1. Objective
This SOP defines how a Virtual Assistant (VA) sets up, maintains, and optimizes the agent's profiles on Zillow Premier Agent and Realtor.com — so the agent's presence on the two most-visited real estate consumer portals is complete, accurate, and working to generate and convert leads.
Buyers and sellers search on Zillow and Realtor.com before they call an agent. An incomplete profile, an outdated headshot, or missing reviews tells the consumer that the agent may not be actively practicing or may not be in demand. A complete, well-reviewed profile on both platforms works as a 24/7 first impression — and it is the VA's job to make sure that impression is always strong.
The standard: Both profiles are always complete, always current, and reviews are responded to within 48 hours.
Where this SOP starts: Agent onboards and profiles either do not exist or have not been maintained.
Where this SOP ends: This SOP has no end — profile maintenance is an ongoing responsibility.Success looks like: A potential client searches the agent's name or searches for agents in their city — and the agent's Zillow and Realtor.com profiles are complete, populated with recent activity, and supported by a strong review count.
2. Your Role & Boundaries
2a. What you handle independently
- Initial profile setup or audit on both platforms
- Keeping all profile fields current (photo, bio, contact info, coverage areas, languages, designations)
- Uploading new listings and sold transactions as they occur (if not auto-synced)
- Flagging new reviews to the agent within 24 hours
- Drafting review responses for agent approval
- Monitoring profile metrics monthly and compiling a quarterly performance report
2b. What requires agent approval before acting
- All bio copy — the agent approves all written content that appears in their professional profile
- All review responses — agent approves before the VA posts any response on either platform
- Any paid advertising decisions (Zillow Premier Agent advertising budget, Realtor.com featured placement) — these are business investment decisions the agent makes; the VA does not purchase advertising without explicit agent instruction
- Any change to profile contact information — confirm with agent before updating phone, email, or website
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 respond to a consumer inquiry that comes through Zillow or Realtor.com without agent instruction — these are potential leads and must be handled by the agent or per a specific lead response SOP.
- You never respond to a review without agent approval.
- You never post inaccurate information in the profile — not ratings, not transaction counts, not experience years.
- You never purchase or upgrade advertising packages without the agent's explicit instruction.
On consumer inquiries: Zillow and Realtor.com send consumer messages through the platform. These are leads — the agent handles them per the lead response protocol, not the VA. Flag incoming messages to the agent immediately.
3. Schedule & Trigger
Trigger (setup): Agent onboards and profiles either do not exist or have not been recently maintained.
Ongoing recurring:
- Weekly: Check for new reviews on both platforms — notify agent within 24 hours of any new review
- Monthly: Confirm all profile information is current; confirm recent transactions appear correctly; upload any new photos
- Quarterly: Compile performance metrics report for agent
If you are unable to complete this task: Notify the agent at the start of your absence or as soon as possible. Flag any open or time-sensitive items. The agent will determine whether to delegate or defer. Never let a recurring deadline pass without flagging it to the agent in advance.
4. Zillow Premier Agent Profile Setup & Maintenance
Initial Setup
Step 1: Claim or create the profile
1. Go to zillow.com/agent-resources or premieragent.zillow.com
2. Search for the agent's name
3. If a profile exists and is unclaimed: click "Claim your profile" and follow verification
4. If no profile exists: create a new agent profile through the Premier Agent portal
Step 2: Complete all fields
| Field | What to Enter |
|---|---|
| Name | Professional name — exactly as used in all marketing |
| Headshot | Current, professional headshot — same image used across all platforms |
| Title / Tagline | Agent's professional title or brand tagline (confirm with agent) |
| About Me | Bio — see Section 6 for bio guidance |
| Languages | All languages the agent speaks — including English |
| Designations | All current professional designations (Realtor, ABR, CRS, etc.) — verify accuracy with agent |
| Brokerage | Current brokerage name — confirm spelling and format with agent |
| Phone | Agent's direct professional phone number |
| Website | Agent's main website URL |
| Service areas | All zip codes and cities the agent actively covers — confirm with agent |
| Specialties | Buyer representation, seller representation, any niche areas |
Step 3: Verify recent sales are showing
Zillow pulls sold transaction data from MLS feeds, but there is often a lag or missing data. After setup:
1. Check that recent sold transactions appear in the agent's sales history
2. If sales are missing: use the "Add sale" feature to manually enter recent transactions (address, sale price, date, agent's role — buyer's agent or listing agent)
3. Flag to agent if sale count or history appears significantly inaccurate — the agent may need to contact Zillow support
Step 4: Reviews
Zillow reviews are sourced from past clients. After profile setup, the review request process runs per Post-Closing Client Follow-Up, which directs clients to the agent's Zillow review link.
To get the direct Zillow review link:
1. Go to the agent's Premier Agent dashboard
2. Navigate to Reviews → Get Reviews
3. Copy the direct review link — use this in all review requests
Monthly Maintenance
- Confirm headshot is current — update when the agent updates their professional photo
- Confirm brokerage information is accurate — update immediately if agent changes brokerages
- Confirm service area zip codes reflect where the agent is actively working
- Check that recent closed transactions appear — manually add if missing
- Check for new reviews weekly (see Section 7)
5. Realtor.com Profile Setup & Maintenance
Initial Setup
Step 1: Claim or create the profile
1. Go to agent.realtor.com
2. Search for the agent by name
3. If a profile exists: claim it using the agent's email address associated with their NAR membership
4. If no profile exists: create a new profile — note that Realtor.com profiles are linked to NAR membership; confirm the agent is a NAR member during onboarding
Step 2: Complete all fields
| Field | What to Enter |
|---|---|
| Name | Professional name |
| Photo | Current professional headshot — same as Zillow and all platforms |
| Tagline | Brief brand tagline (confirm with agent) |
| About Me | Bio — same core content as Zillow, can be same text |
| Phone | Agent's direct professional phone number |
| Agent's professional email | |
| Website | Agent's main website URL |
| License number | Agent's real estate license number — confirm accuracy with agent |
| Years of experience | Confirm accurate number with agent |
| Specialties | Confirm with agent |
| Service areas | Cities and zip codes — confirm with agent |
| Languages | All languages the agent speaks |
Step 3: Verify listings and sales
Realtor.com pulls MLS data directly. Confirm:
- Active listings appear correctly with accurate details
- Recent sold transactions appear in the sales history
- Any discrepancies: contact Realtor.com support or correct through the agent's MLS if that is the source
Step 4: Reviews
Realtor.com has its own review system. After setup, ensure review requests include the Realtor.com review link in addition to Zillow (or per agent's priority preference — confirm during onboarding which platform the agent prioritizes for reviews).
Monthly Maintenance
- Confirm all information is current
- Confirm active listings and recent sales are appearing correctly
- Check for new reviews weekly (see Section 7)
6. Bio Writing Standards
Both platforms use the same bio. The VA drafts; the agent approves.
Bio structure:
1. Opening hook (1–2 sentences): Who the agent serves and what they are known for — specific, not generic. "I help first-time buyers in the [City] area find homes they can afford without overpaying" is better than "I am a dedicated real estate professional."
2. Experience and credentials (2–3 sentences): Years in the market, notable designations or training, local expertise.
3. What working with this agent looks like (2–3 sentences): Process, communication style, what the client can expect.
4. Personal connection (1–2 sentences): Brief personal element — community involvement, why they chose real estate, personal connection to the area. Makes the agent feel human.
5. Call to action (1 sentence): How to reach them. Keep it simple: "Call or text [Phone] — I'd love to help."
Bio length: 200–400 words for most platforms. Zillow and Realtor.com support longer bios, but concise and specific performs better than comprehensive and generic.
Submit for agent approval before publishing on either platform.
7. Review Monitoring & Response
Weekly Review Check
Check both platforms weekly for new reviews. When a new review appears:
1. Notify the agent within 24 hours — forward the review text and star rating
2. Draft a response for agent approval
3. After agent approves, post the response on the platform
Response Templates
Positive review (Zillow or Realtor.com):
Thank you so much, [Reviewer Name]! It was such a pleasure working with you on [the purchase / the sale].
I'm so glad we found the right outcome for you, and I hope you're loving [the new home / the result].
Please reach out any time — and thank you for taking the time to share this.
[Agent Name]
Neutral review (kind but brief):
Thank you for the kind words, [Reviewer Name]! I truly appreciate you sharing your experience.
Wishing you all the best — and please reach out any time I can help.
[Agent Name]
Negative review — escalate to agent immediately:
Do not draft a response without the agent's guidance. Escalate within 24 hours. If the agent directs a response, it should be professional, calm, brief, and should offer to connect offline:
Thank you for sharing your experience, [Reviewer Name]. I'm sorry this didn't meet your expectations.
I'd welcome the opportunity to speak with you directly — please reach out at [phone/email].
[Agent Name]
Review Removal
If a review appears to violate platform policies (fake, spam, involves client-protected information, or is from someone the agent cannot verify as a client):
1. Flag to agent immediately — do not take any removal action without agent instruction
2. Agent decides whether to report the review to the platform
3. The VA does not report reviews for removal without agent confirmation
8. Consumer Inquiry Response Protocol
Both Zillow and Realtor.com may route consumer messages to the agent's inbox on the platform or via email/text depending on the agent's account settings.
VA role with consumer inquiries:
- If the agent has set up lead routing to the CRM: confirm the lead is entering correctly and follow Lead Intake & Response
- If the agent has not set up automated routing: flag each incoming inquiry to the agent within 1 hour during business hours
- Do not respond to consumer inquiries directly — these are potential leads that belong to the agent's pipeline
9. Quarterly Performance Report
Compile from both platform dashboards:
Zillow & Realtor.com Profile Performance — Q[X] [Year]
ZILLOW
Profile views: [X]
Contacts received: [X]
Review count (total): [X]
New reviews this quarter: [X]
Average rating: [X.X] / 5
REALTOR.COM
Profile views: [X]
Contacts received: [X]
Review count (total): [X]
New reviews this quarter: [X]
Average rating: [X.X] / 5
Notes: [Any notable trends, profile updates made, advertising performance if applicable]
File at: Technology / Platform Profiles / Quarterly Reports
10. Checklist
Initial Setup (both platforms)
- ☐ Profile claimed and verified
- ☐ All fields completed (name, photo, bio, contact info, service areas, designations)
- ☐ Bio drafted and agent-approved
- ☐ Recent sales confirmed in sales history — manually added if missing
- ☐ Direct review links confirmed and in use for review requests
Monthly Ongoing
- ☐ All profile information confirmed current (photo, brokerage, contact info, service areas)
- ☐ Recent transactions appearing correctly on both platforms
- ☐ Any profile information updates submitted to agent for approval before changes are made
Weekly
- ☐ New reviews checked on both platforms
- ☐ Agent notified of any new reviews within 24 hours
- ☐ Review responses drafted and submitted for approval
Quarterly
- ☐ Performance report compiled and sent to agent
11. Tools & Access
| Item | Details |
|---|---|
| Zillow Premier Agent | premieragent.zillow.com — agent grants VA access as a team member; do not use agent's personal login |
| Realtor.com Agent Portal | agent.realtor.com — agent grants VA access; confirm access level during onboarding |
| Review links | Zillow: from Premier Agent dashboard → Reviews → Get Reviews / Realtor.com: from agent profile → Reviews section |
| Performance dashboards | Available in both platform portals under Insights or Analytics |