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Your online presence is your first impression, and it takes more than uploading your headshot and hoping your brokerage website does the heavy lifting.
Your digital presence isn’t just your online business card; it’s how clients, friends-of-friends and complete strangers decide if you’re someone they’d trust to help them make one of the biggest financial decisions of their lives.
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Whether you’re just getting started or circling back to clean things up, here’s your go-to checklist to set up your digital profiles the right way from the start.
1. Start with an audit: Google Yourself
Let’s be real — if someone recommends you, the first thing that person is going to do is Google you. So, do it yourself first.
What comes up? Your LinkedIn profile from five years ago? Your wedding announcement from 2015? A college blog you forgot existed?
Take a minute to check what other people are seeing when they search your name. Make note of what you’d like to update, clean up or build out to take control of your online presence.
2. Level up your LinkedIn
Yes, people do check LinkedIn — even for real estate agents.
They might not spend the time scrolling and socializing on LinkedIn that they do on Facebook and Instagram, but it’s one of the first things that comes up when someone searches your name.
Make sure your profile is up to date with a recent professional headshot, a headline that goes beyond just “real estate agent” (such as: “helping [city] buyers and sellers navigate their next move with ease”), and fill out your “About” section with your most recent professional bio and links to your website and any other social media profiles where you’re active.
A strong LinkedIn profile helps build credibility, especially with relocation clients and professionals who live on LinkedIn more than Instagram.
3. Optimize your Instagram bio
Think of your Instagram bio like your 15-second elevator pitch.
It needs to include your full name, what you do, who you help and what city you live and work in (it’s shocking how many bios skip this!).
It’s also a best practice to include how to contact you, either by linking to your website, phone number or a DM-friendly CTA.
4. Clean up your Facebook
Your personal Facebook profile will be found — so make sure it looks how you want it to.
That doesn’t mean you need to start blasting business posts on your personal page. But it does mean you should make sure your profile picture looks like you today, add your business and tag your brokerage or Facebook business page in the About section, and adjust your privacy settings if you don’t want certain posts to be public.
You can also pin a post or update your cover photo with information about your real estate business.
5. Claim (or update) your Google Business Profile
This is one of the most overlooked things new agents forget to do.
A Google Business Profile helps you show up in local searches and builds trust with people who are looking for an agent nearby.
Make sure to:
- Claim your profile (or ask your brokerage if they have one you can be added to)
- Add your headshot or professional photo
- Fill out your contact details
- Share a short bio about the work you do
- Start gathering reviews as soon as you can
6. Update your email signature
This one is easy to overlook, but your email signature shows up on every single email you send.
It should include your full name and title, your phone number, email address, website link and social media icons/links for the platforms you actually use.
7. Brand your first posts intentionally
Before you start posting listings and getting down to business, post a quick “who you are and who you help” introduction.
Let your friends, family and network know you’re in real estate, who you work with, and how they can refer you.
Need ideas?
- A selfie or brand photo with a caption about why you decided to get into real estate
- A post sharing your local market specialty and how people can contact you
- A fun “5 Things About Me” post that mixes personal and professional
This isn’t just content — it’s positioning. It sets the tone for how people think about you from Day 1.
8. Start building local authority
Don’t just post about being a real estate agent. Post like you live in your community.
Share your favorite coffee shops, parks or restaurants; highlight local events or small businesses; and be sure to celebrate clients or share real estate tips specific to your market
This keeps you top of mind with people who aren’t actively buying or selling — yet.
9. Review monthly and adjust as you go
Your online presence isn’t something you “set and forget.” Block 30 minutes on your calendar once a month to check in and do some online housekeeping. Google yourself regularly to make sure nothing weird pops up, update your bio if your focus shifts, and add new photos or content to keep things fresh.
Your digital presence is your storefront, and it’s open 24/7. Make sure it’s working for you, not against you.
Because when someone thinks, “I need a real estate agent,” your name should be the one they see everywhere and actually want to reach out to.
