Creating an Engaging Introduction to Your Brand
Jacqueline Kyo Thomas
You know what stands between you and the next prospective client? Your real estate agent bio.
More than just a description of who you are, your bio is a big part of your marketing efforts. It can help your prospective clients see you as the right real estate professional for their needs.
That’s why before you sell a house, you must sell yourself.
If you need help writing your real estate agent bio, keep reading. We’ll discuss all the steps you need to know to create an engaging and lead generating bio.
Many real estate agents overlook this essential marketing tool, and it’s easy to understand why: Writing a bio can be hard work. It’s intimidating to sit down in front of a blinking cursor and write on demand about your life and accomplishments— in the third person! However, your bio is often the first impression you’ll make with a prospective client. Plus, with all else being equal, your bio may be the only thing that separates you from your competition and causes a client to choose you.
But those aren’t the only reasons to create a compelling bio. Your bio can inspire trust and forge a personal connection with your prospective client based on things that you have in common. Plus, once you take the time to write one well, you can reuse it everywhere.
Your professional real estate agent bio doesn’t need to cover every single detail of your life. Keep the reader in mind when you’re penning your bio. Your reader isn’t cozying in with a cup of tea to read your biography like they would a novel. They simply want to see if you’re the right person for the job. If you try to cover too much, you may overwhelm the prospective agent.
Cover the following highlights:
Discuss your skill set. What do you do well? Are you a neighborhood expert? Are you a sharp negotiator? Are you a whiz with technology? Don’t be shy. This stuff belongs in your professional bio because it explains why you’re the right agent for the client’s needs.
Professional experience is not the same thing as your expertise. Aside from your special set of skills, what is your hands-on experience as a real estate agent? How many sales have you had? What organizations do you belong to?
If you’re new and don’t have a ton of experience, you can take an opportunity to show your passion. Why did you become an agent? What do you believe in? What shared values led you to your brokerage? What guiding principles will you bring to your working relationship with your client?
Now, explain how you’re connected to the neighborhood or area. Did you grow up there? Do you still live there? If you're new to the neighborhood, did you recently move there for a compelling reason?
This is your opportunity to connect with the prospective customer on a more personal level.
When you don’t have a lot of (or any) professional experience, you can rely on your education instead. In addition to any higher education, also highlight real estate-related education. This includes any real estate classes you’ve taken (like with us), any certificates, diplomas, or degrees you’ve earned, and other training you’ve participated in during your career.
Sure, your bio is focused on your professional accomplishments and goals, but you should share just a little bit of your personal life to show that you’re a real person. What do you do for fun? What’s unique about you that you’d like for your prospective customer to note? For a random example, let’s say you participated on the game show Jeopardy. Note it in your bio. This tidbit is a fun conversation starter and something that may make you more memorable when the prospective client decides on an agent to call.
Of course, you want to leave a little mystery. In other words, don’t get too personal. Remember that your bio should lean more towards professional than private.
Now that you know what to cover in your bio, you may not know where to start. All of your information, education, and accomplishments are jumbled together. How do you sort it out? Where do you begin? How do you end?
Does this sound familiar? If you’re scratching your head and feeling completely disorganized, create an outline. An outline can help you sort out your information and decide on the most relevant details.
Here’s a sample outline that you can use as your own:
Start by listing your most important accomplishments as a real estate agent. This includes awards and prestigious associations. Highlight how long you've been in the industry and/or how much you've sold in a year.
Next, write down your reasons for being in real estate, and the reasons why you represent a specific neighborhood.
Then, delve into your background, including your schooling and previous positions (within real estate).
Finally, give insight into your personal life and passion projects. What about your life would most interest a prospective real estate client?
After you’ve outlined, write it out— but don’t expect it to be perfect. Start with a rough draft that says everything you choose to discuss. Then (after a break), go back in and edit your bio. Not sure of the perfect length? Keep your bio at 300 words max, and ideally less. It doesn’t need to be lengthy to inspire trust.
Most professional bios are written in the third person. The third person point of view is when you talk about yourself using the pronouns she, he, or they. (First person point of view uses the pronouns I or we.)
Although the third person is standard, it doesn’t necessarily make it superior. You can also write in the first person. However, consider the effect: When writing in the third person, you create emotional distance. Reading a bio in the third person is almost like admiring a portrait. However, reading a bio written in the first person feels like being in a conversation.
Ultimately, the right choice depends on your brand. If you’d like to convey a more traditional type of brand, opt for the third person. If you prefer friendly and casual, the first person is the way to go.
If your reader has made it to the bottom of your biography, they’re interested in you and are primed for the next step. Be sure to include a call to action at the end of your bio. This can be as simple as “Here’s my number: 617-555-5555. Let’s discuss how I can help you buy your next home.”
If you prefer to be more subtle, you can end your bio by encouraging the reader to reach you on social media (add your links) or visit other areas of your website, such as your blog or listings.
We like to put a face to a name. It’s human nature. If you don’t include a photo, your bio is not complete. You should include a visual reference to show that you’re a real human.
But not just any old photo will do the trick. No selfie mode and no carefully cropped photos of you on vacation in 2016. You need a professional headshot, preferably one taken by an experienced photographer. A well-lit photo of you in smart business attire with perfectly coifed hair is just the right image to attach to your real estate agent bio. Remember that this photo serves as an extension of your brand and will also act as a first impression. You need to look polished, professional, and confident.
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