Your specific professional promises are important because they show that you recognize and respect what your buyers and sellers want and need from you. But establishing some point of connection apart from real estate may be just as important.

Your prospects may see something in common with your past experiences, or with your present hobbies, volunteer work, or family activities. But no matter what sparks even a small connection, finding something in common helps create a pre-disposition to trust you. Humans naturally think more of people who are somehow "like them."

Why is creating a pre-disposition to trust so important?
Because it makes your job so much easier.

• When you attract those who are pre-disposed to like and trust you, everything will move more smoothly. They'll be more open to following your advice and more timely in responding when you need their input.
• When your clients like and trust you, you'll get more enjoyment from your work. You'll eliminate some of the stresses that are inevitable in real estate sales and will look forward to interacting with your clients.

If you've been selling real estate very long, I'm sure you have customers and clients you look forward to seeing, and some you dread calling. The ones who like and trust you are the ones you want to see.

The ones who are distrustful, who are critical, and who won't take your advice can cause you to think of 17 excuses why you can put off calling them or seeing them.

A generic bio is no help... If all you share is a list of your designations and a generic statement such as "I'm dedicated to helping you reach your goals," your prospects have nothing to distinguish you from everyone else. And, since they've heard those "I'm the best" statements so many times, they may even react with skepticism.

A carefully composed agent bio gives prospective customers an insight into who you really are - and draws the right people to you.

A successful agent bio weaves your past experiences, education and expertise into the benefits you bring to your customers and clients today. It paints a picture of who you are professionally and sets you apart from other agents - and then it offers a peek into who you are when you're not selling real estate.

See how Corinne Guest's prior experiences and client-focused attitudes make her the agent to choose in Barrington, Illinois.

Revealing those past experiences paid off quickly for Corinne. She tells the story in this Active Rain Blog post.

Alan Montgomery's bio reveals why so many of his North Puget Sound area clients come to him through referrals.

Chris Meger transitioned from wilderness safety trainer to real estate professional. His bio shows how the two careers are related.

Doug Setters' love for the Idaho Panhandle means one-stop-shopping for newcomers who aren't quite sure which part of the Panhandle they want to call home.

Melissa Mate's bio lets prospective clients see how she works, what they can expect from her, and how she gained expertise that can help them make good decisions. Then it shares a bit of her passion.

Andrea Peters' bio lets clients know how her fascination with homes benefits them. And rather than offering a dry list of designations, it paints a picture of an agent who is constantly seeking new knowledge to use for the benefit of her clients.

If you want more examples, check out the rest of the bios at Connective Realty and Tom Dunlap & Associates. Each agent brings something a little different to their work, and I strive to showcase that something as a benefit to their clients.

If you have your own website, and I believe you should, your home page should offer reasons why you're the agent of choice in your community. But to be of interest to your visitors, that copy must be focused on your clients and their wants and needs rather than on you.

Your agent bio backs up those "reasons why" by offering information that doesn't belong on your home page. It is the one place on your website that you can talk about yourself, because that's what visitors came to read.

When you're ready for a "Better Bio" get in touch...

Weaving your education, experience, and personality into a compelling agent bio is one of my specialties.

The project begins with my agent questionnaire - which you can complete and send back, or we can discuss on the telephone. Then it usually requires a few e-mails or short phone calls to clarify details after I begin to write.

I look forward to helping you,

marte@copybymarte.com