A hometown brokerage that owns its own MLS search.
A Magic Valley brokerage redesign with the hard part built in-house: a direct IMLS feed, map search, typo-proof autocomplete, and leads that land with the right agent in the CRM before anyone has to forward an email.
EXHIBIT A OPEN · EXHIBIT What was actually broken.
Every brokerage site shows the same listings. Most of them rent the search from somebody else.
Elevate Idaho is a hometown brokerage covering Twin Falls, Jerome, Lincoln, Gooding, Cassia and Minidoka. The redesign had to look like the Magic Valley instead of a franchise template, and that part's the fun part.
The harder part sits underneath. A typical brokerage site drops in an IDX widget: someone else's search, someone else's map, and a lead form that emails whoever set it up three years ago. Leads drift, agents forward screenshots, and nobody's sure who called the buyer back.
What we'd actually do about it.
Own the listing data first. Everything good on the site sits on top of it.
We pull the IMLS feed directly and keep our own copy, so search, the map, the valuation tool and the emails all read from one place we control. The public site stays fully static and fast; the live bits run in small Cloudflare Workers beside it.
Then we wired the people in. Every listing knows which agent should get its lead, every form carries that agent's ID into the CRM, and the follow-up emails go out on a schedule nobody has to remember.
- PHASE 01Hometown editorial redesign: county and community pages, agent roster, listing pages that read like a local wrote them.
- PHASE 02IMLS sync, listing search, map search and the home valuation tool, all on our own copy of the feed.
- PHASE 03Agent routing, Ops Hub integration, the agent portal, and the campaign and alert emails.
What we actually shipped.
A static site that refreshes itself, with a search engine and a routing desk bolted underneath.
Every six hours a sync worker asks IMLS for everything that changed since last time, writes it to the database, purges just the changed listing pages from the edge cache, and kicks off a rebuild. The feed only knows today's price, so the sync diffs old against new and keeps its own price history. That's how "Price improved" badges and digest emails exist at all. Search runs on 19 filters shared between the list and the map, and the autocomplete is typo-tolerant: type "Targee" and it still finds Targhee Street. The map clusters thousands of pins, then decides which ones get a price pill: just listed first, then price drops, then freshness. The ranking stays stable, so labels don't flicker while you pan.
Routing runs per listing: an MLS override, then city, then county, then a stable round-robin, so the same house always lands with the same agent. Referral links and agent bio pages attribute a visitor to that agent for 30 days, and the build fails outright if two agents ever share a code. Leads upsert into Ops Hub with the right agent attached, and agents get a portal that only shows the contacts they're allowed to see, with every lookup logged. A daily campaigns worker sends saved-search alerts and agent-run listing campaigns (new, price improvements, still available), trimmed to stay under Gmail's clipping limit. Account emails go out on their own channel, so unsubscribing from marketing can never lock someone out of their login.
OPEN · EXHIBIT 
OPEN · EXHIBIT 
OPEN · EXHIBIT 
OPEN · EXHIBIT 
OPEN · EXHIBIT 
OPEN · EXHIBIT 
OPEN · EXHIBIT 
OPEN · EXHIBIT The receipts.
Want this for your business?
Tell us what's broken. We'll tell you what we'd actually do about it — and what we wouldn't.