When You Need a Real Estate Agent Bio, Ask the Right Questions

By
Services for Real Estate Pros with Marte Cliff Copywriting

Your real estate agent bio is one of the most important documents you’ll ever write or have written.

  • It presents the image you want the world to see.
  • It showcases your expertise and abilities while letting your personality shine through.
  • It gives potential clients reasons to like you, trust you, and even identify with you.

Should you write it yourself? 

Only if you write well and can resist the urge to say “I, I, I” throughout the document – and if you have the ability to show prospects why you’re the agent to choose, without sounding like a braggart.

I've found that most agents can't do it themselves. Even agents who write all of their other marketing materials tell me they get "stuck" when they try to write about themselves. So if you're feeling stuck, know that you're in good company.

Should you hire the cheapest writer you can find?

Only if you don’t really believe the document is important.

That’s a little like saying “Should I hire the real estate agent with the lowest commission?” The answer is “Only if you don’t care about premium representation.”

Naturally, you don’t want to over-pay, but you don’t want to hire the writer with the lowest rates unless you’ve seen samples of the work and believe that he or she is going to present you in the best possible light.

Price matters, because you have a marketing budget, but it is not the only question agents should ask before hiring a writer – whether it’s for a bio, a home page, a buyer or seller page, a brochure, or anything else.

When you need a real estate agent bio, what questions should you be asking - and how do I answer those questions?ask questions

Question: Can I see samples of your work?

Answer: Of course, visit copybymarte.com/agent-bios/ where you’ll find links to several bios I’ve written.

Question: How do you learn enough to write about me?

Answer: Through my agent questionnaire and follow-up emails and/or phone calls.

Question: Can you write a persuasive bio for a brand new agent?

Answer: Yes, I simply combine your personality and enthusiasm with your education and the experience and expertise you’ve gained from other employment, volunteerism, or the school of life. I do have a separate questionnaire for new agents.

Question: What’s your turn-around time?

Answer: My agreement states a 3 week deadline, but I try to be finished in half that time.

Question: What if I want changes?

Answer: You can have them. Once the bio is finished you have 7 days in which to ask me to add, remove, or change something.

Question: What does it cost and how do I pay you?

Answer: At this time, an agent bio is $325 and I ask for 50% up front and the balance when I submit the copy. You can pay by Pay Pal, a check in the mail, or through a link to my credit card processor. I’m NOT the least expensive, and I am by far not the most expensive.

Of course, all of that, including the price, is on my website…

But I don’t blame anyone who writes or calls to ask. Sometimes it’s just easier, and sometimes agents want to see how quickly I’ll respond to their inquiry. In this day when good service is a surprise, I understand that.

Others like to call and get acquainted before deciding if I’m the right person to write for them – and that’s not such a bad idea either.

Meanwhile… I really enjoy it when agents call. Whether it’s to talk about their bio or some other writing project, or to ask questions about my prospecting letters, or just to talk.

So if you have the urge to call, do it! I’m not always at my desk, but I’ll call you back if I miss you.

NOTE: If you really can’t afford to hire a writer, but know you need something on the company site and are still feeling stuck, visit me on Active Rain and read these 20 or so articles about writing real estate agent bios.

Comments (15)

Endre Barath, Jr.
Berkshire Hathaway HomeServices - Beverly Hills, CA
Realtor - Los Angeles Home Sales 310.486.1002

Marte what  a nice service and great post, hope your phone will be ringing off the hook, Endre

Aug 24, 2018 11:18 PM
Robin Wells
WellSwept Chimneys - Victoria Harbour, ON
Giving Peace Of Mind One Chimney At A Time

Great post.  Good Luck.  Great service offering.

Aug 25, 2018 03:26 AM
Nina Hollander, Broker
Coldwell Banker Realty - Charlotte, NC
Your Greater Charlotte Realtor

You are so right, Marte... it's hard to write about yourself and I'm not one of those people who likes a lot of fluff and chest beating. I may just need to get you to do one for me one of these days.

Aug 25, 2018 04:14 AM
Barbara Todaro
RE/MAX Executive Realty - Happily Retired - Franklin, MA
Previously Affiliated with The Todaro Team

Good morning, Marte Cliff I can attest to the fact that you are an expert at writing bio's and many other marketing pieces.... you've done them for me, and I was more than pleased with the results.... 

Aug 25, 2018 04:57 AM
Wayne Martin
Wayne M Martin - Chicago, IL
Real Estate Broker - Retired

Good morning Marte. An endorsement by Barbara Todaro and having seen examples of your writing is all I need to be convinced! Enjoy your day!

Aug 25, 2018 06:08 AM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Thanks Endre Barath, Jr. - I enjoy writing bios - it's a little like working puzzles.

Thank you Robin Wells -I appreciate the good wishes.

Nina Hollander - I'd like that. I enjoy writing for a lot of new agents, but it's even more fun to write for established, successful agents.

Aug 25, 2018 08:46 AM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Thank you Barbara Todaro - I hope you know how much I appreciate your support and your endorsement.

I appreciate that, Wayne Martin - and I wish you a beautiful day as well.

Aug 25, 2018 08:48 AM
Barbara Todaro

Marte Cliff there is no one else I would use for writing ANYTHING other than YOU...... and I think I'm a very good judge of quality content.... you provide it!!

Aug 25, 2018 08:50 AM
Kim Crayton
Coldwell Banker Resort Realty - Sandpoint, ID
"Best Realtor in Northern Idaho" ~According to Mom

Thank you for the article Marte Cliff!

Your timing is great!

A personal bio is incredibly important! (so why don't I have one?)

 For several months, I've had the thought of writing a Bio. The "getting stuck" while attempting to write one myself has been discouraging. Priceing is important and you explain the reasons behind not making a choice based on price very well.

Do you recommend using just one bio across all platforms and media?

How long is a typical bio?

Thanks again!

 

 

Aug 27, 2018 01:23 PM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Thanks for your good questions Kim Crayton.

I don't know what is really typical, or if there is such a thing. However, most of the bios I write are between 400 and 600 words.

It really all depends upon how much there is to say. Some agents have so much experience and are so involved in their communities that I could keep writing for 2 or 3 pages! In those cases, I have to pare it down to the most important points.

Others tell me so little that I have to keep asking more questions in order to discover what makes them special.

I've met a few agents who want only a paragraph or two, and I don't really think that's a good idea. It's not enough space to say anything that would set you apart.

I see nothing wrong with using the same bio everywhere. However, some agents like to have a shortened version to use on social media, saving the longer version for their own websites.

 

Aug 27, 2018 01:43 PM
Kim Crayton

The idea of a shorter version for some applications is great.


:)

Aug 27, 2018 01:47 PM
Debbie Reynolds, C21 Platinum Properties
Platinum Properties- (931)771-9070 - Clarksville, TN
The Dedicated Clarksville TN Realtor-(931)320-6730

It is a very imporatnt piece of work, Marte. I agree a shortened version could have many uses, too.

Aug 27, 2018 06:35 PM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Debbie Reynolds - every now and then I have a client who wants two versions - and once this year I had a gentleman who wanted his bio in "3 sizes."

Aug 27, 2018 08:50 PM
Gabe Sanders
Real Estate of Florida specializing in Martin County Residential Homes, Condos and Land Sales - Stuart, FL
Stuart Florida Real Estate

Good morning Marte.  I hope that many will take you up on your offer to write their bios. 

Aug 29, 2018 04:42 AM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Thank you Gabe Sanders - I do enjoy writing them.

Aug 29, 2018 09:05 AM
Mike Baltierra
Rise Realty - Eastvale, CA
Full Service at Your Service Realtor-Eastvale CA

Thank you for breaking it down for us and even the price. As I read in the comments 400-600 words is lot so it's a good price. I've been working on my bio's reading all I can but someday I'd would like to try your service. I noticed in doing bios it's so different for all my social media's

Oct 21, 2018 07:03 AM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Hi Mike Baltierra. Yes, different places call for slightly different bios - some are necessarily shorter so you have to decide what is most important to share. 

Oct 21, 2018 10:01 AM