First… do people really read agent bios?
Yes, people do read agent bios. They also read profiles of other service providers and business owners. The crazier our world gets, the more consumers want to know something about the people they do business with.
Studies show that the “about” page is the 3rd-most read page on such sites.
So the answer is yes. A better agent bio can give you an edge.
You may have noticed – a good number of agents have interchangeable bios/profiles. The only real differences between them are the agent’s name, the name of the brokerage, and their location – if they remembered to mention the location.
Some of the bios I’ve seen on company sites, and even occasionally on agent-owned sites, stop right there without saying anything about the agent. Others carry on to say something nearly identical to what hundreds of other agents say in their bios.
These are things like “You need an experienced guide.” Some feel compelled to remind potential buyers that “A home is the largest purchase you will make in your life.” Some say that they know a huge territory “inside out,” and too many praise themselves for being honest and ethical. (I don’t know about you, but any time someone starts telling me how honest or ethical they are, I start watching my back.)
A better agent bio will set you apart from those clones.
When a potential client is browsing real estate websites looking for an agent, who do you think he or she will be drawn to? Would it be someone who sounds just like hundreds of other agents, or someone who reveals both their credentials and their personality?
A better agent bio sets you apart because it showcases the unique experience, expertise, knowledge, and enthusiasm you bring to your job, it will make you stand out from the crowd.
Will it make you appeal to every possible client in your territory? No, of course not. Instead, it will make you appeal to the clients who need your special brand of expertise. In other words – the clients you want most.
A better agent bio will inform your prospects about:
- Your niche or niches – and why you chose it/them
- The area you serve, along with your area knowledge
- Your fields of added expertise – such as finance, negotiation, construction, staging
- The scope of your service to clients
- Your experience
- Your years in business
- Your education
- Your personality – who you are when you aren’t working
And perhaps most important – your enthusiasm and commitment to helping your clients fulfill their real estate goals and dreams.
A better bio gives you a head start…
When it offers good information, your agent bio will help prospects feel some connection with you and like you even before you meet.
Each of your potential clients has his or her own criteria for choosing an agent. As we’ve heard many times, some prospects visit multiple sites and opt in to hear from agents – then simply choose the first one who responds. A terrible way to choose an agent, but some people don’t realize there is a difference between agents any more than they think there’s a difference between grocery store clerks.
Some will be most interested in your education. your certifications, your experience, or awards you’ve won.
Some will connect with you and choose you because your bio has shown them that you understand the situation they are in and know how to handle it. That could be anything from knowing how to help them choose equine property because you trail ride, to knowing the rules for renovating historical homes because you love them, to knowing how to deal with probate because of the research and study you did when your own family faced that situation.
Some prospects choose an agent based on personality rather than experience…
Don’t discount the personal side. Some people will trust you because you love dogs or cats (or horses or chickens!). Some will identify with you because you share hobbies or because you’re involved in a volunteer activity such as rescuing abandoned pets, helping people learn to read, or providing warm coats for kids.
Some people will like you because you grew up in their home town or attended the same schools that they attended. Some will identify with you because of a previous job or career. (After all, you MUST be a good person if – like them – you started out washing dishes in a hometown café when you were 14!)
And of course, if your bio reveals your enthusiasm, some will choose you on that alone.
What if you’re a new agent with no experience to talk about?
You’re a new agent, not a new person. So there’s still plenty to talk about and you still have plenty to offer.
This page explains how I can write a compelling real estate bio even for a new agent.
Check your bio – is it looking good or do you need a better agent bio?
If you need a better bio, get in touch. I enjoy discovering what makes agents exceptional, then revealing it to the world via their bios. I’d love to do that for you!
Learn more about the process and find links to examples when you visit my agent bio page.
From my mail…
The Bio you prepared showed “ME.” I am so glad that you expressed so ably.
What do other clients say? Click here to find out.