Real Estate Marketing

How to Write a Memorable Real Estate Agent Bio: Build Trust & Gain Clients’ Attention

Examples and Advice on Effective REALTOR®Introductions

When visitors stumble onto your profile, either through social media or your website, they usually want to know the essentials about you. You may have a very small window of opportunity to grab their attention, especially on social media. That’s why you need to have a killer real estate bio, something that stops them in their tracks mid-scroll. Real estate bios are a valuable piece of your overall marketing strategy and an integral part of your brand. They should demonstrate everything clients are looking for in a realtor: expertise, experience, knowledge, and personality.

Why Having a Killer Real Estate Bio Matters

A real estate bio is a summary of your skills and experiences ideally with a headshot that demonstrates your personality and fits with your brand. It is shared online or in print. Real estate bios allow potential clients to get to know you and form ideas about who you are and if you can help them with their needs or not.

Ryan Serhant's website
From Ryan Serhant’s Website

The bio is probably the first thing clients will lay their eyes on, and as such, it plays a pivotal role in your chances of getting a lead. A bad or poorly written bio will deter viewers regardless of how perfect a realtor you are for their needs. Therefore, it is of utmost importance to carefully design and craft your bio in a way that fits the needs of potential clients.

Writing an effective bio is not an easy task, however easy it may seem. Many realtors fail at this step and deprive themselves of leads. In this article, we have provided some tips to help you write a commanding real estate bio.

How to Write a Killer Real Estate Bio

Like other topics in the world of real estate, you do not need to reinvent the wheel. Others have done many courses of trial and error to come up with best practices if you want to get the most out of your real estate bio. These are as follows:

1. Keep Your Niche in Mind

Put yourself in the shoes of your niche. Imagine you are looking for a realtor and are searching through different profiles. What makes a profile worth reading? What catches your attention? Some bold claims about how the realtor rocks the world? Probably not. How about hints on how the realtor works and how he/she helps clients? You would probably be looking for some proof that the realtor is good enough for you to keep reading. Otherwise, you would decide the agent does not fit your needs and go on to the next profile. 

Your bio gives insight into your personality too. In business, people look for professionals who can be trusted. They need to trust you are able to help them when problems arise. Without personal aspects being shared, we find it hard to trust someone. 

Furthermore, not everyone who contacts you is a good fit for you. Many have needs outside of your expertise and spending time on them is just time wasted. You can use your bio to attract clients you can successfully do business with.

2. Tell a Story

The ultimate aim in marketing is to become a STORYTELLER. We as humans have a significant tendency towards hearing stories. In life, and in business. Storytelling expands the bio so that it is not just a list of accomplishments, but an outline of how you became who you are. It creates a personal connection.

Clients are looking to learn your story. Knowing your story makes you more than your achievements or a set of qualifications. Telling a story allows readers to get to know you. 

And it is easier to trust someone you know.

Ryan Serhant

Share experiences that shaped who you are as a realtor. Share your passions and challenges. This goes a long way in creating a sense that they know you.

Ana Salijanin’s bio

All that being said, be careful not to get too personal. The idea is to let the audience get to know you A LITTLE not to share an autobiography of your life. If it gets a little very long, your bio will lose its original function and will turn into a lead repellent.

3. Include Your Professional Expertise

People like to work with professionals who know their way around business. You are the expert they are looking for, so show it off. Your bio should include a list of skills, knowledge, expertise, specialties, qualifications, certificates, accomplishments, and achievements. But do not go overboard. If you find your list of qualifications overwhelming, then it will be the same for the audience. Make it brief by highlighting the most noteworthy ones. 

Leonard Steinberg’s bio

4. Go With 1st or 3rd Person

There is lots of debate about whether to use the first or third person Point of View when writing your real estate bio. Some suggest the former and some the latter. Our suggestion? Either one, though they are not the same.  Chose based on what works for you. The third person conveys a sense of formality and is more suited for agents at larger real estate companies. Writing in the first person sounds more friendly and personal. Given the need to let the audience see a more personal side of you, you might choose to go with the first person POV. However, if you are a skilled writer you can go with the third person POV to sound more professional. 

5. Stick to the Point

With the huge load of content online users are exposed to every day, their minds have become pretty selective on what to focus on. Therefore, a slight diversion from the main course of desired content may divert the reader away. So keep your bio to the point and state the only things relevant to what your audience is looking for and finds interesting. It does not matter how much you like what you write. After all, you won’t be reading it. Not everybody would love your Spotify playlist for example. 

6. Think Local

As you won’t be serving people from other cities (or in some cases other neighborhoods) it makes sense to specify the area you cover in your real estate bio. Your audience will be looking for such info to see if you are available in the neighborhood they have in mind. 

Etie Khan’s bio

Failing to make such information clear and easy to find may result losing leads. After all, why waste time on your profile if you don’t sell properties in the area they are looking for? See how Jason Oppenheim mentions his farming area in his bio. 

Jason Oppenheim’s bio

Share the area you work in. You are the expert and know the area better than anyone else. Tell the audience why you are working there and what you love about the place. This will build trust.

7. Your Bio is NOT an ad

People hate being directly sold to, so your bio should not look like an ad. You should have the audience at the front of your mind when creating your narrative. Let them see your main concern is solving their problems. Show them you are on their side. 

Business is about the customer. Always.

8. Use Professional Photos

On top of your profile there sits your headshot and it is one of the first things your audience will see. First impressions matter, and you don’t want to ruin this chance with a photo that looks casual and unprofessional. 

If you want business, then look professional by having a professional-looking headshot. It pays off to invest in shooting a business-fit photo and use the same one across online platforms. 

Having the same professional photo makes you more recognizable and increase awareness of your brand. On the other hand, using bad quality and cropped images will leave a poor impression on new visitors. 

Furthermore, make use of professional photos in other parts of your bio on your website to make it visually appealing. See how Altman Brothers have used stunning photos through their bio:

The Altman Brothers

9. Make it The Right Length

How long should your bio be? Well, although you shouldn’t limit yourself to an exact word count, there are some basic principles. It is no surprise that the bio should not be two-lines of text. This tells the readers nothing and has them wondering how someone who can’t bother to give more information in bio could possibly sell their home.  On the other hand, writing a bio that is too long will bore readers and leave them with the impression that you may think too highly of yourself to work for another person.

Aim for three paragraphs of 200 to 250 words.  This should be enough to connect with the reader and tell them who you are, what you have done, and what your area of expertise is. Anything irrelevant or focusing on details should be left out of your bio. Keep it concise, short, and sweet.

10. Keep it Fair and Honest

This one seems pretty obvious but it still wins a place in this article as it cannot be emphasized enough. Successful realtors are so because they are trusted. Therefore, you should be doing whatever you can to gain your audience’s trust. Lying or exaggerating on your bio may not be discovered immediately but when it is it will ruin your reputation. Do not jeopardize your career for the sake of impressing new visitors.

11. Provide Contact Information

The best bio in the world means nothing if it does not provide contact information clearly. After all, being an agent means making yourself available for potential clients. Readers should never have to seek out information and unless you have an extremely motivated reader they probably won’t. Make your contact information front and center.

Jodi Rothman’s bio

Provide your contact info like phone number, address and email in the most obvious ways possible and precede such info for memorable CTAs like: “Do you have a question about a location I can answer? Contact me today!” Show them exactly what they need to do next. 

12. Proofread and Edit

After you have finished the bio read it over carefully. You don’t want to go through the trouble of writing the perfect bio, only to ruin the professional look of it by missing a couple of typos. People can be pretty judgmental on such matters and it may diminish your intent.

After you are done with the bio, give it a rest for 24 hours then read it again and fix any grammatical and spelling errors you find. Ask a friend to read it too. They will be able to find mistakes that were hidden from your sight.

13. Provide Social Proof

Sharing a long list of qualifications, skills, and knowledge is easy. Making the audience believe it is a different story. People tend to trust their peers more. That’s why the comments section of websites are so popular. People read the descriptions of products and services then head to the comments to see if they are confirmed by the users.

The same story applies to your bio. It is full of assertions of your expertise. Those claims can be validated by the social proof you provide. See how Joanna Mayfield Marks has provided testimonials as social proof.

14. Make it a Video

It is always easier to look at images than read text. Even more so with video, which is also more likely to be shared. To increase your bio’s reach, it is advisable to include a professional video bio that presents who you are, what you do, and how you can help your clients.

Cathy Taub’s video

You can back it up with a brief overview of expertise and experiences. Then mention the ways the audience can contact you. Videos are a sure way of increasing the effectiveness of your bios.

Making a video bio has never been easier. Roomvu offers Agent Introduction videos for an affordable price.


The Killer Real Estate Bio Template

Writing a real estate bio is hard work. It takes research, time, and effort to write an effective one. However, there are some proven templates that work and here we have broken down the different parts which should be included in a bio:

  • Open with how you got into real estate

Tell them your story. To make it easier for your audience to trust you, talk about what got you into real estate. Why you have chosen this career and how much you love what you do. Talk about the challenges you have faced to become the realtor you are today. Show them the love you have for what you do and who you do it for.

  • Talk about how well you know the neighborhood/niche

The next step would be hitting two birds with one stone. First, you describe who you are serving by specifying the neighborhood you specialize in and therefore introducing your niche. This will attract the leads likely to do business with you and at the same time show off your expertise in the neighborhood, letting the audience know you are the one to go to in that area. 

  • Highlight your professional training and educational background

This usually is what most realtors focus on and makes up most of the text on their bio. However, you need to keep this part concise and to the point, if you find your qualifications, experiences, training, etc. too long, try to narrow them down to the most important ones.

  • Let the audience know how you are different

There are a lot of realtors out there and they mostly look the same. If there is one thing that could guarantee you getting some leads in real estate, then this is the one. Show your audience how you are different. Elaborate on the unique ways you help your clients. Stand out and shine.

Review of Amy Hershman’s work
  • Share some personal information

As mentioned earlier you need to personalize your brand to build trust. It is not a bad idea to share some facts about what you love to do in life, how you spend your free time, your passions and hobbies. See how Madison Hildebrand talks about his passion!

  • Mention your contact information and provide a call to action

Last but not least is your contact information and the very clear and unified call to action. Without the last part, your bio is useless. A very clear call to action is encouraging and will get the audience to take action. Tell them EXACTLY what you need them to the next. Call you? Email you? Set a meeting? 


Takeaway

Your real estate bio is the first thing online visitors will see and judge you on. It plays an important role in the next actions they will take. Make it great and they will keep reading. By following the points made in this article you will be increasing your bio’s chances of being read and generating some leads.

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