Realtor.com is preparing agents for more traffic to its Agent Directory after using a Sept. 8 webinar to urge real estate professionals to complete their profiles as more buyer and seller traffic heads to its Agent Directory. The push coincides with its Reba McEntire-led agent campaign, with Realtor.com saying complete profiles can receive up to four times more impressions and up to 75% more leads than incomplete ones, based on internal platform data.
Results will vary by agent and market. Realtor.com’s public materials do not yet provide enough methodology to predict the lift an individual profile might see.
Inside Realtor.com’s 4x profile claim
Realtor.com’s current profile page bases the figures on data measured from June 2024 through June 2025. Meanwhile, an August marketing article cites January through December 2025 for the same topline figures.
The cited materials do not provide sample sizes or enough detail to isolate how much of the reported difference came from profile completeness alone. They do provide some insight into how profiles are surfaced.
Realtor.com’s Agent Profiles FAQ says Agent Search rankings consider relevancy and robustness, and both free and paid profiles can appear in results. For agents with outdated or incomplete profiles, the current campaign creates a timely reason to review what prospective clients see when they search.
Free profiles vs. paid visibility
Agent profiles are free and can surface an agent’s sales history, ratings, reviews, credentials, and other information to prospective clients. Agents can also buy additional exposure through Local Expert, which includes boosted profile cards, featured placement in Agent Search, and location-targeted advertising.
Before paying for more visibility, agents may want to see how their existing profile performs and compare other real estate lead-generation companies if they are considering putting more budget behind online leads. Paid visibility may be more useful once an agent has a complete profile and a reliable follow-up process in place.
How agents can improve their profiles
Realtor.com recommends keeping core profile details current. This would include the headshot, bio, specialties, sales history, reviews, credentials, and contact information.
Agents can make their expertise easier to identify by naming the cities, neighborhoods, property types, and client groups they actually serve. A relocation specialist or first-time buyer agent, for example, should make that focus explicit rather than relying on broad claims about local expertise.
Lead-routing and notification settings deserve the same attention. Keeping those settings current helps ensure new inquiries reach the right person or device.
Agents testing an update should track inquiries, appointments, and closed business alongside impressions. Realtor.com has not yet published data showing how much the September campaign has increased profile traffic or inquiries, so agents will need their own results to judge whether greater visibility is producing business.