Thursday
October 30, 2014

Realtor.com® Unveils Profile Enhancements

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Realtor.com® Unveils Profile Enhancements

Realtor.com®’s “next-generation” profile tool for connecting consumers with agents was unveiled to REALTORS® at the Young Professionals Network and Social Media Advisory Board meetings this week at the REALTOR® Party Convention and Trade Expo in Washington, D.C.

The profile enhancements to the Find-a-REALTOR® tool, which are still under development, feature robust content options that REALTORS® can control and share with consumers as they choose, explained Ernie Graham, senior director of product development for realtor.com®. 

“There will be a lot of quantitative and qualitative information in the profile. Consumers want a lot of content. And content builds trust,” Graham said.

Graham and his realtor.com® team interviewed 7,000 consumers, asking them what content they care about when they’re looking for a real estate professional. Topping the list of responses was ratings and recommendations from past clients, agent responsiveness, familiarity with specific neighborhoods, and agents’ current real estate activity, he says.

The profiles may include REALTORS®’ activity related to listings, showings, and closed transactions. “The information will be fair to all REALTORS®, whether it’s an agent who’s been in the business 30 days or 30 years,” he said.“We believe the profile is the foundation of the agent search experience.”

Agents and brokers will be able to use realtor.com®’s mobile app to “check in” at open houses and showings, to help chronicle their local expertise. Check-ins must be made within the geographic area of the listing, and if a buyer’s agent checks into a listing, the listing agent will be notified.

Users will also have the option of automatically pulling in their blog posts, Twitter feed, Foursquare check-ins, and MLS activity on their Find-a-REALTOR® profile.“Social check-ins, whether at a restaurant or a church, will give consumers an idea of an agent’s engagement in the community,” Graham said.

Recommendations by clients are also a key feature. “The words of your clients are very powerful,” Graham says.

In a demonstration of the Find-a-REALTOR® profile, Graham showed the YPN audience how they can use their page. The practitioner’s photo would be at the center of the page with client testimonials directly adjacent. Users can also add NAR designations and certifications with “social badge brands.” Customers will be able to hover the cursor over the buttons to learn more about what these credentials mean.

Agents can also use the profile in conjunction with their .REALTOR top-level domain site. The domains are expected to be launched later this year.

—By Erica Christoffer and Wendy Cole, REALTOR® Magazine

Read more:

'Accuracy Matters' in Listing Ads, Realtor.com® Says in Campaign
New .REALTOR Domain Coming Soon