Why bother with a real estate agent bio?

By
Services for Real Estate Pros with Marte Cliff Copywriting

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 onfaceless man 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.

 

Faceless man Image courtesy of pakorn at FreeDigitalPhotos.net
Statistics courtesy of the
National Association of Realtors, and PropertiesOnline. Via theclose.com

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Re-Blogged 1 time:

Re-Blogged By Re-Blogged At
  1. Barbara Todaro 07/12/2019 01:46 PM
Topic:
Real Estate Sales and Marketing
Groups:
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Rainmaker
3,235,399
Sally K. & David L. Hanson
EXP Realty 414-525-0563 - Brookfield, WI
WI Realtors - Luxury - Divorce

It is the place that prospective clients learn all"about" you...best to do it professionally.

Jul 13, 2019 04:22 AM #11
Ambassador
3,964,525
Jeff Dowler, CRS
Solutions Real Estate - Carlsbad, CA
The Southern California Relocation Dude

Hi Marte:

Thanks for your advice. I think I need to make some changes to my About page on my website!

Jeff

Jul 13, 2019 07:53 AM #12
Rainmaker
1,529,749
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Sally K. & David L. Hanson Yes, and give them something to learn. So many bios don't say anything about the person or how they do business.

Jeff Dowler, CRS If you need to - then do it! There's no time like the present.

Jul 13, 2019 08:51 AM #13
Rainmaker
3,135,205
Will Hamm
Hamm Homes - Aurora, CO
"Where There's a Will, There's a Way!"

hello Marte Cliff,  You should write a book along with Barbara Todaro,  You both have great suggestions.

Jul 13, 2019 08:58 AM #14
Rainmaker
1,529,749
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Thanks for the kind words, Will Hamm. Barbara is the master marketer.

Jul 13, 2019 09:04 AM #15
Ambassador
3,836,780
Kathy Streib
Room Service Home Staging - Delray Beach, FL
Home Stager - Palm Beach County,FL -561-914-6224

                               

                                     Thank you, Marte. 

Jul 13, 2019 07:01 PM #16
Rainmaker
1,529,749
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Thanks Kathy Streib - I always appreciate your support!

Jul 13, 2019 09:22 PM #17
Ambassador
1,921,861
Hannah Williams
Re/Max Eastern inc. - Philadelphia, PA
Expertise NE Philadelphia & Bucks 215-953-8818

Marte Cliff  Great post and so glad a light bulb went off in Kathy Streib  as I have had a new idea for mine.Perhaps I will give you a call

Jul 14, 2019 04:35 AM #18
Rainmaker
3,052,857
Nina Hollander
Coldwell Banker Residential Brokerage - Charlotte, NC
Your Charlotte/Ballantyne/Waxhaw/Fort Mill Realtor

Good morning, Marte... so glad Kathy featured your post, as I would have missed this one otherwise. 

Jul 14, 2019 04:50 AM #19
Rainmaker
3,104,339
Kristin Johnston - REALTOR®
RE/MAX Realty Center - Waukesha, WI
Giving Back With Each Home Sold!

Congrats on being featured by Kathy this week!  Great post!

Jul 14, 2019 06:56 AM #20
Ambassador
1,836,348
Debb Janes EcoBroker and Bernie Stea JD
ViewHomes of Clark County - Nature As Neighbors - Camas, WA
REALTORS® in Clark County, WA

Hi Marte - more great advice. And yes, an ethical and honest  and hardworking agent. Really? You need to point that out? That's the basics anyone should expect - and knowledge and experience. What else you got? ;) 

Jul 14, 2019 07:16 AM #21
Rainer
216,943
Greg Mona
Faira Homes Corp - Scottsdale, AZ
Real Estate in the 21st Century!

Hello again, Marte Cliff!   I do marvel at how many agents have either NO bio or a generic one that came with their free webpage. What message does that send right off the bat?! You hit the nail on the head with the following: 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. The old adage "What's in it for me?" is still alive and well with consumers, so that question should be answered in one's bio. Great post! Of course, now I'll have to go back and reread mine! ;-)

Jul 14, 2019 09:19 AM #22
Rainmaker
1,529,749
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Hannah Williams - If you feel like calling, I'll be happy to talk with you.

Nina Hollander - thanks.

Debb Janes EcoBroker and Bernie Stea JD While we realize that not all agents (or other humans) are ethical and honest, having to SAY you are makes me think perhaps you are not.

Jul 14, 2019 10:19 AM #23
Rainmaker
1,529,749
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Greg Mona I think perhaps people don't realize that it's important. Maybe they don't read other people's about pages, so think no one will bother with theirs. Meanwhile, yes. Even if it's not a conscious thought, everyone is tuned into station WIFM. (what's in it for me)

Jul 14, 2019 10:23 AM #24
Rainmaker
3,572,316
Sheila Anderson
Referral Group Incorporated - East Brunswick, NJ
The Real Estate Whisperer Who Listens 732-715-1133

Good afternoon Marte. It is always wise to defer to those who do things really well.

Jul 14, 2019 12:25 PM #25
Rainmaker
749,403
Jill Sackler
Charles Rutenberg Realty Inc. 516-575-7500 - Long Beach, NY
LI South Shore Real Estate - Broker Associate

I didn't know the about page was the 3rd most visited so thanks for that really great info.

Jul 14, 2019 12:54 PM #26
Rainmaker
1,529,749
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Thanks Sheila Anderson - and thanks for your comment on Barbara's reblog.

Jill Sackler I didn't know it either. It's amazing what you can learn when you start wandering from link to link and fall into survey results and statistics.

Jul 14, 2019 01:42 PM #27
Rainmaker
2,750,663
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

Bios and have no soul to them if you brush them off as something quick to get through. You can also put your soul into them and make magic! :)

Jul 18, 2019 09:10 PM #28
Rainmaker
2,750,663
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

Marte Cliff Jumping from place to place and exploring is how we will grow as people a lot of the time, I find.

Jul 18, 2019 09:12 PM #29
Rainmaker
1,529,749
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Laura Cerrano A good bio lets people see the real person behind the business mask - and I believe that's what helps them choose one agent over another.

Jul 18, 2019 09:29 PM #30
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