Real estate marketing technologies are constantly evolving and real estate agents need to evolve with it. One such technology is called IDX, or Internet Data Exchange, that lets the public view properties online by accessing websites that pay for access to the Multiple Listing Service (MLS).[1] I will first describe its use in major real estate companies, discuss the challenges created by this environment, and then offer suggestions to maximize IDX use in your own website in order to dominate your local market.

Redfin, Trulia, and Zillow are some of the familiar websites that use IDX. These sites obtain property information directly from the MLS. This information is fed into their websites, often in real time. Millions of visitors come to their sites each day. These companies will often sell advertising to agents via zip codes, sell leads to agents, and have in-house agents to help visitors.

IDX makes buyers and sellers savvier with price and neighborhood data than ever before. While some might perceive this as more challenging, I find it to be easier. When property information is available in multiple platforms, you do not need to spend a long time convincing them of today’s market prices—the information is already out there. With information becoming more transparent, the consumer can make more informed decisions.

IDX’s impact to the consumer is largely positive. The consumer’s increased access to property listings does not pose any significant challenges to real estate agents. Instead, the main challenge is this: When larger real estate websites receive millions of views, they end up at the top of the search engine results. Meanwhile, your agent website that possesses the same IDX technology gets pushed further down, becoming less and less relevant in the eyes of the search engine and consumer.

For example, if a buyer searches for 123 Main Street, chances are they will find it on Redfin, Trulia, and Zillow first and not your website. While Redfin has the same property information as you do, Redfin’s higher page ranking lets it be seen well before yours. The task now is to try and capture some of this very lucrative site traffic for your own.

Two choices emerge: the first is to pay to be advertised by these larger real estate websites. They are admittedly successful companies with millions of daily visitors and your website is likely not to compare. Subscribing to their monthly advertising programs may help you get more business. The second option is to improve the IDX on your own personal website to try and improve visitor site traffic. This article explores the second option: “spicing up” your IDX.

You can “spice up” your IDX by featuring information about the property that nobody else has. By featuring information about the property that the MLS does not have but is not confidential, you can provide specialized, local knowledge that big real estate websites may not have.

For example, you can feature properties specifically in your local farm/local service area. Perhaps these properties just came out on the market or these properties recently underwent price changes. You can give your opinion on property photos (tip: keep it positive), look up and discuss walking scores, proximity to schools and freeways, and even point out local restaurants that are nearby.

Highlight any feature that adds something positive to the property while not revealing anything confidential is fair game (and check with your local MLS board what is allowed). Pick a theme, keep it interesting, and get subscribers. Doing this for a few months can be promising and establishes your expertise.

In summary, IDX helps consumers become savvier and also gives you a chance to be original and relevant in today’s real estate market. Just remember that IDX is only one aspect of your marketing plan that should be worked on but not relied on in isolation. Successful real estate agents diversify their marketing efforts and consistently find ways to stand out from the crowd. With over a million real estate licenses nationwide,[2] you don’t just want to be one licensee out of a million—you want to be one-in-a-million.

[1] http://en.wikipedia.org/wiki/Internet_Data_Exchange, accessed 7/17/14

[2] http://www.realtor.org/field-guides/field-guide-to-quick-real-estate-statistics, accessed 7/17/14.