You aren’t a clone. Do your prospects know?

Services for Real Estate Pros with Marte Cliff Copywriting

Do prospects who have never met you know that you are a unique individual – with perhaps the exact skills needed to help them with a real estate transaction?

If you sent a prospecting letter or they just happened on your website when searching for you are not a clonean agent in your community, all they have to judge you by is the content on your site.

Depending upon the pages you’ve added, they might get an idea of your niche or of where you work. If you have a blog attached to your website, they may get a little more insight from reading your posts. It all depends upon the topics you choose and how much of your own personality comes through.

The content pages on your website are helpful in showing who you are.

However, if your visitors need an agent and are thinking of choosing you, one of the first places they’ll look is your about page. Studies show that it is one of the most frequently read pages on a service provider’s website. Even more interesting - over half of the visitors go there directly from your home page.

What if all your about page shows is your name, photo, and contact information?

Your visitors won’t learn much, will they? But they might form an opinion from the fact that you didn’t bother to let them know who you are.

And what if it looks almost identical to six or eight other profiles on your brokerage’s website?

Again, it shows that you didn’t bother. Even if it is on your individual site, a bio/agent profile that says something like “You need an expert guide,” or “I am your area expert” doesn’t tell your visitors anything they want to know.

In fact, those generic profiles serve only to make you look like a clone.

Your real estate bio should reveal your niche and your area or areas of expertise.

Prospective clients want to know if you offer what they want most from an agent, and what what is unique about youthey want differs from client to client.

You 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.

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.

And finally, your bio should give prospects the opportunity to connect with you on a more personal level.

Real estate is a relationship business, so begin building relationships with people before you ever meet or communicate directly.

You can do so by using your agent bio to reveal 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 agent
  • Your hobbies and other non-work pastimes, such as volunteer work
  • Your pets
  • What you love about your real estate career

So – take a look at your own bio.

Does it make you stand out as an individual? If you were looking for an agent, would it convince you that you are the right choice?

If not, get busy re-writing. And if you need assistance, get in touch. As a real estate copywriter, I love writing bios that make my clients stand out as stars in their market.


Comments (12)

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

Great advice, now I will have to check or feel free to check mine and let me know your thoughts:)Endre

May 14, 2022 10:54 PM
Marte Cliff

I'll do that Endre.

May 15, 2022 09:17 PM
Kat Palmiotti
406-270-3667,, Broker/REALTOR® - Kalispell, MT
Helping your Montana dreams take root

Yes, we need to have a unique profile/about me, not the same as everyone else. And we need to provide insight into who we are so people know whether or not they want to work with us. Excellent advice as always.

May 15, 2022 05:03 AM
Marte Cliff

Kat - yes - who you are and how you are - both as an agent and as an individual. When you're working closely with someone, you want to feel like they know what they're doing and you want to feel comfortable being around them.

May 15, 2022 09:20 PM
Brian England
Arizona Focus Realty - Gilbert, AZ
MBA, GRI, REALTOR® Real Estate in East Valley AZ

This is great information and not much has changed since I originally wrote my bio but I do go back from time to time and update it as necessary.

May 15, 2022 06:04 AM
Marte Cliff

Brian - you especially need to update when you've won an award, added a niche, etc.

May 15, 2022 09:20 PM
Nina Hollander, Broker
Coldwell Banker Realty - Charlotte, NC
Your Greater Charlotte Realtor

Hi Marte... I think I'm one of those outliers... I don't really care about all the background stuff people put on websites or their pets, kids, etc. I want to know how they differentiate themselves from their peers in the industry and what they've accomplished in their careers.

May 15, 2022 06:26 AM
Marte Cliff

Nina - you're not looking for understanding - you're looking for results!

May 15, 2022 09:22 PM
Will Hamm
Hamm Homes - Aurora, CO
"Where There's a Will, There's a Way!"

Hello Marte  and thank you for the great information in your blog to share with us.  Make it a great day!

May 15, 2022 08:39 AM
Marte Cliff

Thank you Will. I appreciate you reading it!

May 15, 2022 09:23 PM
Joan Cox
House to Home, Inc. - Denver Real Estate - 720-231-6373 - Denver, CO
Denver Real Estate - Selling One Home at a Time

Marte, you helped me with my bio, and didn't care for all that stuff to be on my bio.     I do get many looking at Laura & I's bios.

May 15, 2022 09:00 AM
Marte Cliff

Joan - it is always your choice. I do think adding a little bit of "that stuff" helps people connect with you in sort of a subliminal fashion.

May 15, 2022 09:24 PM
Dorte Engel
RE/MAX Leading Edge - Bowie, MD
ABC - Annapolis, Bowie, Crofton & rest of Maryland

Dear Marte,

Good points. I did not realize people are that interested in our personal information.

May 16, 2022 05:59 AM
Marte Cliff

Dorte - that information gives them reasons to connect with you - and decide that you must be a good person!

May 16, 2022 10:14 AM
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,
Great post. It is our uniqueness that is going to appeal to just the right prospect.

May 16, 2022 06:15 AM
Marte Cliff

That's right, Carol. "Who you are" might not appeal to everyone, but it will appeal to the ones you'll enjoy helping.

May 16, 2022 10:15 AM
Jeff Dowler, CRS
eXp Realty of California, Inc. - Carlsbad, CA
The Southern California Relocation Dude

Thanks for a wealth of advice and tips, Marte. Bookmarked, as I think I need to make some improvements to my About Me page on my blog.


May 16, 2022 08:09 PM
Marte Cliff

Thanks Jeff. It does seem like things need to be updated faster than we ever expect.

May 17, 2022 03:38 PM
Sheri Sperry - MCNE®
Coldwell Banker Realty - Sedona, AZ
(928) 274-7355 ~ YOUR Solutions REALTOR®

Hi Marte,

I think your info is right on the target. 

Under my "About Sheri" tab on my website, there are 9 pages of info.  Each page has numerous links to other information a potential buyer or seller can visit.  I think I cover just about everything.  We need to be an open book and give a client a reason to trust us.  I wouldn't change anything. But I will continue to keep the info relevant and updated.  There is some updating I need to do.

I have a client out of Silicon Valley who is in tech, pick me because I was all over the internet.  This was a high compliment. 

May 17, 2022 09:06 AM
Marte Cliff

Yes, that was a high compliment. It reminds me of way back when I was a broker - before the Internet took over marketing. A client walked in to the office to list his house because "Your signs are all over."

May 17, 2022 03:39 PM
Dr. Paula McDonald
Beam & Branch Realty - Granbury, TX
Granbury, TX 936-203-0279

Love this post so much because we are a business that is about people. We need to allow people to know who we really are.

May 18, 2022 07:19 AM
Lise Howe
Keller Williams Capital Properties - Washington, DC
Assoc. Broker in DC, MD, VA and attorney in DC

I know that I need to redo my biography - that is definitely on my to do list for October - I will bookmark this to make sure I have the right information in my new bio! 

Oct 02, 2022 12:14 PM