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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

Before you create anything new, run a free citation audit. If your name, address, or phone number is inconsistent across existing listings, stacking new profiles on top just adds to the mess — you need to fix the foundation first. This takes two minutes and shows you exactly where you stand.

Run Your Free Listing Audit → Free tool by Moz — 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—
#PlatformStarting URLCost
1Google Business Profilegoogle.com/businessFree
2Bing Places for Businessbing.com/forbusinessFree
3Apple Business Connectbusinessconnect.apple.comFree
4Zillow Lender Profilezillow.com/mortgage/Free profile Paid leads
5FastExpert LO Profilefastexpert.com/loan-officer-learn-moreFree profile $200 lead deposit
6WalletHubwallethub.com/add-listingFree
7Yelp for Businessbiz.yelp.comFree Ads optional
8Better Business Bureaubbb.org/apply$300–$4,000+/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

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 fieldUse: 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 areaEnter: your service cities
  8. Contact informationPhone: your phone  |  Website: your LO page URL
  9. Verification — Video (fastest), phone/email code, or postcard by mail (5–14 days).
  10. Business hoursMon–Fri: your hours  |  Sat: Sat hours  |  Sun: Sun hours
  11. Messaging — Turn ON.
  12. Business descriptionyour bio
  13. Services sectionAdd: your selected specialties
  14. Photos — Upload: headshot, office photo, Fairway logo.Rename files before uploading: "phoenix-mortgage-loan-officer-yourname.jpg"

SEO + AEO Tips

  • Post weekly updates — active profiles rank higher.
  • Pre-populate Q&A: "What is your NMLS number?" → your NMLS#
  • Respond to every review 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 — Click "New User" after logging in.
  3. Import from Google (recommended) — Select "Import from Google" → authorize → confirm → Import.
  4. Manual entry:Name: your name + company
    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 linksLinkedIn: your LinkedIn  |  Instagram: your Instagram  |  Facebook: your Facebook
  8. Verification — Phone PIN is fastest (under 2 min).

SEO + AEO Tips

  • Bing powers ChatGPT local search — include NMLS# your NMLS# and service cities in your description.
  • Bing weights Yelp/BBB reviews as popularity signals — reviews there directly boost Bing rank.

3. Apple Business Connect

→ businessconnect.apple.com
Free
Cost: Free. Controls Apple Maps, Siri, and Spotlight on all iPhones/iPads/Macs. Verification: up to 5 business days.
Sign-Up Steps
  1. Go to businessconnect.apple.com — Sign in with Apple ID → Select "Small Business."
  2. Register your companyLegal business name: your company
    Address: your address
    Upload verification doc: utility bill, office lease, or business registration.
  3. Brand setupBrand name: your name + company
    Category: Financial Services → Mortgage Lender
    Location: your city
  4. Claim your location — Search Apple Maps for your address. Click "Claim" or "Add Missing Place."
  5. Phone verification — Apple calls your phone.
  6. Wait for Apple review — Up to 5 business days.
  7. Complete Place Card after approvalDescription: your bio
    Hours: Mon–Fri your hours, Sat Sat hours, Sun Sun hours
    Website: your LO page  |  Phone: your phone

4. Zillow Lender Profile

→ zillow.com → click "Join" (top right)
Free ProfilePaid Leads Optional
Cost: Free profile. Paid leads optional ($30–$300/lead, $2,500/mo min). For paid products: (877) 661-3172.
Sign-Up Steps
  1. Go to zillow.com — Click "Join" → enter your email → check "I am a landlord or industry professional" → select Mortgage Lender.
  2. Enter NMLS ID: your NMLS# — your name auto-populates.
  3. Profile infoTitle: your title  |  Company: your company
    Bio: your bio
  4. Profile photo — Upload a professional headshot (required).
  5. Contact infoPhone: your phone  |  Website: your LO page
  6. Office infoAddress: your address  |  Time zone: Mountain (AZ)  |  Hours: your hours
  7. Agree to compliance terms — Confirm RESPA compliance in all licensed states: your licensed states
  8. Click "Save and finish" — Profile is live.

5. FastExpert — LO Profile

→ fastexpert.com/loan-officer-learn-more
Free Profile$200 deposit for leads
Cost: Profile free. Lead activation: $200 deposit, $20/lead (exclusive, pre-verified). Refundable if cancelled.
Sign-Up Steps
  1. Go to fastexpert.com/loan-officer-learn-more — Click "Create Your Profile for Free."
  2. Sign-up formName: your name  |  Email: your email
    Phone: your phone  |  NMLS#: your NMLS#
    Company: your company
  3. Verify email sent to your email.
  4. Bioyour bio — Include NMLS# your NMLS# and licensed states your states.
  5. Service areasyour service cities
  6. Specialtiesyour selected specialties
  7. Tag referral partners as Trusted Professionals to cross-promote profiles.

6. WalletHub

→ wallethub.com/add-listing
Free
Cost: Free. DA 80+ — one of the strongest backlinks available to mortgage professionals.
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 sent to your email.

7. Yelp for Business

→ biz.yelp.com
FreeOptional Paid Ads
Cost: Free. Yelp will offer paid ads ($300+/mo) repeatedly — decline all prompts.
Sign-Up Steps
  1. Go to biz.yelp.com — Click "Create a free account."
  2. Create accountName: your name  |  Email: your email
  3. Search — Enter your name + "mortgage" + your city. Claim if found.
  4. Business name: your name + company
  5. Category: Mortgage Brokers (primary) + Financial Services + Real Estate Services
  6. Address: your address
  7. ContactPhone: your phone  |  Website: your LO page
  8. HoursMon–Fri: your hours  |  Sat: Sat hours  |  Sun: Sun hours
  9. Descriptionyour bio
  10. Specialtiesyour selected specialties
  11. Verification — Yelp calls your phone with a PIN. Under 60 seconds.
  12. Decline all Yelp Ads upsells.

8. Better Business Bureau

→ bbb.org/apply
Paid — Annual Fee
Cost: ~$300–$600/yr solo LOs (1–5 employees). Up to $965/yr for teams of 6–10.
Sign-Up Steps
  1. Go to bbb.org/apply — Search for an existing profile first. Claim if found.
  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 — displayed at checkout based on team size.
  7. BBB review (2–4 weeks) — They may call your phone.
  8. After approval: Add BBB seal to your LO page and email signature.

9. Experience.com

→ experience.com
Free BasicPaid Pro
Cost: Free basic profile. Paid Pro includes automated review collection. Note: Fairway may have an enterprise account — check with your branch first.
Sign-Up Steps
  1. Go to experience.com — Click "Start Now, It's Free" → 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
    States: your licensed states  |  Areas: your service cities
    Specialties: your selected specialties
  4. Connect review platforms: Google, Facebook, Zillow.
  5. Verify email → Publish profile.

10. Trustanalytica

→ trustanalytica.org
Free ListingPaid Upgrades
Cost: Free basic listing. Paid upgrades not required — claim for citation value only.
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. ContactPhone: your phone  |  Website: your LO page  |  City: your city
  5. Descriptionyour bio
  6. Verify email → Decline paid upsell prompts.

11. Trustindex

→ trustindex.io
From $65/yr
Cost: $65/yr for 1 domain. Review widget tool — NOT a public directory. Embeds your Google/Zillow/Yelp reviews on your LO website.
Sign-Up Steps
  1. Go to trustindex.io — Click "Sign Up."
  2. Create accountEmail: your email  |  Website: your LO page  |  Company: your company
  3. Connect review sources: Google, Zillow, Yelp via OAuth.
  4. Choose widget layout — Grid or list, match your website's style.
  5. Copy embed code → Paste into your LO page (homepage + 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. Normal cycle: 6–12 months. Cannot be purchased.
How to Get Listed
  1. Go to expertise.com/review-me — Submit:Name: your name  |  Company: your company
    City: your city  |  Website: your LO page
    Email: your email  |  Phone: your phone
  2. Before submitting, make sure you have:Verified GBP with 10+ reviews, Yelp with 5+ reviews, BBB profile, 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 → download award badge.

13. Best in Hood

→ bestinhood.com
Free
Cost: Free. Hyper-local neighborhood directory. Create separate listings per zip code for each active market.
Sign-Up Steps
  1. Go to bestinhood.com — Search your target zip from your service cities.
  2. Create accountName: your name  |  Email: your email  |  Phone: your phone
  3. Listing fieldsBusiness name: your name + company
    Phone: your phone  |  Website: your LO page
    Description: your bio
  4. Hours: Mon–Fri your hours  |  Sat Sat hours  |  Sun Sun hours
  5. Verify email → repeat for each key zip code.
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