Technology

Coldwell Banker schools its agents on cultivating ‘the Google referral’

Don't settle for an 'online presence' when you could have a 'digital resume'

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Has your friend recommended a dentist or plumber to you? You probably checked them out online to verify that you actually want to hire them. Same goes for real estate agents. In the digital age, an agent's sphere of influence is not the pure gold it once was. There's another layer to the sphere, through which most business must now pass: the Internet. To help agents navigate the art of search engine optimization, Coldwell Banker Real Estate has launched a four-part "Digital Reputation" video series based around what it calls the "Google referral." The videos are geared to help the 87,000 agents at Coldwell Banker's company-owned and affiliated offices take control of what consumers see most prominently when they Google their name. The videos school agents on how to best cultivate their presence on six platforms: their Coldwell Banker profile, Facebook, Twitter, Google Plus, LinkedIn and Yelp. "Consumers are now vetting traditional agent referrals on Google and considerin...