Is your agent bio working for you, or is it just sitting there, doing nothing?
In today’s market, with fewer homes for sale and fewer buyers who can qualify at today’s higher mortgage interest rates, agents who want to thrive in 2023 need to use every marketing tool at their disposal. Your agent bio is one of those tools – and it’s an important one.
Prospects do care about who you are and what you know.
Research shows that the 3rd most-read page on a service provider’s website is the about page. In other words, people do care about who they choose to do business with. They want to know something about that provider before they even pick up the phone to contact them.
Does your bio tell people what they want to know? Does it show them that YOU are the agent they were hoping to find?
Think about this – if you own a Mercedes Benz and it is making a “funny noise,” will you take it to a mechanic who specializes in servicing Fords? No. You’ll search for a mechanic who specializes in servicing the Mercedes Benz.
If your prospects owns or wants to buy a home that’s on the Historic Register, they aren’t looking for an agent who knows all there is to know about condominiums. Nor are they looking for an agent whose vague, say-nothing bio brands them as a “Jack of all trades, master of none.”
So today, before you move on to something else and forget about it, go read your own bio.
First, does it reveal where you work? That is an important detail that should be in the first paragraph. But – I’ve read bios in which it is missing. So check!
Does it reveal something of your personality? Can you tell from your bio whether you are super-serious and business-like or if you have a sense of humor and use it? Does your bio indicate that you turn every client into a friend or treat all relationships as strictly business?
Does your bio reveal your particular strengths and talents? For instance:
- Are you a good listener?
- Do you have unlimited patience and understanding to help people through probate or divorce sales?
- Are you a skilled negotiator?
- Are you a creative thinker who finds solutions in tricky situations?
What about your specialized knowledge?
You may be an expert in a specific geographic area, or a specific niche.
If you know all about a specific type of property – like condos, patio homes, waterfront homes, historic properties, multi-family properties, farmland, horse property, luxury homes, or even fixer-uppers, your bio should reveal that information.
And what about who you are when you’re not wearing a real estate hat?
Revealing something of “who you are” allows potential clients to see you as someone who is “like them” in some way – and thus should be trusted.
I know, it makes no sense, but we dog lovers are naturally inclined to like and trust other dog lovers, and it’s the same for other hobbies and passions.
In some cases, the connection comes from perceived shared experience or just from having a shared interest to discuss. Thus, people find connections over home towns, colleges, previous occupations, charitable work, and more.
Does your bio reveal who you are?
If your bio needs a facelift – get in touch.
I love learning the best things about an agent and revealing them in a bio designed to capture clients.
To learn more and view samples of agent bios I’ve written, just come to my agent bio page.