Building a real estate website that displays property listings isn’t as simple as installing a plugin. To do it right—and legally—you must follow specific rules set by local MLS boards (Multiple Listing Services). These rules affect how listings are shown, how often they’re updated, and what information can be made public.
This article is designed to help real estate teams, web developers, and business owners create WordPress sites that connect to IDX (Internet Data Exchange) feeds while staying compliant, fast, and user-friendly.
Whether you’re managing one region or working across multiple states, this article will walk you through the steps to build a platform that meets today’s technical and legal standards.
What Is IDX & How Does It Work?
IDX stands for Internet Data Exchange. The system lets your website display real estate listings from the MLS (Multiple Listing Service).
Here’s how it works:
- Your site connects to the MLS using a secure login method called OAuth.
- It pulls listing data in a format called JSON, which is just a way computers share info.
- That data is saved in WordPress, special posts, or custom tables.
- Then, your site shows the homes using tools like shortcodes or widgets.
All this needs to run smoothly. If something breaks—like the login expires or the data doesn’t load—your site could show old or incorrect listings.
Why MLS Compliance Matters on WordPress
MLS boards and NAR spell out strict rules for showing listings online. Missing one detail can result in fines or the loss of your feed. You’ll protect your reputation and keep search engines happy when your site shows accurate, up-to-date info. SEO also loves fresh content—stale listings can hurt your ranking.
Also, following MLS rules keeps you out of legal trouble. Showing current data builds trust with site visitors and search bots.
A clean, well-marked site helps you rank better and draw more leads.
Displaying Required Credits and Disclaimers
Every MLS board wants you to show the source of the data. You usually need the MLS name, a copyright line, the listing broker’s name, and a timestamp. Some boards give a short boilerplate you must copy exactly.
MLS name and copyright: You might see text like “Listing provided by XYZ MLS. All rights reserved.” Put that near the top or bottom of each listing page.
Broker attribution: many boards now require the listing broker to provide contact information. WordPress themes can store these fields and show them in your single-property template.
Update timestamp: show “Last updated on [Date]” so visitors know how fresh each listing is. Some MLS rules even specify where it must appear on the page.
If your theme or plugin doesn’t have a spot, add a small snippet in single-property.php or use a widget area in your footer. For exact wording, check your board’s rulebook—often, they have a PDF or webpage you can link to.
Sticking to Branding and Display Rules
MLS rules don’t stop at text. You can’t tweak the remark fields or watermark photos with your logo. You must use content exactly as it appears in your feed unless your board instructs otherwise.
- Don’t change any listing details or photos beyond simple resizing.
- Display the MLS logo if your board requires it (size and color specifications vary).
- Hide private data, such as homeowner contacts; your plugin should do this by default.
Some boards supply an official logo file or a link to use. Drop that in your theme’s header or footer. Check your CSS to ensure it remains at the correct size. If you bring in multiple boards, label each listing with its source. That keeps you compliant and transparent to visitors.
Keeping Your Data Fresh and Accurate
Showing old listings can break the rules and confuse buyers. Most MLS require updates at least every 12–24 hours. Some allow you to pull hourly through an API, while others only permit twice-daily imports.
- Set your plugin or API to sync at least twice a day.
- Use MLSImport.net’s scheduling or IDX Broker’s dashboard alerts.
- Watch for sync errors and correct them immediately.
When a feed error appears, it often means that your credentials have changed or the board has updated its feed URL. Check your API key or log in to your plugin settings first. Then, look at your error log and re-run the import. This simple check ensures listings are accurate and your site is safe from compliance issues.
Following Usage Restrictions
Your IDX agreement limits the use of the data. You can’t scrape listings to build your public database, and you can’t share credentials with someone else. A few standard rules:
No external re-syndication: only approved sites can show your feed. Don’t feed it into a mobile app or partner site unless your board OKs that.
No unapproved marketing: You can’t grab listing photos and post them on social media ads without following the MLS’s marketing rules. Many MLSs let you use images in ads if you include the same credits you’d show on your site.
Limits on listing counts: some boards limit the number of items you can display per page—400 is a standard limit. If you offer “sold” or off-market data, verify that it falls under VOW (Virtual Office Website) rules. You might need user signup to display sold listings.
MLS Rules Are Different in Every Region
There are more than 500 MLS boards in the U.S. Each one has its own rules, so the same setup can’t be used everywhere.
Here are a few examples:
| Area | How Often You Must Update | Special Display Rule | Max # of Photos |
|---|---|---|---|
| Mid-Atlantic | Every 12 hours | Show a disclaimer near the top | 35 |
| West Coast | Every 15 minutes | Show broker and agent names in order | 50 |
| Gulf Coast | Every 4 hours | Show “Option Pending” on listings | 10 |
So, if you’re working across states, you’ll need to check every rulebook, keep track of changes, and update your website as required.
Dealing with Local MLS Variations
Your local board may tweak the general NAR rules. Always check their site for specifics.
- Look for required click-through terms of use if your board has them.
- See if you need a pop-up or shortcode to show an “I agree” screen before viewing listings.
- Determine if fields such as days on the market or sold price are prohibited on IDX.
For example, IRES (Colorado) provides a PDF checklist that covers all required items, including disclaimer text, broker information, and MLS logo placement. You can find it on their site at IRES MLS. If you serve listings from two boards, you may need to label each set. Some boards even have rules for the color or font size of their text credits.
What Happens When You Slip Up
Breaking even a small rule can cost you. Missing a credit line might trigger a $100 fine and a warning. Bigger or repeated issues can cause your feed to get cut off. Then, your site displays no listings until you make the necessary corrections. That downtime hurts your leads and your reputation.
In the worst case, the board can suspend or terminate your MLS membership. That’s rare but painful—it means no access to any MLS data. You’d have to find another way or negotiate with your broker. Misusing photos or listing text can also spark copyright claims.
Knowing the stakes helps keep you motivated to check every detail. It’s better to spend 10 minutes on an audit than pay a big fine or lose your feed.
Best Practices to Stay on Track
A few simple steps make compliance part of your routine.
- Add a footer disclaimer on every page (e.g., “©2025 XYZ MLS. All information deemed reliable but not guaranteed. For personal, non-commercial use only.”).
- Schedule daily checks for data sync and drop-off of sold listings.
- Perform a quick weekly scan of random listing pages to confirm that credits and logos display correctly.
Set up reminders in your calendar or use a checklist in a project tool. If you have a team, train them on what they can share in blog posts or social ads. Reach out to your MLS support or the plugin maker when you’re unsure. They often have sample language or code snippets for you to copy.
Finally, treat compliance as part of your workflow. A quick audit after each theme or plugin update keeps you out of trouble. Your goal is a site that looks great runs fast and never trips over MLS rules. That way, you can focus on serving buyers and sellers rather than fixing fines or addressing feed breaks.
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