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.
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.