Your Online Profiles: Why You Need Them Now More Than Ever!
I read a fascinating stat recently from the National Association of Realtors
Generational Report. I was shocked to learn that over 92% of the Millennial
Generation wants to use a real estate agent on their next real estate purchase
or sale. This is even higher than the desire of Baby Boomers to work with Real
Estate professionals. The one very strong deciding factor for this generation is
how you stacked up online: Could they easily find you? Did you have a strong
online presence? How well did you convey who you are online?
There is no fighting it any longer, a strong online presence is more
important today than it has ever been. I am not talking about you paying an
online ad company to get you noticed online. I am referring organic online
marketing and how you can utilize online profiles to get some much needed free
advertising to potential buyers and sellers.
When was the last time you looked at your Zillow profile? How about Trulia?
Have you claimed your REALTOR.com profile? Do you even know what is on your
LinkedIn page? In today’s hyper competitive real estate market and with so many
new companies and agents competing for your business, it is more important than
ever for you to STAND OUT online.
While you may not think about the impact of thoroughly completing these four
online profiles, I can guarantee you that your potential buyers and sellers do
check you out online, and if they see incomplete profiles it is a red flag
regarding how detail-oriented you are.
In fact, at the beginning of this year, I issued a challenge to my ENCORE
coaching group to take a look at their online profiles and to improve them. We
actually went through and graded each client’s online profiles, gave them a
score, and sent them away from that meeting to make the suggested edits to the
profiles. They could send us links periodically and we would give them feedback.
By the next meeting, a good percentage of the group had completed the suggested
edits and were getting positive feedback from their clients and potential
The standout moment was the $1 million+ listing that resulted from one of the
ENCORE members’ polished profile within a few weeks of making these changes. Our
coaching client told us that if she had not polished her profiles, then that
client would never have found her. Not only did she do that one transaction, but
that same client who found her online led to an additional transaction soon
Here are some ideas for claiming and enhancing your online profiles. The
suggestions below do not cost you anything to do other than time. You will need
to set up an account (or claim your account), but otherwise you should not have
to pay a dime to edit these profiles.
For All of Your Profiles
- Make sure you are using a professional, current photo and make sure the
photo clearly portrays your personality. A great photo can make all the
difference in making it easy for a potential client to contact you. Use the same
photo for all your profiles.
- Make sure your educational credentials are up-to-date. If you have lots of
letters beside your name, explain why those letters are a benefit to the client.
- Make sure you clearly communicate how you are different and better than the
- Make sure your contact information is both complete and consistent. Format
your phone number and address the same way everywhere. In other words, if you
use Ste and not Suite, use it the same way everywhere. Consistency matters.
- You can use the same bio on all your profiles and we encourage you to do so.
- Link between your other social media profiles. That includes Facebook,
Twitter, Yelp, and LinkedIn. This way it’s easy for the visitor to find you in
- Add all the areas in which you sell real estate, name them and claim them!
When creating your online profiles, take time to think about how you want to
be portrayed online. You only have a few seconds to make a strong first
impression, so it is essential you have the basics covered. You need to be
online because people expect to find you there as a real estate agent. If
potential clients go to find you online or to check you out and they can’t find
you there, then that says to them you aren’t taking your business marketing
seriously. If you aren’t taking your own marketing seriously, then why should
that potential client think that you will do any better for them?
Zillow should also be on your list of top online places to claim. You know
the old saying, “to catch a fish you need to be where the fish are biting”?
Well, the fish are on Zillow, checking out listed properties. You should have a
profile there and it should be as complete as possible. In addition to the above
- Your areas of specialty
- Your designations
- Make sure your listings are syndicated to your profile
- Invite your past clients to recommend you via Zillows Request a Review
feature. It will provide you three ways to ask a client to review you. I also
recommend responding to the review – it shows that extra client care attention.
Anyone who is a REALTOR® and has a current account has an available profile
on REALTOR.com. Active accounts have a placeholder profile online along with any
designations through NAR. You will need your NRDS number to log in and change
your profile. Here are some things that you should include in addition to the
- Add your tagline. Make sure your tagline communicates value, not just your
- Add your specialties
- Since there isn’t a separate section for specialty locations, I encourage
you to include this in the body of your bio.
- Connect to your Facebook Page or Blog! If you have a Facebook page or a
blog, Realtor.com can be easily setup to show links to your content. That is
free advertising folks!
In addition to the list at the beginning, this is the profile that you have
the greatest ability to shine:
- Include a tagline – make your tagline about your niche market, or how your
client will benefit from working with you. Again, don’t just put your job title
- Fill out your contact information thoroughly!
- Fill out all your work experience thoroughly. Include a summary of what you
did at each work place especially as it pertains to real estate (and include
- Include any awards and who granted them (and include logos)
- Include any organizations or volunteer work that you are involved in (and
include logos). Make sure you include a summary and indicate why you are
passionate about the organization.
- Fill out your education history thoroughly. Include logos, of course, and
indicate any degrees or certifications obtained.
- Have a neighborhood tour video or biographical business video? Add them to
- Make your profile publicly accessible through your privacy settings.
- The other cool things about LinkedIn are the “endorsement” and
“recommendation” features. Endorsements allow your connections to endorse you
for certain skills that are mentioned in your profile with the ease of a few
clicks. Recommendations are original written endorsements created by your
connections. You can request your connections create recommendations for you
through LinkedIn. Always remember to thank people for their recommendations!
Don’t forget to create a business page for yourself. Using your personal
profile to market listings and your business can run afoul of Facebook’s terms
of use and lead to account suspension.
- Create a business page, post some things related to your profession and
territory that you find online so that it doesn’t look empty.
- Customize your header with your brand, and then invite your friends to Like
- Take a look through all of your settings and make sure that you can
communicate with Facebook members in a way that is convenient for you. This way
you can quickly respond to business questions.
- Don’t forget to set your page’s categories, this is what will list your
business in Facebook’s local business index.
- Once you are established, take a moment to verify your page. Verified pages
show up first in Facebook search results.
One of the most powerful trends in real estate right now is the use of video.
Real estate agents that learn to master using video in their business have a
wonderful opportunity to let people get to know them before they ever show up
for an appointment. Did you know that although Google is the biggest search
engine by traffic, that YouTube is a close second? Creating your own YouTube
channel is essential and posting all your videos there is a fantastic way to
increase brand awareness and connection with online visitors.
- Take time to get your channel branded so that it looks professional.
- Add a short introductory video that tells people who you are in just a
- Enable the advanced channel formatting option and you can then link to your
other profiles in your YouTube banner.
- Invite people to comment and ask questions when you add a new video. Asking
people to take action doubles your chances of getting them to follow-through.
Yes, it is going to take time to create and coordinate these profiles. Yes,
you may be requesting recommendations from past clients and that may be a source
of discomfort for you. Yes, this might be a task that is low on your list, but I
am reminded of another agent in our group who tackled her LinkedIn profile with
gusto after our class. She was detailed. She added logos and filled out all the
information thoroughly. Not a week later she got a call from a potential buyer
who said, “I saw your LinkedIn profile and was impressed. I knew I had to call
you.” That made her stop and wonder how many people had passed her over before
and didn’t call after being unimpressed with her previous LinkedIn profile.
So, take a look at your online profiles with a critical eye! If they are not
up to par, make it a commitment to get them polished.
By Denise Lones CSP, M.I.R.M., CDEI – The founding partner
of The Lones Group, Denise Lones, brings over two decades of experience in the
real estate industry. With expertise in strategic marketing, business analysis,
branding, new home project planning, product development, and agent/broker
training, Denise is nationally recognized as the source for all things real
estate. With a passion for improvement, Denise has helped thousands of real
estate agents, brokers, and managers build their business to unprecedented
levels of success, while helping them maintain balance and quality of life.