Have you wondered why you should go to the effort or expense of having a real estate agent bio?
Many do doubt the value of a bio – and so they don’t bother. If you check the “about” tab on their websites, all you’ll find is a name, perhaps their real estate license number, and a phone number.
On other sites you’ll find clones of dozens of say-nothing bios. They talk about how real estate buyers and sellers need someone who knows the territory and will be their guide. Some talk about honesty and ethics. (In my opinion, that’s the worst thing to say. As soon as someone starts telling me how honest they are, I start doubting it.)
The only useful purpose those bios serve is to fill that blank space on the about page.
Why is that tab there, if the agents aren’t using the page to full advantage?
Because web developers know it’s important.
When agents write to me to inquire about writing copy for their new websites, they almost all say that their web guru is asking for the bio content first.
Why do web gurus encourage their clients to use the “about” page?
Because studies show that the “about” page is the 3rd most visited page on a real estate website.
Why? What makes the about page so important to web visitors?
Without conducting in-depth interviews with thousands of home buyers and home sellers, we can only theorize.
One of my theories is that neither buyers nor sellers want to waste their time. When you consider that about 66% of buyers and 75% of sellers go with the first agent they speak with, it appears that they want to make their first choice the right choice.
You’ve heard many times that buying decisions are made with emotion and justified with logic. I believe the choice of an agent is no different than any other buying decision.
That’s why agent bios, when written correctly, give buyers and sellers insight into both the personality and the expertise of the agents they are considering.
A good bio doesn’t say “I’m the best,” or “I provide fantastic service.” Instead, it talks about specific ways that the agent serves his or her clients, so people know what to expect. At the same time, it defines the agent’s territory or niche, so the potential client can determine whether this is the agent they need.
Good bios also give people personal reasons to identify with agents. It could be because of a shared past career, a shared hobby, a shared alma mater, or even a shared love of dogs or cats.
Should you bother with a real estate agent bio?
I think so – and it appears that your web visitors think so too.
If you don’t have one yet, or if you need a better one, come see me at: https://copybymarte.com/agent-bios/. You can even check out samples while you’re there.