This is the latest in a series of 'Buyer's Guides' that feature questions to ask and options to consider before making a new purchase. See our previous guides to purchasing a CMA, CRM, Document and Transaction Management, Electronic Signature, iPad App, Lead Generation, Lockbox, Listing Syndication, and Market Analytics tool.

How Do I Manage My Online Reputation?

You may have a certain reputation among colleagues and consumers in your local market, but is that reputation reflected online, where many new prospects are doing their research about real estate agents? Today, the Internet is where most consumers are making major decisions about the things they buy and the professionals they choose – real estate agents included.

How do you ensure that your online reputation is stellar? It's a complex question that requires a multi-pronged solution. This may include agent ratings, agent profiles on consumer-facing property search portals, social networking, your personal website, and much more. Sound intimidating? If so, you're not alone. That's why many companies with expertise in digital marketing for real estate have taken much of the responsibility off your hands.

Each company manages online reputation management differently, so it's important to understand your objectives and your options.

Questions to Ask

There are some important questions to ask when buying any real estate technology product and some that are unique to choosing a mapping or lifestyle search product.

First, let's look at general questions you'll want to ask.

• What are my objectives for this piece of technology and will this product help me achieve those objectives?
• What is my budget?
• Does my MLS or Association have any agreements with any vendors that might help me obtain this product at a discount or for free?
• What kind of customer service and training programs are available? Are there webinars and, if so, are they recorded so you can view them at any time? Is the vendor's online help sufficient?

After you've asked and answered these questions, you can get down to the questions that are specific to online reputation management:

• Which strategies will this vendor use to manage my online reputation?
• How active a role will I need to take? How much time will be required of me?
• If the tool/service monitors Web sites or publishes a profile on Web sites, which ones?
• In the case of agent ratings, how will customer feedback be gathered? Can anyone anonymously provide feedback or do those providing feedback need to be validated?

Your Options

For more information on these options, download our 2017 Technology Guide.

• HomesConnect: Homes.com created HomesConnect to streamline marketing, lead management, and online reputation management for agents and brokers. On the online reputation management side, HomesConnect includes Agent Profile, Q&A, Social Networking, Agent Website + IDX/VOW, and Social Impact.

• Rated Agent from Quality Service Certification: Gain valuable insights from validated customer feedback and reach more prospective customers with RatedAgent.com's consumer-facing agent profiles.

Next Steps

• Download the 2013 Technology Guide
• Read articles about agent ratings and online marketing
• Visit the agent ratings and online marketing sections of our product directory
• Ask your MLS or Association
• Contact the vendors above