Reputation is everything in real estate.

A positive reputation is crucial to the success of any Realtor. A recent survey from J.D. Power indicates that 1/3 of first time real estate clients choose their agents based on reputation. Does your reputation encourage clients to contact you? It should.

“Buying a home is usually the biggest investment a person will make in their life,” says Houston Realtor Jessi Schaefer. “They need to know that their Realtor is going to have their best interests at heart.”

Real estate transactions are highly personal, and often major decisions. That means buyers and sellers alike seek a Realtor that they can trust.

Developing trust in such a personal, high stakes market relies greatly on reputation. In fact, a National Association of Realtors survey indicates that trustworthiness and reputation are the two most important factors for buyers choosing an agent. That’s why earning a great reputation is essential for success as a Realtor.

Online reputation matters in real estate.

When Realtors think of reputation, they may be thinking primarily of referrals. Although satisfied clients that are eager to refer are the cornerstone of any successful real estate business, Realtor reputation doesn’t end there. Just as online home research and listings have revolutionized the real estate industry, online reputation has greatly influenced how home buyers and sellers choose their real estate agents today.

“Reputation permeates for real estate agents” says Pete Kazanjy, CEO and co-founder of Honestly.com. “Because it’s a really personal business, you can’t necessarily shed your reputation.”

As a real estate agent, your online presence — both personal and professional — is your digital resume. Reviews, listings, blog posts, even your personal social media profiles all contribute to your online reputation and influence clients. Does your online presence reflect a positive reputation that encourages client trust?

Our guide to online reputation management for Realtors explains how to manage your online presence, encourage reviews, and even protect your privacy. Learn why reputation management, especially online reputation management, is so important to Realtors today.

Reputation Management for Realtors

Why Realtors Need a Great Reputation

Realtors sell a service, but what you’re really selling is yourself. Your ability to sell properties, match buyers with homes, and negotiate the best deals for your clients. Potential clients are looking to your reputation for evidence that you can do all of this — and more. Are you trustworthy and easy to work with? Can clients count on you to have their best interests at heart? Your reputation tells them whether they can trust you with one of the largest and most important financial transactions of their lives.

Online Reputation Management for Realtors

How can Realtors build a great reputation online? It’s not necessarily easy, but it is worth it. Creating a brand, contributing to real estate discussions, making it easy to connect, and managing online reviews are essential for Realtors developing a positive reputation online. Find out the important steps and tools you’ll need to manage your online reputation as a Realtor.

Online Reviews for Realtors

Reviews from your clients are more influential than anything you can say yourself. Clients trust what others have to say about you, and they’re more likely to use your services after finding out the raw truth — even if it’s not all positive. That’s why it’s so important for Realtors to build and manage great reviews. We’ll explain how you can earn, ask for, and highlight reviews you’ll be proud to share. You’ll also find out how to deal with negative reviews in a positive, professional manner.

How to Protect Your Privacy as a Realtor

Real estate is a personal business. Realtors connect with clients closely, but it is possible to get too personal. Be careful about what you share online, especially if it has the potential to alienate or embarras your clients. Avoid sharing unprofessional status updates, questionable photos, or extreme personal viewpoints. Privacy settings can help keep your personal and professional lives separate, but remember that anything you do online is never completely private, and there’s always the potential for your online activity to be shared outside of privacy walls.

Reputation Management For Real Estate Clients

How Clients Can Identify a Great Realtor Online

Finding a great real estate agent has never been easier. Clients can now search for Realtors online, checking out listings, reviews, awards, and other credentials that indicate a strong reputation. Experts recommend looking for honesty, credibility, a good track record, and exceptional service. But perhaps most telling are online reviews, the ultimate sign of a great Realtor. Often, clients can learn the most about a realtor by reading what others have to say about them. Of course, there’s no replacement for personal contact, so clients should also plan to meet with a Realtor in person before starting any real estate transaction.

Using Reputation to Find the Best Neighborhoods

Which neighborhood is the right one for you? Using reputation assessment tools, buyers can discover the details that matter about their next community. It’s easy to learn about safety, home sales, amenities, and the lifestyle offered by a neighborhood just by searching online. Enlisting the help of a qualified Realtor is also essential to finding the right neighborhood. Area experts can easily direct buyers to the communities that have the best reputation for their needs.

Your Home’s Reputation

Beyond the broad reputation of an entire neighborhood is the reputation of individual homes. Repair work, pest issues, stigmatized property, and even past liens can influence the reputation — and sale price — of a home. It’s wise for buyers to investigate the reputation of any home they’re considering with the help of a professional Realtor and team of inspectors. Sellers should also be prepared to share this information with potential buyers to instill confidence in the home’s history.

Managing Your Financial Reputation

In addition to your credit profile, your online reputation may have an impact on your ability to get a mortgage loan. Lenders are increasingly using social media as a credit assessment tool, especially for applicants who need additional consideration. Does your online reputation instill financial confidence? For home sellers, having outstanding loans, liens, and even bad credit may negatively influence home sales. Learn how to prepare your financial reputation for real estate sales, whether you’re buying or selling.

Real estate is valuable — and so is your reputation. It can influence your career, home sales, and even your finances. Protect this priceless asset by developing a strong reputation, both online and off.

Photo of Joseph Torrillo
About the Author

Born and proudly raised in Syracuse, NY, Joseph joined the team in 2008 as the Director of Reputation Management after earning his B.S. in Public Policy. He is now the Vice President of the department.

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