Zillow 101: Optimizing Your Profile

One of the most important pieces of your 'Internet presence' is your profile across various sites.

Merriam-Webster defines 'profile' as such:

There are a few problems with this definition. First, forget the word 'essay' -- that's way too similar to what we had to write in high school. And let's face it, no one wants to write (or read) an essay that is all about you. Sorry, but they don't.

While you may indeed want to present your 'most noteworthy characteristics and achievements' to those who visit your profiles, it is how you present the information that is most important.

It's critical to optimize your Zillow profile -- the one page that may do the most to convince a potential client to contact you.

Intro / About me

Start with the photo. Use a high-quality head shot. Avoid logos, yard signs and team pictures. A clear, individual headshot seems to work best.

Keep the text short, and focus on benefits for the potential client. Notice in the example above, Kevin doesn't list a long string of designations, and he doesn't talk about classes he's taken. He talks about things that should matter to a homebuyer or seller: market knowledge, negotiations and listings consistently selling fast --- for top price. Those things matter to the typical consumer.

Also notice the link to 'agent reviews.' That's a link to a page on Kevin's website, not a Zillow page. Linking to your website from your profile can help move consumers to your website, where they can (hopefully) learn even more about what you have to offer.

Listings and past sales

Your listings on Zillow will automatically be pulled into your profile, and no action is required on your part. Some of your past sales, but probably not all of them, will be automatically added to your profile. If Zillow can determine from public records which agent made a sale, that info will be added to your profile. Many times, especially in the case of buyer's agents, there is no public record of the sale and past sales will need to be entered manually.

Why is it important to display your past sales on your profile? Because some consumers are interested in knowing how active you are, and what neighborhoods you have sold homes in.

Ratings and reviews

Reviews are a vital part of the Zillow profile. This is a place where a potential homebuyer or seller can see opinions about you left from other people.

Yes, that can be scary at times. But don't let the potential of a 'bad' review keep you from exploring the goodness that a robust set of reviews offer. Here's an article on dealing with negative reviews.

Pro tip: Reply to every review you receive. Here's why.

Professional info

I look at agent profiles on Zillow on a daily basis. The number of profiles that are missing vital information -- contact info, other websites and social profiles -- is high. You want people to contact you, right? So make it easy. Every piece of info you provide may convince someone to choose to work with you.

Make sure your professional info section is complete.

Bonus tip: Include an intro video

You can add a video to your Zillow profile. It's a great way to inject some personality. Or you might consider a 'video testimonial' from a satisfied client. Video testimonials are very compelling content for your profile.

Brandi Pearl Thompson does this well on her profile:

Summary

Having a complete profile, a page that helps consumers make a decision about which agent to hire, serves a couple of purposes. First, you may receive more contacts from potential clients. In addition, a Zillow profile is a place to share info all about you (and THEM -- what you'll do for your clients) for free.

Build a complete profile, and be sure to revisit it every few months (set a quarterly reminder on your calendar, or you will forget!) and update as necessary.

The profile is the building block for success in the Zillow Premier Agent program. It's smart for non-Premier agents to have a complete profile as well. It doesn't cost anything but a little time, and the rewards for having a complete, content-rich profile can be significant!

Special thanks to Kevin Lisota of Findwell in Seattle for permission to use his Zillow profile as a model.