Why are most agent profiles on the big portals unengaging, incomplete and ineffective?
This is the question we asked four years ago in Australia.
We identified several reasons for the poor state of online profiles:
- Time – agents are time poor
- Skill – agent’s do not have the skill to write a professional profile
- Value – agents did not understand the value of a professional online profile
- Priority – portals are focused on the listing and not on the agent
- Support – both portals and agencies did not provide sufficient support
- Scale – manual copywriting is hard to scale cheaply
This month we asked the same question in the United States, after exhibiting at the Inman Inman Connect San Francisco 2017, the world’s leading real estate conference. Everyone in the industry is aware that technology is rapidly changing the real estate industry and that was abundantly clear at the conference. An estimated 75% of the presentations had a common theme; how technology is changing the way business is done.
With over 30,000 hours of experience transforming online real estate profiles, we have a fairly good idea of what makes an effective, engaging and professional profile. So we reviewed 200 profiles randomly on the big three portals, and these are the results.
Realtor has the largest percentage of poor profiles, but not by much.
Followed closely by Zillow.
And finally by Homes.com.
So how did we rate the profiles? Although somewhat subjective in nature, we analysed the following components:
- Contact information – how complete is the contact information
- Position summary – how engaging is the position description.
- Professional summary – how engaging is the professional description.
- Company summary – how engaging is the company description.
- Achievements – how engaging is the achievement summary.
- Awards – how engaging is the awards summary.
- KPI’s – how engaging are the Key Performance Indicators.
- USP – how engaging are the Unique Selling Points.
- Markets – how location optimised is the profile.
- SEO visibility – how SEO optimised is the profile
- Sentiment – overall sentiment of the profile.
So why are some profiles excellent? The main reason is that the agents have the support of their agency.
So why hasn’t much changed in four years? For the same reasons as mentioned at the start of the article.
- Time – agents are STILL time poor
- Skill – agent’s STILL do not have the skill to write a professional profile
- Value – agents UNDERSTAND the value of a professional online profile
- Priority – portals are STILL focused on the listing and not on the agent
- Support – both portals and agencies STILL did not provide sufficient support
- Scale – manual copywriting is difficult to scale cheaply BUT artificial intelligence, in particular, NLP (Natural Language Processing) technology, is enabling the automation of profile writing
Over the next few years, we will see competition heat up online, as real estate moves more and more online. The value of online profiles, for agents especially, will correspondingly increase.