Today’s Daily Drop brought a thoughtful post by Donna Harris about blogging. She related how her personal blog posts bring her just as much (or more) business as her real estate posts.
Donna contends that people want to know who you are – and I couldn’t agree more.
That’s why, when I write agent bios, I encourage my real estate clients to let me share something about their personal lives.
Many are concerned about security, and I understand that. There’s no way that I’d post a picture of my beautiful little grand-daughter and give out information that would allow a predator to find her. I also wouldn’t go to Facebook and announce to the world that my family is going on vacation so the house will be vacant for two weeks. (Many do… what are they thinking??)
But you don't need to give the kind of information that would compromise security for you or your family.
What I’m looking for to use in agent bios is anything that will allow potential clients to think “Oh, she’s like me, she…”
Of course I include education and professional achievements, and I talk about expertise in a chosen niche. But I truly believe a good bio includes a paragraph or so of personal information.
For instance, an agent might write: “On free days, I enjoy taking the kids and the dogs to nearby (local spot) for a hike or a swim in (name) Lake. Other times, we all go volunteer - walking or grooming dogs at the local animal shelter.”
This offers 4 “hooks” that a prospective client can grab: The agent is a parent who spends time with his or her children; the agent is a dog lover; the agent is community-minded; the agent is an outdoors person who enjoys physical activity.
Another agent might write: “When I’m not showing homes to my buyer clients, you’ll find me curled up with a good murder mystery, or trying out a new recipe to serve to the 17 people who make up my extended family here in (city.)”
Can you see the “hooks” that a prospective client can latch on to in that statement?
Something else that gives prospects a reason to feel that you’re “like them” is your past.
It might be childhood experiences that gave you a love of homes, jobs that helped you hone the excellent listening skills you bring to your position as an agent, or (like Corinne Guest) the experience of moving a household across the ocean a few times that makes you a perfect adviser to relocating buyers.
I like to weave these past experiences in and make them part of the agent's "story."
People are looking for people to trust.
In order to trust you, they need to know more than how many homes you’ve sold or what designations you’ve earned. And if you can give them a peek at the real you that shows you have something in common, they’ll be even more drawn to you.
The bottom line: Whether in your agent bio or a blog post, you can be personal without being too personal. And I firmly believe that it will enhance your business.
And now… before this precious sunshine disappears, I’d better get out in the garden.
I have more Petunias to plant, and those itty-bitty carrots are being crowded out by hundreds of itty-bitty weeds, so if you come looking for me, you’ll find me crawling around in the dirt, getting grubby.