You’ve heard that your agent bio is important. And it is. But a clone won’t do the job. If you want results, you need a unique real estate agent bio.
What is a unique real estate agent bio?
It’s a bio that could not be used for any other agent, because it is about you and only you.
If you’ve browsed through many agent or brokerage websites, and if you’ve looked at the bios, you’ve seen dozens of bios that could be used for almost any agent in the brokerage.
They’re filled with trite, empty phrases such as “your local expert.” They throw around words like honesty, integrity, and market knowledge. They remind readers that real estate may be the most expensive investment they’ll ever make, so they need an experienced guide.
Skimping on your bio is a false economy – it will cost you too much.
The only thing you can say for those bios is that they don’t take much time to write. In fact, I have a suspicion that some brokerages keep stock bios on hand for those agents who don’t get around to submitting their own unique real estate agent bio.
My suspicion comes from browsing a brokerage site one day and finding two adjoining bios that were just alike. Whoever posted them must have pulled them from stock, because they were the same, word-for-word except for the agent’s name.
Will anyone choose one of those agents based on the content of their bio? Not likely.
Your unique real estate agent bio will set you apart from the crowd.
First, it will reveal where you work, so prospective clients know if they are looking at an agent who has expertise in the location where they want to buy or sell. (Surprisingly, even some agent websites don’t reveal this information.)
Next it will show you prospects who you are, both as a real estate professional and as a person.
Toward that end, my copywriting clients have supplied me with information that allowed me to showcase such skills and attributes as:
- Listening skills that allow the agent to focus on what his/her clients really want and need.
- Patience with people who are unsure or fearful about the decisions they must make.
- Teaching skills that help first time buyers understand the entire process.
- Market research that pinpoints the correct price for a specific home.
- Mathematical/analytical skills that aid clients in understanding the numbers on a purchase and sale agreement, so they can make good decisions and/or choose between offers in a multi-offer situation.
- Determination and follow-through to keep other people moving to meet deadlines.
- Problem solving skills that keep transactions from being derailed.
- Mortgage knowledge that alerts first-time buyers to programs that will assist with down payments.
- Knowledge of divorce or probate regulations that keep their clients on track and informed about their responsibilities in these transactions.
- Associations with vendors who will assist homeowners with everything from cleaning to conducting estate sales
- Staging – either with direct assistance or introductions to stagers who will provide free consultations.
- Photography – either personal skills or use of a professional for still photos, virtual tours, and drone photography.
Your bio can help you attract the clients you enjoy most…
When you showcase the skills and services that your favorite clients need most, you naturally attract them to you.
You can even say something like “While Susie loves helping all clients, she especially enjoys assisting seniors who are downsizing.” Or perhaps, “While John enjoys helping all clients, he especially enjoys bringing historic homes to the market.” Then follow that with why those particular clients allow you to exercise your special skills.
A unique real estate agent bio should also include a bit of personal information
When people can connect with you on a personal level, they tend to trust you more. That’s why I recommend including just a bit of personal information. For instance:
- Where you grew up
- Where you went to school
- Your hobbies
- Your pets
- Your volunteerism
- Your previous occupations
- Experiences that led you to real estate as a career
No one else has your combination of skills and personal information.
When you include these things, you will have a unique real estate agent bio – one that will set you apart from the crowd and draw people to you.
It works. More than one agent has written me to say that a client chose them based solely on the content of their bio.
Whether you hire me, hire someone else, or write it yourself – make it unique. Make it all about you. Review the questionnaire posted here to begin compiling the information you’ll want to include.
Biography image courtesy of Stuart Miles @ freedigitalphotos.net
Set apart Image courtesy of supakitmod at FreeDigitalPhotos.net