Why No Bios and Profiles?

By
Services for Real Estate Pros with Marte Cliff Copywriting

In her blog post about how out of state buyers choose an agent, Kelle Sparta mentions the fact that so many agents fail to fill out their profiles or enter bios, even when it's free to do so. 

These agents are turning their backs on opportunity.

Like Kelle, if I were going into an area and wanted an agent, that's one of the first things I'd look at. Then I'd look at their blogs to see if I could get an even better idea of their personality and outlook on life.

Agents without profiles and bios are effectively shutting the door on prospects who are doing their homework before choosing an agent. Since trust is such a big issue, I think a whole lot more people are doing that homework than they did in the past. Especially since it's so easy to do - if the agent bothers.

Just the fact that they don't bother says a whole lot about the way they do business.

But what about boring bios? mystery cat

Others have bios, but they're as dry as sawdust, and give no hint about the person behind the alphabet soup and the "I provide excellent service" baloney.

My idea of a good agent bio - the kind I write for my clients - paints a picture of the person. It might reveal past employment that taught them good listening skills, or good negotiation skils, or even patience. It might tell why they were drawn to a real estate career, or why they love the community where they work.

It almost always reveals something that a potential client can hang a "that person is like me" hook on. It might just be a couple of sentences that reveal something of hobbies, pets, or children, but it does give a peek at the person under the "real estate hat."

I don't leave out education or designations, or success in real estate sales, of course. But instead of listing them as dry facts, I turn them into reasons why a client can trust the agent to get the job done for them.Instead of saying "I provide excellent service" I show the readers what "excellent service" means and what specific things the agent promises to provide.

An agent bio isn't a resume' - and buyers and sellers aren't Human Resources Directors. They shouldn't be asked to interpret an agents past accomplishments, but rather should be shown how those accomplishments assure that they'll get the service they need from that agent.

If you want some ideas to use in your own bio, check the sample links on my bio page.

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Re-Blogged 1 time:

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  1. Rose Mary Justice 01/25/2011 10:32 AM
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Rainer
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Joe Kenny
Realty Executive Midwest - Darien, IL
Better Than Your Average Joe

Marte, after reading this I think I will need to revisit mine. Thanks.

Jan 25, 2011 03:54 PM #1
Rainmaker
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Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

You're welcome Joe - but sorry about giving you extra work!

Jan 25, 2011 07:21 PM #2
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Rainmaker
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Marte Cliff

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