This post by Placester’s Molly Moriarity was originally published on Placester.
Bio is your brand
As the real estate market shifts toward online growth and mobile-friendly technology, your professional biography becomes a more prominent tool for generating clients. Sixty-two percent of agents spend at least an hour a day on marketing or advertising to promote their company. Advertising is great for attracting business, but the place to make a personal connection to your customers is in your biography.
Yes, your bio is a piece of marketing, but we like to think of it as an integral part of the personal brand you build for yourself. A client will be looking for your wisdom, eloquence and personality; your bio can help illustrate all those elements.
Shane Inman discusses his commitment to excellence in customer service as well as his depth of experience in the real estate industry. Inman’s occupational pride is evident, as is his devotion to Inman Company’s design expertise. This bio speaks to customers and business associates alike.
Show off your skills
Want the reader to believe in your ability to support his needs? Share some of the best points of your professional experience. Reveal some of your real estate knowledge, but don’t lay all your cards on the table. This is just the first introduction, and too many facts can be overwhelming. This also isn’t a resume posting, so share digestible information and welcoming language — or risk losing your audience quickly. And if you have a lower level of experience, explain why you got into real estate and how much you cherish the work you do.
Rise Realty’s Keith Darby gets right to the point. His contact information shares space with his photo, drawing your eye and attention there first. He then shares his accomplishments for the last 10 years of service in the business. He touches on his role in the specific market, the variety of deals he’s been privy to and the networking/volunteering he’s a part of. The level of professionalism in his bio makes it clear he won’t leave room for error with your purchase or sale.
Use a sophisticated photo
This can seem obvious at first, but choosing the right image of yourself to share is an art form in itself. Save yourself the headaches of worrying about lighting, clothing and makeup, and hire a professional photographer. Your face is your calling card and will become associated with your brand. People will also build a visual connection to you during their online search. Make sure the photo is one you like, one that looks like you in person, and one that sends a positive impression.
Phil Gutowski does a great job listing his business strengths and also where his free time is thoughtfully used. This shows his commitment to a local community and leaves the buyer with a positive picture of Gutowski’s personality. Gutowski’s photo is welcoming and comfortable, and makes you feel he’s ready to show you your new home and talk you through the process.
The most important advice we could give: Do not use your bio space to sell your services. A biography is a written account of a life, not an advertisement. Selling in your profile will cast you in a phony light and make you appear as though you’re focused only on your business goals, not the client’s interests. This space is where a client can find out what kind of person will be assisting him with one of the larger purchases in his lifetime. Gain clients’ trust and excite them for the process. Be authentic.
Tom Daves is a great example of an agent who wants to give a fully rounded picture of his character. He shares his real estate background, as well as his personal life. And his challenging ski treks show us that he’s not afraid of an obstacle or two.
We love how Terronald Logan’s profile is filled with life and energy. He shares his passion with us through a story about his lifelong ability to sell — he started at the tender age of 11 with his parents’ home! If you are short on space and still want to entice great customers for leads, we think you should check out Logan’s page.
Honesty is the best biography. As a Realtor, you are there to guide your clients towards the best possible home for them. Why should they trust you? Talk about things that show you’re a hard worker, a straight shooter and that this is the job you love doing.
Greg Noonan’s bio has great sincerity. He tells you what he believes and the language is clear. He summarizes the key points of his background and expertise with bullet points. For the speedy reader, these points highlight the most substantial information quickly.
“Don’t let the noise of others’ opinions drown out your own inner voice.” –Steve Jobs CLICK TO TWEET
Keep it clean and quick
The length of a great bio should be between 200 and 300 words, and around two to three paragraphs. Any longer and your reader will start to lose interest. Use short, clean phrases that are easy to understand. Use appropriate professional fonts and standard font sizes to avoid exhausting readers’ eyes. Speak as an expert in your field, but use language anyone can understand.
We love the brevity and clean space of Jonathan Wilson’s bio. He brings you through the history of his real estate background and prestigious education — and right back to why he’s an agent — in a brief paragraph. There are no gimmicks or taglines associated with his business.