The vast majority of consumers begin their real estate searches online. They are not only looking for potential homes but also searching the real estate professionals that could help them with the sale or purchase. Googling a real estate agents name will most often return their social network profiles and industry profiles on the first page of the search results.
Agents do a fair job of updating their social profiles. However, they don’t even score a passing grade at keeping their industry profiles up to date. Take a moment and do an agent search on your company website. Imagine a consumer doing this same search. Do you like what you see?
Usually the answer will be no. You will find missing photos (or the infamous floating grey heads), poorly written bios (if any at all), missing or broken links to personal websites, phone numbers and emails may or may not be found and may or may not be correct. If you are feeling adventurous, try comparing your company websites agent profile to the one found on Zillow or Realtor.com. You have a better chance of winning the lottery than finding a match with this comparison. Photos, bios, and contact information rarely match up across these sites.
If you are a consumer, you’d have to wonder if these professionals who are supposed to navigate every detail of the home buying and selling process on my behalf can’t keep their online profiles consistent and up to date can really manage what is likely my largest financial transaction for my family? It wouldn’t be a stretch to answer no to that question.
For agents, this does seem to be a more difficult task, then we would expect. Some do better than others. Ultimately, for broker/owners the agent search results on their company website are the most valuable. The agent profiles that feed these searches also seem to be the most neglected.
Upstream has created a solution to this problem. With Phase 2 launching, we’ve extended rosters to include firm record information (offices, etc.), team information and organization, agents and even staff members (non-licensed team members like office managers, listing coordinators, etc.). We’ll be extending the profiles, so agents have a single place to store their profile information and photos. Integrated vendors can access a firm's entire roster across all MLS regions allowing the agent profiles to be shared to multiple locations. This means your agents don’t have to log in to multiple websites to manage their profiles. Across all the websites where profiles are maintained, Upstream can ensure a consistent agent profile for each one of your agents.
The benefits of Upstream’s agent profile management include:
We seek to create efficiencies by reducing redundant entry, help brokers distribute deliberately by giving them control over who can access their data and inspire innovation by removing artificial barriers when the broker allows.