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Several strategies help you remind clients of these qualities—blogs, email newsletters, and social media, to name a few. But if you’re like many real estate agents, you’re guilty of neglecting your bio. Perhaps you assume that a few basic sentences or bullet points will suffice. Don’t be surprised when this approach fails to capture the attention of potential clients. They crave details about your experience and approach. The easier you make these details to find, the better.
To help, we’ve provided extensive insight into all aspects of the real estate agent bio. Keep reading to learn why this resource matters, how it can improve your entire marketing campaign, and what an ideal bio might look like.
First impressions are everything in real estate. Your professional bio forms the basis of your relationships with prospective clients, many of whom will be reluctant to move forward until they’ve learned more about your background and reputation.
Arguments in favor of a strong real estate bio abound, but the following are among the most notable.
Today’s discerning clients aren’t willing to work with just any real estate agent. They want to know that their agent represents the best of the best. There’s no denying the huge commitment that buying or selling a home entails, so it’s only reasonable for clients to want reassurance. You can provide exactly that with a detailed bio that conveys why you deserve your clients’ trust and respect.
Your bio provides an excellent opportunity to explain what matters to you and how you’ll stick to these priorities while serving your clients. For example, if you’re committed to promoting diverse and equitable neighborhoods through your real estate services, your bio could reference your involvement in grassroots initiatives or professional endeavors, such as diversity and inclusion task forces.
While far too many real estate agents settle for sparse, poorly worded bios, others excel in communicating through this important marketing vehicle. Their bios look dramatically different based on their niche, experience, and target audience, but all make it immediately clear that their writers are committed to their clients and passionate about their work.
While you can always peruse other agents’ bios in print or online for inspiration, be careful to develop your bio based on the unique experiences and personal qualities that set you apart. To do that, you should consider including the following elements when writing your professional bio.
Your bio focuses on your background, but it’s written with the important goal of connecting with clients. Before you consider which credentials or experiences to include, you must define your audience.
“If I’m going to focus on creating content that matters to [my targeted clients], I need to know who they are,” explains Matthew Rathbun, executive vice president of Coldwell Banker Elite.
He advises agents to use resources like local market statistics or materials from the National Association of Realtors to “find out who that [target] consumer is.”
Next, draft a sentence or two conveying the essence of this desired client. What does this person look for in an agent? What type of phrasing do they find most compelling? Imagining your audience in this realistic way will help you engage with potential clients and give your entire bio a more personable feel.
You’ve done the hard work of defining your audience, but do you understand which personal attributes best serve your targeted clients? Before you write your bio, you should know exactly where you excel as a real estate agent and where you could stand to improve.
Jennifer Percival, founder of Jennifer Percival Real Estate Coaching, covers this topic extensively in Episode #35 of her podcast. She recommends taking time to “identify your zone of incompetence, your zone of competence, your zone of excellence, and your zone of genius.”
Following this advice will help you structure your business to gain long – term fulfillment and to appeal to targeted clients within your bio and other marketing materials.
Your target audience will influence every aspect of your bio, including your decision to write in the first or third person. In weighing which approach to take, it’s generally best to stick with whatever fits the core messaging for your business.
If you typically maintain a formal tone to appeal to high – end prospects, you’ll benefit most from a third – person bio. If, however, you hope to make your bio feel as warm and personable as possible, the first – person language can make it feel as though you’re having a genuine conversation with your clients.
What qualifies you to serve as a real estate agent? Any training you’ve pursued should be stated in your bio, as should awards that demonstrate your status as an industry authority. This is also an opportunity to reference the qualities that matter most to the target audience you’ve identified.
Examples worth highlighting include:
Many real estate agents first work in other fields, such as customer service, marketing, or even education. Clients are often eager to learn when and under what circumstances this professional transition occurred. Think carefully about how you got where you are today. Which skills did you develop before you became a real estate agent? How have they aided you in your current role?
For example: If you previously worked in social services, you’ve likely developed an empathetic mindset. As a real estate agent, this helps you understand your clients’ perspectives. You listen carefully to their hopes and fears before providing patient answers to their questions. This sense of compassion serves you well, but if you don’t mention it in your bio, clients will never understand how your professional background elevates your service.
If clients wanted to see a list of past jobs or academic credentials, they could ask for your resume or LinkedIn profile. Educational and professional details matter, of course, but a more compelling choice is to tell a story that explains how you made it to where you are today. This approach gives your bio an emotional punch that clients can identify with.
When writing your narrative, use rich descriptions and, if relevant, details about how you’ve overcome conflicts to reach your current status as a real estate agent.
Remember: The goal is to stand out.
“If you read most bios, you can put your finger over the … name of the person writing it and it sounds like every other realtor,” Rathbun notes. “That’s absolutely the last thing you want to do—not be unique.”
Rathbun adds that while storytelling sets you apart, you must do it from the client’s point of view. They should come away knowing why your story matters and how they benefit.
Potential clients want to know that you’re invested in your community. When possible, show this by sharing your background as a resident or your current involvement in local initiatives.
Compelling details might include:
Your real estate agent bio deserves your absolute best effort, so avoid the temptation to scribble it down in the 10 minutes before your next open house begins. If done well, your bio is one of the most effective marketing tools you can use.
In writing, always keep your audience in mind while you emphasize your strengths, highlight your values and successes, and tell the story of who you are as a real estate agent. Your bio should clearly communicate why you are exactly the right realtor for the potential clients who read it.
Image courtesy of istock.com/simonapilolla
Last updated on Jul 24, 2024.
Originally published on Mar 16, 2022.
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