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What is IDX, and does your real estate website actually need it? 🏡

IDX is what allows real estate agents and brokers to display active MLS listings directly on their website — but having IDX alone doesn’t automatically make a website effective.

Your real estate website still needs to be built around the user experience: helping buyers search for properties, creating clear calls to action, capturing leads, and giving people a reason to come back.

I spend a lot of time working around real estate websites, IDX technology, digital marketing and lead generation, so I’m sharing more of what I learn here.

Follow @franmarkets for practical real estate marketing, website, technology and lead generation insights.

#realestatemarketing #idx #idxwebsite #realestatewebsite #realestatetechnology

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A real estate agent called me 30 minutes ago. He's deciding between a cheap agency and us (@tremgroup ). Here's what I told him.

Don't ask an agency what they'll do for you. Ask what they've already done for agents like you. How long it took. What it cost. If they can't show you that, the price doesn't matter.

$100 a month with zero traffic and zero leads is the most expensive marketing you'll ever buy. $5,000 a month that doubles every month isn't a cost, it's an investment.

And be honest with yourself: everything an agency does, you can do. We just do it in six months instead of six years.

Send this to the agent who's shopping on price right now.

#realestatemarketing #realestateagent #realtorlife #marketingagency #realestatetips

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A real estate agent asked me if Google reviews are still worth their time. Yes. More than ever.

AI search is where buyers are looking now, and content is the #1 way to show up there. But most agents can't publish consistently. Google reviews are the cost-effective shortcut: more of them, higher quality, real.

Google cleaned house in May. Three rules so yours don't get deleted:
1. No names in the review
2. Not all from the same IP (don't do it in your office)
3. Not all in one day. Spread them out.

Send this to the agent on your team who's sitting on 40 happy clients and 4 reviews.

#realestatemarketing #realestateagent #googlereviews #aisearch

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My 8-year-old just explained lead capture better than most marketing agencies.

"Where do people put their name?"

That's the whole question. A website with a picture of a house and nowhere to raise your hand isn't a website — it's a business card with a URL.

The one my team builds asks first. Then it emails you the new listings by itself. That's how you get the customers. It's not that hard. She said it, not me.

Be honest — does your website ask for a name, or does it just have a picture of a house? 👇

#realestatemarketing #realtorwebsite #leadgeneration #miamirealestate #realtorlife

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What's the difference between a real estate website that looks good and one that actually works — and how do you measure it?

Francesco asked me this one, and the honest answer starts with a question back: what do you mean by "works"? 👇

An agency can hand you a beautiful website with no CTAs, no lead capture, zero leads ever — and call it a success because it looks nice. From our CEO to every client I work with, "works" means one thing: is it growing my business, and can I track it?

Here's the ladder a working website has to climb:

1️⃣ Branding (the 101) — does it showcase who you are and what you do at the quality level of your market? If you're selling $1M+ (and honestly, luxury starts at $5M now), the affluent buyer is judging you in seconds.

2️⃣ Capture — are visitors registering, downloading, filling out forms? Is that information actually landing in your database?

3️⃣ Quality — are those real people or bots? And careful here: a lead who doesn't answer isn't spam. I've watched billionaires fill out a form and never pick up — because the trust wasn't there yet. You still had to be the one to reach out.

4️⃣ The 3 questions — when you finally talk: right price point? Right farming area? Acting now, not in 5 years?
Only 12% of agents say their website is their top lead source (NAR 2025). The other 88% probably own a website that "works" by the wrong definition. 🐇

The website is one component of a bigger system — but a strong one does every step above.

Question for the agents: has your website generated a lead in the last 30 days that turned into a real conversation? If you're not sure — that's the answer. Tell me below 👇

See you on the other side.

#RealEstateAgent #RealEstateWebsite #IDXWebsite #RealEstateMarketing #LeadGeneration RealEstateLeads RealtorTips LuxuryRealEstate ListingAgent RealEstateTech

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How does Zillow take money from real estate agents — and can an agent actually beat Zillow in their own market?

Francesco asked me this one. The answer starts 20 years ago 👇

Zillow launched in 2004. Back then, Google was what AI is today — people were escaping the 90s spam era and finally searching for what they actually wanted. Zillow (and every portal after it) built its power on one thing: showing up programmatically in Google search. Not in your market — in Google.

Here's what most agents miss: buyers don't go to Zillow. They go to Google. Zillow just happens to be what Google shows first. So Zillow, without being in your market, captures your leads — and sells them back to you.

Now the good part. Amazon can't beat a store that only sells chairs. Focus wins the category. Same rule applies to you: a real website with real IDX search, built around YOUR zip code, is something Zillow can't out-focus. They cover everything. You own one thing.
Google was the doorway 20 years ago. AI is the doorway now. The agents who show up in that doorway for their own market don't rent leads — they own them. 🐇

Honest question for the agents here: do you think you can out-rank Zillow in your own zip code — or is that a fight you've already conceded? Both answers are real. Tell me which one you are 👇

See you on the other side.

#RealEstateAgent #RealEstateMarketing #Zillow #ZillowLeads #RealEstateLeads LeadGeneration IDXWebsite RealtorTips RealEstateSEO ListingAgent

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619 Nobu Residences in Brickell, Miami

#nobu #nyc #miami #realestate

Shot Production by @tremgroup
Video Editing by @vedio.media

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Real estate has always been about more than property. It’s about timing, relationships, and knowing something others don’t.

That was the spirit behind the «Art of Ownership» — an evening at The Ritz-Carlton, Fort Lauderdale Beach that brought together a room of people who understand that distinction.

✨ Exclusive market insights from @ana_analytic.
✨ A curated showcase of premier developments across South Florida and the Caribbean.
✨ And the kind of genuine, high-caliber conversation that stays with you long after the evening ends.

Thank you to Level Up Creative Agency (@levelupcreative.agency), Ana Bozovic (@ana_analytic), Greydoor Publishing (@greydoorpublishing), and Leo Estate Group (@leo.estate) for making it all come together.

Until next time. 🥂

#LuxuryRealEstate #Compass #Agentsofcompass #TheRitzCarlton #CompassNetwork

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⚡️From NYC @compass Global Connecting the Dots at The Ritz NoMad to our private invite-only Art of Ownership event right here in our hometown Fort Lauderdale Beach, my team at @theprobstgroup and our amazing partners are ready to welcome our guests this week ❤️

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