Two ways your agent bio helps you attract prospects

By
Services for Real Estate Pros with Marte Cliff Copywriting

Whether you call it a bio or a profile, your real estate bio can help you attract prospects in two ways.

  • The first is professionally.
  • The second is personally.

Professionally, your real estate bio should reveal your niche and show prospects what kind of service they can expect from you.

Prospective clients want to know if you offer what they want most from an agent, and what they want differs from Your real estate bio should attract clientsclient to client.

All know they want their agent to do a good job for them, but different clients have different ideas about what that means. This is especially true if they’ve had a poor experience with an agent in the past. They’re looking for someone who will provide what that agent did not.

The client benefits you stress in your agent bio will help them decide if you’re the one they want.

 

Your agent bio should reflect what you think is most important about your service.

  • Is it your patience and understanding when dealing with relocating seniors or divorcing couples?
  • Is it your ability to explain the entire purchase or sales process so your clients feel secure and confident from start to finish?
  • Is it your willingness to preview listings and act as “advance eyes” for clients who are relocating from a distant city?
  • Perhaps it is your consistent follow-up and ability to solve problems that could derail a closing.
  • It could be the fact that when they have a question, you’ll be the one to respond. Or, on the flip side, it could be the fact that you have an assistant who will be there for them when you aren’t immediately available.

Your agent bio should reflect your area or areas of expertise.

a personal brochure can convey information about your nicheYou might specialize in high end homes, condos, historic homes, or farm and ranch properties. Your agent bio should let those who are looking for a specialist know that they have found you.

If you specialize in helping first time buyers, your bio might share your knowledge of the best loan programs and/or down payment assistance available to them.

Whatever it is, your agent bio should make it clear.

By the way, if you haven’t yet chosen an area of expertise – otherwise known as a niche. Consider doing so. Here’s why.

So what about how it attracts clients from a personal standpoint?

Real estate is a relationship business, and your agent bio can help you begin building relationships with people before you ever meet or communicate directly.

It can do so by revealing things such as:

  • Where you grew up
  • Where you went to school
  • Your education
  • Why you chose the city where you now live and work
  • Your previous occupations – and what you gained from them that helps in your present career
  • Why you chose to become a real estate agentYour hobbies and other non-work pastimes, such as volunteer work
  • Your pets
  • What you love about your real estate career

You don’t need to go into detail about any of your personal information. Just share enough so that someone reading it can connect with you by seeing your similarity to them. You never know what it might be. It could be the city where you grew up. It could be your love of dogs or cats. It could be your hobby or your volunteer work.

Avoid these common bio mistakes...

Trying to be all things to all people.

It doesn’t work. No one is an expert in all things, and your potential clients know it.avoid these mistakes in your real estate bio

A case in point is an agent in my general vicinity. She claims to be an “expert” on all types of properties in the 3 northern counties of Idaho. She says she “knows them inside out.”

This is an area of more than 4,000 square miles, with a couple of sizeable cities and numerous small towns. It’s also home to two major lakes and many small ones. Each community and each lake is unique. Residents, homes, taxes, zoning regulations, home prices, etc.  vary wildly. So – no she doesn’t know them inside out. She looks foolish for saying tht she does.

 

Using a bland, generic bio.

If your bio isn’t personally yours, it is no better than no bio. In fact, in some cases, it can be worse.

A while back I was browsing a brokerage site looking at bios in order to see how much space might be allowed for the bio I was writing. This was a large brokerage, so had dozens of agents. As I scrolled down the page I came across two bios that were identical. Aside from the agent’s names, they matched word for word.

Apparently, these agents had failed to provide bios, so a secretary had simply plugged in a generic bio from a file. It just happened that the two agents were side by side alphabetically.

Believe me, no potential client will be impressed by that. Especially not when it says something like “When you’re buying a home you need a local expert to guide you….”

Mentioning your honesty and ethics.

You might think your prospects will feel reassured if your bio states that you’re honest and ethical. In fact, many will run the other way, believing that if you have to say it, it likely isn’t true.

Failing to proofread.

Your bio is important, so do not fail to proofread before posting it on your website. If you don’t feel confident with grammar, spelling, and word usage, ask for help from someone who is. This will be the first impression for many, so take that extra step to make it a good one.

Is your real estate bio really important?

Yes, it is. Studies show that the “about” page is the 3rd most read page on any service provider’s site. People want to know about those they’re thinking of dealing with.

Recently a past client / friend of mine called to tell me that the bio I wrote for him years ago had gotten him his largest sale to date. An agent from out of state wanted to make a referral for his brother, who was relocating. He researched firms, then read the bios of the many agents working at the firm he chose. He chose my friend based on his bio.

If your agent bio isn't attracting clients - re-write it!

Get rid of the bland, say-nothing words and add some interesting details.

And… if you have a good bio that hasn’t been updated recently, check it. If you’ve gained a new designation, won an award, etc., update that bio. And if you’ve switched brokerages, check to make sure your real estate bio doesn’t mention your previous brokerage.

Finally, if your bio was written in 2015 and says you’ve been an agent for 10 years, it’s time to change that number!

If you need help writing or re-writing that bio, get in touch.

Writing agent bios is one of my specialties.

Graphics courtesy of Stuart Miles @freedigitalphotos.net

This post first appeared at: https://copybymarte.com/two-ways-your-real-estate-bio-can-attract-prospects/

 

Comments (20)

Jeff Dowler, CRS
eXp Realty of California, Inc. - Carlsbad, CA
The Southern California Relocation Dude

Marte:

Wow, top notch information here, and perhaps a great idea for us all to look at our profiles (or bios).

This should get a gold star, but if not (shame on them) this gets my vote for Carol Williams Second Chance Saturday. Bookmarked - I have some work to do I think!

Jeff

Jul 29, 2021 08:12 PM
Carol Williams
Although I'm retired, I love sharing my knowledge and learning from other real estate industry professionals. - Wenatchee, WA
Retired Agent / Broker / Property Manager

Hi Marte,
Spot on advice, as always. I'm retired but you have me wanting to go check my bio for necessary revisions. 

Jul 30, 2021 04:45 AM
Nina Hollander, Broker
Coldwell Banker Realty - Charlotte, NC
Your Greater Charlotte Realtor

Good morning, Marte... what a wonderful post! And I agree about not proclaiming to the world about how honest and ethical you are. Proof reading is something I learned to do when I was in charge of preparing and publishing annual reports for a Fortune 500 company... too many don't realized how critical it is.

Jul 30, 2021 04:50 AM
Michael Jacobs
Pasadena, CA
Los Angeles Pasadena 818.516.4393

Hello Marte - very good advice and this post serves as guidance for those new to the business but especially for those who need to review their existing bio.  "Me" should be avoided while concentrating on the possibilities of value and connection for the intended audience not as a mini-brag-book. Casting a wide net make work for fish but at what cost?  

Jul 30, 2021 06:15 AM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Thanks Jeff Dowler, CRS - the years roll by so quickly that it's easy to have an out-dated bio.

Carol Williams Thanks. That was the intent!

 

Jul 30, 2021 10:13 AM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Nina Hollander, Broker Even when you proofread, a typo or other error can slip by. To not do it at all is asking for trouble. I read a lot of books, and I'm often amazed at the typos found in books presented by well-known publishers.

Michael Jacobs No one agent can know it all / do it all. It's silly to try and foolish to proclaim it. You end up being - and being seen as - a jack-of-all-trades and master-of-none.

Jul 30, 2021 10:18 AM
Kathy Streib
Room Service Home Staging - Delray Beach, FL
Home Stager - Palm Beach County,FL -561-914-6224

Hi Marte- you are so right! In fact, this afternoon I was viewing a website and went to the About page because I wanted to know "the person behind the curtain!"

Jul 30, 2021 06:39 PM
Wayne Martin
Wayne M Martin - Chicago, IL
Real Estate Broker - Retired

Good morning Marte. Great tips for writing a personal bio. One additional tip is to have it written or at least edited by you! A wise and tremendously successful marketer, now retired, Barbara Todaro offered this advice years ago. Still applies. Enjoy your day

Jul 31, 2021 05:31 AM
Kat Palmiotti
406-270-3667, kat@thehousekat.com, Broker, eXp Realty - Kalispell, MT
Helping your Montana dreams take root

These are all great tips regarding our bios. And thank you for the reminder to check our bios from time to time - I need to do that!

Jul 31, 2021 05:58 AM
Grant Schneider
Performance Development Strategies - Armonk, NY
Your Coach Helping You Create Successful Outcomes

Hi Marte - although some people think it is only business the truth is that it is personal.  Including personal information creates a better opportunity to connect.

Jul 31, 2021 06:35 AM
Kathy Streib
Room Service Home Staging - Delray Beach, FL
Home Stager - Palm Beach County,FL -561-914-6224

Jul 31, 2021 06:02 PM
Carla Freund
Keller Williams Preferred Realty - Raleigh, NC
Carolina Life RealEstate & Relocation 919-602-8489

Thanks Marte, I do think it is time to update my bio.

Aug 01, 2021 11:05 AM
Anna Banana Kruchten CRS, CRB, Phoenix Broker
HomeSmart Real Estate BR030809000 - Phoenix, AZ
602-380-4886

Hi Marte Cliff I left it up to the profession to write my bio - YOU!

Aug 01, 2021 11:30 AM
Dorie Dillard Austin TX
Coldwell Banker Realty ~ 512.750.6899 - Austin, TX
NW Austin ~ Canyon Creek and Spicewood/Balcones

Hi Marte Cliff ,

What a great post! No you can't be all things to all people. You can't be an expert in everything and should never try as you won't do anything really well!

Aug 01, 2021 04:50 PM
Ed Silva
Mapleridge Realty, CT 203-206-0754 - Waterbury, CT
Central CT Real Estate Broker Serving all equally

There is an art form to getting ourselves promoted on our sites and not sound like we are bragging.  Testimonials below our bios do help

Aug 01, 2021 05:35 PM
Endre Barath, Jr.
Berkshire Hathaway HomeServices - Beverly Hills, CA
Realtor - Los Angeles Home Sales 310.486.1002

Marte I have not read your post and today I was updating my Bio on various platforms... did not like the dated information, Endre

Aug 01, 2021 10:38 PM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Kathy Streib I believe most of us want to know the person behind the curtain. I always think it is a huge mistake when local business people hide behind a business name and don't reveal their own. Do I know that person? Have I done business with him or her in the past? We see that a lot in this small community - and most of them don't even have websites, let alone a bio.

Thanks for inclusion in your weekly roundup!

Aug 07, 2021 02:49 PM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Wayne Martin Thank you for your kind comments. I appreciate your support!

Kat Palmiotti Time does fly and bios do need to be brought up to date when something changes.

Grant Schneider Real estate is an extremely personal business - ignoring that fact is a mistake.

Aug 07, 2021 02:54 PM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Carla Freund If you think so, then you're probably correct!

Anna Banana Kruchten CRS, CRB, Phoenix Broker - and I thank you for that privilege. Working with you was fun.

Dorie Dillard Austin TX That's right. I keep thinking of a long-time customer who had decided he needed to write his own copy because the first copywriter he hired did such a terrible job. It turned out his writer was an expert - but the wrong kind. His expertise was in selling industrial equipment.

Aug 07, 2021 02:58 PM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Ed Silva I love to see agents include testimonials - especially the kind that include some specific details about why they loved the service.

Endre Barath, Jr. Good for you!

Aug 07, 2021 03:01 PM