Over the past few weeks, Zillow has made a number of changes to its agent platform, leaving some agents confused as to what tactics will yield the highest return on investment.
Today, Zillow’s director of industry outreach, Andrew Hafzalla, shared 11 keys to success on Zillow during our inaugural “Slack Off Wednesday” chat series. Here’s what he had to say about making Zillow profitable for you:
1. Build a strong profile
Hafzalla says this is the most important part of success on Zillow, and it’s also the most cost-effective strategy. Profiles on the site are free and simultaneously seen on Trulia.
He suggests using a current headshot, crafting a detailed biography, requesting reviews, uploading past sales and adding digital content such as videos, links to your website and social media profiles.
2. Request reviews and upload your past sales
“Think of your Zillow/Trulia profile like your online resume,” Hafzalla says. “A resume that is displayed in front of the largest set of savvy consumers on the Web and mobile.”
He reminded attendees that today’s consumers are tech savvy and reading any information that is available through Google search or Zillow’s agent directory.
“Your reviews and past sales act as a way to showcase your success, helping drive more buyers and sellers directly to you,” he says.
In addition to requesting reviews, Hafzalla suggests responding to “all reviews, reinforcing the positive aspects of the experience.” He says responding is a simple courtesy to thank clients for their effort.
Furthermore, “People like to work with people they trust, respect and like, and saying ‘thank you’ is a likable trait,” he says. “It’s OK to demonstrate that you are a nice person.”
3. Capture consumers by displaying yourself as the listing agent on your own listings
Hafzalla says agents should ensure they are being displayed as the listing agent on their listings.
“Consumers often reach out to the listing agent with questions, and most of the time they don’t purchase that particular home, ” he says. “Worked correctly, that consumer can turn into your client if you foster the relationship.”
4. Download the Premier Agent App
Agents can use the Premier Agent app to edit and customize their profiles and connect with leads on the fly. The app is free and can be downloaded from your Android or the iPhone store.
In February, Zillow released a new feature on the Premier Agent App that allows agents to make soundless two-minute videos of a for-sale listing.
“These walkthroughs help increase traffic to your listings as they sort higher in the search results,” Hafzalla says. “We also send direct mail to consumers with saved searches in the market where you upload your walkthroughs. Walkthroughs are incredibly easy to create and give buyers a sense of how the rooms connect in a home.”
5. Partner with Tech Connect if you have a CRM you already like and use
Hafzalla describes the Premier Agent app as a mobile CRM, but he encourages agents who have a CRM they trust to continue using it and connect it with their Zillow profile through the company’s Tech Connect program. “These partnerships ensure that your Zillow and Trulia leads end up in the CRM of your choice,” he says.
6. Take advantage of Zillow’s Premier Agent advertising
Hafzalla says this is the best way for agents to “leverage Zillow Group traffic and drive awareness to you brand.” The advertising program works by targeting potential clients in a target ZIP codes.
“Millions of Zillow and Trulia consumers see you displayed on listings or they contact you directly from a listing or your profile,” he says. “Once they make contact, you then convert them into a client.”
7. Share your marketing costs with a lender
“Premier Agent advertisers can co-market with a preferred lender to share up to 50 percent of your advertising spend on Zillow and Trulia,” Hafzalla says. “Lenders pay Zillow directly and receive branding benefits alongside you, as well as the opportunity to receive direct contacts from consumers.”
8. Use the Accelerate program
The Accelerate program is for agents who are already using Zillow’s tools successfully and want to increase their lead generation and conversions. The training sessions are infused with best practices and actionable advice from successful Premier Agents.
Currently, the program is only available to existing Premier Agents, but Zillow hosts webinars that include the same information from the Accelerate program.
9. Leverage Zillow’s research and download free Market Overview Reports for your local metro
“You can repurpose these and other free tools our team of economic researchers are compiling on your behalf,” Hafzalla says. “Utilize them in your listing presentations or share them on your social channels.”
10. Visit the Resource Center and Premier Agent Academy
Hafzalla encouraged attendees to use free tools in the Premier Agent Resource Center. The center has agent tools, scripts and templates, industry news, listing presentation tools and much more.
11. Connect with Zillow on social media
“We’re here to support you and hope you utilize Zillow’s tools to help you grow your brand, and make money from free and/or paid products,” Hazfalla says.
He suggests reaching out to Zillow via Twitter or other social media sites.
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