Dear Mr. Internet,

I want it to show listings from our MLS system in addition to my own on my Website, what is the best way of doing this with the least amount of hassle?

Kiki Schwartzbauer
Kay Ireland Real Estate Services
Edina, MN

Dear KiKi,

The ability to show a whole range of listings on your site will definitely give you a marketing and lead-generation advantage. However, before you can show other brokers' listings on your Web site, you first have to know the guidelines created by NAR as well as any specific rules on IDX implementation developed to your local MLS. (For more information on IDXs and VOWs, click here.)

Depending on the policies of your MLS, you may have the option of displaying other brokers' listings using an Internet Data Exchange (IDX) and a Virtual Office Website (VOW). An IDX is designed to let you "advertise" others listing on your site. Typically IDX listings will contain limited information (for example, the property's address may not be included), and viewers can often remain anonymous. A VOW site, on the other hand, requires that viewers register and provide background information before viewing listings.

The table below will give you an idea as to the differences of how listings can be displayed on Websites under VOW vs. IDX and their relative advantages / disadvantages:

It's also important to note that with both IDXs and VOWs, you won't necessarily be displaying all listings in your area. Under NAR policy, individual brokers have the right to "opt out" of having their listings displayed on the IDX of another MLS participant. Under NAR's policy for VOWs, brokerages may also prevent specific companies from displaying their listings. In general, third-party vendors for your MLS will be responsible for deleting those companies that chose not to participate in an IDX. Also keep in mind that some MLSs restrict the display of other brokers' listings to the managing broker's site. In such cases, you'd need to get your broker's permission to include listings on your personal site.

Let's say it is a "green light" all the way and you are ready to jump in with installing either VOW or IDX on your site -- where do you get started?  Once again, your MLS system people will have a good idea as to who the approved third-party vendors are that can help you with the implementation on your site.  Some may be small local vendors that just serve your MLS and others are larger national companies that provide VOW and IDX implementation for listings from many different MLS systems.  Here are some vendors you might want to check out that implement IDX solutions for many MLSs around the country:

• IDXdirect - gives you the ability to put IDX listings on your own site, automatically send new listing e-mail alerts to visitors who requested it and even let your visitors save their search criteria on your site.  Agent pricing is $399.50/yr with no set up fees if you pay a year at a time.

• GoHome - complements its IDX and e-mail marketing offerings with options that let you assign a unique Web address to each listing. Another features lets you track which advertising medium prompted a visitor to come to your Web site. The Classic version of this product has an activation fee $99 and an monthly fee averaging $35 per month. The Professional version, which give you your own domain name, has an $499 activation fee and monthly costs between $70 and $90.

• Immobel - unique in that they allow your visitors to view your listings in any of 10 different languages (especially useful if you work with foreign buyers).  They charge $299 for set up and $399/year for hosting the IDX part of your site.

Your MLS provider will most likely also be able to recommend all the local third-party vendors that work with just them. In addition to comparing features and cost when shopping for an IDX provider, take extra care to speak to at least 3 - 6 of their current customers who have had the service for at least 6 months.  This will tell you a great deal about the reliability and professionalism of the vendor (REALTORS® do have a tendency to be the squeaky-wheel when things don't work as advertised!)  Also, if your are thinking of implementing a VOW on your site (if allowed) you will typically need to contact your MLS directly.

The real estate industry has come a long ways from the days of the closely guarded the "multiple listing book." Today, dozens of sites offer prospects a chance to comparison-shop homes before they contact you. In fact, the 2003 National Association of REALTORS Profile of Home Buyers and Sellers found that 65 percent of buyers used the Internet in their home search. IDX and VOW are two powerful tools to help you give Internet-empowered consumers exactly what they want--free and easy access to available property information. And in so doing, you lay the foundation for a potentially profitable relationship.

Published: June 21, 2004

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Michael J. Russer (a.k.a. Mr. Internet®) is an internationally acclaimed speaker, trainer, author, and strategic consultant to the real estate industry and small business. He is also the exclusive Internet columnist for REALTOR® Magazine, the architect of the revolutionary e-ProductivityTM system and leading voice for the use of Virtual Assistants in small business. You can subscribe to his free monthly leading-edge newsletter ePOWER NEWS by going to ePowerNews.com.