Should an agent bio/profile be all business?

By
Services for Real Estate Pros with Marte Cliff Copywriting

What do you think? I think not. I think that should be left for a resume'.

My belief is that people today want to know more than your sales statistics, your tell your story in your agent biodesignations, your years in business, etc.

And while it is important to reveal your niche, and whether you specialize in a specific area or in exclusively helping either buyers or sellers, I think they want to know even more than that.

Before they decide to do business with you, they want to know who you are as a person. They might also want to know if they have anything in common with you.

A bio that reveals just a bit of personal information will tell them.

Your hobbies, your volunteerism, and your pets say a lot about your personality and your values. Those details, along with information about where you grew up, where you went to school, and even past careers give prospects a way to identify with you.

Surveys show that the "about" page is the 3rd most-read page on a service provider's website.

I believe that shows just how important "who you are" is to consumers.

So if your bio is "all business" or if it merely states that you are an agent serving a specific community, it just might be time for a re-write.

If you need help, get in touch. Agent bios are one of my specialties.

In the meantime, visit this page to learn more about what makes a real estate bio compelling - and click the links to read examples.

P.S. If you have a good bio already, you still might want to make revisions. You may have gained a new designation, won an award, etc. And... if your current bio states how many years you've been in real estate, be sure to change that.

*Hint: One way to avoid changing that each year is to simply say you've been an agent "since ____".

 

Comments (13)

Kathy Streib
Cypress, TX
Home Stager/Redesign

Hi Marte- I agree!  Potential clients/customers want to feel some kind of connection to you, or at the least feel as if they can somehow relate to you. For example, if I read that someone is from Houston and loves football...I feel a connection!

Dec 03, 2022 05:21 PM
Marte Cliff

Yes Kathy. And other feel that way about golfers, dog lovers, or even knitters.

Dec 04, 2022 12:03 PM
Ray Henson
eXp Realty of California, Inc. (lic. #01878277) - Elk Grove, CA
Realtor

Good morning, Marte Cliff.  Once I get settled in Arizona, I need to get in touch with you.  I could definitely use a better bio. 

Dec 04, 2022 03:50 AM
Marte Cliff

I'll be here Ray, and glad to help.

Dec 04, 2022 12:03 PM
Wayne Martin
Wayne M Martin - Chicago, IL
Real Estate Broker - Retired

Good morning Marte. If I were still active, I would be pursuing your help in developing and enticing bio. Those still active should seek your counsel. Enjoy your day.

Dec 04, 2022 04:21 AM
Marte Cliff

Thank you Wayne. I appreciate your support.

Dec 04, 2022 12:03 PM
Kat Palmiotti
406-270-3667, kat@thehousekat.com, Broker/REALTOR® - Kalispell, MT
Helping your Montana dreams take root

I agree - bios should include some personal information. Thank you for another excellent suggestion!

Dec 04, 2022 05:07 AM
Marte Cliff

Thank you Kat. I'm glad you agree.

Dec 04, 2022 12:04 PM
Nina Hollander, Broker
Coldwell Banker Realty - Charlotte, NC
Your Greater Charlotte Realtor

Good morning, Marte... as always, great advice and presented in an easy to understand way.

Dec 04, 2022 05:19 AM
Marte Cliff

Thanks Nina. I try to always be easy to understand!

Dec 04, 2022 12:04 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, I know I ran my bio by you before I finished, and just read it again, it is pretty much all business.   I do interject my personality into my blogs on my site, so they do get to see more of me.

Dec 04, 2022 06:35 AM
Marte Cliff

Joan - think about adding a little "you" to the bio, since people might read that before they ever see your blog. It doesn't take much - sometimes just a sentence or two.

Dec 04, 2022 12:06 PM
Leanne Smith
Dirt Road Real Estate - Golden Valley, AZ
Relocation to NW AZ with elbow room & more freedom

I also agree, people buy from people they know and trust.  By displaying the human side, allows folks to begin to know you and may prompt them to want to know you even more.

Dec 04, 2022 09:42 AM
Marte Cliff

Leanne - that's my belief.

Back when I was an agent there was one woman in town who was always all business. Where most of us would exchange pleasantries, she would not. She always got straight to the point.Not even hello - just "This is Ellen and..."

I often wondered how she conversed with clients.

Dec 04, 2022 12:08 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

Agree, Marte. In addition to knowing you are knowledgeable, I think most people like to work with people they feel some personal connection with too.  The more variety you can touch on for the personal side, the better.

Dec 04, 2022 10:10 AM
Marte Cliff

Carol - I think that's especially true in real estate. Your dentist or attorney can get away without seeming like a real person, but people work in a different way with their real estate agent.

Dec 04, 2022 12:10 PM
Ed Silva
Mapleridge Realty, CT 203-206-0754 - Waterbury, CT
Central CT Real Estate Broker Serving all equally

For some of us, exposing to much of our personality can be a problem

Dec 04, 2022 12:15 PM
Marte Cliff

Oh oh Ed. Do you need to hide the fact that you're the real Santa?

Dec 05, 2022 09:22 AM
Hella M. Rothwell, Broker/Realtor®
Carmel by the Sea, CA
Rothwell Realty Inc. CA#01968433 Carmel-by-the-Sea

So true, but how "personal" you get probably depends on your niche.  In my case, I am deeply involved in the "arts" here in Carmel-by-the-Sea including organizing the annual Carmel Art Festival, a non profit plein air competition that is going into its 30th year. 

Dec 04, 2022 12:32 PM
Marte Cliff

Hella - I don't think you need to get into detail over your personal life - just give people a bit of history or current interests that they can identify with. Does your involvement with the arts bring you added clients? I would think it would.

Dec 05, 2022 09:25 AM
Endre Barath, Jr.
Berkshire Hathaway HomeServices - Beverly Hills, CA
Realtor - Los Angeles Home Sales 310.486.1002

Marte most of the people who reach out to me know that I am a Pet friendly Realtor who loves to cook and eat gourmet food and drink good wines. Probably part of it is from reading my blog posts and part of it is from reading my BIO:)Endre

Dec 04, 2022 11:32 PM
Marte Cliff

Endre - the pet friendly part will cause some to trust you and the food and wine part will make some identify with you. Good plan.

Dec 05, 2022 09:26 AM
Emily Medvec
eXp Realty LLC - Santa Fe, NM
Broker | Realtor | Serving Santa Fe & Northern NM

Marte, so true! People buy you. We all have stories and a personal brand. Telling them can only add to our professional presence. It's time to take a look back at mine. 

Dec 07, 2022 06:11 AM
Lyn Sims
Schaumburg, IL
Real Estate Broker Retired

As someone said 'exposing' our personality might be a problem. Not sure how they can stay in sales then??? I think you can mix it up & be short & sweet. No political or religious affiliations needed. 

Dec 16, 2022 05:07 PM