MLS Search Operations
Weekly performance monitoring plan for the new MLS search page
This page documents how donashleyrealty.com/search should be monitored every week so the MLS-backed search page stays healthy, produces buyer and seller conversations, and supports Don Ashley’s Beverly Hills lead-generation system.
What went live
The MLS page is a search-to-consultation conversion path
The new search page is not just a property-search utility. It is the bridge between browsing behavior and a local advisory conversation: buyers can search active listings, sellers can review competing inventory, and relocation clients can ask for a fair-housing-compliant shortlist review.
| Element | Current setup | Purpose |
|---|---|---|
| Live route | /search | Public MLS-backed property search landing page. |
| Search source | TheMLS idxcellent™ iframe | Embedded live property-search experience generated from TheMLS. |
| Primary buyer CTA | Start Search / Ask Don | Moves visitors from browsing to consultation request. |
| Lead source value | idx-search-consultation | Attribution value sent through the consultation lead form. |
| Core conversion path | Search → saved criteria → consultation form → same-day follow-up | Turns property search behavior into a qualified conversation. |
Weekly scorecard
Measure traffic, search visibility, lead capture, and technical health
The weekly report should focus on the few numbers that drive revenue: page traffic, organic discovery, consultation requests, lead-delivery reliability, and whether the embedded search experience still works on real devices.
| KPI | Data source | Question answered | Target / review rule |
|---|---|---|---|
| Search page sessions | Analytics page report for /search | Is the page getting traffic from navigation, SEO, email, and direct visitors? | Grow week over week after launch. |
| Organic search clicks | Google Search Console page filter for /search | Are Beverly Hills home-search queries discovering the page? | Track impressions, clicks, click-through rate, and average position. |
| Consultation submissions | /api/leads formType=consultation and source=idx-search-consultation | How many users ask for search help after viewing listings? | Hot lead count should be reviewed every week. |
| Lead delivery health | Webhook and Mailchimp integration results | Did validated leads route to the right follow-up system? | Zero unresolved failed deliveries. |
| Mobile usability | Manual mobile QA plus analytics device split | Can mobile users load, scroll, and submit the page? | No mobile-blocking issue before promotion. |
| IDX frame availability | Weekly page load QA | Does the embedded TheMLS frame still load and remain visible? | Frame present and functional on desktop and mobile. |
| Speed-to-lead performance | CRM task timestamps or follow-up log | Were hot search leads contacted quickly? | Call or text hot leads within 5 minutes when possible. |
Automation model
Recommended launch setup: a weekly owner report, then upgrade as traffic grows
Because this monitoring only needs to run once per week, the fastest launch path is a scheduled weekly report that combines analytics review, lead-routing QA, and a short action plan. If traffic grows or paid campaigns begin, the system can graduate into a dashboard or always-on technical monitor.
| Approach | How it works | Best use |
|---|---|---|
| Weekly owner report | A scheduled weekly check reviews /search traffic, Search Console trends, lead submissions, delivery health, and action items. Best launch option because it runs only once per week and can include judgment. | Lowest setup effort; uses a simple recurring report. Best for the first 30–60 days. |
| Dedicated analytics dashboard | A lightweight internal dashboard pulls page views, form events, source/medium, conversion rate, and lead status on demand. Best after traffic and paid campaigns grow. | More setup, but better for daily optimization and campaign management. |
| Always-on technical monitor | A background uptime check confirms the /search page and IDX iframe remain available, then alerts if the page breaks. | Best upgrade if paid traffic, SEO growth, or sponsor commitments make downtime costly. |
Weekly operating rhythm
The report should run the same way every week
Keep the workflow consistent so week-over-week changes are clear. The final output should be concise: what changed, what broke, what converted, and what Don should do next.
| Timing | Check | Output |
|---|---|---|
| Monday morning | Pull page-level analytics for /search: sessions, traffic source, device split, engagement, and conversions. | Update the weekly scorecard. |
| Monday morning | Pull Search Console page data for /search: queries, impressions, clicks, CTR, and indexing status. | Identify new keyword opportunities and page title/meta tests. |
| Monday morning | Review consultation leads where source equals idx-search-consultation. | Confirm every hot lead received SMS/email/call follow-up. |
| Monday morning | Open the live /search page on desktop and mobile. | Confirm IDX frame loads, CTA buttons work, and consultation form submits. |
| Monday afternoon | Send the weekly report to Don with wins, problems, and three revenue actions. | Keep decisions fast and revenue-focused. |
Alert rules
Escalate problems that block revenue or trust
Not every metric change requires an emergency response. The alert rules below identify the issues that should interrupt normal workflow because they can break the visitor experience or cause a lead to be lost.
| Alert | Trigger | Action |
|---|---|---|
| Page unavailable | /search returns anything other than a successful page response. | Immediate fix before promotion continues. |
| IDX embed missing | The live page loads but the iframe is not present or does not render. | Check TheMLS iframe code and account/domain configuration. |
| Hot lead not delivered | Consultation lead is accepted but webhook delivery fails or no CRM task is created. | Treat as revenue-critical and test the lead workflow. |
| Mobile friction | Users can reach the page but cannot comfortably use the embedded search or lead form. | Adjust instructions, layout, or mobile CTA flow. |
| SEO discovery gap | Search Console shows impressions but low clicks for /search. | Rewrite title/meta, strengthen internal links, and add supporting neighborhood pages. |
Report format
Keep the weekly report short enough to act on
The report should be useful in under five minutes. It should avoid vanity metrics unless they connect directly to SEO opportunity, conversion improvement, or speed-to-lead execution.
| Report section | What it includes |
|---|---|
| Executive summary | One paragraph: traffic trend, lead count, biggest issue, and recommended next move. |
| Traffic snapshot | Sessions, users, source/medium, device split, and top referrers for /search. |
| SEO snapshot | Top queries, impressions, clicks, CTR, and indexing notes for /search. |
| Lead snapshot | Consultation submissions, hot/warm status, response status, and no-show recovery needs. |
| Technical QA | Page status, IDX iframe status, form test, webhook status, and mobile check. |
| Action plan | Three actions only: one SEO action, one conversion action, and one follow-up/revenue action. |
Owner checklist
What Don should do when the report arrives
The monitoring system only matters if it creates action. These owner actions keep the page tied to revenue, not just analytics review.
Next operating step
Turn the search page into a weekly revenue review
Once analytics and lead-routing data are connected, the weekly report should answer one question: what should Don do this week to turn MLS search activity into more qualified buyer, seller, and relocation conversations?