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 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."