As a real estate agent, you are your brand. All areas of your service are support agents for your brand via their messaging. To ensure you develop a solid brand it’s crucial that all your messaging maintains a level of consistency. Your brokerage, business card, printed collateral, advertisements, your website, attire, demeanor etc. all contribute to your branding and your bio of course is no exception.
Understand Your Bios Importance in Branding
When creating your bio, avoid doing what many people do. Avoid rushing through it with little or no consideration for the role it plays in your brand. This isn’t a Facebook post you’re popping online. Take the time to do it right. Think quality, and create a bio that persuades your audience to choose you as their real estate professional.
Keep Your Audience in Mind
If your service targets an affluent audience interested in real estate properties that value a million dollars and above then your bio will need to speak to those specific personas. Of course, the same goes for an audience that is on a shoestring budget. Whoever your potential customers are, with all your different avenues for messaging, speak to them.
To help make this simpler, imagine that you are one of them. You are now your ideal potential customer. What types of questions would you ask. What might you not be aware of that you would appreciate being informed about. What terminology would you be most receptive to? Use this strategy to help you tailor your bio so that it speaks directly to your ideal market.
Make Your Picture Worth a Thousand Words
We know how important your bio is when it comes to your brand and we know that you need to speak directly to your audience. How does your photo play a role in this?
When a potential lead wants to learn more about a realtor one of the first things that sparks their curiosity is what does the realtor look like. Most of us are guilty of this whether it be for real estate or many other industries. Be sure to answer this question immediately by including your picture with your bio even if it is already elsewhere on your site. Your bio may, after all, be the first page they see.
My first recommendation for your photo is to keep it up-to-date. I can’t tell you how many times I have come across severely outdated photos of real estate professionals that are still being used. Whether or not you feel you looked better 10 years ago is irrelevant. Keep your photo up-to-date and keep it real. My next recommendation here is to hire a photographer. Your bio isn’t the only place you will need to have your photo so invest in getting a set of high quality photos that correlate with your high quality service. Also don't be shy about having your photo reflect your style and personality and if you are big on family feel free to use a family shot, if you are a pet lover feel free to include your pet. It’s up to you.
Size Does Not Matter, Interest Does
You will read in several resources across the web that you should keep your bio short. While I must admit having a bio the length of a novel is excessive, the focus for your bio shouldn't be on how long or short it is. The focus for your bio should be on how informative and interesting it is to your readers.
If you have more to say and require a more lengthy approach than 2 little paragraphs then be sure to make your bio easily scannable.
Some techniques to help make your bio easily scannable:
- Section Headings
- Numbered Lists
- Bulleted Lists
- Block Quotes
- Pull Quotes
For the person that doesn’t have the time to read through they will still get the gist of your message. For those who are willing to read, not only will the extra information be there but it will be user-friendly and easily digestible.
If you aren't sure just how to make your bio interesting consider using somewhat of a story format. To this day people love stories. They are found in books, presentations, movies and just about anywhere that information attempts to impact people. Why do all these mediums still use them? Because they work!
Avoid the Sales Pitch
Let’s face it we can smell a sales pitch from a mile away. The goal of your bio is not to pitch your users but to educate them on you and your areas of expertise. You want your user to realise that you are honest and that you display the utmost of integrity so they will feel at home and trust you to find them their new home. Give them the information they need to make the right decision and trust that if you have done a good job at it then they will choose you.
The content and user-experience that your site presents should do the heavy lifting when it comes to persuasion and converting users into leads. Your bio should be like the icing on the cake.
Location, Location, Location
Pop quiz! What is one of the main considerations that a potential buyer or seller has in mind when looking for a realtor? …. You got it. Location, location, location. So how can you use this tidbit of information to help you create a more effective real estate bio? Again, lets get into the mind of your user.
Imagine you would like to look for a home in Miami Beach. You need the assistance of a realtor. What would be one of the main things you would be looking for in an agent? One that is knowledgeable and experienced in the Miami Beach area correct? With this in mind be sure to include the area(s) you specialise in. Now here’s the caveat. Anyone can simply list a few areas that they cover. You don’t want to be like everyone else! Share your intimate knowledge of the area, why you love it, how long you’ve lived there or serviced it, how you’ve seen it develop over the years. Put your heart into it and make the user feel your connection to the area.
Let Them Get to Know You
We have covered some good ground so far and if you are still with me I can tell you really want to knock your real estate bio out the park. Our next step to consider is letting them get to know you. Tell them a little about yourself, your hobbies and interests. Pull the curtain aside and let them get a glimpse of the real person that is you.
The key here is that “people connect with people” so while you may work for a great brokerage it is you and your coworkers that form the lifelong bonds and relationships with home buyers and sellers. So, you may want to show that you are a family man by including a picture of you with your family or that you are a dog lover by having one with you and your Golden Retriever etc. Another technique you could use is to add a personal quote. It’s funny but bios are typically written in the third person and usually by the person themselves :-) and adding a personal quote well that just makes it all the more interesting. However you go about it just be sure that you don’t neglect sharing a bit of you with them.
Combine Your Experience & Expertise With Your Passion
Do you remember watching any of Steve Jobs’ Apple presentations? What about them do you think made people so engaged so almost hypnotized by them? It was his passion. The products were awesome but Steve had a way of pushing his passion to the surface so that it was like he was almost being introduced to the products for the first time as we were.
Push your passion to the surface when creating your bio. There are lots of real estate professionals out there with experience and lots with expertise but your passion is yours and cannot be replicated. Its a unique flavor you can add to your bio that helps you to stand out from everyone else and people love talking to and listening to others who are passionate about things they are interested in.
Gain Insight From Others
Never be too proud or too stubborn to learn from others. You will not only save yourself time but also open up your realm of what’s possible without going through the discovery phase yourself. Take some time and review the bios of realtors that you look up to and that you know have been doing very well with their online efforts. Look at how they structure their bios. Break their bios down into its components and see if any of those components will work well for you.
Looking at bios of other realtors that are known to be accomplished is good but thats just one dimension of gathering solid ideas for your bio. The other is to go outside of the real estate industry and look at bios of non real estate professionals. This may introduce you to a creative way for writing your agent bio that few other realtors are taking advantage of.
Call to Action
Once your user reads your now professional made, compelling, persuasive bio what’s next? What would you like them to do? Would you like them to give you a call, shoot you an email, sign up for a newsletter, follow you on Twitter, like you on Facebook? Whatever it is be sure to incorporate it into your bio in a spot that makes it flow well. Typically this is at the end but it doesn’t have to be..
Why? Well, every now and again you need to point the user in the right direction. If left to their own accord some users may lose their way and wander off aimlessly never to be seen or heard from again, at least not by your websites, even though they may have been interested in your service. So nudge them towards an action to gain more conversions from your bio.
Plan Do Review
This is a basic formula. Its been used since the dawn of time and is pretty self explanatory. Plan what you want to include in your real estate agent bio, write it, then review it for effectiveness, grammar etc. It is usually helpful to have another set of eyes review it as well.
Now there you have it. You should be already thinking through your bio and getting ready to start your planning. I hope you found these tips useful. In conclusion be genuine, be diligent and produce quality.