Content is King, So Why Aren't You Using the MLS Database?

Services for Real Estate Pros with Dynamic Page Solutions

Are you using your MLS database content as a strategy to compete for traffic on the Internet? Did you know that your typical IDX display is invisible to the search engines? This is because the listings are housed in an i-frame which the search engines cannot crawl. If they can't crawl the listings, the content cannot be indexed. If it can't be indexed, it cannot be considered as a match for someone's search. For some of you that information might be SEO 101, but for others it may still come as a surprise.

Visibility Strategy 
So why would any website provider ignore the massive content available within MLS databases? In most cases it's because website providers are not automatically SEO experts. While they may be able to create a beautiful site with lots of fun features, it doesn't do a great deal of good if no one on the Internet can find you unless you send them there via a specific address.

Understanding how the search engines work and utilizing the best practices, site architecture and optimization is crucial to developing ranking for keywords.

To go a step further, a web provider needs to understand how to take advantage of "free" content like the content that's available to you through your association with your local MLS. By categorizing, optimizing and presenting the listings in a themed format, the search engines and homebuyers are given hundreds of doorways in which to access your website!

The methods that we apply to search engine optimization provides outstanding results. ActiveRainer's typically have one step ahead from the average real estate agent because they already understand the power of blogging and being involved with social media. These practices coupled with a powerhouse real estate technology like Dynamic Page Solutions has created can give any agent the ability to compete any competitor's website despite age or amount of backlinks and that's a fact!

Check the results for our client that has already made it to page one for the competitive term, "Chino Hills Homes" in three months. But the true beauty of this success story is that he not only wins on the competitive terms which account for 30% of traffic, he's winning on long tail keywords that account for the other 70%.

Branding, Internet Visibility and Quality Lead Generation are the foundation for our philosophy on developing a successful real estate business

Want to know more about long tail? Check out my longtail Squidoo lens

Posted by

Anita Koppens

Comments (7)

Graig Ponthier
Homes & Land of Greater San Antonio - San Antonio, TX

Listing syndication is an important part of a marketing plan, this is how you can be found on the web, it is a shame they dont offer this

Feb 19, 2010 01:40 PM
Larry Toppenberg

I agree that syndicating listings to a bunch of portals helps bring some traffic but it only brings traffic via the specific listings that you have to syndicate. Using ALL listings in the entire IDX data feed and making them visible to the search engines can bring hundreds of times more traffic to your site than syndicating to a portal.

Now that the cost of making MLS listings indexable on websites and blogs is under $40 and even nearly free with some venders, it should be the required starting point feature of any site.

Our MLS boards should be making listings visible to the search engines so we don't have to give away our traffic to portals.

Feb 19, 2010 02:09 PM
Rich Cederberg
eXp Realty - Albuquerque, NM
eXp Realty Agent Albuquerque

Hi Anita, if the proof is in the pudding, your client in Chino must be reaping great rewards!


Feb 20, 2010 01:55 AM
Dynamic Page Solutions
Dynamic Page Solutions - Mesa, AZ

Graig - I agree with Larry's comment. While syndicating your own private listing allows for some good exposure, you only benefit from one listing at a time. The technology that I went over in my post takes ALL the MLS listings from a city or county or even an entire metro area and makes them visible to the search engines. Your site effectivly becomes a mini Trulia where you are the main contact. The wealth of keywords on your site captures traffic from homebuyers that are searching on feature specific terms. This type of homebuyer is much closer to coverting than the homebuyer that is looking for "homes for sale" or "real estate for sale." Someone that search on "4 bedroom homes with pools in such and such a community" have far stronger intent.

Feb 22, 2010 01:29 AM
Dynamic Page Solutions
Dynamic Page Solutions - Mesa, AZ

Larry - It is very unfortunate that most Realtors only option for visibility is to send their listings to the portal websites. It's even more unfortunate that the portals only have about 30% of actual listings so homebuyer's may get frustrated from lack of choices and simply move on. The point I am trying to make with my post is that portals can be beat. Just ask my client in Chino Hills. The only reason they are so strong in the rankings is because Realtors make them so by giving them their listings and links.

Feb 22, 2010 01:34 AM
Dynamic Page Solutions
Dynamic Page Solutions - Mesa, AZ

Hi Rich,

Yes, I belive so and he is a repeat customer. He finally found a real estate technology that works just as well as promised.

Feb 22, 2010 01:35 AM
Lori Cain
eXp Realty - Tulsa, OK
Midtown Tulsa Real Estate Top Producer

So, what you're saying is that if people are searching for homes for sale in Florence Park or Terwilleger Heights (within Tulsa), I should just do a MLS search and write a post about what's available, regardless of whose listing it is?

Feb 24, 2010 07:07 AM