Real Estate Online

Time For Brokers To Clean Up Online Profiles

by Victor Lund on December 1, 2016

Online House

Real Estate Agent and Brokerage Profiles Online are a mess. Specifically, agent and broker profiles on the broker website, Zillow, Realtor.com, and Homes.com are naturally in disarray at this time of year. With transaction volume low during December, it is a very good time to clean everything up. Most brokerages audited by WAV Group consulting average 10% inaccuracy, which reduces lead generation and undermines a firm’s online reputation. Start With Data Collection It is a relatively easy task to collect the data necessary to update profiles. Start with your offices. “Offices have identities,” says Marilyn Wilson, partner with WAV Group. “When we audit brokerage firms we find that companies who have moved offices rarely put forth the effort to remove the old offices from Association Data Bases, MLS Data Bases, Brokerage websites, and syndication websites,” according to Wilson. There are services that can do this for you. WAV Group has resources that can automate the process on major search sites like Yelp, Google, and others. But the syndication sites require more effort, typically requiring the broker to log into the publisher site to make corrections. Agent profiles are the heavy lifting. It is vital that you collect the profile image of all of your agents, detail their contact information, and help them curate a reasonable bio of at least 250 words. Here is a quick guide for 5 Best Tips to Create a Powerful Bio (Sherry McCormick) Audit December is a great time to audit your syndication websites. Look not only for agent and broker profiles, but you may also want to measure the effectiveness of the sites where you syndicate. “If you are going to share your property listings with third party websites, you should do so with intention,” says Victor Lund, listing syndication specialist with WAV Group. Here are a few things to consider” Does the website adhere to the fair display guidelines (see fairdisplay.org)? Do you get leads from the site? Test it – inquire about one of your listings on each site to see if the lead is produced in your lead management system. Review the terms of use. Many brokers may not be aware of the terms, especially the liabilities related to listing content and copyright. Check the agent profiles for every agent in your company. If they are incomplete, you may be missing out on leads and lead conversions. Document “It is a good idea […]

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