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 
an 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 
they 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.
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