How to Write and Agent Profile That Will Get You Noticed
Real estate is an interpersonal, human business, and your agent profile is likely going to be your first opportunity to connect with your clients. Your bio should let people see the professional, skilled, helpful agent you are.
Follow these 11 steps whether you’re going through the process of writing your first profile or revamping your existing agent bio. If it’s been more than three years since your last update, it’s time!
1.) Stop selling.
Your bio is not the place to advertise yourself. If you do, you’ll come across as self-serving or even untrustworthy. Even though your profile is a powerful marketing tool, it should never feel like an advertisement.
Potential clients are reading your bio to figure out if you’re the person they want to assist them with one of the most significant financial investments of their lives; your bio’s main goal is to gain their trust by sharing your authentic self.
2.) Use an updated, professional headshot.
Your headshot will visually represent your personal brand. People will need to connect your headshot to the person that they’ll meet when they see you in person, so make sure that your photo is current, flattering, and true to life.
Hire a photographer whose work impresses you. When you get your shots back, allow your photographer and others whose aesthetic eye you trust to help guide your final choice.
3.) Clarify your education credentials.
While it’s great to include relevant education credentials, a long string of abbreviations (MBA, CRS, SRS, etc.) is not going to help the layperson understand how you will be the best real estate agent for their needs or help them decide if you’re qualified.
In order to communicate the value of your credentials, try something like this:
“I believe in the importance of continuing my education. Every educational opportunity I pursue makes me a better agent for you, which is why I log at least 100 continuing education hours annually.”
If you want to include your abbreviations, feel free, but consider including links to websites detailing the relevance of each title.
4.) Avoid Agent-Speak.
When you’ve pursued a career for long enough to feel comfortable, jargon and lingo inevitably start to creep in. It doesn’t belong in your bio, though, so be sure to read through and either define industry-specific language, or preferably leave it out entirely.
You do want to communicate that you’re an expert in your field, but you will do so only if you use language people can understand.
5.) Tell your story.
People love a good story. If you share a bit of your history, especially if you can connect your life experience to skills that make you the standout agent you are, potential clients will start to feel as though they’ve gotten to know you a bit. Once they have a feel for your personality, they’ll be able to assess whether or not you’ll be a good fit for theirs.
Of course, you don’t need to stick to your past; talking about your hobbies, causes you champion, or fun facts about your family can be just as helpful. Especially for those who are new agents, a focus on your personal strengths can be an excellent alternative to impressive awards or sales records.
For example, are you the friend everyone turns to for advice? Are you the one who makes social connections everywhere you go? Spend some time reflecting on your interpersonal strengths, and don’t be afraid to reach out to friends and family for ideas. Everything that makes you a great agent deserves consideration for a spot in your bio.
6.) Be impeccably honest.
Trust is vital to a successful relationship between realtor and client. In order to invite trust through your bio, share truthful details that demonstrate your humanity, your work ethic, and your genuine enthusiasm for your clients and your work.
7.) Keep it short and sweet.
While it’s important to give people enough information to make a decision about you, you don’t want them to spend half an hour reading before they can! Keep your bio short and punchy - no longer than 300 words. Eliminate all that you can without sacrificing the flow of your writing. You’re aiming for short, crisp sentences that are just warm enough to keep your reader engaged.
8.) Call back to the values of your brand.
Whether you’re independent or with a national agency, your bio should call back to your brand’s values. This helps keep your messaging consistent and links your bio to your brand instantaneously. For example, if your agency has a standard of dedication and creativity, find a way to highlight these traits in your own story.
9.) Provide clear contact information.
Include a memorable call to action (e.g. Would you like to begin your search today?) and every contact method you have. At a minimum, your bio should conclude with your office address, your office and mobile numbers, and your email.
10.) Provide social proof.
Your agent bio is your attempt to convince prospective clients to choose you, but it’s going to be vastly more effective if you’re able to include social proof from sites like Trulia and Zillow, reviews from social media, or direct communication from your clients. These types of references help establish your credibility without making you seem aggressive or self-promoting.
11. )Edit your bio until it’s perfect. Then hire an editor.
Once you’ve written your bio, read it repeatedly, correcting any mistakes you find and eliminating unnecessary words. Once you think it’s perfect, send it along to a professional editor or skilled friend who will be absolutely sure to catch any errors.
Leaving mistakes at this stage risks all your hard work, so be ruthless. If you publish your bio with errors, clients who catch them are likely to think you’re inept or careless, neither of which will lead to them reaching out to you or recommending you to others.