Why Brokers Should Review Agent Bios

By
Services for Real Estate Pros with Marte Cliff Copywriting

This week an agent sent me a link to one of the bios on her broker's site in order to give me an example of how much space she'd be allowed for her own bio. 

Reading it made me realize why I have a couple of broker clients who hire me to write their agents' bios rather than telling them to provide one. 

Not only did that bio say nothing about why anyone should choose the agent, it was filled with garbled sentences and grammatical errors. oh no girl

For instance (In making reference to the fact that she had been a business owner): "It was through this experience that allowed her to become active within the community and provide excellent customer service to many wonderful clients."

How about "She is dedicated to providing the very best service, professionalism and guidance that she have to offer."

Proofreading really is important! 

It's too bad that the bio didn't actually give any indication of how she provides this wonderful service, but it's worse that the words made her look unprofessional. If nothing else, her broker should have proofread the copy - or hired someone to proofread it - so someone could make corrections before it went live on his or her site. 

Why should the broker do it?

Because the agents do represent the broker and the agency. This kind of sloppiness makes them ALL look incompetent - no matter how many times they say they provide "the best customer service."

It's easy to make mistakes - we all do it. Failure to correct them is the biggest mistake of all. 

See also: If Your Real Estate Agent Bio is Generic, Why Bother?

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Ambassador
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Bob Crane
Woodland Management Service / Woodland Real Estate, Keller Williams Fox Cities - Stevens Point, WI
Forestland Experts! 715-204-9671

This is important advice Marte, it is so easy to miss those mistakes when we are too close to the situation.  Best to have someone else check over our work.

 

Jun 03, 2015 01:45 PM #15
Rainmaker
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Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Thanks Robert (Vegas Bob) Swetz - I do know you're correct.

Bob Crane It IS easy to miss them. When you wrote it, you "know" what it says and that seems to be what your brain processes when you re-read.

That's one reason why, when I'm writing for a client, I leave it alone for several hours or over night - then re-read and check everything before I send it off. It's easier to spot goofy mistakes when you give yourself a little distance. 

Jun 03, 2015 02:37 PM #16
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Jon Zolsky, Daytona Beach, FL
Daytona Condo Realty, 386-405-4408 - Daytona Beach, FL
Buy Daytona condos for heavenly good prices

"or hired someone". The truth of the matter is that for a broker to hire someone, s/he needs to acknowledge that the one that is there is not really good.

In your example, no misspelling, so what is wrong with it?

And if the broker does not see anything wrong there, s/he can't proofread, and wouldn't feel like they need someone else to look at it. Sort of catch 22

Jun 03, 2015 03:10 PM #17
Rainmaker
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Marte Cliff
Marte Cliff Copywriting - Priest River, ID
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Jon Zolsky, Daytona Beach, FL You're right - if the broker doesn't see anything wrong, he or she wouldn't see a reason to hire someone. What I really had in mind there was if the broker didn't want to be bothered with proofreading, there should be someone to do it. 

Jun 03, 2015 03:17 PM #18
Rainmaker
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Marte Cliff
Marte Cliff Copywriting - Priest River, ID
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Jon Zolsky, Daytona Beach, FL Did you mean you wondered what was wrong?

This sentence: "It was through this experience that allowed her to become active within the community and provide excellent customer service to many wonderful clients." ...Just doesn't make sense if you really examine it.

First, they need to remove the word "through." Then... how does becoming active in a community equate to providing excellent customer service? 

Jun 03, 2015 03:22 PM #19
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Jon Zolsky, Daytona Beach, FL
Daytona Condo Realty, 386-405-4408 - Daytona Beach, FL
Buy Daytona condos for heavenly good prices

Marte - but the point is that the agent writes something like this and the broker does not see anything wrong with it...

You assume that the broker somehow is better educated and can proofread, but this is not a given.

And unless you show it to the broker, like you showed here to all of us, they may sincerely do not see any problem with it.

Understanding that there might be a problem is the key here. If there is no understanding, the broker wouldn't do it. And you would be running into similar bios

Jun 03, 2015 03:28 PM #20
Rainmaker
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James Dray
Fathom Realty - Bentonville, AR
Exceptional Agents, Outstanding Results

Good morning Marte.  Things are changing here as we are transferring to a new company that has bought us out.  Change is in store and I'll take your advice depending on what the new agency will require...  

Jun 03, 2015 08:09 PM #21
Rainmaker
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Kat Palmiotti
406-270-3667 (MT), 914-419-0270 (NY), Broker in NY with Grand Lux Realty and in MT with (coming soon!) - Kalispell, MT
The House Kat

Brokers should definitely take a look at the profiles/bios of their agents to make sure they make sense. However, as Jon points out, some brokers may not have the correct skills to do that in which case they should hire someone to do the proofing.

Jun 03, 2015 08:33 PM #22
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Lenn Harley
Lenn Harley, Homefinders.com, MD & VA Homes and Real Estate - Leesburg, VA
Real Estate Broker - Virginia & Maryland

The first thing any agent needs to learn is the difference between a "customer" and a "client".

Fact is, an employing broker/owner is responsible for all agent advertising.  It's in their own self interest to review everything and require corrections where needed.

Jun 03, 2015 10:05 PM #23
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Tammy Lankford,
Lane Realty Eatonton, GA Lake Sinclair, Milledgeville, 706-485-9668 - Eatonton, GA
Broker GA Lake Sinclair/Eatonton/Milledgeville

I get really upset when one of my agents goes off the chain and does something without my review. They generally one have to get some material destroyed by me once to get a review before they order it.

Jun 03, 2015 11:27 PM #24
Rainmaker
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Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Jon Zolsky, Daytona Beach, FL You're right. If a person doesn't know and doesn't know that they don't know - they aren't going to ask for help. You've got me curious now - I'm going to go back to that link and look at the other bios on that agency's site, just to see if more are like that.

James Dray Change can be exciting - and scary!

 

Jun 04, 2015 02:07 AM #25
Rainmaker
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Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Kat Palmiotti Yes - Jon had a good point. Surely every office has someone who is skilled in grammar. Or maybe not. 

Lenn Harley You're right - and I totally missed that one. "Customer service" is for department stores. 

Tammy Lankford Sounds like you run a tight ship - good for you! 

Jun 04, 2015 02:10 AM #26
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Tammy Lankford,
Lane Realty Eatonton, GA Lake Sinclair, Milledgeville, 706-485-9668 - Eatonton, GA
Broker GA Lake Sinclair/Eatonton/Milledgeville

Well after all they A- did sign the rules and regulations agreeing that I would review everything and B- it's my behind on the line if it's not in compliance.  Fortunately it's only been an issue twice in my 20 years of being a broker/owner.  Same person both times and each time they blamed the error on their spouse who is also a business owner, but doesn't quite get all the compliance rules of real estate.  Now they are both on board for my review first after throwing away a few hundred dollars in merchandise that was agent branded with the office name and number.

Jun 04, 2015 02:41 AM #27
Rainmaker
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Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Tammy Lankford Exactly! People don't always realize that the broker is the person responsible for the agents' behavior. 

I have no patience with people who agree to the rules and refuse to follow them - nor with people who know the job and the salary before they sign on, then start whining and crying that they need more money. 

Jun 04, 2015 02:49 AM #28
Rainmaker
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Sybil Campbell
Long and Foster REALTORS® 5234 Monticello Ave Williamsburg, Virginia - Williamsburg, VA
REALTOR® ABR, SFR, SRES Williamsburg, Virginia

Marte Cliff, some people really need help when trying to express themselves in writing.  Thank goodness you are there.

Jun 04, 2015 03:16 AM #29
Rainmaker
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Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Sybil Campbell When it comes to real estate agents and writing there are 4 kinds: 

  • Those who can't write and need help all of the time.
  • Those who write well until they try to talk about themselves.
  • Those who write well and do it all themselves.
  • Those who write well but don't want to/ don't have time/ would rather spend their time with clients.

Between them, they keep me somewhat busy. 

Jun 04, 2015 03:43 AM #30
Rainmaker
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Claude Labbe
Real Living | At Home - Washington, DC
Realty for Your Busy Life

The broker who cares enough to get involved at this level with his/her agents is a gem; few & far between.

Jun 04, 2015 12:14 PM #31
Rainmaker
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Marte Cliff
Marte Cliff Copywriting - Priest River, ID
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Claude Labbe I really don't understand that. Not only is the broker supposed to be the leader - he or she is legally responsible. 

Jun 04, 2015 01:04 PM #32
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Jon Zolsky, Daytona Beach, FL
Daytona Condo Realty, 386-405-4408 - Daytona Beach, FL
Buy Daytona condos for heavenly good prices

Interesting comment (#30). It is really difficult to write well about yourself.

Also, why this post is not featured? Isn't the ability to cause a meanigful conversation and proving important to people is not featured, not a criterion?

Am I missing something here?

Jun 04, 2015 02:42 PM #33
Rainmaker
1,544,033
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Jon Zolsky, Daytona Beach, FL While I haven't actually kept track, I'd guess that the bulk of my clients are people who write well, but when it comes to writing about themselves, simply can't do it. 

Jun 04, 2015 05:26 PM #34
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