What Feed Is Right for You? A Guide to ITSO Data Feeds

In the dynamic world of real estate, having the right tools and data at your disposal is crucial for success. Choosing the appropriate data feed for your Brokerage can significantly enhance your online presence and operational efficiency. Here’s a breakdown of the most common types of feeds: VOW, IDX, Consumer Facing, and Brokerage Back Office.

Virtual Office Website (VOW)

A Virtual Office Website (VOW) is a Brokerage website designed to provide online brokerage services to VOW customers, allowing them to search MLS® listings under the Brokerage’s oversight and accountability. VOW feeds contain listings from all users of the MLS® System, unless a seller has opted out of online advertising.

Unlike IDX websites, VOWs are not solely advertising platforms. They require customers to create a lawful Broker-Consumer relationship by setting up an account and agreeing to terms of use before accessing any content. VOWs offer additional data not typically available in IDX feeds, such as two years of sold prices, expired, cancelled, and suspended listings, as well as buyer agency compensation remarks and offer remarks.

ITSO charges an annual fee of $1500 + tax for VOW feeds, reflecting the value of the data and the resources required for creation, compliance monitoring, and maintenance. This fee applies at the Brokerage level, allowing multiple REALTORS® to utilize the same VOW feed under the Brokerage’s supervision.

Data Included in VOW Data Feeds

• All active and pending listings (excluding those opted out by the seller)
• Two years of sold prices, expired, cancelled, and suspended listings
• Pending status and sale prices where conditions have been met
• Buyer agency compensation remarks
• Offer remarks
• Public remarks

Data Not Included in VOW Data Feeds

• Pending sale prices where conditions are unmet
• Seller’s name
• REALTOR® remarks
• Showing remarks
• Access or security information
• Mortgage information
• Personal information of sellers or residents

Requirements for VOW

• Brokerages operating a VOW website without an Authorized Technology Partner (ATP) must enter into an agreement with ITSO to obtain the feed.
• If an ATP is used, your brokerage may only need to authorize ITSO to grant the feed to that ATP.
• All VOW websites must comply with ITSO MLS® Rules.
• Brokerages requesting a VOW feed must pay the applicable ITSO fee.

2. Internet Data Exchange (IDX)

Available to Brokerages that are members of ITSO Member Associations, the IDX feed offers comprehensive active listings from all participating Member Brokerage offices. These offices can opt in or out at the office level but cannot select individual listings for inclusion or exclusion. The IDX feed is ideal for displaying MLS® listings on brokerage or REALTOR® websites without requiring a login, allowing public access to MLS® listings at no cost. Designed for advertising purposes, the feed provides consumers with the same level of information they expect from platforms like REALTOR.ca. Whether you host your site or collaborate with an Authorized Technology Provider (ATP), the IDX feed enhances your online presence by making active listings readily accessible.

Requirements:

• Similar to VOW, an agreement with ITSO is required if operating without an ATP.
• Authorization for the ATP is needed for those using one.
• Compliance with ITSO MLS® Rules is still essential.

3. Consumer Facing Feeds

The Consumer Facing Website data feed provides listing content to entities that are not part of organized real estate, such as companies, franchisors, or municipalities. This consent-based feed includes listings only if the brokerage that owns them permits ITSO to share the information with the website. Designed for advertising purposes, the feed delivers the same level of information consumers expect from platforms like REALTOR.ca.

These feeds enable non-brokerage organizations, such as national franchises or economic development agencies, to promote listings in their region, ensuring that consumers have access to relevant property information while maintaining the necessary oversight from the Listing Brokerage or Member Association.

4. Brokerage Back Office

A back-office data feed provides Brokerages with essential data from the MLS® System to effectively manage daily operations. This feed typically includes information on listings, transactions, and client details, enabling Brokerages to organize, monitor, and analyze their business processes and commission payments efficiently. By integrating a back-office data feed into their management applications, Brokerages can streamline workflows and enhance productivity, ensuring 100% data accuracy as MLS® information is directly populated into their systems.

For Brokerages that want to display only their active listings or require access to both active and off-market listings for internal use, a back-office feed is particularly beneficial. This data is intended solely for internal purposes and not for public distribution.

Requirements:

• Brokerages must have an agreement with ITSO for operating an office active website or back office solutions without an ATP.
• Authorization for the ATP is needed if using one.

Making the Right Choice

Deciding which feed to implement depends on your Brokerage's goals and operational needs. If you aim to provide extensive consumer access with rich data, a VOW might be best. For broader visibility with fewer restrictions, the IDX feed is ideal. On the other hand, back office feeds cater to internal processes and efficiency.

Evaluate your objectives, compliance requirements, and the availability of resources before making a decision. By understanding the differences and requirements of each feed, you can enhance your Brokerage's online presence and efficiency in the competitive real estate market.