1. Objective
This SOP defines how a Virtual Assistant (VA) manages the agent's professional bio and ensures it is consistently accurate and current across all platforms where it appears — so the agent never has a stale headshot on Zillow, a bio that lists a brokerage they left two years ago, or a LinkedIn profile that doesn't reflect their current credentials.
An agent's bio is often the first thing a potential client reads. Inconsistencies across platforms — different headshots, different brokerages, different experience counts — signal disorganization. Outdated information signals inactivity. The VA's job is to make sure that the agent's professional presence is coherent and current everywhere, automatically, without the agent having to track it.
The standard: Every platform where the agent has a profile shows the same current headshot, the same current brokerage, and the same accurate credentials. Any update to one platform triggers an update to all platforms within 5 business days.
Where this SOP starts: Agent onboards and the VA audits all existing profiles.
Where this SOP ends: This SOP has no end — profile maintenance is an ongoing responsibility.Success looks like: A buyer who looks up the agent on Zillow, then checks LinkedIn, then visits the agent's website sees a consistent, current, professional presence — every time.
2. Your Role & Boundaries
2a. What you handle independently
- Conducting the initial audit of all platforms where the agent has a profile
- Identifying inconsistencies and flagging them to the agent for resolution
- Updating profiles across all platforms when the agent approves a bio update, new headshot, or credential change
- Tracking the platform list and confirming all are current after any update
- Conducting the annual full profile audit
2b. What requires agent approval before acting
- All bio copy — the agent approves every version before the VA publishes on any platform
- Headshot selection — the agent approves which headshot is current and when to update
- Any change to credentials listed (designations, years of experience) — the agent confirms accuracy
- Any change to contact information — confirm with agent before updating any platform
- Any addition of a new platform to the managed list — agent confirms
2c. What you never do
- You never negotiate on the agent's behalf under any circumstances.
- You never provide pricing, legal, or strategic opinions to any party.
- You never sign or initial any document on behalf of the agent, client, or any party.
- You never communicate directly with the other party's client.
- You never publish a bio update or headshot without the agent's approval — not even a "minor" correction.
- You never claim to hold a designation the agent does not currently hold — accuracy is not optional.
- You never list a previous brokerage as the current brokerage — even temporarily during a transition.
On credentials: Do not list a designation unless the agent currently holds it and it is current. Designations lapse. Memberships end. Confirm every credential during the annual audit.
3. Schedule & Trigger
Trigger: Agent onboards — initial audit of all existing profiles.
Trigger: Agent updates their headshot, changes brokerages, earns a new designation, or requests a bio refresh.
Trigger: Agent's license renewal or designation renewal affects listed credentials.
Recurring:
- Annually: Full profile audit across all platforms — confirm all information is current
4. Platform List
The following platforms commonly require an agent bio and professional profile. The VA should audit and maintain all that apply to the agent. Confirm the full list during onboarding.
| Platform | Profile Location | Notes |
|---|---|---|
| Agent website | About / Meet [Name] page | Agent's own website — confirm web editor access |
| Brokerage website | Brokerage agent roster page | May require brokerage admin to update — confirm process |
| Zillow Premier Agent | Agent profile | Per Zillow & Realtor.com Profile Optimization |
| Realtor.com | Agent profile | Per Zillow & Realtor.com Profile Optimization |
| Google Business Profile | Business description | Per Google Business Profile Management |
| Professional profile | VA updates with agent approval | |
| Facebook Business Page | About section | VA updates with agent approval |
| Bio (150 characters) | Short form — separate from full bio | |
| Homesnap / Homes.com | Agent profile | If agent uses these platforms |
| NAR / MLS profile | Association profile | May require separate access — confirm |
| Any team or group site | Per site | Confirm all sites where the agent appears |
5. Initial Profile Audit
At onboarding, the VA audits every platform on the list above.
For each platform, document:
| Field | Current State | Needs Update? |
|---|---|---|
| Name / Title | [What is currently showing] | Yes / No |
| Headshot | [Current / Outdated / Missing] | Yes / No |
| Brokerage | [Current / Outdated] | Yes / No |
| Bio text | [Note version or key differences] | Yes / No |
| Phone | [Current / Outdated / Missing] | Yes / No |
| [Current / Outdated / Missing] | Yes / No | |
| Website URL | [Current / Outdated / Missing] | Yes / No |
| Designations | [Listed / Not listed / Inaccurate] | Yes / No |
| Years of experience | [Accurate / Outdated] | Yes / No |
Compile the audit into a summary for the agent: "Here is what I found across your profiles. The following updates are needed: [list]. I've drafted the updated bio for your review — once you approve, I'll update all platforms."
6. The Master Bio
The master bio is the single approved source of truth for the agent's professional bio. All platforms draw from this master — adapted in length and format for each platform.
Maintain the master bio in a document filed at: Brand Assets / Bio / Agent-Bio-Master-[Date].docx
When the agent approves an update, create a new version with the updated date — do not overwrite the prior version.
Bio Length Versions
Maintain three length versions from the master:
| Version | Length | Used For |
|---|---|---|
| Full bio | 300–500 words | Agent website About page, LinkedIn, Zillow, Realtor.com |
| Medium bio | 100–150 words | Brokerage website, Google Business Profile description |
| Short bio | 2–3 sentences | Email signature, event programs, press |
| Instagram bio | 150 characters max | Instagram profile |
Each version is approved by the agent before being deployed.
Bio Content Standards
Every version of the bio should include:
- Who the agent serves (buyer-focused / seller-focused / niche / market area)
- Years of experience in real estate and in the local market
- Notable credentials or designations (current only)
- What working with this agent looks like
- A brief personal element (community connection, family, why real estate)
- Contact information or call to action (full bio and medium bio only)
Do not include: Superlatives without proof ("top agent," "best in the city" — unless supported by a verified ranking), outdated transaction counts, lapsed designations, or prior brokerage affiliations presented as current.
7. Update Protocol
When any update is needed (new headshot, credential change, brokerage change, bio refresh):
- Draft the update: Prepare the updated bio copy (if text changed) or confirm the new headshot file is available (if photo changed)
- Agent approval: Submit to agent with a brief summary of what changed — "I've updated the bio to reflect the new CRS designation and current brokerage. Here is the revised version for your approval."
- Platform rollout: Once approved, update all platforms on the list within 5 business days
- Rollout confirmation: After all updates are complete, confirm to agent: "All profiles updated — [Platform 1], [Platform 2], [Platform 3]. All showing [current headshot / updated bio / new brokerage]."
- Master bio file updated: Save the new version with the updated date
Brokerage Change
A brokerage change requires the fastest update cycle — old brokerage information in the profile is a compliance concern in many states. Update all platforms on the same day the agent's license transfer is confirmed. Do not wait for the full rollout window.
New Designation Earned
When the agent earns a new designation:
1. Confirm the designation is fully awarded (not just course completed — confirm the credential is officially active)
2. Add to all bio versions and platform profiles in the next update cycle
3. Confirm with agent which platforms to prioritize (some agents want immediate visibility for a new CRS or GRI, others prefer to update on the regular cycle)
8. Annual Profile Audit
Once per year, conduct a full audit of all platforms per the framework in Section 5. Focus areas:
- Is every credential still current?
- Is the years of experience count accurate?
- Is the headshot current — not more than 2–3 years old, or per agent's preference?
- Are all contact details current?
- Are all URLs live?
Present the audit to the agent with a summary and recommended updates.
9. Checklist
Initial Audit
- ☐ All platforms identified and documented
- ☐ Audit completed — each platform assessed for accuracy
- ☐ Discrepancies compiled and presented to agent
- ☐ Master bio drafted or confirmed current
- ☐ Three length versions prepared and agent-approved
- ☐ All platforms updated to current versions — rollout confirmed
Per Update (any change)
- ☐ Draft prepared — bio copy or new headshot file confirmed
- ☐ Agent approval received
- ☐ All platforms updated within 5 business days (same day for brokerage change)
- ☐ Rollout confirmation sent to agent
- ☐ Master bio file updated with dated version
Annual Audit
- ☐ Full audit completed across all platforms
- ☐ All credentials confirmed current
- ☐ Years of experience confirmed accurate
- ☐ Headshot currency confirmed
- ☐ All contact details and URLs confirmed live
- ☐ Updates completed and confirmed
10. Escalation Protocol
Escalate to the agent immediately in any of these situations:
- A major platform (Google Business Profile, Zillow profile, Realtor.com) flags or suspends the agent's profile — flag immediately; these directly affect lead generation
- The agent's brokerage updates its branding requirements in a way that affects the agent's public profiles — hold all updates until the agent confirms which version is approved
- A platform bio or profile contains an inaccuracy discovered during audit that may create a compliance issue (incorrect license number, expired credential displayed, incorrect brokerage affiliation)
- An unsolicited third-party review appears on a platform that the agent may want to dispute or respond to — flag before taking action; responses are the agent's responsibility
- Profile login credentials are no longer valid and the VA cannot access the platform to execute scheduled updates
Hi [Agent Name] — platform profile issue needs your attention.
Issue: [Profile suspension / brokerage brand update / compliance inaccuracy / third-party review / lost access]
Platform: [Google Business Profile / Zillow / Realtor.com / LinkedIn / other]
Needed: [Restore profile / confirm correct branding / correct specific field / respond to review / reset credentials]
[VA Name]
If the agent is unreachable: Do not make profile changes that involve credentials, brokerage affiliation, or license information without explicit confirmation. Document the issue with screenshots and the timestamp. For suspicious third-party reviews, do not respond or flag for removal without agent instruction.
11. Tools & Access
| Item | Details |
|---|---|
| Agent website | [Confirm CMS access — WordPress, Squarespace, etc. — and login during onboarding] |
| Brokerage website | [Confirm update process — self-service or submit to brokerage admin — during onboarding] |
| Zillow Premier Agent | premieragent.zillow.com — per Zillow & Realtor.com Profile Optimization |
| Realtor.com | agent.realtor.com — per Zillow & Realtor.com Profile Optimization |
| Google Business Profile | business.google.com — per Google Business Profile Management |
| linkedin.com — confirm VA has login credentials or manager access | |
| Facebook Business Page | Confirm VA has admin or editor access |
| Master bio file | Google Drive — Brand Assets / Bio |