Today, more leads are starting their home search on Zillow than any other site – and you know you should be taking advantage. You also know that advertising yourself as a Zillow Premier Agent could help you grow your real estate business - but you’re not convinced.
This is a common position to be in as an agent in today’s marketplace; that is, one of uncertainty. Why? Because while you know that Zillow can expose you to leads and sell you as an agent, it’s up to you to maximize the benefit (or ROI) of that exposure. Stated more clearly, there are no guarantees!
Before you dive into the world of Zillow Premier Agent Advertising, you need to learn what you must do to effectively grow your business as a Premier Agent – and this post will teach you exactly that.
Why reviews are the key to attracting and converting leads
In this system, homebuyers and sellers have the power when it comes to initiating contact with an agent. For Zillow Premier Agents who advertise on the platform, it’s like trying to make friends with perfect strangers on Facebook without having the ability to send a friend request. Instead, the best you can do is pay for exposure - so like any ad system, conversion comes down to credibility and appeal.
Zillow Agent Premier credibility is established through agent reviews, which go through a multi-step authentication process before they can be published. Reviews provide prospective leads with an opportunity to quickly scan agent ratings before deciding who to reach out to for more information – just like many of us scan Yelp restaurant reviews before deciding where to dine out.
If you’re just getting started with Zillow, make it a goal to get 5-10 reviews within the first couple of months. Then, push for 20 or more reviews within the six- to twelve-month range, at which point you’ll be well positioned to maximize the benefit of your ad exposure.
Branding for success
Accomplish as much of the legwork (getting reviews, building your profile) as possible early on. Once you start to generate significant lead volume, you’ll need that time to work your new leads and clients.