “The amount of
tra;c to our site has increased exponentially,” Feinsilber says.
“Lead generation now happens through osmosis, in that we are
heavily indexed [on search engines] naturally and receive phone
and Web leads as a result without having to spend a tremendous
amount of marketing dollars on pay-per-click and other brute-
force methods of generating tra;c to our site.”
Still, there can be advantages to using an IDX platform for
MLS migration. Feinsilber says that when his company used IDX
integration, the costs of developing an MLS feed were much less
than going the organic route, and the time it took to set it up on
the company website was minimal. “Typically, these solutions
were either instant or took a few hours to integrate while [my
brokerage] inherited a suite of well-polished tools,” he says.
Whatever route you choose, it pays to take a thoughtful
approach about whether listing feeds make sense for your
overall business plan and budget. After all, your goal is to help
consumers find not only the listings that most appeal to them
but also the trusted agent they want to guide them through the
By Graham Wood
zipForm® is the exclusive and offiicial forms software of the
NATIONAL ASSOCIATION OF REALTORS®
We empower more than 800,000 REALTORS® through
zipForm® and our other productivity-boosting products.
Visit www.ziplogix.com for more information.
IS OUR HOME.
WE LOVE COMPANY.
how to . . .
take control of marketing listings