Crafting The Perfect Real Estate Agent Bio: 5 Crucial Elements
By Carolyn Berk
About Agent Basics
Your real estate agent bio does a lot more than introduce you to potential clients. It also helps buyers and sellers determine if they’ll use your services for their real estate needs.
While your website may focus on currently available properties and past successes, your bio is where your education, experience, skills and story can truly shine. It’s also where you can establish your personal brand while making a human connection with your website visitors.
Whether you’re a seasoned agent or a beginner, how can you accomplish all this in your real estate agent bio?
Follow these 5 guidelines:
1. Tell a story
Humans are naturally drawn to stories. When we meet a new person we tend to ask them questions; not just to learn their background, but to understand how it made them who they are today.
Potential customers want to get a feel for who you are as a person, because that is an indicator of what their experience will be like working with you.
Not everything you share in your real estate agent bio has to be directly related to your industry knowledge. You can dive into your history, and explain how those experiences gave you skills that help make you the excellent agent you are today.
Here are a couple examples:
- Maybe a summer job as a teenager helped you discover your passion for sales.
- Or maybe you fell in love with your town when you moved there, and that passion inspired you to help others make that area a home.
Your bio doesn’t need to be restricted to your past, either. Facts about your family, volunteer projects, causes you’re passionate about, or what you like to do in your free time help present you as a complete person and make people feel like they already know you.
Storytelling Example: Jody Donley, New Perspective Real Estate
As you can see in the example above, Denver-based Jody Donley lets her personality and background shine in her real estate agent bio. By detailing her past as a track-and-field champ and employment history of customer-facing roles, Donley frames herself as a driven and personable agent with an entrepreneurial spirit.
For newer real estate agents who don’t have a list of degrees, awards, or certifications just yet, telling a story is an easy way to connect with people and start building trust.
2. Keep it short and sweet
While visitors on your website want to learn more about you and your real estate services, they don’t want to spend all day doing just that. Short, concise bios are key if you want to hold your audience’s attention.
While it’s very easy to include your entire life story within your bio, a massive wall of text will quickly bore potential customers. You shouldn’t need to write an entire novel to convey your skills.
Try to keep your bio to a maximum of two or three paragraphs. Additionally, make sure all the information you include helps sell you as a real estate agent. For example, do share how long you have worked in the industry — but don’t feel like you have to share every single brokerage you’ve worked for.
Short and Sweet Example: Matt Laricy, Americorp Real Estate
All of the bios on the About page of The Matt Laricy Group website are only a paragraph long. This makes it easy for website visitors to browse and quickly determine which agent is the best fit for their Chicago real estate needs.
Matt Laricy and his employees also wisely list their awards and recognitions in a separate, bulleted list. This keeps away unnecessary clutter within their actual bios, and makes their accomplishments look even more impressive when shared back-to-back in list form.
Overall, the idea here is to keep your bio quick, punchy and memorable, with minimal run-on sentences.
3. Be a human
It doesn’t matter how impressive your accomplishments are – potential customers will avoid you if you don’t seem like an appealing person to work with. That’s why showing your human side is one of the most important things you can do in your real estate agent bio.
In addition to sharing your background, try sharing fun facts or displaying a family photo. Don’t be afraid to let loose by listing your hobbies or passion projects. You can even try telling a joke!
Personality-Forward Example: Landon Clements, Climb Real Estate
Landon Clements in San Francisco knows a thing or two about showing her human side. In addition to selling homes throughout California, she is also a star of the Bravo reality TV show Southern Charm. Clements shares her credentials as an agent in her bio, but also peppers in fun and candid photos from her life as a reality TV star.
To drive home her relatable personality, Clements includes a list of questions on the side of her profile that helps illustrate who she is as a person. Readers can’t help but be drawn to her after reading facts like her idea of a perfect day, her first job or her secret super hero power.
If you’re new to the industry and struggling to come up with a real estate agent bio because you don’t have any impressive accomplishments, you can instead put the focus on how your personality makes you a great person to work with.
Do your friends come to you first when they have a question or problem? Are you the family member that your relatives rely on in a crisis? Being a strong communicator and staying cool under pressure are all translatable real estate skills that you can include in your bio.
4. Sync with your brand
Whether you are part of an agency or flying solo, it’s important that your real estate agent bio is in-line with your brand values. This strategy ensures that potential customers receive consistent messaging that will be easy for them to remember.
To keep everything aligned, follow these two easy steps:
- Make note of the values and selling points listed in the description of your company.
- Incorporate those values into your own description.
For example, if your agency promotes persistence and dedication as key traits of its agents, try highlighting your own tenacity in your bio.
Brand Alignment Example: Ellen Grubert, Ellen, Janie and Josh Real Estate
Ellen Grubert’s agent bio fits right in with the about page for the Ellen, Janie and Josh Real Estate team in Boston. That’s because Grubert reflects the same values that sets the agency apart from other competitors.
The agency boasts its local expertise, and Grubert’s bio stays consistent. As you can see in the example above, she has worked in the Boston real estate market for over 30 years. Even Grubert’s degree in psychology helps reinforce her team’s commitment to client communication and a stress-free real estate experience.
If you’re an independent agent who’s just getting started in real estate, think about what sets you apart from other agents or firms. It’s likely that you can put far more personal attention into each relationship, and that you will pull out all the stops to make a good impression so you can build up your reputation. Don’t be afraid to write that down!
5. Provide social proof
It’s easy to list the benefits of working with you in your real estate agent bio. Yet you present your audience with an entirely different experience when you share what others are saying about your real estate skills.
Providing social proof that was left on a site like Zillow or Trulia, shared on social media, or emailed directly to you doesn’t just validate that you’re a great agent; it also promotes your expertise without aggressively overselling.
Try including social proof alongside your agent bio so it can back up your positive claims.
Social Proof Example: Mike McCann, The Mike McCann Team
Mike McCann’s experience in his agent bio already proves that he’s a great realtor. But the social proof he provides on the same page really drives this point home.
Glowing reviews from past clients speak to McCann’s love and knowledge of the Philadelphia area where he works. It also helps convince visitors that everything McCann lists in his bio is true. By letting someone else sing his praises, McCann provides a convincing argument that he is the right real estate agent for the job.
Looking for more tips on how to build strong relationships with your real estate prospects?
Download your free copy of our customizable real estate listing presentation template today.
Published on October 12, 2017
Written by Carolyn Berk
I am a Content Marketing Associate at Placester, where I regularly share helpful real estate marketing strategies through Placester's Academy.