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This resource is for Fairway Home Mortgage Loan Officers only.

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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.

Step
0
Check Your NAP Consistency Before You Build Anything New.

AI tools like ChatGPT cross-reference your Name, Address, and Phone across directories before recommending a loan officer. If your NAP is inconsistent, you get skipped. Run this free audit first - it scores your consistency across the platforms AI trusts most and shows you exactly what needs to be fixed. Find your gaps before you build on a broken foundation.

Run Your Free NAP Audit Free tool by NAPCheck - built for mortgage professionals. No account required. Opens in a new tab. Come back here when you're done.
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SPECIALTIES / SERVICES
FAQ ANSWERS
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Namenot filled
NMLS#-
Phone-
City-
URL-
This guide is organized into two tiers. Tier 1 covers the four platforms where borrowers actively search for and vet loan officers, where AI tools pull verified identity data, and where reviews directly generate leads. Start here first - these four have the highest return on your time. Tier 2 builds citation depth, creates high-authority backlinks, and strengthens your NAP consistency across the web, which makes your Tier 1 profiles rank higher in Google and get surfaced more by AI tools. Complete Tier 1 first, then work through Tier 2 at your own pace.
#PlatformStarting URLCost
Tier 1 - Core Presence: Start Here
1Google Business Profilegoogle.com/businessFree
2Zillow Lender Profilezillow.comFree profile Paid leads
3Yelp for Businessbiz.yelp.comFree Ads optional
4FastExpert LO Profilefastexpert.com/loan-officer-learn-moreFree profile $200 lead deposit
Tier 2 - Authority Stack: Additional Directories
5Bing Places for Businessbing.com/forbusinessFree
6Apple Business Connectbusinessconnect.apple.comFree
7WalletHubwallethub.com/add-listingFree
8Better Business Bureaubbb.org/apply$300-$600+/yr
9Experience.comexperience.comFree basic / Paid Pro
10Trustanalyticatrustanalytica.orgFree / Paid upgrades
11Trustindextrustindex.ioFrom $65/yr
12Expertise.comexpertise.com/review-meFree invite / Paid expedited
13Best in Hoodbestinhood.comFree
Tier 1
Core Presence - Start Here If you only complete one tier, make it this one.

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" in the top right corner.
  2. Sign in with a Google Account - Use your business Google account. If creating new: Create account, then select "To manage my business."
  3. Search for your business first - Type your name in the search bar. If a profile already exists, click to claim it. If not, click "Add your business to Google."
  4. Business name fieldUse: your name + company
  5. Business category - Select Mortgage Banker as your primary category.Add secondary categories: Mortgage Broker, Loan Agency, Financial Consultant.
  6. Location type - Select "No" (service area) if clients do not visit your office. Select "Yes" if you have a walk-in branch location.
  7. Service areaEnter: your service cities
  8. Contact informationPhone: your phone | Website: your LO page URL
  9. Verification - Video is the fastest option. Phone or email code works too. Postcard by mail takes 5-14 days. Do not edit your name or address while waiting for a postcard or the clock resets.
  10. After verification - Business hoursMon-Fri: your hours | Sat: Sat hours | Sun: Sun hours
  11. Messaging - Turn ON. This allows borrowers to text you directly from your Google search result at no cost.
  12. Business description (750 characters)Include NMLS# your NMLS# and service cities. Use your AI Bio: your bio
  13. Services section - Add each loan type as a separate entry with a 1-2 sentence keyword-rich description.Add: your selected specialties
  14. Photos - Upload your headshot, an office photo, and the Fairway logo. Rename every file before uploading using keywords.Example filename: "phoenix-mortgage-loan-officer-yourname.jpg"

SEO + AEO Tips

  • Post weekly updates: new listings, rate tips, program announcements. Active profiles rank higher than dormant ones.
  • Pre-populate your own Q&A section. Add: "What is your NMLS number?" Answer: your NMLS#. Add: "What loan types do you offer?" Answer: your specialties
  • Respond to every review within 48 hours using location keywords. Example: "Thank you for trusting me with your VA loan in your city!"

2. Zillow Lender Profile

zillow.com - click "Sign in" then "New Account"
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 call (877) 661-3172.
Sign-Up Steps (Verified June 2025)
  1. Go to zillow.com - Click "Sign in" in the top right corner, then select "New Account."
  2. Create your account - Enter your email and create a password. Check the box that says "I am an industry professional," then choose Mortgage Lender from the dropdown. Enter all required information and click "Submit."
  3. Enter your NMLS ID: your NMLS# - Your name auto-populates from the NMLS Consumer Access database. Note: past names associated with your NMLS may appear - this is only a verification check, not your display name.
  4. Click "Continue" when your name appears. If your NMLS has already been claimed by someone else, contact LenderSupport@zillowgroup.com to consolidate profiles.
  5. Profile infoTitle: your title | Company: your company (select from NMLS dropdown)
    Bio: your bio
  6. Profile photo - A photo is required to complete your lender profile. Upload a professional headshot.
  7. Contact infoPhone: your phone | Website: your LO page
  8. Office infoAddress: your address (select from NMLS dropdown) | Time zone: Mountain (AZ) | Hours: your hours
  9. Important note on name and company changes - Your display name and company sponsorship are tied directly to your NMLS record. Any changes must be updated with NMLS first. Changes appear on Zillow within a few business days of the NMLS update.
  10. Agree to compliance terms - Confirm your profile complies with RESPA and state mortgage advertising rules in all licensed states: your licensed states
  11. Click "Save and finish" - Profile is live. Use the "Reviews" tab in your dashboard to request reviews from past clients.

3. Yelp for Business

biz.yelp.com
FreeOptional Paid Ads
Cost: Free. Yelp will offer paid ads ($300+/mo) repeatedly during and after setup - you can decline all prompts.
Sign-Up Steps (Verified 2025-2026)
  1. Go to biz.yelp.com - Click "Create a free account" or "Continue with Google."
  2. Create your accountName: your name | Email: your email
  3. Search for an existing listing - Enter your name + "mortgage" + your city. Claim the listing if found, or click "Add a business to Yelp" if not.
  4. Business name: your name + company
  5. Category - Select Mortgage Brokers as your primary category. Add secondary: Financial Services, Real Estate Services.
  6. Minimum requirements to confirm a real business - Yelp requires at minimum a website or phone number.Phone: your phone | Website: your LO page
  7. Address - Enter your address. You can hide this from public view if you are service-area only.
  8. Approval window - New Yelp business pages take 24-48 hours to be approved by Yelp moderators. You can still log in and set up your profile during this time. Yelp will send a confirmation email with next steps once approved.
  9. HoursMon-Fri: your hours | Sat: Sat hours | Sun: Sun hours
  10. "From the Business" description + SpecialtiesBio: your bio
    Specialties: your selected specialties
  11. Photos - Upload your headshot and a professional office or branding photo.
  12. Phone verification - Yelp calls your phone with a PIN code. Completes in under 60 seconds.
  13. Decline all Yelp Ads upsells - Click "Not now" or "Skip" on every upgrade prompt.

4. FastExpert - LO Profile

fastexpert.com/loan-officer-learn-more
Free Profile$200 deposit for leads
Cost: Profile listing is free. Lead activation requires a $200 deposit at $20/lead (exclusive, pre-verified). Balance is refundable if cancelled.
Sign-Up Steps
  1. Go to fastexpert.com/loan-officer-learn-more - Click "Create Your Profile for Free."
  2. Complete the sign-up formName: your name | Email: your email
    Phone: your phone | NMLS#: your NMLS#
    Company: your company | Create a password.
  3. Verify your email - Click the verification link sent to your email.
  4. Build your profileBio: your bio
    Include NMLS# your NMLS# and licensed states your states.
    Upload a professional headshot.
    Service areas: your service cities
    Specialties: your selected specialties
  5. Trusted Professionals feature - Tag your Realtor partners to cross-promote each other's profiles. This is a high-value visibility tool on the platform.
  6. Request client reviews - Copy your profile's review link and send it to past clients via email or text to start building your review count.
  7. Optional lead activation - Add a $200 deposit in your dashboard to receive exclusive pre-verified leads at $20 each.
Tier 2
Authority Stack - Additional Directories Think of these as infrastructure, not lead sources. Complete Tier 1 first, then work through these at your own pace.

5. Bing Places for Business

bing.com/forbusiness
Free
Cost: Free. Bing data feeds ChatGPT local business search results - this is an AI visibility play as much as a search play.
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 it, confirm your data, and click Import. This auto-syncs weekly with zero extra effort.
  4. Manual entry if not importingName: your name + company
    Category: Mortgage Banker / Mortgage Lender
    Service area: your service cities
    Phone: your phone
    Website: your LO page
  5. Descriptionyour bio
  6. HoursMon-Fri: your hours | Sat: Sat hours | Sun: Sun hours
  7. Social media links (in "Business Relations" section)LinkedIn: your LinkedIn | Instagram: your Instagram | Facebook: your Facebook
  8. 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 Yelp and BBB review volume as popularity signals - reviews on those platforms directly boost your Bing rank.

6. 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 companyLegal business name: your company
    Business address: your address
    Upload a verification document: utility bill, office lease, or business registration.
  3. Brand setupBrand name: your name + company
    Category: Financial Services, then 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. You will receive an email notification when approved.
  7. Complete your Place Card after approvalDescription: your bio
    Hours: Mon-Fri your hours, Sat Sat hours, Sun Sun hours
    Website: your LO page | Phone: your phone
    Enable the "Call" and "Visit Website" action links.

7. WalletHub

wallethub.com/add-listing
Free
Cost: Free. WalletHub (DA 80+) is one of the top personal finance sites in the US. Your profile creates a high-authority backlink directly to your LO page.
Sign-Up Steps
  1. Go to wallethub.com/add-listing - Click "Add Your Business."
  2. Create accountName: your name | Email: your email
  3. Category: Mortgage Broker / Mortgage Lender
  4. Professional detailsName: your name | Company: your company
    NMLS#: your NMLS# | Phone: your phone
    Website: your LO page | City: your city
  5. Bioyour bio
  6. Verify email - Click the confirmation link sent to your email.

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 informationLegal name: your company / DBA
    Address: your address | Phone: your phone
    Website: your LO page | EIN or SSN for identity verification.
  3. Descriptionyour bio - Include NMLS# your NMLS#.
  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 is displayed based on your team size.
  7. BBB review (2-4 weeks) - They may call your phone for additional documentation.
  8. After approval - Download the BBB seal and add it to your LO page and your 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" and select Industry: Mortgage.
  2. Create accountName: your name | Title: your title
    Email: your email | Phone: your phone
    Company: your company | NMLS#: your NMLS#
  3. Build profileBio: your bio
    Licensed states: your licensed states
    Service areas: your service cities
    Specialties: your selected specialties
  4. Connect review platforms - Link your Google Business Profile, Facebook, and Zillow to centralize all reviews in one dashboard.
  5. Verify email and publish your 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, then Mortgage Lender / Mortgage Broker
  4. ContactPhone: your phone | Website: your LO page | City: your city
  5. Descriptionyour bio
  6. Verify email and decline all 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 directly 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 accountEmail: your email | Business website: your LO page | Business name: your company
  3. Connect review sources - Authorize Google Business Profile, Zillow, and Yelp via OAuth.
  4. Choose widget layout - Grid or list format. Match your website's color scheme.
  5. Copy embed code - Paste into 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. Check if you are already listed first - Search your name + your city on expertise.com before submitting anything.
  2. If not listed, go to expertise.com/review-me and submitName: your name | Company: your company
    Category: Mortgage Lender | City: your city
    Website: your LO page | Email: your email
    Phone: your phone
  3. Before submitting, make sure you have these in placeVerified GBP with 10+ reviews, active Yelp listing with 5+ reviews, BBB profile, professional website with NMLS# your NMLS#, and an active LinkedIn profile.
  4. If already listed - Sign up for the Provider Portal, complete your profile with bio and NMLS# your NMLS#, add service areas and specialties, and download your 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 accountName: your name | Email: your email | Phone: your phone
  3. Listing fieldsBusiness name: your name + company
    Category: Financial Services, then 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, then repeat for each key zip code in your service area.
PROFILE SAVED TO THIS BROWSER