Components of a Competitive Zillow Group Profile
Zillow Group’s sizable presence in the online real estate space can be a boon for many mortgage professionals. A Zillow lender profile provides free online exposure, an easy way for potential clients to reach out to you, a home for your reviews – all of which undergo moderation for quality standards – and automatic NMLS integration. While many mortgage professionals have a profile, they aren’t taking full advantage of the visibility it can offer. By focusing on these four components of a strong profile, you will be better positioned to reach new clients and gain a more competitive edge online.
Profile picture
Home buyers aren’t interested in seeing your company logo – they want to find a relatable person to help them with their transaction. Show them who you are!
Tip: While a professional headshot is ideal, any headshot that clearly shows your face, conveys a friendly demeanor and is free of distracting backgrounds will also work. Finally, make sure your picture is current, but avoid choosing a photo with trendy clothing that may soon look dated. Perception is key, and Buyers want a lender who appears to keep up with the times.
Contact information
Providing accurate information is the easiest way to make sure you don’t miss out on any potential business. Update your phone number and any other relevant contact details as needed.
Tip: We recommend including your mobile phone number to show potential borrowers that you’re readily available. Also, don’t forget the power of texting, which millennials often prefer over traditional phone calls. Under your contact information, you can also include a link to your website or Facebook business page – as long as you keep those sites up to date. If not, it’s best to not include them.
About Me
The most informative component of your profile is the “About Me” section. This is a short biography that serves as your online elevator pitch and creates an important first impression for potential clients – so every word counts.
Tip: Highlight your experience in a relatable way. Potential clients are more likely to relate to your love of a local football team or PTA involvement than the types of services you or your company offer; those glimpses of your humanity can build connections and trust. Your bio should sound professional, but you want potential clients to see you as a person they’d like to talk to. Keep in mind that you don’t need to write an essay – potential clients want a quick summary and may lose interest after more than a paragraph or two.
Reviews
When shoppers are researching their mortgage options, they’re interested in knowing about the experiences of other borrowers – and they are more likely to use this information as a qualifier than a loan officer’s experience alone. Online reviews demonstrate your credibility: Past client testimonials offer social proof of your problem-solving skills, customer satisfaction and ability to follow through.
Tip: Consumers are cautious. If your last review was written several months ago, consumers may wonder if you’re still in business or will respond promptly. It could look like you’ve abandoned your profile or worse, you’re not keeping up with it. Be consistent with your reviews and aim to get one new review per week when possible. Buyers are likely to seek out bad reviews in order to get a full picture of your service, so don’t be discouraged if you have a less-than-stellar review. Use it as an opportunity to show your excellent service by responding publicly to the review to try to resolve the issue.
