HOW TO WRITE A GREAT BIOGRAPHY (“BIO”)
[The following has been provided by www.placester.com and is being shared under user agreement]
Your 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. 62% 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.
Example:
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
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
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information and welcoming language or you 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.
Example:
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.
Stop Any Selling
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
Copyright © 2013 AMHERST MADISON. All Rights Reserved REV. 03/01/14 [Used with Permission of www.Placester.com]
you in a phony light and make you appear as though you’re only focused 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 them with one of the larger purchases in their lifetime. Gain their trust and excite
them for the process. Be authentic.
Be Truthful
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.
Example:
Greg’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.
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Keep It Clean and Quick
The length of a great bio should be between 200 and 300 words, and around 2 to 3 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.
Example:
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.
Edit Over and Over Again
Read what you write, and then read it again. You’ve created a bio that makes you sound
accomplished, so don’t misrepresent your professionalism with a few noticeable spelling
mistakes. Show the same dedication to perfection here that the client can expect from your
agency work. Flaws point to carelessness, and no client would want this during such an
important process.
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Where Are You?
Use your geographic location in your description. When you explain where you work, search
engines guide searches to you according to that, which can result in more online search
success. Also, include how long you have lived or worked in your area. Use details to show
you’re knowledgeable about the area and say why you love it.
Your bio is an optimal place to provide contact details for prospective clients. This includes
address, phone number and e-mail. Also, here offer memorable calls-to-action: Phrases like,
“Do you have a question about a location I can answer?” or “Do you want to get started on your
search today?” prompt a response for clients to engage with you.
Example:
Tracy Campion’s elegant website design promotes wealth and success, and her contact
information is located clearly next to a sharp photo. These details offer a glimpse of the kind of
experience you can expect when working with her because she’s already begun to make this
process easier for you.
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Group Mentality
When writing for a group, make sure to include team-building ideas (“We are here for you, we
work as a team”). The potential customer won’t worry that they will be shuffled in between
agents. Rather, they can feel confident in the scores of knowledgeable staff at their disposal.
Ensure that the customer can trust this bio the same way they would an individual agent’s bio.
Example:
The Remax NE profile supports the team mentality. Each staff member has an individual profile
within the “Meet Our Team” page, but the details are still engaging.
Share the Love
Given the vast amount of real estate agents and the fierce competition, what will make you
stand out is your passion. Tell your potential clients why you love what you do and why you
can’t imagine doing anything else. What drives you? Family? Friends? Hobbies? Share that. A bit
of intimacy is OK here, so feel free to share a piece of yourself.
Copyright © 2013 AMHERST MADISON. All Rights Reserved REV. 03/01/14 [Used with Permission of www.Placester.com]