Zillow: Friend or Foe??
To most real estate agents, Zillow came to eat their lunch. This view of Zillow as a competitor, while not entirely unrealistic, is not complete. Looking at the way Zillow works can give you a better picture. Zillow describes itself as a “… leading real estate and rental marketplace dedicated to empowering consumers with data, inspiration, and knowledge around the place they call home and connecting them with the best local professionals who can help.”
Two parts stand out. The first is that Zillow is a data company. In other words, they are a technology company that is focused on data. The second part to note is Zillow connects people to the best local professionals who can help. That means you. With this in mind, let’s look at how you can use Zillow to generate non-advertising leads.
Build Your Profile
Your Zillow profile is your hub of activity. Completing and optimizing your profile is the first step to getting the most out of Zillow. Start with your introduction. Talk about why the customer should pick you and why you are an ideal agent to work with. Next, fill out all the areas you serve. This is the most crucial step as customers will search for agents based on neighborhoods. After this, fill out your professional information. Licensing and other qualifications go in here. Finally, add a video of yourself to your profile. This will help prospects see the kind of person they will be dealing with.
Claim and Optimize Your Listings
Zillow relies heavily on listing data provided by third parties. If you find your listing there, don’t leave it as is. This data will in some cases be inaccurate. Go in there and correct the data and optimize it with your own data. Add crucial information that Zillow may not have. Also, consider adding a video of the place. Unfortunately, Zillow only allows this through their mobile app, but this should not deter you. As you do so, do not forget to update your local Multiple Listing Service (MLS) as this is where Zillow derives most of its data.
Past Closes and Reviews
This is a big one. While most realtors are focused on their current listings, you should focus on both your current and past listings. Go into your archives and add all the homes you have sold. Do not forget to add the listing price and the price the home was sold for. This gives the prospect a good indication of your negotiating skills. Also, try and get reviews on these past listings. While reviews are often a double-edged sword, they do help prospects get a reading of how you have worked with past clients. Take note to respond courteously and professionally to all reviews and comments made on the properties you have.
With these three points locked down, you can now focus on marketing your profile and properties on Zillow. The best thing about Zillow is that it has built significant trust and brand equity, two things you can ride on to grow your real estate business.
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