Writing your real estate agent bio is, perhaps, one of the most challenging writing projects you’ll undertake. Your goal in creating a compelling bio is to attract the right clients and to lead them to the conclusion that you are the best real estate agent to suit their needs.
Video: Craft The Perfect About Page
The key phrase in the above sentence is “…lead them to the conclusion.”
In other words, you don’t want to confuse your bio page with marketing space.
While it’s true that you do have to “sell yourself” through your bio, a sales pitch is unattractive to readers.
Instead, consider a storytelling approach.
Get the reader’s attention in your first few sentences, then guide them through the reasons they should choose you as their agent.
Rather than telling the viewer who you are, provide an opportunity for them to learn more about you. It’s subtle, but there’s a difference.
If you feel stuck in creating your lists or outline, don’t hesitate to call on friends, family, and associates to help fill in some of the blanks. It can be difficult to describe yourself or your characteristics.
Crafting a creative bio is an art form. But there’s also a formula you can follow to get you moving in the right direction.
Although the process of gathering your information may seem lengthy, in the end, you’ll end up with four paragraphs of around roughly 75-100 words each, and about 300-500 words total.
You don’t want to bombard your website readers with an avalanche of information
Writing a Real Estate Agent Bio
When you begin working with the formula, don’t worry about spelling, grammar, punctuation, using fancy words, or trying to “sound” professional. Just get the rough ideas down.
You’re also not focused on word count during this phase, and you’ll likely end up with more words than you can use. But then you can shave away the excess and save the pertinent parts.
- Start with details about where you live.
- Talk about your connections/involvement with your community
- Add the reason you started selling real estate in your area
- Establish your core values
- Define your unique selling proposition
- Outline your certifications and awards
- Add fun or interesting facts about yourself
- Gather the information and re-write it in third person narrative
- Use a high-quality professional photograph for your profile image
- Review and edit
- Update frequently
Start with Where You Live
Your city or town is the first thing you have in common with your potential clients. Your target market is either buying or selling where you live.
If you’re a native, describe what it’s like as your hometown – the high school you graduated from, your favorite places to hang out, and the valuable memories you formed while growing up in your area.
Show your readers the foundation for building long-lasting, deep roots in your community.
If you’ve moved from another location, talk about what attracted you to your current city.
Was it the high-tech, buzzing, urban lifestyle, or the hushed, rural landscape? Maybe you were drawn to a beach town with resort-style living.
Chances are, whatever attracted you will also be attractive to another.
Not only are you explaining how you arrived at where you are, but you’re also establishing yourself as an expert in your area.
Connection with Your Community
Express the ways that you invest in your community.
For example, are you an active member of your Chamber of Commerce? Do you coach a local sports team? Are you involved in the PTA? Do you volunteer at a church, hospital, or convalescent center?
Connect yourself to your community.
Another way to contribute to your community is to donate a portion of your commissions to a charitable cause you’re passionate to support, whether it’s breast cancer research, the humane society, local shelters.
You’ll feel good about yourself and make a good impression that allows the client to feel good, too.
There are unique stories behind each real estate agent. Use this opportunity to begin to define your niche.
- Do you specialize in short sales to help buyers find affordable properties?
- Have you chosen to work with divorcees because you can relate?
- Do you sell in your area because you love the schools, the parks, and the community features?
- Maybe you enjoy working with first-time buyers because you enjoy seeing the birth of homeownership.
Sell your community.
Write about the scenic drives, the panoramic views, the golden beaches, mountain ranges – or the upscale shopping, spas, and golf.
These descriptions are a chance to re-enforce the reason you love working in your area.
Establish Your Core Values
Stating your core values allows the reader to understand what principles guide your business practices.
Your core values should align with the traits of the agency with whom you work. Furthermore, these values become a part of your brand.
Think of things you might like clients to say about you. Examples of core values may include:
- Manages time wisely
- Actively listens
- Genuinely cares
- Works well as a team
- Has integrity
Define Your Unique Selling Proposition
Your Unique Selling Proposition, or USP, is your chance to sell yourself, but delicately.
Your USP is what differentiates you from your competition, the identifying factors that separate you from the pack.
What makes your service better than other agents? What do you offer that others don’t?
Be careful not to over-promise. Be truthful.
- Do you have the most reasonable commission?
- Is your sales rate impressive?
- Do you listen better?
- Are you the best negotiator?
- Have you got a strategic marketing plan that’s second to none?
- Are you the most reliable? The friendliest? The most qualified?
Show your potential client why they should choose you over the other search query results for real estate agents.
Outline Your Certifications and Awards
Your bio, while not intended as a sales pitch, is definitely the place to show off your certifications, designations, achievements, and awards.
There’s a difference between a professional real estate agent and a REALTOR®. If you’re a REALTOR®, take this opportunity to demonstrate your expertise.
Certifications and Designations from NAR®, the National Association of REALTORS® include:
- Accredited Buyer’s Representative – ABR®
- Accredited Land Consultant – ALC®
- Certified Commercial Investment Member – CCIM
- Certified International Property Specialist – CIPS
- Certified Property Manager – CPM®
- Certified Real Estate Brokerage Manager – CRB
- Certified Residential Specialist – CRS
- Counselor of Real Estate – CRE
- General Accredited Appraiser – GAA
- NAR’s Green Designation – GREEN
- Graduate, REALTOR® Institute – GRI
- Performance Management Network – PMN
- REALTOR® Association Certified Executive – RCE
- Residential Accredited Appraiser – RAA
- Seller Representative Specialist – SRS
- Society of Industrial and Office REALTORS® – SIOR
- Senior Real Estate Specialist – SRES
Each brokerage also offers certifications and designations, such as Luxury Property Specialist or Accredited Luxury Home Specialist.
If you’re new to the world of real estate and haven’t yet gone through specialized training, you can use this space to list testimonials.
If you’re incredibly fresh and don’t yet have testimonials from clients, consider “generic” recommendations from previous co-workers, such as “… a pleasure to work with,” or, “… has a vibrant personality.”
Then add their name to the end of the recommendation.
Add Fun or Interesting Facts About Yourself
Including a few personal details makes you relatable and adds to the character of your story.
List your hobbies such as movie buff, virtuoso, sports fan, loves animals, gardening, reading, or other activities you enjoy.
You can also list personal attributes such as energetic, enthusiastic, adventurous, or other appropriate adjectives.
Give your prospect a chance to get to know your personality.
Third Person Point of View
By now, you’ll have enough information to formulate paragraphs from your lists or outline.
In the first paragraph, you’re accomplishing three things: you’re establishing yourself as an expert in your area, selling the community, and highlighting your community spirit and philanthropic activities.
For the second paragraph, you’re portraying your core values and your unique selling proposition.
In the third paragraph, you’re featuring your accomplishments and establishing yourself as a seasoned expert in your industry.
Finally, in the fourth paragraph, you’re adding a personal touch by sharing your interests.
For a professional, polished tone of voice, you’ll be writing in third person point of view, or POV.
The third-person point of view means that you write about yourself as though you’re describing someone else. Instead of using pronouns like “I” and “Me,” you’ll use the words “he” or “she” along with the use of your proper name.
“Karen Smith, a real estate agent originally from Iowa, moved to the Las Vegas Valley in 2002, drawn in by its 24-hour action, unbeatable buffets, and the panoramic views of mountain peaks enveloping beautiful desert landscape. However, it was the suburbs – chock full of community spirit – that inspired her to help first-time buyers accomplish their goals of homeownership. When not working with clients, Karen volunteers her time to the Las Vegas Rescue Mission and donates 15% of her commissions to the local women’s shelter.”
Use a High-Quality, Professional Photograph
Before your website visitor reads the words on your page, their eye is drawn to your image. Although smartphones have off-the-hook cameras with high-tech lighting, focusing, and editing capabilities, they don’t have the skill of a professional photographer who knows how to pose you for headshots and retouch your images with cutting-edge editing software.
Research photographers in your area. View their portfolio as each artist is different. Read ratings and reviews online, and then reach out to that photographer for tips and tricks for how to prepare for your photoshoot.
Ask for multiple images so you have a variety to choose from. Select an image that looks like you currently look, and that’s warm, friendly, and inviting.
If you love more than one of your photographs, save a few for future profile updated with fresh pics.
Review and Edit Your Work
Your bio should be neat, clean, and free of mistakes that could make your bio look less professional.
Let your writing rest for a day or two, then go back and look at it with a fresh eye. Try reading your bio out loud to see if you trip over any words or phrases. These sentences may be difficult for some viewers to read.
Consider asking friends and colleagues to take a look at your real estate agent bio and offer feedback.
Update Your Profile Frequently
Updating your real estate agent profile frequently is important for multiple reasons.
First, you gain experience. Perhaps in the first quarter of the year, you earned an award for the highest sales or completed training to earn a certification.
People also change physically.
They gain or lose weight, cut, color, or lose their hair, or even have cosmetic surgery. For this reason, it’s a good idea to keep your profile photo up to date.
Finally, updating a page on your website gives you a small boost in search engine rankings because it shows that your content is fresh.
Writing your own real estate agent profile is intimidating.
It’s hard to think about your best qualities and traits and display them to readers without coming across as “salesy”, boring, or robotic.
Start by not worrying about the writing, and just outlining or making lists that answer the important questions of who you are, why you do what you do, and how you’re qualified.
Just gather the meat and bones of the info.
With your list and outline complete, turn your answers into paragraphs of about 75-100 words each, for a total of at least 300 words and 500 words at most.
Review and edit your work to ensure that it comes across as clear, concise, warm, and welcoming.
Use a professional photo to catch your reader’s attention and give them a first impression that lasts.
Refresh your real estate agent bio frequently to help generate leads online.
Lori Ballen is a real estate agent in Las Vegas. She’s a digital marketing specialist, speaker, and marketing coach and loves to share her “Ballen Method” to generate website traffic and leads online. Lori’s specialties are SEO content writing (ranking on the search engines), social media strategies, and affiliate marketing. Need a website? Contact Lori’s brothers Jeff and Paul Helvin at Ballen Brands.