Cut through the Clutter with IDX Email Updates

Real Estate Technology with IDX, LLC.

Many agents believe that buyers and sellers check their email hourly, looking for generic and sometimes redundant tips about how to buy a home. This is simply not how email works for most buyers.

What is email, really?

Email is a medium that demands a lot from the user. Email often forces people to:

  • Unsubscribe to keep their inbox manageable.
  • Delete all non-essential messages.
  • Leave email where it is and simply ignore 99% of emails.  

All new email/newsletter/drip campaigns to arrive often struggle unsuccessfully to catch the reader's attention.

How do you cut through the clutter?

Timely, relevant listing information is the key to differentiating via email. IDX software should send your contact a list of newly added properties. This should happen within the first 24 hours of when that listing appears in the MLS.

This information is both timely and critical to the buyer.

How are targeted, timely listing emails different from “DRIP” campaigns?

Traditional DRIP campaigns are generic, and relatively easy to replicate. Targeted content is less generic, and much more difficult to replicate. 

Rather than focus on sending DRIP content that may dilute the impact of a new listing email, why not simply attract buyers to your website? Use your website to share market, neighborhood, or other targeted information that you would normally save for a generic DRIP campaign.

Email Update Target

Below are some advantages to automated MLS listing updates:

  • The email will have a higher open rate. You are not wasting valuable time and resources on generic content that may have an open rate of 7% or less.
  • You are using software to automatically send targeted, unique content to your client.
  • You are not diluting your new listing email with generic content.
  • Customize the look and feel of your email updates in order to build personal and professional brand awareness.  
  • Use your IDX software to test email updates internally before you customize. This allows you to correct any typos, layout, or other inconsistencies.

Where to focus?

Focus on your buyer’s #1 priority: Finding a home.

Customize automated IDX/MLS listing update emails to make an impression. Then you can focus on software designed specifically to build and launch newsletters, manage CRM, etc. Build website content in order to attract a broad audience, and then pinpoint buyers with targeted and professionally branded IDX/MLS listings.

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Candice A. Donofrio
Next Wave RE Investments LLC Bullhead City AZ Commercial RE Broker - Fort Mohave, AZ
928-201-4BHC (4242) call/text

Our MLS has a fairly good prospect management system which includes auto criteria e-mails . . .

And like Erica's, my sellers too get 'comps' . . . they don't always like 'em but they get 'em anyway . . . :)

Jul 13, 2009 09:23 AM #2
Laura Warden Nordin
Century 21 Camco Realty - Albuquerque, NM
30-year Top Producer in Greater ABQ Real Estate

Erica and Candice, I think the idea of sending out email updates of "comps" to sellers is a great one!

Jul 13, 2009 09:57 AM #3
IDX Broker
IDX, LLC. - Eugene, OR

Excellent point about comps & sellers!


Jul 13, 2009 10:07 AM #4
Brenda Swigert
Keller Williams Seven Hills Realty - West Chester, OH

It's important to get people what they truly want "the latest listings" and not a lot of spam.

Brenda Swigert, e-PRO

ReMax Unlimited

Jul 31, 2009 02:40 AM #5
Robert T. Boyer
FHA Loan, VA Loan, Jumbo Loan,FHA Loans,VA Loans,Jumbo Loans - La Jolla, CA
San Diego Real Estate & Mortgage Loans, Ph.D. | VA Home Loan

Our MLS provides a mechanism to send out emails _asap_ when a new property appears matching prospect criteria.  It's targeted and timely... but perhaps too timely (too much of a good thing).  I'm one who let's useless emails go unread.  I have 43,550 emails in my inbox - most spam, and another 16427 in my junk email, I highly recommend limiting MLS updates to no more frequently than daily.

Jul 31, 2009 02:59 AM #6
Gene Riemenschneider
Home Point Real Estate - Brentwood, CA
Turning Houses into Homes

Our MLS service provides an auto-notification system.  What else does your IDX system do.  I think I need a new one.

Jul 31, 2009 03:36 AM #7
Sarah Elles Boggs
Luxe Living Realty - Miami, FL
Miami Condo Investments Team Leader

I have your service on my website and absolutely love it.  I like that I can set the default property type & that you have a multifamily type.  I have also asked questions about new services & am currently trying to figure out how to syndicate the IDX onto a facebook app.  Your staff has been very helpful, and I am very happy.

Jul 31, 2009 04:22 AM #8
IDX Broker
IDX, LLC. - Eugene, OR

Brenda - you're right and that's really up to the person who registers and saves their search criteria. Fortunately they would only receive listings where days listed = 1. 

Bob - It's virtually impossible to receive IDX feed updates more often than 1x day due to the nightly MLS data push. Agents who are concerned about "update fatigue" may also choose to CC themselves w/a summary of updates that go out each day. This can provide an opportunity to assist the buyer/seller so that they can fine-tune their saved search results. 

Gene - Integrating custom headers and background images with these updates are a great way to build mind share.

Sarah - thank you very much for your comments!

Jul 31, 2009 10:25 AM #10
Dominick Tascher
MVP Realty - Naples, FL
Realtor, MD, ABR, GRI, SRS

 I am using your services too on my website and love the features. I

am using the email updates daily with buyers and they love it.

A suggestion: Would it be possible to email not only the new listings but also the listings with a price's change? It would be a great feature!

Aug 01, 2009 09:20 AM #11
IDX Broker
IDX, LLC. - Eugene, OR

Great feature rec. John. Something we have discussed however other projects always seem to get in the way. Will bring up during the dev meeting this week.

Aug 03, 2009 04:57 AM #12
Bill Bergen
RE/MAX Results Realty (Marco Island FL) - Marco Island, FL

I find that this is a great way to stay in front of the buyer or seller and it is something that they appreciate receiving.  One agent in my office has over 300 clients on auto.  I am still working on my first 50.  With me sending 3 e-mails spread out over each month, one stats, one JL/JS, and another regarding a timely newspaper article, and then MLS updates, I know I am in the forefront of their mind when it comes to real estate.  I love this feature.  Set it and forget it.  I do have it send me a copy as well.

Aug 03, 2009 07:08 AM #13
Jenny Durling
L.A. Property Solutions - Los Angeles, CA
For Los Angeles real estate help 213-215-4758

I do sent targeted listings, unfortunately there are still listing agents who don't seem to know where their listings are actually located and post them in the wrong areas!

Aug 03, 2009 05:41 PM #14
Kathleen West
Trademark Realty Group of Palm Coast - Palm Coast, FL
Flagler County & Palm Coast Realtor

IDX broker is a great service.  I began utilizing the service this past year.  The biggest benefit is the custom feeds that can be created (i.e. links for homes for sale by neighborhood, foreclosures, etc.).  This creates a great and easy starting point for visitors that can then tailor their searches from there.  I've been getting great feedback as well.  Not only can visitors create one custom search, but they can create many and they like the feeling of control over their shopping.  This also cuts down on the desire to 'unsubscribe' or delete any emails from me since they are getting the content they want.  

Great product and service.  I highly recommend IDX Broker to anyone seeking a custom IDX solution.


Oct 29, 2009 02:23 AM #15
Mike Glastonbury
Deep Creek Realty - Punta Gorda, FL

I use IDX Broker and really like it's features. This area is one where IDXBroker really falls short. Even your illustration of the target shows a targeted email drip campaign as being effective, if not as effective as listings. A targeted drip email is a way to 'touch' your clients from time to time if they have not signed up for email updates or nothing new has been listed. Right now I have to manually export my leads from IDXBroker to the drip campaign and, quite frankly, I don't have the time. Is there any way IDX broker could fashion some sort of interface where a IDX lead is automatically transferred to a drip mail vendor. I would even switch drip mail vendors if this could be taken care of. As it looks now, the only way to automate the system is to leave IDXBroker or - gasp - sign up with TopProducer!

Jun 23, 2010 06:33 AM #16
IDX Broker
IDX, LLC. - Eugene, OR

Hi Mike - We offer web services that many developers have used to automate the IDX > DRIP lead management.

As you mentioned, we also offer direct integration with TopProducer. That integration is automated and can be setup in 20 minutes or less. We pass "lead type" information as well so you can build campaign profiles around the form that an IDX client used when they contacted you.

All valid points. I would just point out that a saved search often gives people the kind of actionable listing information that may give them a reason to call you right away. This is why we encourage our clients to setup as well targeted saved searches for potential buyers.

Jun 23, 2010 07:55 AM #17
Paul Gapski
Berkshire Hathaway / Prudential Ca Realty - El Cajon, CA
619-504-8999,#1 Resource SD Relo

I think drip email or auto email should obviously do all the work for you. It should be just so easy and after just a keep in touch call or monthly call

Aug 20, 2011 08:59 PM #18
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