Is your agent bio bringing you clients?

Services for Real Estate Pros with Marte Cliff Copywriting

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,” My bio shows that I'm someone who can help.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!

And now…

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?

let your bio show what makes you specialYou 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.

Comments (9)

Michael Jacobs
Pasadena, CA
Los Angeles Pasadena 818.516.4393

Hello Marte - I think connection continues to make a difference.  This seems especially true for those looking to make a move as they search for those who will represent them with a significant decision.  

Apr 29, 2023 04:58 PM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Michael Jacobs - I think connection is vital, and your agent bio is the first place you can start making that connection with strangers. Followed by relevant blog posts, your bio can position you as the agent that specific prospects want and need.


Apr 29, 2023 08:26 PM
Endre Barath, Jr.
Berkshire Hathaway HomeServices California Properties - Beverly Hills, CA
Realtor - Los Angeles Home Sales 310.486.1002

Marte Cliff  loved this post and clearly you inspired me to look into it now with that said please google my name and let me know what you think as an unbiased observer, Endre

Apr 29, 2023 09:13 PM
Marte Cliff

I can do that, Endre Barath, Jr. - and I'll let you know.

Apr 30, 2023 07:23 AM
Brian England
Ambrose Realty Management LLC - Gilbert, AZ
MBA, GRI, REALTOR® Real Estate in East Valley AZ

I haven't really changed my bio since I first wrote it 13 years ago, haha.  I am not sure if it is bringing me business or not.

Apr 30, 2023 05:01 AM
Marte Cliff

Brian England If it hasn't changed in 13 years, my bet is that it needs an update. Surely you've done something in that much time that would make a good addition to your bio.

Apr 30, 2023 07:24 AM
Kat Palmiotti
406-270-3667,, Broker/REALTOR® - Kalispell, MT
Helping your Montana dreams take root

This is a good reminder for all of us. I don't know if my bio by itself is bringing clients, but I do have buyers who found my information at the Chamber of Commerce and then did online research to find out more about me. They found my bio and several items clicked with them which they actually mentioned when they contacted me.

Apr 30, 2023 05:13 AM
Marte Cliff

Kat Palmiotti I doubt if any one thing by itself brings the business. All the parts and pieces of marketing work together. Sometimes it's your bio that tips the scales in your favor.

Apr 30, 2023 07:26 AM
Kat Palmiotti

I think that's what happened in this case Marte Cliff - maybe for other people, my bio turned them off..  In which case, they aren't the clients for me.

Apr 30, 2023 07:33 AM
Marte Cliff

That's exactly the right attitude, Kat Palmiotti - your bio should help attract  exactly the right clients for you. Let someone else have the ones who are wrong for you.

Apr 30, 2023 07:43 AM
Nina Hollander, Broker
Coldwell Banker Realty - Charlotte, NC
Your Greater Charlotte Realtor

Still need to get going with you, Marte, on this project. It's on my list for next month. All sorts of stuff last year put me behind.

Apr 30, 2023 06:30 AM
Marte Cliff

Yes Nina Hollander, Broker - unexpected events did throw your plans into a major kink last year. Hopefully this year will progress more smoothly.

Apr 30, 2023 07:29 AM
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 did contact you when my bio needed a facelift, and wasn't too long ago, so think I am good for a while now.  THANK YOU.

Apr 30, 2023 11:34 AM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Joan Cox - that's good. And I thank you for choosing me to do that for you.

Just keep an eye and be sure to add to it if you win an award, gain a new designation, or do anything else that would matter to your prospects!

Apr 30, 2023 12:53 PM
Kieran Jackson
Keller Williams Hollywood Hills - Los Angeles, CA
Realtor®, SFR, U.S. Army Veteran

This is a terrific post! Thank you. In 14 years, I know that my Bio has undoubtedly brought in one client for sure. It was a Veteran that scheduled a buyer's orientation. With your post in mind, I will be revisiting my Bio, and making sure its the same across all of my online portfolios!

All the best!

May 11, 2023 11:36 AM