Yes, of course your real estate agent bio is important.
- It gives potential clients a look at who you really are as a person as well as who you are as an agent.
- It helps prospects decide between one agent and another based on the personality and the philosophy they see in the bio.
- If you include your hobbies and interests, it gives people a reason to think that you’re great because you are in some way “like” them.
But there’s even more to the story…
Do all those potential clients just happen on your bio because they’re searching for a home or looking to see what their own home is worth?
No, they don’t. Various surveys tell us that 40-42% of new buyers find their agent through a referral, but then, guess what else I learned? 60% of them Googled their future agent before making a decision.
So… Aunt Agatha tells you that you really should call Tillie Jones if you’re looking for a home. But you aren’t real sure about that recommendation. After all, Tillie is her best friend’s daughter, so she might just be being loyal.
What do you do? You Google Tillie Jones. You see if she has a blog and you read what she wrote. Then you look at her bio. Maybe you find that she doesn’t consider herself as a sales person, but more as an advisor and guide to help you realize your goals. Maybe you learn that her favorite niche is selling refurbished Victorian homes – and that’s exactly what you want. Maybe you learn that she shares your passion for horses, or golf, or sail boating.
On the other hand, maybe you find that she didn’t bother to write a bio, or that it says something trite like “Tillie Jones is the best agent in Podunk.” Or maybe you just get some dry facts that don’t tell you a thing beyond how long she’s been licensed and where she went to school.
Think about that: More than half of the potential clients who are thinking about using you will Google you first.
Will your bio tell them to hire you – or will it tell them to keep looking?
