If you are a Broker and currently have an IDX solution on your Web site, or are thinking of implementing one, there are key things to keep in mind when you begin development. By practicing the following 10 simple rules, you’ll have a successful IDX Home Search Utility that earns your clients' trust and captures more leads for your company and its agents.

1. Make sure you custom design/develop your IDX search.

   Having the ability to design or assist in the design of your IDX home search engine, results and details pages gives you control over how your home search engine utility functions on your site. In addition, it gives you the flexibility of adding unique features that are more likely to capture qualified leads. Custom solutions can also be company branded with colors, logos, etc. to maintain a consistent marketing campaign within your company, which presents a more professional image to prospective customers.

   If you think that you do not have the option of customizing your IDX solution, think again. Contact a development company that is familiar with providing IDX solutions and let them find out if the option is available to you or not. Many MLS vendors and boards are making brokers believe that their solution is the only way they can have IDX, when in reality, they also offer a downloadable solution that can be customized by your web developer. Be sure to do your homework or have someone you respect do it for you so you get the best possible solution for your company.

2. K.I.S.S. - Keep it short and simple.

   Do not provide more than the basic search criterion. According to research, the top three criterion homebuyers look for when searching on the Internet is price, location and square footage. Offering too much criteria can bring back little to no results, confusing the user. With regards to location- remember users from all across the world may use your home search and they won't know the difference between your areas. Offer a map, or additional web pages with information about each area/location. Don't make your searches too busy- keep the layout and design simple with lots of white space for clarity and organization.

3. If at all possible, don't use frames.

   Frames make printing difficult, are bad for search engines and may give away control of the design and leads to someone else. Look into solutions that allow you to download the IDX data so that you can integrate it seamlessly into your company’s site. This will create a more professional appearance to your customer.

4. Don’t use “clever” terminology, or real estate language when describing your home search.

   Be careful not to use real estate terms when describing your home search. Terms like ‘IDX’, ‘MLS’ and ‘Listings’ are not familiar terms to the average homebuyer. They may be second nature to you, but remember who your audience is and make sure your descriptions are simple and to the point. In addition, clever, cute terminology will also run the risk of confusing or losing your user. “Home Search” or “Search for a Home”, though perhaps boring, are most likely to grab your user and get them to search.

5. Make sure request information buttons are easily found and accessible on all pages.

   If a user can't find where to contact you, they will most likely leave. You have a very short amount of time to capture their attention before they get bored and move on to your competitor’s site. Sprinkle contact information and buttons in several places on your search results screens and details pages. Never make a prospect hunt for a way to contact you.

6. Details - Pages should be clear, concise, and easy to print.

   Many Internet users will want to print details pages for their reference. Do not use repeating backgrounds, lots of graphics, or large amounts of colors on your details pages, as they waste ink and do not print well. Conform your details pages to those similar to what you print from your MLS and you’ll have a nice tool that both you and your client can use to their advantage.

7. Implement unique search utilities that enhance your site’s experience, such as:
   • Virtual Tours
   • A Home Shopping Cart™
   • Flag when it's an open house this weekend
   • Offer them the ability to make an appointment for a showing
   • Mortgage rates/calculators
   • Recent home sales information
   • Area/community Information

8. Don't skimp on information.

   Despite popular belief, Internet users are anonymous and wish to remain that way until such time they are ready to reveal themselves to you. Don't try to resort to sales tactics to 'grab' or 'trick' them into contacting you before they can get basic information like location, or price. If you don't give the information, someone else will, and they will just move on to another site to find the information for which they're looking.

9. Do not make users fill out long request forms!

   This is one of the most common mistakes made on broker and agent Web sites alike. Forcing a user to provide a lot of information about them will deter the user from submitting the request. Do not think that just because they're not willing to give you their phone number and address that they are not a qualified lead. The Internet homebuyer is a completely different customer than the one that cold calls companies searching for information. They want a substantial amount of information in a short amount of time without being annoyed by overly persistent sales people. Get their name, e-mail address and phone number (if possible) along with the property or properties they would like more information about. That's plenty of information to get started on a lead.

10. Offer home search criteria without obligation.

    Forcing the Internet homebuyer to provide personal information before they can search on your site is a mistake. Ask yourself if you would be interested in giving a sales person your personal information before you could enter their store. Would you do it? Most likely you would move on until you found a store that let you browse without obligation. The Internet works the same way. You are offering information to a consumer to gain their trust in hopes that they’ll do business with you. Treat your customers the way you would like to be treated. Requiring personal information is a tactic that most people are aware of today and work hard to avoid. Again, the Internet homebuyer is anonymous and likes to remain that way until the absolute necessary time. After all, someone who has searched your site and found something they like, then requested more information on it is a more qualified lead and more likely to do business with you in the end.

If you adhere to these 10 rules, you'll have an IDX search engine that will gain the trust and respect of prospective clients, thereby encouraging repeat visits and qualified leads. As a broker, you’ll be offering Web visitors a solution that is professional, easy to use, and effective.

Published: July 23, 2002

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