Prospects aren't Human Rescources Professionals, so...

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Services for Real Estate Pros with Marte Cliff Copywriting

Prospects aren't human resources professionals, so why should they be treated as if they were?

I spent a little time today looking at real estate websites, and agent bios. I know I'm just a little bit fanatic about them, because I think they play an important role in helping prospects choose between agents.

What I noticed today were quite a few bios that looked more like resume's - They listed education and experience, but didn't let the readers know the answer to that most important question: "So what?"

Human resources professionals are trained to know what education and experience means to their company. They're often looking for people with a certain kind of background. But prospects shouldn't be expected to do that job... and they probably won't even try.

Your prospects might not actually say or think those words, but "so what" is always the question you need to answer when you begin talking about education and experience.

So what if you have a degree in marketing? so what

So what if you've retired from military service?

So what if you worked 15 years as a corporate vice president?

So what if you've lived in the community your entire life?

So what if you've lived in 7 different countries?

So what if you have sixteen "Alphabet" designations?

The purpose in telling your prospects about your education and work history is to show them how those past experiences helped you gain the knowledge and skills that make you a superior real estate professional.

But don't expect them to figure it out for themselves, just from a list.

Instead, tell them what your past experiences mean to them. 

Perhaps you developed exceptional skills in problem solving, negotiating, finding financing solutions,or active listening. Maybe your previous work in construction helps you see red flags that buyers should have checked out - or you use skills developed while obtaining your art degree to help clients with staging.

When it comes to mentioning parts of your personal life, it's enough to let them see that you have interests that they might share. You don't need to answer "So what?"

But when it comes to experience, you have to let them know why it matters in their life.

So tell them the answer to "So what."

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Rainmaker
4,987,864
Barbara Todaro
RE/MAX Executive Realty - Franklin, MA
Marketing Agent for The Todaro Team

Good morning, Marte.....Now I have to go back and read what I've written....

Jan 30, 2011 08:05 PM #1
Rainmaker
1,536,894
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Barbara - I haven't checked out your bio, but my guess is that it's probably just fine.

Jan 30, 2011 08:25 PM #2
Rainmaker
139,530
Kathy Akers
Fathom Realty NC LLC - Rocky Mount, NC
Your Trusted Real Estate Advisor

Thank you for the insight.  I have been struggling with what to write in my bio and for the time being have left it blank.  Now I can sit down and sketch out a bio that would interest prospects.

Jan 31, 2011 02:31 AM #3
Rainmaker
1,536,894
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Kathy - Good - glad to provide the jump-start!

Jan 31, 2011 04:50 AM #4
Rainer
233,613
Karen Bernetti
Southington, CT

This is great advice Marte.  The best answers can be found when answering questions that are so simple, like "so what?" and "who cares?"

Jan 31, 2011 06:19 AM #5
Ambassador
3,090,160
Chris Ann Cleland
Long and Foster REALTORS®, Gainesville, VA - Bristow, VA
Associate Broker, Bristow, VA

I can see the so what in these.  A military retiree may put a family doing a military relo right at ease.  It's part of that whole finding common ground thing.  People like to work with people like them. 

Shame on the agentsfor not spelling out what a marketing degree can mean to someone looking to sell their home. But overall, we're encourage to tell people about ourselves.  Just a thought.

Jan 31, 2011 09:19 AM #6
Rainmaker
1,536,894
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Karen - If you put yourself in the prospects place and ask"so what" then you'll know what to tell them about why you have what it takes to help them.

Chris Ann - Those were just examples, and the military one probably wasn't the best. It falls more in the category of letting them know you love dogs, or are an outdoorsman - or coach little league.

My point really is that we shouldn't assume that our readers will make the connections we want them to make between our past experience and how it benefits them today.

Jan 31, 2011 10:01 AM #7
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Rainmaker
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