Coming from a handful of superior, attention-grabbing agent sites “About Us”, these tips and strategies will help you create a brilliant bio that will get read and taken.
This is the second in a two-part series on reverse engineering agent bios. Click here to read the first article.
Whether you’re just getting started in real estate or have been around for decades, you need to give people a reason to reach out to you. According to the National Association of Realtors (NAR), 73 percent of homebuyers and 77 percent of sellers only contacted one broker before deciding to work with them. That means your marketing needs to be on point.
We looked at some well-developed “About Us” pages to find out what information to include in your bio. We then put these elements together to create a questionnaire to get started with as you collect discussion points for your next bio.
1. Highlight your media coverage
Norhana “Nora” Ariffin, Halstead in New York City, New York
New York realtor Nora Ariffin has been featured in some of the world’s most prestigious publications and underscores this coverage in her impressive biography.
If you’re looking for ways to grow your profile, look for media opportunities through organizations like HARO or tag your own well-developed blog, podcast or video content.
2. Highlight your organizational contributions
Angela Territo, Engel & Völkers in Delray Beach, Florida
Have you made a significant contribution to the success of your organization? Did income increase when you came on board or were you responsible for increases in productivity?
Angela draws attention to her skills as a trainer and coach by showing the impact they have on the organizations she serves. Show how your posts raised the bar for your entire team or broker, and what your role was in them.
3. Focus on the different roles you are playing
Troy Palmquist, the address real estate in Southern California
Troy Palmquist’s career is diverse and encompasses his roles inside and outside his organization, as well as his work as a leader and as a doer.
Many real estate professionals play multiple roles as brokers, industry leaders, community workers, and more. Consider balancing these different responsibilities with a variety of photos and sub-headings on your “About” page.
4. Observe a conversation tone
Jessica Livingston, RE / MAX Northwest in Seattle, Washington.
Reading Jessica’s bio is like sitting down and chatting with her in person. Her narrative voice is fun and warm, so you’ll get a glimpse of what it would be like to work with her.
Would you like to record this in your own biography? Consider turning your bio into a voice memo and then sending it to a service such as Rev. or otter.
5. Show how your skills affect others
Dave Nimick, Keller Williams Chicago-Lincoln Park in Chicago, Illinois
In his third-person biography, Dave keeps coming back to how his work affects his clients. He talks about the types of “demanding” customers he serves and what they like about working with him. This also gives him the opportunity to describe the large number of referrals he receives, which reinforces his customer-centric approach.
6. Make connections between previous experiences and real estate
Antonia Aguirre, Austin Property in Austin, Texas
Often times, newer real estate agents struggle to combine their previous experience with their new role as an agent. In some cases, Bios skip previous jobs that are relevant to real estate practice. Antonia Aguirre does an excellent job of combining the skills she needs to be an effective healthcare worker with her current job as a real estate agent.
7. Let pictures tell the story
Urban Acres Real Estate in Coralville, Iowa
I had to get this Iowa real estate company on for the creative use of photos. Instead of still doing headshots, they use gifs that show something about each of their agents. Gardener, amateur magician, pet parent, chef – each photo tells a different story and lets you get to know the agents on their list.
Developing your better organic questionnaire
The first step in creating a bio is gathering your information. Here are some of the points to consider including. Create your own questionnaire and find out which topics of conversation resonate with you the most – these are likely the ones you want to include in the finished product.
- What’s your name, title and broker?
- Which markets do you serve?
- What fields, designations or certifications do you have?
- What management positions do you hold or do you currently hold?
- What is your favorite thing to do as a real estate professional?
- What three words do customers consistently use to describe you?
- How does your work affect your placement?
- Have you been featured in the media as a contributor or expert?
- What kind of content do you create from a blog, podcast, or video?
- Describe your work in one of the following roles: manager, trainer / educator / coach, leadership team, investor, stager or other relevant contribution.
- How did you first get into the real estate industry?
- Describe your most difficult transaction.
- What do you like best about the market or niche you serve?
- What’s the biggest lesson you’ve learned as a real estate agent?
- Which customer offers would you like to include?
- What is your motto or guiding principle?
- How has your prior experience in real estate – previous jobs, community service, or non-profit organization – influenced your real estate services?
- What (if anything) would you like to say about your personal life: family, hobbies, educational background, professional background before real estate?
Christy Murdock Edgar is a real estate agent, freelance writer, coach and consultant at Write real estate. She is also a member of the Florida Realtors Faculty. Follow Writing Real Estate on Facebook, Twitter, Instagram and Youtube.