Agents ask me...

Services for Real Estate Pros with Marte Cliff Copywriting

Every now and then I get a call from an agent who knows they need a bio, but they want to know more before they hire me to write it for them. 

One of the big questions is "How do you determine what to say when you write an agent bio?" your agent bio should reveal what's unique

In answer to that, I explain that I try to strike a balance between personal and professional while revealing what is unique about that individual.

My goal is to let readers know that the agent has the professionalism, skill,  knowledge, desire, etc. to serve them well - while also providing insight into who they are as a person. 

Here are 5 examples of what I think of as "fails" when it comes to how some agents choose to write their bios: 

  • Some use only dry facts that include schooling, designations, and the territory where they work. (These look more like a resume'.)
  • Some forget to talk about themselves and instead talk about the importance of having a good agent to handle “the largest financial transaction of your life.” 
  • Some talk in generalities – saying that they’re top agents but without ever mentioning anything that makes them a top agent.
  • Some get carried away and claim that they know everything there is to know about homes, land, and commercial properties over several hundred square miles. (These agents make themselves look foolish.)
  • Some focus ONLY on the personal side – talking about family, hobbies, volunteer work, etc. (I read one once that didn't even mention real estate. It was all about hunting, fishing, and hiking!) 

And then there's the kind I strive to write:

That's the kind that includes specifics and a pleasing mix of both professional and personal information. 

But how do I know what to say about any specific agent? 

I read what they write in my bio questionnaire. Then, if I still have questions, I either pick up the phone or send an email. 

 Next, they want to know how long it takes and whether they can make changes to the finished product. 

Time: I ask for a 3 week deadline, then try to finish sooner. 

Changes: The copywriting agreement specifies that I will make revisions as requested. My goal is to have happy clients whose bios are a true reflection of who they are. So of course I will cheerfully make revisions. 

If you would like to know more, visit me at: There you'll learn what I believe should go into a good bio - and when you scroll down, you'll find links to bios I've written. 

Comments (15)

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

Marte such awesome and free advice, now if this post got featured more would benefit from it.... now with that said I am bookmarking this post so I can go back and fix my you know what:)Endre

Aug 23, 2023 10:18 PM
Marte Cliff

Thanks Endre Barath, Jr. - I appreciate your kind words. 

Aug 24, 2023 09:28 AM
Charles Ross - eXp Realty LLC
eXp Realty LLC Salina Group - Salina, KS
Love To Help People

Excellent post.Thank you for sharing. Have a wonderful day and a blessed week

Aug 24, 2023 01:23 AM
Marte Cliff

Charles Ross - (785)-819-6944 - I wish you the same, and thank you!

Aug 24, 2023 09:28 AM
Kat Palmiotti
406-270-3667,, Broker/REALTOR® - Kalispell, MT
Helping your Montana dreams take root

Good morning. I did click on your links (for the questionnaire and the examples). It is obvious that if someone does want help with their agent bio that they should call you. Excellent way to help agents get a combination of personal and business traits into a well-written combined overview!

Aug 24, 2023 05:25 AM
Marte Cliff

Thanks Kat Palmiotti. I believe that people do want to know more than your credentials as an agent. They want to have a reason to like the person they're going to be doing business with.  

Aug 24, 2023 09:29 AM
Michael Jacobs
Pasadena, CA
Los Angeles Pasadena 818.516.4393

Hello Marte - as I read this very informative post, the word combination came to mind.  Seeing the comments before me, it looks like Kat Palmiotti had that thought too.  

Aug 24, 2023 05:46 AM
Marte Cliff

Thanks Michael Jacobs. I believe having that combination is important. 

Aug 24, 2023 09:30 AM
Wayne Martin
Wayne M Martin - Chicago, IL
Real Estate Broker - Retired

Good morning Marte. A general DIY guy, if I were still active in real estate I would have you write my bio. Sometimes you have to admit others have better expertise. You do for sure. Enjoy your day.

Aug 24, 2023 06:21 AM
Marte Cliff

Wayne Martin - I write quite a few bios for people who are DIY with the rest of their written words. They just get stuck when it comes to writing about themselves. 

Aug 24, 2023 09:31 AM
Nina Hollander, Broker
Coldwell Banker Realty - Charlotte, NC
Your Greater Charlotte Realtor

Good morning, Marte... as always, excellent advice for agents... whether they do their own bios or have someone write them.

Aug 24, 2023 06:36 AM
Marte Cliff

Thank you Nina Hollander, Broker.

Aug 24, 2023 09:32 AM
Kathy Streib
Cypress, TX
Home Stager/Redesign

Hi Marte- More and more, consumers want to know who they're working with. This is why agent bios are so important. 

Aug 24, 2023 10:07 AM
Marte Cliff

That's what I believe Kathy Streib - they want to know more than your sales statistics. They want to know what kind of a person you are. 

Aug 24, 2023 12:21 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 reached out to you years ago, and you assisted me in the bio page!  Thank you!

Aug 24, 2023 11:00 AM
Marte Cliff

Joan Cox - And I thank you for that. Do be sure to check it now and then to see if it needs an update! 

Aug 24, 2023 12:22 PM
Joan Cox

I watch my Google Analytics and look at all the pages people are looking at!

Aug 24, 2023 12:32 PM
Kathy Streib
Cypress, TX
Home Stager/Redesign

Aug 26, 2023 06:23 PM
Marte Cliff

Thank  you Kathy Streib!

Aug 26, 2023 08:18 PM
Dorie Dillard Austin TX
Coldwell Banker Realty ~ 512.750.6899 - Austin, TX
NW Austin ~ Canyon Creek and Spicewood/Balcones

Good morning Marte,

So glad that Kathy Streib featured your post. Excellent advice. Consumers don't even know what all your designations mean...they want more about you.  You show an excellent way to help agents by producing a combination of personal and business traits into a well-written overview of what the agent is about and offering!

Aug 27, 2023 06:25 AM
Marte Cliff

Thanks Dorie Dillard Austin TX. When I have agents who want to list all their designations, I have two suggestions.

One is to name them - not just the initials - and say why they made the effort to get them. In other words, how that benefits their clients.

The other is to list them as a sort of addendum - perhaps along with industry awards, etc. 

Aug 29, 2023 10:40 AM
Dr. Paula McDonald
Beam & Branch Realty - Granbury, TX
Granbury, TX 936-203-0279

This is a great service! Thank you for offering your expertise in this area.

Aug 27, 2023 07:17 AM
Marte Cliff

Thank you Dr. Paula McDonald

Aug 29, 2023 10:41 AM
Kristin Johnston - REALTOR®
RE/MAX Platinum - Waukesha, WI
Giving Back With Each Home Sold!

Great post!  Thanks for sharing and enjoy your day!

Aug 27, 2023 07:18 AM
Marte Cliff

Thanks Kristin Johnston - REALTOR® - I wish you a good day as well.

Aug 29, 2023 10:41 AM
Ray Henson
eXp Realty of California, Inc. (lic. #01878277) - Elk Grove, CA

Thank you for the great advice!

Aug 28, 2023 01:49 PM
Marte Cliff

You're welcome Ray Henson. Thank YOU for reading it!

Aug 29, 2023 10:42 AM
Jim Paulson
Progressive Realty (Boise Idaho) - Boise, ID

Thank you Marte Cliff.  You are spot on.  I used to do many of the things you mentioned (on the fails list).  One year, I ran a family photo that included my wife, three young children and two dogs.  My phone rang like crazy! People called me to list their home because I was a family guy; a dog lover; etc.

Time to review my bio's out there and incorporate your advice!

Aug 29, 2023 09:40 AM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Thank you, Jim Paulson, for proving my point with your excellent success story!  

Aug 29, 2023 10:43 AM