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How Real Estate Agents Can Build a Great Online Profile in 10 Quick Steps

Everything you wanted to know about building a digital presence but were too afraid to ask
By Brian Shirlaw Nov 16, 2019

We know how daunting it can be to navigate the digital world, so REW's Marketing Team has selected 10 tips that will help you stay top of mind when it comes to your clients and earn more attention from potential leads.

It won’t shock you to learn that 90% of home seekers turn to the internet to kick off their house hunting. However, with thousands of listings and dozens of advertising solutions, finding the right way to stand out and market yourself as an agent can be easier said than done. 

Whether you’re looking into a flexible, all-in-one solution for agents (like REW - yes, our bias is showing) or experimenting with a few piecemeal options, here are 10 great tips that anyone can use to quickly build an effective digital presence.

 

1. Make a First Impression That Counts

Like anything else, a good online marketing plan starts with putting your best foot forward. Or face forward, as the case may be. Start building your digital profile with a warm, inviting profile picture. Whether you’re after a picture you can use across many sites and social profiles or just need a one-off, here are a few things to keep in mind:

First, start with great lighting. You can take a good-to-great quality photo with most smartphones these days, but you still need to work in good conditions. Our best advice? Don’t stand under office lights or rely on the too-warm tones of your indoor lighting at home. Instead, wait for a bright or overcast day and use nature’s lighting kit: The sun. If you try to use a window as a backdrop, you’ll get nothing but shadows over your face, so make sure you stand facing the window some gorgeous natural light do all the heavy lifting for your photoshoot. Or you could always take a quick trip outside. 

Also, ask yourself: Do I look relatable? Customers respond better when they feel they can connect with you. Make sure your style and appearance match your personal brand, whether that’s casual, corporate or in-between. Does your photo reflect how you’d meet that client in person?

We can’t speak to every site’s requirements, but when updating a Market Pro account on REW, use a 500 x 500 pixels (square) image for a profile picture, so your face covers 60-75% of it.

 

2. Add a Banner Image

A profile banner can be the perfect place for you to put important details front and centre, including your contact information (number and email), social media accounts (Facebook, Instagram, LinkedIn), and website address. Or even just another light branding touch. Either way, keeping it simple is probably best.  

Upload a banner image to round out your profile (1500x500 pixels) and make sure the image resonates with your work, your city and/or your accomplishments. 

 

3. Use your Summary/About Me 

Whether you’re on LinkedIn, a real estate platform or building your own website, don’t overlook the value of a brief summary. This is your chance to highlight your experience and what’s unique about you in a short, catchy way.  A few tips to keep in mind:

  • Open strong with a description of your expertise in your own words.

  • Create an eye-catching headline or introduction.

  • Before writing, decide on the tone of your message. Friendly? Joyful? Professional?

  • Make sure there are no misspellings or grammar issues. At REW, we’re fans of Grammarly, a free web and browser app that catches more than just spelling errors. You can install it as a browser extension or go to www.grammarly.com directly.

  • Keep it short and sweet. Reading it out loud is a good trick and helps you ‘feel’ the length and how it comes across. Make adjustments if needed.

  • Don't be afraid to be funny, but make sure to come across as professional.

  • Highlight your experience as an agent:

    • What makes you stand out? 

    • Why should a prospective buyer or seller choose you? Share previous stats if possible.

 

4. Make Sure Clients Know How to Reach You

Whether at the end of your “about me” or across an entire profile, make sure clients know how to get in touch. Even something simple like "See my listings here" or "Call me at XXXX" or "For more info, email me at ...". 

 

5. Upload a Video

According to Forbes, 59% of senior executives agree that if both text and video are available on the same topic on the same page, they prefer to watch videos. Videos can really help bring your brand to life and make you seem even more approachable to potential clients. Don’t panic if not all of your profile/site visitors watch it - some people prefer text, some prefer videos, and it doesn’t hurt to have something to serve both needs. Even short, shot-on-smartphone videos can work. 

If you don’t have a video yet, here are a few tips to help you make one:

  • Write down a plan of what you want to say in the video and time it. Then take a few deep breaths and time it again. You may want to speak a little slower than what normally feels “natural” to you.

  • Just like with a photo, great lighting is essential. Lean on natural light over indoor/overhead options.

  • Use a microphone if you have one, but make sure you do a test recording of the audio before you start filming in earnest.

  • Make use of easy and accessible video editing tools such as

  • Add testimonials of clients, if possible. It instills trust and a human element in your video.

  • Keep it short. You’ll be surprised how quickly you’ll get to the two-minute mark, but keep it under five minutes and you’ll be in good shape. Think quality over quantity. 

 

6. If you Speak Multiple Languages, Say So! 

Make sure to list all the languages you speak (other than English). It not only shows your expertise, but it attracts potential clients that feel more comfortable speaking in their native language.

 

7. Awards and Accolades 

Your Real Estate profile is one place where a little bragging is encouraged. Your experience builds trust and credibility. So don’t forget to share any awards or accolades you've collected so far.

 

8. Ask for and share Client Recommendations.

Like your business accomplishments, showcasing what past clients have to say about working with you is a great way to add some extra social proof. Recommendations are one of the most common ways to build your lead list, so if you have them, make sure you make them publicly available. Plus, don’t forget to ask for new ones regularly.

 

9. Add your Social Media Accounts

Even though every social network treats handles and accounts differently, make sure you add your relevant social media and website links to your online profile. You can add your Facebook, Instagram/Twitter and LinkedIn personalized username as follows:
 

  • facebook.com/JohnSmith

  • Instagram: @johnsmith

  • LinkedIn.com/in/johnsmith

 

10. Share Links to Real Estate Articles

Are you a real estate thought leader? Or do you want to be one? To make it easier for people to find you, include links to any articles that you have written or participated in. If you don’t have any articles yet, try creating your own based on your experience and the things you’ve learned about your local market. Make sure the articles you share are relevant and updated to stay current. And of course, make sure that the link is working.

 

 

REW Market Pro is a quick, cost-effective way for agents to create an all-in-one digital profile that reaches millions of home seekers. Contact us at 1.888.712.3607 to learn more.

Brian Shirlaw
Brian Shirlaw is an experienced marketing and communications professional with ten years of experience building brands, creating content and driving sales. In his free time, Brian reads, cooks, and nurtures his strong (too strong?) opinions about where to get the best burger in Vancouver.
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