Real Estate Marketing Academy

How to Write an Agent Bio & 16 Knockout Examples

By Molly Moriarity

About

Bio Is Your Brand

Your real estate agent bio does a lot more than introduce you to potential clients. It helps buyers and sellers determine if they’ll use your services for their real estate needs.

Today, 62% of agents spend at least an hour a day on marketing or advertising to promote their company. Advertising is great for attracting business, but the place to make a personal connection is in the biography.

While your website may focus on 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 website visitors.

 

For example:

Shane Inman discusses his commitment to excellence in customer service as well as his depth of experience in the real estate industry. Inman’s occupational pride is evident, as is his devotion to the company’s design expertise.

This bio speaks to customers and business associates alike:

Shane Inman Bio 614x339

The Inman Company

 

So, what steps should you take to write a compelling realtor biography?

Let’s take a look…

 

 


How to Write a Real Estate Bio

There are some foundational elements that go into writing a realtor bio. Agents should include information about qualifications, personal background, specific way they work with clients, knowledge of the local market and involvement in the community.

Statistics, certifications and client testimonials should also be added to build social proof and establish credibility with home buyers.


 

 

 

16 Ways to Write a Compelling Realtor Bio (With Examples)


#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 a passion for sales.
  • Maybe you fell in love with your town when you moved there, and that passion inspired you to help others make that area home.

Your bio doesn’t need to be restricted to the 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.

 

Example: Jody Donley, New Perspective Real Estate

Screen Shot 2017 10 11 at 4.15.51 PM 614x425

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, telling a story is an easy way to connect with people and build trust.

 


#2. Show off your skills

Want the reader to believe in your ability to support their needs? Share some of the best points of your professional experience. Reveal some of your real estate knowledge, but don’t lay all your cards on the table. This is just the first introduction and too many facts can be overwhelming.

Note: This also isn’t a resume posting, so share digestible information and welcoming language or you risk losing your audience quickly. And if you have a lower level of experience, explain why you got into real estate and how much you cherish the work you do.

 

Example: Keith Darby, Rise Realty

Rise Realty’s Keith Darby gets right to the point. His contact information shares space with his photo, drawing your eye and attention there first. He then shares his accomplishments for the last 10 years of service in the business. He touches on his role in the specific market, the variety of deals he’s been privy to and the networking/volunteering he’s a part of.

The level of professionalism in his bio makes it clear he won’t leave room for error with your purchase or sale.

Keith Darby Bio 614x616

Rise Realty

 


#3. Use a professional photo

This can seem obvious at first, but choosing the right image of yourself to share is an art form in itself. Save yourself the headaches of worrying about lighting, clothing and makeup, and hire a professional photographer.

Your face is your calling card and will become associate with your brand. People will also build a visual connection to you during their online search. Make sure the photo is one you like, one that looks like you in person, and one that sends a positive impression.

 

Example: Phil Gutowski, Live Eastie

Phil Gutowski does a great job listing his business strengths and also where his free time is thoughtfully used. This shows his commitment to a local community and leaves the buyer with a positive picture of Gutowski’s personality.

Gutowski’s photo is welcoming and comfortable, and makes you feel he’s ready to show you your new home and talk you through the process.

Phil Gutowski Bio 614x387

Live Eastie

 


#4. 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, and between 200-300 words. Use short, clean phrases that are easy to understand. Use appropriate professional fonts and standard font sizes to avoid exhausting readers’ eyes.

Speak as an expert in your field, but use language anyone can understand.

 

Example: Matt Laricy, Americorp Real Estate

Screen Shot 2017 10 11 at 4.17.54 PM 614x883

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.

 

Example: Matt Laricy, Americorp Real Estate

We also love the brevity and clean space of Jonathan Wilson’s bio. He brings you through the history of his real estate background and prestigious education — and right back to why he’s an agent — in a brief paragraph. There are no gimmicks or taglines associated with his business.

Jonathan Wilson Bio 614x476

Sotheby’s California Real Estate by Jonathan Wilson

Overall, the idea here is to keep your bio quick, punchy and memorable, with minimal run-on sentences.

 


#5. 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!

 

Example: Landon Clements, Climb Real Estate

Screen Shot 2017 10 11 at 4.19.08 PM 614x323

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.

 


#6. Stop selling

The most important advice we could give: Do not use your bio space to sell your services.

A biography is a written account of a life, not an advertisement. Selling in your profile will cast you in a phony light and make you appear as though you’re only focused on your business goals, not the client’s interests.

This space is where a client can find out what kind of person will be assisting them with one of the larger purchases in their lifetime. Gain their trust and excite them for the process. Be authentic.

 

Example: Tom Daves

Tom is a great example of an agent who wants to give a fully rounded picture of his character. He shares his real estate background, as well as his personal life. And his challenging ski treks show us that he’s not afraid of an obstacle or two.

Tom Daves Bio 614x829

Tom Daves Team

 

Example #2: Terronald Logan, Good Life Team

We love how Terronald Logan’s profile is filled with life and energy. He shares his passion with us through a story about his lifelong ability to sell — he started at the tender age of 11 with his parents’ home! If you are short on space and still want to entice great customers for leads, we think you should check out Logan’s page.

Terronald Logan 614x414

Good Life Team

 


#7. 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:

  1. Make note of the values and selling points listed in the description of your company.
  2. 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.

 

Example: Ellen Grubert, Ellen, Janis and Josh Real Estate

Screen Shot 2017 10 11 at 4.20.30 PM 614x309

Ellen Grubert’s agent bio fits right in with the about page for the Ellen, Janis 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!

 

#8. Be truthful

Honesty is the best biography. As a realtor, you are there to guide your clients towards the best possible home for them. Why should they trust you? Talk about things that show you’re a hard worker, a straight shooter and that this is the job you love doing.

 

Example: Greg Noonan, Greg Noonan & Associates

Greg’s bio has great sincerity. He tells you what he believes and the language is clear. He summarizes the key points of his background and expertise with bullet points. For the speedy reader, these points highlights the most substantial information quickly.

Greg Noonan Bio 614x721

Greg Noonan & Associates

“Don’t let the noise of others’ opinions drown out your own inner voice.”

— STEVE JOBS

 


#9. Edit over and over

Read what you write, and then read it again. You’ve created a bio that makes you sound accomplished, so don’t misrepresent your professionalism with a few noticeable spelling mistakes. Show the same dedication to perfection here that the client can expect from your agency work. Flaws point to carelessness, and no client would want this during such an important process.

 


#10. Provide clear contact information

Use your geographic location in your description. When you explain where you work, search engines guide searches to you according to that, which can result in more online search success. Also, include how long you have lived or worked in your area. Use details to show you’re knowledgeable about the area and say why you love it.

Your bio is an optimal place to provide contact details for prospective clients. This includes address, phone number and email.

Also – offer memorable calls-to-action: Phrases like, “Do you have a question about a location I can answer?” or “Do you want to get started on your search today?” prompt a response for clients to engage with you.

Tracy Campion’s elegant website design promotes wealth and success, and her contact information is located clearly next to a sharp photo. Campion first states she’s “Boston’s number one selling residential real estate broker”, tying her immediately to her home base.

Example: Tracy Campion, Campion & Company
A great feature is the ability to download Campion’s contact information directly from her page to save to your contacts. These details offer a glimpse of the kind of experience you can expect when working with her because she’s already begun to make this process easier for you.

Tracy Campion Bio 614x609

Campion & Company

 


#11. Group mentality

When writing for a group, make sure to include team-building ideas (“We are here for you, we work as a team”). The potential customer won’t worry that they will be shuffled in between agents. Rather, they can feel confident in the scores of knowledgeable staff at their disposal. Ensure that the customer can trust this bio the same way they would an individual agent’s bio.

 

Example: Dan Breault, RE MAX or New England

The Remax NE profile supports the team mentality. Each staff member has an individual profile within the “Meet Our Team” page, but the details are still engaging.

Remax of New England 614x589

REMAX New England

 

Example #2: Garrett Hess, Hess & Associates

Another take on a group bio comes from Garrett Hess’s Hess & Associates. They use the terms “OUR PLEDGE TO YOU” in the title. Right away, “our” unifies the team and a service guarantee assures their quality. This allows the customer to feel an immediate sense of trust and readiness to move forward.

Garrett Hess Bio 614x294

Hess & Associates

 


#12. 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.

Today, 85% of consumers trust online reviews as much as personal recommendations.

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.

 

Example: Mike McCann, The Mike McCann Team

Screen Shot 2017 10 11 at 4.22.59 PM 614x300

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.

 


#13. What if longer works for you?

When space allows for you to go into greater detail, keep it within reason. After three paragraphs, you may lose your readership. Use informative and powerful first sentences at the beginning of each paragraph to draw your audience in. When creating longer paragraphs, use personal touches and refer to your awards or achievements in the industry. Use media you are featured in. Video interviews and audio dialogue can help promote your value as a real estate professional.

 

Example: Shay Hata, Koenig & Strey

A slightly longer bio that we love is Shay Hata’s. She uses her passion for her city to fill her bio with relevant information, and draws the reader into wanting to know more about her special relationship to this location. Her paragraph titles call attention to each section’s goal: about her (Meet Shay), why to work with her specifically (Why I’m Different), her charitable side (I Believe in Giving Back) and her personal background (In My Free Time).

About Shay Hata 614x780

Shay Hata of Koenig and Strey

“We know what we are, but not what we may be.”

— WILLIAM SHAKESPEARE

 


#14. Share the love

Given the vast amount of real estate agents and the fierce competition, what will make you stand out is your passion. Tell your potential clients why you love what you do and why you can’t imagine doing anything else. What drives you? Family? Friends? Hobbies? Share that.

A bit of intimacy is OK here, so feel free to share a piece of yourself.

Travis Greene does a great job displaying his dedication to his work and his personal life. His family photo drives the idea that he is a family man at his core. Green makes a point to say that while he’s a successful agent, he’s not “number one, YOU are!” Greene presents himself as someone you can trust to put you and your needs first.

 

Example: Travis Greene, CountryWide Properties

Travis Greene Bio 614x761

Travis Greene of CountryWide Properties

 


#15. Make it a video

Video is an amazing tool for connecting directly to your prospective clients. According Quicksprout, videos increase people’s understanding of brand products by 74%. In a business where brand and personality go hand in hand, real estate professionals can truly benefit from video bios.

Lisa Archer of Live Love Realty has fully integrated her biography as a video on her site. The video clearly explains all the services LLR has to offer and supplies information on where to contact them. This video helps reiterate Lisa’s creativity and business abilities.

 

Example: Lisa Archer, Live Love Realty of Keller Williams

Lisa Archer Bio 614x354

Live Love Realty of Keller Williams

 


#16. Keep it fresh

Many things can change in your business climate in as little as a six-month period. Writing and re-writing your bio should be a semi-annual or annual goal. Above all else, someone who knows nothing about your business should feel encouraged to work with you from reading your biography.

 

Real Estate Agent Bio Templates

Whether you’re a new or experienced realtor, the tips above will help you write a compelling bio that resonates with home buyers.

If you’re still feeling a little stuck, we have included some bio templates below to help get you started.

 

New Real Estate Agent Bio Template

[YOUR NAME] is a native of the [YOUR LOCATION] region. After graduating from [YOUR SCHOOL], [YOUR NAME] attended [YOUR UNIVERSITY/TRADE SCHOOL], where he completed a Bachelor’s of [YOUR COLLEGE MAJOR]. Shortly after graduating from [YOUR UNIVERSITY/ TRADE SCHOOL] I had [YOUR EXPERIENCE] which inspired my passion for real estate. This passion coupled with [YOUR SKILLS] has allowed [YOUR NAME] to serve [YOUR LOCATION] residents in the home buying/selling process.

When not helping [YOUR LOCATION] home buyers/sellers, [YOUR NAME] enjoys [INSERT HOBBIES/INTERESTS etc..]

 

Experienced Real Estate Agent Bio Template

[HE/SHE/THEY] has been helping [YOUR LOCATION] residents achieve [X GOALS] over the last [X YEARS], and was recognized as the top performing agent at [YOUR AGENCY] in [YEAR].

[YOUR NAME] grew up in [YOUR LOCATION], and has extensive market knowledge and expertise in [YOUR SPECIALTIES].

Whether you’re a first-time home buyer, trying to score that perfect distressed property, looking for a luxury property, or sell one one of your own, [YOUR NAME] can help with it all.

In [his/her/their] free time, [YOUR NAME] enjoys [INSERT HOBBIES/INTERESTS etc..]

 

Feel free to edit/add as much as you like. These templates are meant to act as a mere starting point as begin to write your own real estate bio.

Take your online marketing to the next level by downloading our free, 30-page “Become a Real Estate Marketing Superstar” ebook.

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