One of the first marketing materials most real estate agents need is a bio. However, it is often one thing they find most challenging to write. After all, new agents may not know what to say when they're first starting. Some haven't even signed their first client yet and may struggle to decide what information they should share with new leads.
Even for experienced agents, it's difficult to determine when it's time to rewrite a current real estate bio. The goal is to keep your real estate agent bio meaningful and effective. That's why many agents have websites and profiles filled with outdated certifications and committee assignments and a lack of relevant information.
The key to creating a better bio is approaching writing with a fresh perspective. Don't lock yourself into an old-fashioned sense of how a real estate agent's bio should read. Now more than ever, building a brand means differentiating yourself by creating excitement and engagement.
What is the purpose of a real estate agent bio?
A real estate agent bio isn't designed to generate new leads. It's designed to provide a compelling reason for leads to work with you once they arrive at your website, social media account, or portal profile.
Think about all of the people who look for an agent in your area at any given time. What would you want them to know about you if you had the chance to meet them? Your bio may emphasize any or all of the following:
- Your experience
- Your personality
- Your specialty services
- Your knowledge of the market
- Your specialized niche or market segment
You build rapport and trust by showing potential clients who you are and what you can offer them. A well-crafted real estate bio will give folks a reason to stop scrolling and reach out to you for their real estate needs.
How can you create a better real estate agent bio?
You may have noticed that many real estate agent bios sound the same. Everyone promises outstanding service, excellent communication, expert negotiation skills, and a streamlined buyer or seller process. So how can you ensure that your bio stands out from the rest of the agents in your market?
1) Rethink the format of your real estate bio
It's not always necessary to have a five-paragraph essay for a compelling real estate bio. Instead, consider one of the following formats:
- An FAQ with questions you're frequently asked as a real estate agent
- A personal narrative about yourself or your career journey
- An infographic or other custom graphic style
- A carousel with images and quotes that convey your ideas about real estate and the local market.
You don't have to be stuck with the same-old-same-old when it comes to your bio. Instead, create one that stands out and gets attention by thinking outside the text box.
2) Include visual interest with photos and video
If you decide to go for a more traditional bio style, spice it up with professional photos or video to convey your personality to potential clients. Think about the image you want to convey—fun, serious, market-oriented, upscale—and work with an expert photographer or videographer to bring that image to life.
If you have a well-defined brand, you may want to consider wearing a shirt, sweater, dress, or tie in your brand's colors. This can help reinforce the real estate branding and make your photos or video blend in with the look of your other branded materials.
3) Focus on the reader's needs
Even though it's a bio, it's not all about you. When a lead comes to your website or visits your profile, they have pain points and hopes and dreams that are driving that journey. So while they want to learn more about you, they also want to learn more about how you can help them.
Talk about how you've helped others. Talk about how you've overcome challenges to get clients to the closing table. You may even want to integrate testimonials into your bio to show how past clients have benefited from your service and expertise.
4) Avoid industry jargon and acronyms
This is no time for an endless string of initials for all of your certifications and designations. Instead, spell them out and explain what they are and how they help you serve your clients. Don't use insider language that makes it hard to understand your real estate bio. Speak plainly and show potential clients that you will guide them clearly throughout the real estate process.
5) Highlight your track record as a real estate professional
Many agents find it difficult to "brag" on themselves and tout their qualifications, but it's a must for your agent bio. Look back at your statistics. How many homes have you sold? How many buyers have you helped? Did you sell the most expensive home in a specific neighborhood? Do you have fewer average days on the market than the competition?
Don't hesitate to let your lead know that you know how to help them with the transaction they have in mind. A great way to follow up with them is to use a rental client manager. Show off your experience and expertise so that they can feel confident when they reach out to you for a purchase or sale.
Your RentSpree rental client manager (RCM) is a valuable marketing tool that allows you to show off your expertise and experience, collect new leads via a public agent profile, and promote your properties to a wider potential audience. Improve your visibility and build brand awareness when you optimize your RentSpree profile.