Fairway Home Mortgage — Internal Resource

LO Platform
Sign-Up Guide

Fill in your profile info once below — it auto-populates throughout every platform's sign-up steps.

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SPECIALTIES / SERVICES
FAQ ANSWERS
Your info auto-fills into every platform's steps below as you type. Nothing is saved or transmitted.
Namenot filled
NMLS#—
Phone—
City—
URL—

1. Google Business Profile

→ google.com/business
Free
Cost: 100% free. Google may offer a $500 ad credit after setup — you can decline.
Sign-Up Steps
  1. Go to google.com/business — Click "Manage now" top right.
  2. Sign in with a Google Account — Use your business Google account. If creating new: Create account → "To manage my business."
  3. Search for your business first — Type your name in the search bar. If a profile exists, click to claim. If not, click "Add your business to Google."
  4. Business name field Use: your name + company
  5. Business category — Select Mortgage Banker as primary. Add secondary: Mortgage Broker, Loan Agency, Financial Consultant.
  6. "Add a location?" — Select No if service-area LO. Select Yes if you have a walk-in branch.
  7. Service area Enter: your service cities
  8. Contact information Phone: your phone  |  Website: your LO page URL
  9. Verification — Video (fastest), phone/email code, or postcard by mail (5–14 days). Do not edit name/address while waiting for postcard or it resets.
  10. Business hours Mon–Fri: your hours  |  Sat: Sat hours  |  Sun: Sun hours
  11. Messaging — Turn ON. Free, allows direct text from your search result.
  12. Business description (750 chars) Use your AI Bio: your bio
  13. Services section — Add each loan type with a 1–2 sentence keyword-rich description. Add: your selected specialties
  14. Photos — Upload: headshot, office photo, Fairway logo. Rename files with keywords before uploading (e.g., "phoenix-mortgage-loan-officer-yourname.jpg").

SEO + AEO Tips

  • Post weekly updates — new listings, rate tips, program announcements. Active profiles rank higher.
  • Pre-populate Q&A yourself: "What is your NMLS number?" → your NMLS#. "What loan types do you offer?" → your specialties
  • Respond to every review within 48 hrs using keywords: "Thank you for trusting me with your VA loan in your city!"

2. Bing Places for Business

→ bing.com/forbusiness
Free
Cost: Free. Bing data powers ChatGPT local business search results.
Sign-Up Steps
  1. Go to bing.com/forbusiness — Click "Get Started."
  2. Sign in with a Microsoft account — Or use Google/Facebook SSO. Click "New User" after logging in.
  3. Import from Google (recommended) — If your GBP is live, select "Import from Google" → authorize → confirm data → Import. This auto-syncs weekly with zero extra effort.
  4. Manual entry (if not importing): Name: your name + company
    Category: Mortgage Banker / Mortgage Lender
    Service area: your service cities
    Phone: your phone
    Website: your LO page
  5. Business type — Select "Company" (operating under Fairway) or "Independent Professional."
  6. Description your bio
  7. Hours Mon–Fri: your hours  |  Sat: Sat hours  |  Sun: Sun hours
  8. Social media links — Add in "Business Relations" section: LinkedIn: your LinkedIn  |  Instagram: your Instagram  |  Facebook: your Facebook
  9. Verification — Phone PIN is fastest (5-digit code, under 2 min). Postcard available if phone fails.

SEO + AEO Tips

  • Bing is the data source for ChatGPT local search — a complete profile helps AI recommend you when someone asks "best mortgage lender in your city."
  • Include NMLS# your NMLS# and all service cities in your description.
  • Bing weights third-party review volume (Yelp, BBB) as popularity signals — reviews on other platforms directly boost Bing rank.

3. Apple Business Connect

→ businessconnect.apple.com
Free
Cost: Free. Controls how you appear in Apple Maps, Siri, and Spotlight Search on all iPhones, iPads, and Macs. Verification takes up to 5 business days.
Sign-Up Steps
  1. Go to businessconnect.apple.com — Click "Sign in with Apple ID." Select "Small Business."
  2. Register your company Legal business name: your company
    Business address: your address
    Upload verification document: utility bill, office lease, or business registration.
  3. Brand setup Brand name: your name + company
    Category: Financial Services → Mortgage Lender
    Location: your city
  4. Claim or add your location — Search Apple Maps for your address. Click "Claim" or "Add Missing Place."
  5. Phone verification — Apple calls your phone to confirm you are the authorized representative.
  6. Wait for Apple review — Up to 5 business days. Email notification when approved.
  7. Complete Place Card after approval: Description: your bio
    Hours: Mon–Fri your hours, Sat Sat hours, Sun Sun hours
    Website: your LO page
    Phone: your phone
    Enable "Call" and "Visit Website" action links.
  8. Branded Mail (optional) — If you have a custom domain email, enable Branded Mail so your Fairway email displays your logo in Apple Mail on iPhones.

4. Zillow Lender Profile

→ zillow.com → click "Join" (top right)
Free ProfilePaid Leads Optional
Cost: Creating your lender profile is free. Paid lead programs are optional (rate table leads: $30–$300/lead, $2,500/mo min). For paid products: (877) 661-3172.
Sign-Up Steps
  1. Go to zillow.com — Click "Join" (top right) → enter your email → create password → check "I am a landlord or industry professional" → select Mortgage Lender.
  2. Enter your NMLS ID: your NMLS# — Your name auto-populates from the NMLS Consumer Access database.
  3. Profile — Personal Info: Job title: your title
    Company: your company (select from NMLS dropdown)
    Bio: your bio
  4. Profile photo — Upload a professional headshot (required).
  5. Contact info: Phone: your phone  |  Website: your LO page
  6. Office info: Address: your address (from NMLS dropdown)  |  Time zone: Mountain (AZ)  |  Hours: your hours
  7. Agree to compliance terms — Confirm your profile complies with RESPA and state mortgage advertising rules in all licensed states: your licensed states
  8. Click "Save and finish" — Profile is live. Use the "Reviews" tab in your dashboard to request reviews from past clients.

5. FastExpert — LO Profile

→ fastexpert.com/loan-officer-learn-more
Free Profile$200 deposit for leads
Cost: Profile is free. Lead activation: $200 deposit, $20/lead (exclusive, pre-verified). Refundable balance if cancelled.
Sign-Up Steps
  1. Go to fastexpert.com/loan-officer-learn-more — Click "Create Your Profile for Free."
  2. Sign-up form: Name: your name
    Email: your email
    Phone: your phone
    NMLS#: your NMLS#
    Company: your company
  3. Verify your email — Click the verification link sent to your email.
  4. Bio / About Me section: your bio — Include NMLS# your NMLS#, licensed states your states, and a call to action.
  5. Service areas: Enter: your service cities
  6. Specialties: your selected specialties
  7. Tag referral partners as Trusted Professionals to cross-promote profiles.
  8. Optional lead activation: Add $200 deposit in dashboard to receive exclusive verified leads at $20/lead.

6. WalletHub

→ wallethub.com/add-listing
Free
Cost: Free. WalletHub (DA 80+) is one of the top personal finance sites in the US. Your profile backlinks directly to your LO page.
Sign-Up Steps
  1. Go to wallethub.com/add-listing — Click "Add Your Business."
  2. Create account: Name: your name  |  Email: your email
  3. Category: Mortgage Broker / Mortgage Lender
  4. Professional details: Name: your name
    Company: your company
    NMLS#: your NMLS#
    Phone: your phone
    Website: your LO page
    Address/Area: your city
  5. Bio: your bio
  6. Verify email — Click the confirmation link sent to your email.

7. Yelp for Business

→ biz.yelp.com
FreeOptional Paid Ads
Cost: Free. Yelp will offer paid ads ($300+/mo) repeatedly — you can decline all prompts.
Sign-Up Steps
  1. Go to biz.yelp.com — Click "Create a free account" or "Continue with Google."
  2. Create account: Name: your name  |  Email: your email
  3. Search for your business — Enter your name + "mortgage" + your city. Claim if found, or "Add a business to Yelp."
  4. Business name: your name + company
  5. Category: Mortgage Brokers (primary) + Financial Services + Real Estate Services
  6. Address: your address — you can hide it from public view if service-area only.
  7. Contact: Phone: your phone  |  Website: your LO page  |  Email: your email
  8. Hours: Mon–Fri: your hours  |  Sat: Sat hours  |  Sun: Sun hours
  9. "From the Business" description: your bio
  10. Specialties: your selected specialties
  11. Verification — Yelp calls your phone with a PIN. Completes in under 60 seconds.
  12. Decline all Yelp Ads upsells — Click "Not now" or "Skip" on all upgrade prompts.

8. Better Business Bureau

→ bbb.org/apply
Paid — Annual Fee
Cost: ~$300–$600/yr for solo LOs (1–5 employees). Up to $965/yr for teams of 6–10. Exact fee shown at application.
Sign-Up Steps
  1. Go to bbb.org/apply — Search for an existing profile first. If found, click "Claim." If not, click "Apply for BBB Accreditation."
  2. Business information: Legal name: your company / DBA
    Address: your address
    Phone: your phone
    Website: your LO page
    EIN or SSN for identity verification.
  3. Description: your bio — Include NMLS# your NMLS# and your commitment to ethical lending.
  4. Categories: Mortgage Broker, Mortgage Lender, Financial Services
  5. Acknowledge BBB's 8 Standards for Trust — Read and confirm compliance.
  6. Pay annual fee — Credit card, bank transfer, or check. Fee displayed based on your team size.
  7. BBB review (2–4 weeks) — They may call your phone for additional documentation.
  8. After approval: Download BBB seal → add to your website at your LO page and email signature.

9. Experience.com

→ experience.com
Free BasicPaid Pro
Cost: Free basic profile. Paid Pro includes automated review collection and directory sync. Note: Fairway may have an enterprise account — check with your branch before signing up independently.
Sign-Up Steps
  1. Go to experience.com — Click "Start Now, It's Free" → Industry: Mortgage.
  2. Create account: Name: your name  |  Title: your title
    Email: your email  |  Phone: your phone
    Company: your company  |  NMLS#: your NMLS#
  3. Build profile: Bio: your bio
    Licensed states: your licensed states
    Service areas: your service cities
    Specialties: your selected specialties
  4. Connect review platforms: Google Business Profile, Facebook, Zillow — centralize all reviews in one dashboard.
  5. Verify email → Publish profile.

10. Trustanalytica

→ trustanalytica.org
Free ListingPaid Upgrades
Cost: Free basic listing. Paid upgrades available but not required. Claim your free listing for citation value — you are not required to pay to maintain it.
Sign-Up Steps
  1. Go to trustanalytica.org — Search for your name. Claim if found or click "Add Listing."
  2. Business name: your name + company
  3. Category: Financial Services → Mortgage Lender / Mortgage Broker
  4. Contact: Phone: your phone  |  Website: your LO page  |  Address: your city
  5. Description: your bio
  6. Verify email → Decline paid upsell prompts.

11. Trustindex

→ trustindex.io
From $65/yr
Cost: $65/yr for 1 domain. Trustindex is a review widget tool — NOT a public directory. It embeds your Google, Zillow, and Yelp reviews on your LO website. Best used if you have a standalone personal LO site.
Sign-Up Steps
  1. Go to trustindex.io — Click "Sign Up."
  2. Create account: Email: your email  |  Business website: your LO page  |  Business name: your company
  3. Connect review sources: Google Business Profile, Zillow, Yelp → authorize each via OAuth.
  4. Choose widget layout — Grid or list format. Match your website's color scheme.
  5. Copy embed code → Paste into your website at your LO page (recommended: homepage and contact page).
  6. Pay $65/yr — Annual billing only.

12. Expertise.com

→ expertise.com/review-me
Free (Invite-Based)
Cost: Free — but Expertise.com selects businesses through their own research process. Submit a review request; normal cycle is 6–12 months. Listing cannot be purchased.
How to Get Listed
  1. Go to expertise.com/review-me — Submit: Name: your name
    Company: your company
    Category: Mortgage Lender
    City/State: your city
    Website: your LO page
    Email: your email
    Phone: your phone
  2. Before submitting, make sure you have: Verified GBP with 10+ reviews, active Yelp listing with 5+ reviews, BBB profile, professional website with NMLS# your NMLS#, active LinkedIn.
  3. Check if already listed: Search your name + your city on expertise.com first.
  4. If listed: Sign up for Provider Portal → complete profile with bio, NMLS# your NMLS#, service areas, and specialties → download award badge.

13. Best in Hood

→ bestinhood.com
Free
Cost: Free. A hyper-local neighborhood directory. Create separate listings per zip code for each of your active markets.
Sign-Up Steps
  1. Go to bestinhood.com — Search your target neighborhood or zip code from your service cities.
  2. Create account: Name: your name  |  Email: your email  |  Phone: your phone
  3. Listing fields: Business name: your name + company
    Category: Financial Services → Mortgage
    Phone: your phone
    Website: your LO page
    Description: your bio
  4. Set hours: Mon–Fri your hours  |  Sat Sat hours  |  Sun Sun hours
  5. Verify email → repeat for each key zip code in your service area.