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One of the things they may not have told you in your real estate licensure course is how much writing you’ll end up doing as a real estate agent. Property descriptions, mailers, and website copy are just a few of the things you’ll have to write, almost from day one. One of the most substantial pieces of writing you’ll do upfront is your professional biography or real estate bio.
Some people use their bio as an opportunity to go on an ego trip, making it a list of awards and honors. That misses the point, though. Your bio should instead show potential clients what you’re like to work with and how you can help them achieve their goals. Because of this, you don’t need a list of awards. You just need to communicate clearly your value and how it applies to your client’s transaction.
Not sure where to begin? These ten steps will help you make this seemingly insurmountable task more manageable and make your bio more effective.
Start by looking at the real estate bios for other agents on Zillow, Realtor.com and/or your brokerage website.
You may find that they are more or less uniform or they may be wildly different. Look for a newer agent and see what types of information they included and how long their bio is. Check out the tone and voice — is it formal or conversational? Do they use humor or keep it fairly serious? All of these will offer clues to help you plan your own bio.
When you’re first starting out in real estate, you may be writing a bio before you’ve even filled out your first contract. That can make it difficult to find something to say to potential clients who are judging you based in part on your bio. Pull in stats from your brokerage to beef up your own reputation. Do you work for the largest brokerage in your area? Is it award-winning? Is it the fastest-growing? Does your brokerage sell houses for more money with fewer days on market? These tidbits can help your bio sound more impressive and burnish your credentials through association.
If you don’t yet have much to talk about in real estate, pull from some of your previous professional accomplishments. Were you in a related industry like mortgage or property management? Talk about how that makes you a more effective agent. Were you an entrepreneur or business owner? Talk about how that helps you in negotiations and strategy. Were you a teacher? That can give you insight into guiding and educating your clients on the home buying process. An attorney? That makes you an expert in contracts and helps you to protect your clients.
Every real estate professional wants their clients to have a great experience when buying or selling a home. Include a sentence or two about what your reader can expect when working with you. Here are a few examples:
Some real estate agents choose to include facts about their family, education, hobbies, and other personal information, normally in the last paragraph. If you’re just starting out it can be a good way to bulk up your bio, especially if it is a little short.
You can also use this to show your local market expertise. For instance, if you’ve lived in the area for a long time and know it inside and out. Or highlight your work with a local charity and/or participation in an annual local event can help to increase your credibility as an expert in your market. A few examples:
Similarly, if you’ve worked with a client or two and it went well, you may want to consider including a good word from them in your bio. This lets people know what it’s like to work with you and, more importantly, lets them know that you already have satisfied clients on your roster.
Remember in school when your teacher made you create an outline before you wrote your essay? Forget the formal format and make an informal outline to organize your thoughts. Figure out what type of information you want to include and put similar thoughts and facts together, then group them into paragraphs. This makes the writing process far more manageable and the finished product more understandable.
** Be sure to check out some key real estate bio phrases and buzzwords at the bottom of the page!
Don’t think of your real estate bio as a one-and-done proposition. Once you’ve written it, take a day or two to let it rest, if possible, then go back and read it again. See if you’ve put the most important and impressive information first or if you’ve left it until halfway through. See if you need to rearrange the paragraphs, add new information, or take out superfluous facts.
TIP: Read from the perspective of a client and ask yourself, “Would I want to work with this person?”
One of the surest ways to undermine your credibility is with a grammatical error or misspelling. Have someone else proofread your bio and give you notes on possible corrections or changes. This could be your Mentor, an agent friend, or a fellow entrepreneur. Also, consider having a professional proofread your bio and revise as needed. You can find well-qualified copywriters and copyeditors who work freelance through platforms such as Upwork and Fiverr.
Your bio is never really finished. As you grow professionally and add to your accomplishments, you’ll want to go back and continue to update and refine your bio. New experiences, new clients, new growth — all of these offer new opportunities to make your bio more meaningful and more convincing.
Once you’ve perfected your real estate bio, now you have to share it EVERYWHERE! Make sure you create an agent profile on sites like Zillow, Realtor.com, HomeSnap, Google My Business, and also share on your MLS, your brokerage website, and if you have one, your own real estate website.
If you really want to take things to the next level, creating a video version of your bio can pay off in spades. Not only will it make you seem more human (i.e. more relatable), potential home buyers and sellers are much more likely to reach out and want to work with you.
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