Whether you call it your agent profile, or your agent bio or biography, it is important. It may not be the most read page on your website, but it is read by people who are thinking of hiring you. And they are, after all, your most important visitors.
Prospective real estate clients read your agent profile to get a sense of “Who you are and how you are.” If it is written well, they’ll learn something about your personality and about how you do business.
They’ll learn about your dedication to helping them achieve their goals. But of course you can’t just say “I’m dedicated to helping you achieve your goals.” In this case, “telling” doesn’t count nearly s much as showing how you demonstrate that dedication.
By the way, saying you are “ethical, honest, and trustworthy” doesn’t count for much either. In fact, some people believe that if you have to say you’re honest, you probably aren’t. It’s something to keep in mind.
Let your readers get that kind of information from your testimonials.
Your profile/bio reveals your priorities…
A good bio/profile showcases your dedication to serving clients by the promises you make – and your promises will be a bit different from your competitor’s promises.
Why? Because each agent places a different level of importance on the many ways you serve your clients.
You may stress sticking with your client throughout the process, or returning calls or emails within the hour. Someone else might stress the research they do and their expertise in pricing. Yet another agent might focus on area knowledge or the number of people they hire to prepare marketing materials.
Your prospects will learn whether or not you think education is important. They’ll also learn more about your personality when you mention your certifications and designations – and why you made the effort to earn each one.
Your agent profile should include a bit of your history.
Your captivating agent profile will draw some people to you when you mention past occupations and what led you to your career in real estate. If there’s a good story there, you should tell it!
It will draw others when you mention hobbies, pets, volunteer work, or even the name of the city where you grew up 
or went to college. Prospects need a reason to like and trust you, and being able to connect with you on some level helps make that happen.
Whether consciously or subconsciously, people reading about you think you must be a good person when you are “like them” in some way.
Face it – dog people are apt to trust dog people. The same is true for cat people, horse people, golfers, crafters, and a host of others.
Your agent profile is also important on social media sites.
You do a lot of work to write and post informative articles on social media. Add the important finishing touch by including your agent profile.
Don’t you think people want to know more about the person who posted those articles? Sure they do. Especially if your articles made them think you might be the right agent to help them buy or sell.
But that is not the only reason why your social media profiles are important.
It turns out that there is an additional reason – one that was astonishing to me. I wrote about it more than a year ago, in this post. If you’re an expert at social media, you probably already know this, but maybe not. You won’t know until you check it out.
Do you need a bio – or an update to an existing bio?
If so, I’d love to help.
For information about how I write agent bios / profiles, plus links to “better bio” samples, click here.
Is it necessary to have a different agent profile on each site?
I don’t think so, but I’m not the expert on that. So – if you have the answer, please do chime in. Tell us why separate profiles are or are not necessary – or even just a good idea.
Planting seedlings Image courtesy of IndypendenZ at FreeDigitalPhotos.net
biography graphic courtesy of stuart miles @ freedigitalphotos.net
Agent returning phone calls courtesy of podpad at FreeDigitalPhotos.net
