Effective agent bios aren't about the agent...

Whether you call it your “about me” page, your profile, or your agent bio, it’s the one page on your website that is all about you. And yet… effective agent bios, really aren't all about the agent.

What ARE effective agent bios?

You may have a different definition, but in my book, an effective agent bio is one that speaks to your “most desired clients,” saying “This is the agent you want.”

And that’s where many agent bios miss the mark. ?

This is the page where you are expected to brag a little about your expertise, tell what you have to offer, and share some insight into who you really are. However, in the quest to tell all about you, all those “I” statements tend to ignore the person you’re trying to reach: the potential client.

Consider these statements:

• I've been licensed for 19 years.
• I've lived here my whole life.
• I’m an expert negotiator.
• I know this territory inside out.

Nobody wants to read that much “I,” so most agents opt to write their agent bios in 3rd person.? Then they sound like:

• Sally has been licensed for 19 years.
• Sally has lived here her whole life.
• Sally is an expert negotiator.
• Sally knows this territory inside out.

Either way, what’s your first reaction on reading them? Do they make you want to hurry and choose that agent? Or is your first reaction “So what?”

Obviously, readers are expected to jump from the bare facts over to how those facts benefit them. But in reality, they need a little help making that jump.

Effective agent bios draw prospects in to show them that your service is all about them.

Effective agent bios show what you can and will do for your buyers and sellers. They demonstrate how you understand them and can relate to their wants and needs. They also show that you are a real person – someone they will enjoy meeting.

A small bit of creative writing changes an agent bio from an “I-centered” list of facts into a client magnet.

Consider these?examples:

Instead of “Sally enjoys helping first time buyers,” try “Sally has a talent for helping first time buyers find affordable dream homes. One of her greatest joys is seeing their smiles when they take ownership of that first home."

Instead of "I take the time to understand your needs," try: "Whether buying or selling, clients working with me can immediately sense that their satisfaction is my objective. First I take the time to understand their wants, needs, and goals. Then I take the time to make sure they have all the information they need to make a wise decision.

In place of "Sally stays in constant communication with her clients," try "Constant communication is one of the hallmarks of Sally’s service. When working with her, clients can expect …."

Note that all of these examples tell a small story about the agent.

What information is conveyed in effective real estate bios?

This may sound silly to you, but the first thing you absolutely must remember to include in your bio is your location! I'm amazed at how many bios are missing that information.

In addition to your general location - such as your city and state - it should reveal the area where you work. If you're in a small town, it's not as important, but if you live and work in a metropolis, your potential clients need to know more about your territory.

Reveal your niche!

People really do want to work with specialists, so let them know your specialty and why you chose it! Mention one or two of the bits of specialized knowledge you possess that sets you apart from agents who don't specialize. Then let them know why YOU are the person to choose when they need that kind of specialization.

You might specialize in selling equestrian or waterfront properties because they relate to your own hobbies, and you know what buyers and sellers need to know. You may focus on helping seniors relocate because you love listening to stories about the earlier days in your community or you just enjoy the company of older people. You might focus on helping divorcing couples because you've been in their shoes and know how to navigate the difficulties.

Show how your experience benefits your clients.

Talk about your experience not as a dry fact, but as a benefit to your clients. Even a mention of sales awards should be tied back to what that means to clients and customers. So instead of "I sold X homes..." go with something like "I helped X sellers move on to their next adventure" or "I helped X buyers find and purchase their dream homes..."

Effective agent bios reveal the agent's personality and unique talents.

They also reveal how those unique talents benefit their clients.

• You may be well known for your patience, your empathy, or your listening skills.
• You might be a whiz at research and analyzing numbers to see which way the market is headed.
• You might be a bit of a "teacher" - able to explain processes so even novice home buyers feel confident in what they're doing.
• You might be a creative mathematician, able to understand and put together transactions with creative financing.
• Or you might combine mathematical know-how with teaching skills to show buyers and sellers how different decisions will affect their bottom lines.

Any of these attributes gives extra value for your clients, so mention them in a way that demonstrates that value. It is information like this that sets you apart and makes you more valuable to the people who need your special services.

• NOTE: Before you say "There's nothing special about me and my service," stop and think. The something special is there if you look carefully.

?To see full-length examples of how to make "about you" really come across as "about them," visit Copy by Marte, where you'll find links to bios I've written for my clients.

If your agent bio needs a re-write...

Should you decide that your bio isn't promoting you as it should, get in touch. Making agents look their very best on paper is what I do.

You can reach me by writing to [email protected] .

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