Why This Question Matters

Every realtor wants more leads, but not everyone knows whether an IDX website is worth the monthly price tag. IDX stands for Internet Data Exchange, and it’s what allows your website to pull in live listings directly from the MLS. That means when someone types “3-bedroom house near Carmel High School” into Google, your website could actually show them homes that are currently for sale. On the flip side, non-IDX sites don’t carry the same cost, but they can feel more like a digital business card than a lead machine. So which one actually drives results?

What IDX Does That Non-IDX Can’t

Let’s start with the obvious: IDX websites can show live property listings. That’s a big deal because buyers don’t want to bounce between 10 different sites. Imagine a couple sitting on their couch with a laptop, searching for a home. They find Zillow, Redfin, and then—surprise—your site shows up too. When they click, they see the same listings but with your branding. This keeps them on your site longer, which means more chances for them to fill out a contact form.

A Real-World Example

We’ve seen IDX sites rank in Google for specific addresses. For instance, someone typed “123 Main Street, Carmel” into the search bar. The results showed Zillow, Redfin, and then right underneath—our client’s IDX page. That’s an incredible win, because anyone searching for that house is already serious. By the time they find your site, they’re one click away from calling you to schedule a showing.

But IDX Isn’t Free

Here’s the trade-off: IDX usually costs at least $100 a month. For a solo agent just starting out, that can feel steep. It’s like deciding whether to lease a car or use your current one a little longer. If you’re part of a bigger brokerage, you may already have access to shared IDX tools, which means paying for your own might be overkill. In other words, IDX is powerful, but not every agent truly needs it on day one.

What Non-IDX Sites Do Well

Non-IDX websites can still work hard for you if you build them the right way. Think of them as a digital introduction. They don’t have live listings, but they can showcase who you are, what neighborhoods you specialize in, and what clients can expect if they work with you. A strong agent bio, high-quality photos, and clear calls to action go a long way. If your site convinces someone that you’re the agent they want, you’ve already won half the battle. For inspiration, see our breakdown of realtor bio page tips that help your personality shine through.

Speed Matters for Both

It doesn’t matter whether you have IDX or not—if your site is slow, visitors leave. Buyers aren’t going to wait 10 seconds for a page to load when they can hop over to Zillow in a second or two. Fast sites make you look polished and professional. That’s why we often recommend reviewing why website speed matters for realtors and taking steps to make sure your site keeps people engaged.

Lead Capture Is the Equalizer

IDX or not, your site needs a way to capture leads. Otherwise, all that traffic goes to waste. On an IDX site, this might mean requiring someone to enter an email after they view three listings. On a non-IDX site, it could mean a “Get Your Free Home Valuation” button. Either way, the goal is the same: turn casual visitors into names in your CRM. That’s where a well-planned marketing funnel can make the difference between a website that looks nice and one that actually pays for itself.

When to Invest in IDX

So, when is IDX worth it? If you’re in a competitive market where buyers are constantly searching for specific properties or neighborhoods, IDX gives you a major advantage. If you already have consistent traffic from social media or referrals, adding IDX can turn that traffic into higher-quality leads. If your budget allows, it’s often a smart investment.

When to Hold Off

If you’re brand new, working part-time, or still figuring out your niche, you might be better served with a strong non-IDX site first. Focus on introducing yourself, explaining your services, and building credibility. Once you have steady clients and a marketing budget, upgrading to IDX makes more sense.

The Bottom Line

IDX websites are like power tools. They can help you build faster and stronger, but they cost more upfront. Non-IDX websites are more like a sturdy starter kit—you can get a lot done, especially if you use it well, but it has limits. Either way, the most important thing is not whether your site has IDX, but whether it makes buyers and sellers trust you enough to reach out.

Practical Next Steps

If you’re trying to decide between IDX and non-IDX, start by asking yourself:

• How much am I willing to invest each month?
• Do I need live listings on my site right now?
• Am I part of a brokerage that already offers IDX access?
• What’s my plan for capturing leads once people land on my site?

Answering these questions helps you pick the option that fits your stage of business. Remember, no matter which you choose, the key is building trust with clients and making your site easy to use. That’s what turns visitors into actual leads.