Branding is an important part of marketing real estate. Discover how to brand yourself as a REALTOR® to build client trust and gain leads with this informative guide.
You aren’t just a sales agent, you’re also a resource for your clients. However, to establish trust that leads to conversions, you need to build authentic relationships with your base both off and online. While traditional marketing is one aspect of this, you also need to commit time to establishing an online identity as well. A great way to do this is to create a real estate brand.
What is Real Estate Branding?
Your real estate brand is your business identity. It represents who you are, what you do, how get you the job done as well as where you conduct business. Not only does your brand identity give an overall sense of the services you provide, but it’s also an important piece of credibility as an agent.
Why is Branding Important for Real Estate?
Person to person connections are an important part of real estate marketing. In today’s market, clients are looking for human connection and trust. In fact, trust was voted the #1 quality in REALTORS® by those who use their services.
By building an authentic brand for your business, you help to establish the values that consumers are looking for.
Following are the top reasons why real estate branding is an important part of your real estate business:
REALTOR® Brand Elements
Your brand goes beyond a visual presentation of your business. It also communicates your message to potential clients in a clear and concise way that is easily recognizable and sets you apart from other REALTORS®. Similar to other types of businesses, brand recognition makes you quickly and easily recognizable. This in turn helps you forge relationships and gain both new and repeat customers.
This makes having a strong brand an important part of any real estate marketing strategy. Whether you’re an agent or broker, your brand should incorporate the following elements:
Can I Have My Own Logo as a Real Estate Agent?
You can absolutely have your own logo as a real estate agent. In fact, it’s advisable that you have your own logo as it’s a key part of your branding. Generally, the branding process starts with you logo and then expands from that point.
We advise that you incorporate you name as part of your logo in addition to choosing an icon that best represents your image. In addition, it’s important that your logo translates well in both color as well as black and white. You should also save your logo as a vector image so it can be reproduced at any size without loss of quality.
If you are new agent, however, you may want to use your broker’s logo for the recognition and associated trust it has already established. You can then build your brand alongside your broker’s logo. Then create your own logo down the road once you’re better established.
Creating your own logo as part of your brand is extremely important. It’s not uncommon for agents to change the brokerage they work with. This will prevent you from losing potential clients and taking a loss when and if you switch. As well as when you reach the point that you embark out on your own.
How Do You Build a Real Estate Brand?
Your brand and real estate business plan go hand in hand. Both reflect your core values as an agent as well as your mission statement. By incorporating the two you remain consistent and send a stronger message to those you want to work with.
Here is how to build your real estate brand.
Define Your Personal Branding
The first step to building a successful real estate brand to is define what your personal branding as a real estate agent is. Focus on three qualities that set you apart from other agents and aid in your achievements. These may be incorporated into your brand story.
What is a Brand Story?
Your brand story helps to create the connections that build your business relationships. This story is built through your REALTOR® bio as well as your social media posts. It should represent your brand’s visual image in addition to telling your story.
Identify Your Target Audience
Once you’ve done this, you also need to identify your client base. Consider defining your brand by a niche market that you flourish in. Determining your target audience and demographic will offer a clear route to helping you create real estate branding that reaches the clientele you want.
Form a Mission Statement
Consider your values to form a strong mission statement and determine your advantages over the competition. Focus on your differences and how they help you excel in certain areas where others have not.
Consider How Others Will View You
How you want clients to view you is another important consideration. Your real estate branding reflects both you and your work. Think about how the different aspects of your branding will translate to your target audience.
Put It into Action
Once you’ve defined your brand and created a logo, it’s time to put it into action. Use your brand colors, logo and mission statement on your website and across other forms of digital real estate marketing, including social media posts, which are designed to make connections.
In addition to your digital marketing, you should also incorporate your brand into your business cards and other physical marketing materials such as promotional calendars, custom magnets, and direct mail marketing.
Adapt as Needed
The market is always changing and evolving. As it does, you may need to adapt your real estate branding to keep up with these changes. Lots of companies rebrand their products or business after time to reflect new views or challenges. Likewise, don’t be afraid to let your brand and transform as needed down the road.
Tie Your Branding into Your Real Estate Website
Now that you know how to brand yourself as a REALTOR®, don’t forget to also focus on your website! Not only should your branding be reflected on your site, but your about page is also deserving of the same attention.
Your real estate bio is the 3rd most viewed page on your website. It can also be the determining factor for gaining new leads or clients.
You can easily tie in your brand in with your REALTOR® about page for a cohesive user experience. Learn how to write a killer real estate bio here.
More Real Estate Marketing Tips
As indicated, real estate branding is an important aspect of your marketing. It’s also a significant first step when formulating a marketing strategy for your business.
Once you’ve established your brand, you can move incorporate it into your advertising. Here are some helpful posts on how to market yourself as a REALTOR® once this is done:
Around the holidays, we love to give luxury hostess gifts that last. Keep reading to discover our top suggestions for hostess thank you gifts, etiquette for gift giving, and other answers to common questions you may have about what to bring, when to gift it, and how much to spend.
As the saying goes, you should never arrive empty-handed. Etiquette dictates that if you attend a holiday or dinner party that you need to bring a gift for the host. While the gift doesn’t need to be expensive, it should show your appreciation for the invite and the planning that went into the event.
What are Hostess Gifts?
Hostess gifts are presents you bring for the person hosting a dinner party or event. Typically, these gifts are items that the host or hostess would use when entertaining guests. These gifts are used to show your appreciation for the host’s or hostess’ hospitality.
Etiquette for Hostess Gifts
As hostess gifts are a way to thank a friend or family member for their invite, you want to make sure you follow proper etiquette when choosing a gift.
When Is It Appropriate to Give a Hostess Gift?
You should bring a hostess gift for most occasions including brunch, informal dinner parties, and cocktail parties.
When Should You Not Bring a Hostess Gift?
Ordinarily, you should not bring a hostess gift to a large, formal dinner party or a black-tie event. This is especially true if you don’t have a close relationship with the host. Instead, opt for sending a thank you card the following day.
(We love using Minute Mail Gifts to send out thank you cards to our favorite hosts! Not only do they mail it for you saving you a trip, but you can also send a card and gift together for around $5 or $6 total!)
Another exception is if you are bringing a salad, side dish or dessert for dinner. Your contribution to the meal will qualify as a gift in lieu of something for the host or home. However, don’t bring food for the meal unless asked. Food items that don’t need to be consumer right away such as a bottle of wine, a specialty coffee blend, or a box of chocolates are still fine to bring.
Other occasions where a hostess gift isn’t required are recurring social events, such a casual game night, and events such as birthdays, showers, graduations, or weddings where the guest of honor receives a gift.
Do You Give a Hostess Gift at the Beginning or End of Your Stay?
If you are attending a dinner party, cocktail party, brunch, or holiday event, you should either send a gift ahead or give your host a gift upon arrival.
In situations where you are an overnight or weekend guest, you have several options. You can give gift upon arrival, the same as you would for a holiday or dinner party. Alternately, if you aren’t overly familiar with your host, or it’s your first time in their home, you can wait to buy the gift during your stay once you have a feel for your host’s personality and taste. You can also send a gift by mail after your trip has concluded.
What Is an Appropriate Hostess Gift to Bring to a Dinner Party?
The best hostess gift idea for a dinner party is one that is personalized for the recipient in some way. It may be related to their hobbies or passions. You can also bring a lasting gift for the home.
Typically, this item is specifically for the home or entertaining. It may be home décor, such as candles or a houseplant. Alternately, it may be that new cookbook by the hostess’ favorite author, personalized coasters, monogrammed cocktail napkins, flavored olive oil or vinegar, or a bottle of wine.
Whatever you decide to give your host, make sure your choice is sincere and thoughtful in addition to being personal to the recipient.
What Gifts Should Be Avoided?
While flowers seem like a great hostess gift idea, you want to avoid bringing a bouquet. Without knowing whether the host or guests have allergies, it’s just a bad idea unless you know the person very well.
If you do bring flowers, make sure to gift them already in a vase. Otherwise, dinner preparations can be interrupted and send the host into a frenzy hunting down a vase and arranging flowers as guests are arriving.
You also want to avoid regifting items. This is generally in poor taste, especially if there’s a chance that you’ll be found out. If you do regift something you’ve received from someone else, it should be in its original packaging and free of any personalization.
Finally, while luxury hostess gifts are appropriate in certain situations, you don’t want to go overboard. Something too extravagant can make the host feel uncomfortable, especially if their financial situation varies greatly from your own.
What Should You Take to Dinner When Told to Bring Nothing?
Many hosts and hostesses will tell you to bring nothing but yourself when you’re invited to dinner. However, it’s poor party etiquette to come empty handed. Hosting a holiday or dinner party can be quite costly. By bringing something for the hostess, you can help offset some of these costs. It’s also just a wonderful way to thank the hostess for her efforts.
Therefore, you should also bring a gift for the hostess when it’s appropriate — even if the invitations states otherwise. In this instance, you can give a small token of your appreciation such as home baked goods, a bottle of wine, olive oil or vinegar, chocolate, a book, a potted plant or herb pot, or a candle.
Should You Wrap Your Gift?
It is not necessary to wrap a gift for the party hostess. However, you may want to avoid handing it to your host in a grocery bag. You can either hand your present directly to the host, unwrapped, or you can wrap in a simple gift bag with tissue paper and a small tag or card.
How Much Do You Spend on a Hostess Gift?
How much you spend on a hostess gift ultimately is determined by the type of event and how well you know the host. It’s also subjective based on your budget.
If you’re attending a dinner party, then consider how much you would spend if you were to go out to dinner. If your typical entrée runs $35-$50, then use that as a guideline when budgeting for your gift. Alternately, we advise spending 1/5th of the cost for the food provided by the hostess, assuming you have an idea of what will be served.
When bringing wine for the host, we recommend that you spend at least $20 on your selection. If you know that the wine will be consumed at the party, and not afterwards by the host, then bring an extra bottle or two to be shared.
For showers, such as baby or bridal showers, where you also give the hostess a gift, we suggest giving a luxury gift in the $50-$100 depending on how well you know the host. This is also true for holiday occasions.
Of course, at the end of the day, you don’t want to gift something outside of what you can afford. If you don’t have extra money to spend, then consider a small token of gratitude that your budget allows, such as home baked goods.
Luxury Hostess Gift Ideas
Following are our top suggestions for luxury hostess gift ideas for holidays and dinners parties. These impressive gift ideas are sure to guarantee invites to future events and ensure your gracious gesture won’t be forgotten.
Wine and Wine Box Gifts
Go beyond the traditional bottle of wine and gift a quality wine with a wooden wine box. Each of these keepsake wine boxes can be personalized and comes with a selection of five stainless-steel wine tools.
The heritage chest is another wonderful wood wine gift box. This durable box makes for a gorgeous gift presentation. It also includes a set of wine tools and can be customized with your message for the recipient. As a bonus, this personalized wood keepsake box doubles as a storage chest after the wine is gone.
Personalized Wood Keepsake Boxes
Personalized wood keepsake boxes are a beautiful way for recipients to store their favorite recipes, mementos, jewelry, and photographs. (You can find memory box ideas here.) Delicately engraved with your custom message, these wooden memory boxes come in your choice of carefully crafted walnut or cherry.
This acacia wood caddy is the perfect choice any hostess. With so many uses, it’s hard to go wrong with this personalized gift. It can be used as a bath or wood desk caddy as well as a storage organizer for just about anything you can imagine.
Wood Serving Trays
Every hostess can use a serving tray! Whether it’s used for serving guests or as an elegant, holiday charcuterie board, this acacia wood serving tray is a kitchen staple for entertaining and everyday use as a cutting board. Featuring unique scalloped edges and a characteristic wood grain, this serving board looks stunning when engraved with your personalization.
This cherry wood serving tray with handles is another wonderful gift option for your favorite host. Featuring a variety of designs with the option for additional customization, these rectangle wood serving trays have a comfortable grip and are ideal for serving drinks, desserts, and snacks. Crafted from beautiful American cherry, this natural wood product also looks stunning when displayed on a cutting board stand.
More Gift Guides and Ideas
We hope you love our suggestions for luxury hostess gifts! For more custom gift ideas, be sure to check out our other gift guides for clients, friends, and family.
Increase your referrals with our line of custom keychains! The perfect promotional gifts for your marketing strategy, personalized key rings make a great client gift when you want to stay top-of-mind. Get year-round advertising for a low, one-time investment when you choose our key rings for your business.
While using magnets for marketing is a great way to get new leads, promotional keychains are another wonderful alternative to help you grow your client base and gain referrals.
Welcome clients and new acquaintances home with our collection of high-quality, custom keychains. Our lineup of promotional key rings come in either stainless steel or eye-catching carbon-fiber for lasting durability.
Our carbon fiber keychains are professionally personalized in full color with the option to add your business or real estate logo. We also offer stainless-steel keychains engraved with your logo and contact information.
Bulk discounts are available on as few as two keychains. This makes them an affordable marketing solution for REALTORS®, sales professionals and other small businesses who rely heavily on business relationships and referrals.
Whether you choose to engrave a traditional oval shape or a house-shaped design, these keychains for marketing are great to have on hand for those moments when a business card doesn’t make the right statement.
How to Make Custom Keychains
If you’d like to know how to make custom keychains, we have a simple tutorial to guide you through the process.
Select the Design and Quantity
First, select the keychain you’d like to engrave from LifeLong Gifts™. Then choose the quantity. (When customizing keychains in bulk, you’ll receive additional discounts based on order size.) Once you choose the quantity hit the Continue button.
Personalize Your Keychain
Now choose you personalization option but click on Enter Your Personalization. To change or add a design element, click on that part of the keychain.
To add a logo, click on the logo example in pink box. Then click the Replace Image button. You can either choose from one of our existing logo options or upload your own. If desired, you can crop the image to size.
In addition to the logo, you can also personalize the text the same way. Simply click on the text you’d like to change. Then enter the information requested. You can also adjust the text size, if needed. However, take care that all the information you enter for engraving fits inside the pink guide box.
For keychains that offer customization on two sides, be sure to click on page 2 of 2 to personalize the back with your contact information or message.
Save Your Changes
Once you’ve personalized your promotional keychains with a logo and text, hit the Save button to keep your changes.
Review Your Proof
Review your custom keychain design you just created. Double check to make sure everything is spelled correctly, and all personalization is contained within the pink guide box.
For two-sided designs, verify both pages for accuracy. Then click the box indicating you accept the conditions and hit the Continue button.
If you have further instructions, you can add them in the text box provided. You’ll also need to initial that you own any images you uploaded or have permission to use them. Then click Submit Personalization.
Complete Your Order
Your business keychains should now appear in your shopping cart. To finalize your purchase, simply proceed to checkout and follow the instructions provided to place your order.
How Do I Make a Logo for My Keychain?
If you are creating a logo for one of our personalized carbon fiber key rings, save your logo as a VECTOR (.ai or .eps) file. Otherwise, raster .tif and .jpg files will print with a white box behind them.
For our stainless-steel key rings, choose a black and white logo with no gradients.
If you don’t have a logo to represent your brand, then you can hire a professional to create one for you. There are also various platforms that make it easy to design your own such as Canva, LogoMakr or Free Logo Design.
Where to Buy Personalized Keychains
You can buy single or bulk custom keychains for your business, personal use, or personalized gifts from LifeLong Gifts™.
Looking for more promotional gifts? Visit Magnets USA® for a huge selection of custom magnetic marketing products. Or explore more of what LifeLong Gifts™ has to offer including premier kitchen knives and cutlery, custom cutting boards, and other personalized gifts for clients, friends and family.
You can also subscribe to our newsletter to stay abreast of new products and sales promotions. Or follow us on Facebook and Instagram for more exciting ideas!
Buying a home is huge milestone. Ensure that your buyers have a smooth closing day on the house of their dreams by taking a few important steps. Explore our top tips for real estate agents on completion date to practically guarantee future referrals.
You’ve worked hard to get to the point where you finalize the sale on a home. Unfortunately, any missteps can cost you referrals and repeat business down the road. To make sure closing day is a success for both you and your clients, we’ve round up a list of tasks to practically guarantee a glowing referral.
First, however, here's some basic information to help guide your clients through the process, so they know what to expect.
What Is Closing Day on a House?
The closing day on a house is the day the buyer legally becomes the owner of a new home. This date is mutually agreed upon and set by the buyer and the seller. Although typically, the agent will also work with the lender and title agency on this timeline to ensure that the date also allows them to complete things on their end.
This meeting must fall on a regular business day and not on a weekend or holiday. Once decided, the date is then added to the purchase agreement contract.
Is Closing Day the Same as Possession Date?
The closing date, also known as the completion date, is when all the paperwork is signed and finalized. Funds are released and the title is transferred to the buyer.
The possession date, on the other hand, does not always happen at closing. The possession date occurs when the buyer receives the keys to the home they purchased. This usually happens on the following business day to ensure that the transaction closes properly.
In some cases, arrangements may be made between the buyer and seller that pushes out the possession date to allow additional time for the seller to move. If the possession date differs from the closing date, it should be laid out in the contract when the buyer can move in.
How Long Does Closing Day on a House Take?
In general, the entire closing process takes around 41 days, or between four and six weeks. However, this can vary. It’s also not uncommon for there to be closing delays for various reasons. While some delays can be avoided, others may be out of your control entirely.
Reasons a Closing May Be Delayed
There are several reasons a closing may be delayed. These include issues with changes in credit or issues with lending, problems with the appraisal, issues with the home inspection, new damage discovered on the final walkthrough, or problems with paperwork.
What Happens on Closing Day?
On closing day, the transaction for buying a home is closed and the title transfers from the seller to the buyer. All loan documents get signed on closing day. While funds to purchase the home are also transferred on this date.
A closing typically takes place at the office of the escrowee. This is generally the title company. The seller, closing agent and/or attorney, title company representative, mortgage lender and real estate agent are usually in attendance. If seller has already signed the deed prior to closing, they do not need to be present.
The buyer should bring a photo ID to the closing along with any unsigned paperwork that the title company or mortgage loan officer will need. In addition, a certified or cashier’s check payable to the title or closing company for closing costs not deducted from the sale needs to also be included as all remaining closing cost are due at this time.
In addition to paying closing costs listed in the Closing Disclosure provided by the lender, the seller will also sign the paperwork to transfer the ownership of property. While the buyer signs the settlement statement, the mortgage note, and the mortgage or deed of trust. Once these are signed, the title company can register the deed in the homebuyer’s name.
What Happens if a Seller Refuses to Close?
If the seller backs out of the contract for a reason or contingency not listed in the agreed upon contract, the buyer has several options.
The buyer can force the sale by taking the seller to court. Unfortunately, this option can be timely and may present issues if the buyer is in a position where they need to move right away.
Alternately, the buyer can sue the seller for breach of contract. In this instance, the seller may have to repay any number of costs including temporary housing and storage expenses as well as fees related to the sale such as surveys and home inspections. In some cases, the seller may also be on the hook for legal fees and court costs amassed by the buyer while seeking a resolution.
Other solutions involve the buyer placing a lien on the property, the listing agent suing the seller, or there may be forced mediation.
How to Make Closing Day a Success for You and Your Clients
By preparing for closing day, you can ensure your buyers are able to move into their new home without a hitch. After all, no one wants last minute surprises that drag out the process. The more the client knows and understands the process, the better experience they will have.
Tips on How to Prepare for Closing Day
Here are our top tips to make sure your seller experiences a smooth transaction on the completion date.
Let Buyers Know Not to Take Out Any New Loans
To avoid potential closing delays due to funds, it’s important to instruct buyers not to borrow additional money or open new credit cards once they’ve signed their contract. Doing so can cause changes to the borrower’s credit score which in turn may mean adjustments to the mortgage agreement.
You should also check to be sure that buyers disclose all their financial obligations, including child support, as this can also have an impact on debt-to-income ratio.
Create a Checklist
Create and provide a closing checklist for you and your buyer to review. This helps to prepare for any closing contingencies such as a bad home inspection or issues with the appraisal. While surprises sometimes occur, preparing clients up front for all possibilities can help prevent a disappointing experience from turning into a disaster.
Look Over All Documents
You should also check to ensure all documents are free from errors beforehand and that the title is clear. You should also review the preliminary settlement statement which can be obtained from the lender or the closing attorney.
Confirm Repairs Are Completed
If the seller is obligated to complete repairs to the home, make sure that these have been completed prior to the final walkthrough. You should also get copies of official receipts from the contractor(s.)
Make Sure the Transfer of Utilities Is Scheduled
Check with the buyer to make sure they didn’t have any issues scheduling the transfer of utilities into their name for their move in date.
We recommend providing the buyer with a list of local utilities for their convenience prior the closing. Our household reference magnets are a great way to provide this information to clients. Not only can they be customized with important phone numbers, but they also include your REALTOR® contact information for any follow-ups for referrals.
Schedule a Walkthrough
You should schedule a final walkthrough of the home with your client several days before the closing. This allows you and the client to make sure any repairs needed have been completed, gives the buyer a chance to inspect all repairs that have been made, and ensures that the home is in the same condition as it was when the house went under contract.
If repairs were significant, then we suggest asking the home inspector to double check those repairs to ensure they were done correctly and according to the contract. (Generally, there is a small fee for this service between $100-$250.)
Send a Reminder
Take the time to send out a text or email reminding the buyer of your upcoming closing 1 to 2 days ahead. This reminder should include the time and date of the closing, the address, and parking instructions. We also recommend that you remind clients what they need to bring, such as their driver’s license or photo ID.
You can also share this information on your google calendar, so everyone is on the same page.
Follow Up After the Sale
Once the sale is complete and you’ve successfully closed on a home, your work isn’t done. There are additional steps you can take to get a positive review as well as new referrals.
According to a 2021 NAR report, 68% of sellers used an agent that was referred by a friend or family member. While 53% chose the same agent they worked with prior when buying or selling their home.
Give a Closing Gift
As repeat business and referrals are so important to real estate agents, we strongly encourage you to give your clients a closing gift. This not only shows your appreciation, but it also can help you gain those referrals down the road. After all, a great customer experience is an easy way to gain fresh leads from those you’ve worked with in the past.
We have lots of REALTOR® closing gift ideas here. Or check out our recommendation for the best closing gift for your clients.
Send a Handwritten Card
If a real estate closing gift isn’t within your budget, then mail a handwritten card instead. Minute Mail Gifts is an innovative greeting card service for businesses that allows you to send cards and gifts together — all for around $6 each!
You can personalize your cards with your message in a handwritten font with a photograph for that special touch. (Don’t forget to take a photo of the new homeowners to use for the card!) Then, your card and gift are mailed for you on the date of your choosing.
Minute Mail Gifts offers a full line of happy closing day cards to choose from to make a lasting and meaningful impact. Not sure what to write? Check out tips for writing your message and discover happy closing day quotes here.
In addition, you can also use this service to stay in touch after the sale throughout the course of the year. Use it send personalized REALTOR® Christmas cards, real estate pop-bys, home anniversary cards, business birthday cards for clients, REALTOR® thank you cards, and thank you notes for a referral.
How to Get More Real Estate Leads
We hope that these tips help you provide the best experience possible for your clients. For more ways to generate real estate leads and referrals, be sure to check out these other posts:
Your real estate website isn't complete without a killer bio. Discover our tips for writing a compelling real estate bio that builds trust and converts into leads.
Believe it or not, the 3rd most important page on your REALTOR® website is the About Page. If you're struggling to create a great About Page, we can help! Whether you're an experience real estate professional or a new agent, we've compiled the best advice and pointers for getting started.
What Should a Real Estate Website Have?
A real estate website should put you, as the agent, front and center. After all, you aren’t just selling your services, you’re also selling your experience as an agent. With competition sometimes fierce, it’s important to make sure your real estate bio sells you as a top professional.
In addition to crafting a solid About Page on your website, you also want to have strong content that helps both buyers and sellers. Not only do you want them to make the decision to choose you as their agent, but you also want to provide valuable information to help potential clients make the right choices as they navigate the process.
By presenting helpful articles and tips to customers in order to guide them through the process of buying or selling a home, your skills and expertise will shine through. This makes it more likely that you’ll gain leads from your real estate website from the readers you engage with your shared knowledge.
And finally, your real estate website should also include current listings for houses or properties that you are selling.
What is a Real Estate Bio?
The purpose of a real estate bio to introduce yourself as a real estate agent and professional in order to generate leads. However, to do this, your bio needs to be engaging.
While it seems logical to create a list of your education, accomplishments and experience, a dry About Page filled with nothing but facts won’t motivate potential clients to contact you. Instead, you want to tell a story and get personal. You can then share your professional background in a strategic manner throughout your content to create a killer real estate bio.
By sharing your mission and positive highlights about yourself through engaging storytelling, you can connect with new clients in ways you never imagined from something as simple as real estate agent About Page.
What Should a REALTOR® Bio Include?
A good About Page should tell a story in way that clearly communicates your mission. It should be personal and inspirational. Tell your readers why you love what you do and how your motivation can help them have the best experience when buying or selling a home.
Make it Personal
Keep your REALTOR® bio warm and inviting. Share personal details about your life while also letting clients know that can trust you to get the job done in a professional, but friendly way. Do you bake brownies for every open house? Potential customers LOVE to know that you add personal touches to every experience.
Share Your Experience Through Story Telling
Make sure you include your professional information and experience. However, do so strategically as part of the narrative by inserting tidbits throughout the body of each paragraph. You don’t want your about page to come off like a resume, which can seem cold and impersonal.
Include an Introductory Video
If possible, include a REALTOR® video introducing yourself. This video can also be used on your social media accounts for marketing purposes as well. Not only do videos attract more clients, but they can also help to sell homes faster. (You can learn more about how real estate video marketing can help generate leads here.)
Convey Your Connection to the Community
Many clients also love to hear how you’re connected to the area. So, don’t be shy about sharing why you love where you live and the connection you have with people and other small businesses in the community. Express how the value of your relationships, combined with your expertise, make you the best person for the job.
Link Back to Social Media
You want potential leads to stay in touch. Social media is an easy way to keep connected and remind people of your services. Therefore, be sure to include links back to your ACTIVE professional social media profiles to make it easy to find and follow you online. (Need help with your social media game? Check out these engaging real estate social media post ideas.)
Should a Real Estate Bio Be Written in First or Third Person?
Most websites will tell you to write your real estate bio in the third person. The idea is that you are providing professional and unbiased details about your experience and services without coming off as self-centered or boastful.
Unfortunately, third person bios tend to read more like a business resume than an about page. They can feel cold and impersonal. Because of this, we advise writing your REALTOR® bio in the first person. This helps you establish a personal connection up front, so potential clients feel comfortable reaching out and contacting you.
After all, your customers are real people. They aren’t large corporations who are scrutinizing your every detail. People want to know that you can get the job done. But more so, they want to know that working with you will be a friendly and pleasant experience. Presenting your About Page in the first person helps to establish that important first connection. While creative story telling keeps it from sounding like you're bragging.
How Do You Write a Killer Real Estate Agent Bio?
So, you want to write a killer real estate agent bio? We have several fantastic tips to help you create a compelling About Page for your real estate website. Following is our advice for writing a bio both as an experienced agent as well as a new agent.
Top Tips for Formulating a Compelling About Page
As you brainstorm for ideas for your bio, be sure to keep these real estate bio tips in mind. These ideas work well for both new agents as well as experienced industry professionals.
Include an Introductory Video
Consider including real estate videos on your About Page. Even a short, 30-second video bio can increase the number of leads you generate. You can also share your real estate video bio on professional sites such as LinkedIn as well as other social media platforms such as Instagram and Twitter. (Find tips for creating real estate videography here.)
Relay to Potential Clients You Care About Them
A good REALTOR® will ask about a client’s goals and cares about building relationships. Therefore, keep these things in mind when constructing your bio page.
Break Up Your Paragraphs
Keep your paragraphs short. Websites and blogs aren’t like books. Short paragraphs, no more than four sentences long, make it easier to read online content. It also helps prevent your readers from becoming overwhelmed.
In addition, you’ll also want to be as concise as possible, so that every word counts. Draw the reader through your bio with interesting tidbits and storytelling.
Write for Search Engines
While many sites will tell you keep your agent bio between 250-400 words, we strongly advise against this. If you want your about page to help your real estate website rank in search engines, the final length of your page should be at least 600 words to boost the overall SEO (search engine optimization) of your entire real estate website.
You should also use targeted keyword headings to break up content at least every 300 words. This will also keep your page from feeling like it’s too long and help it flow more easily. While bullet points are another great way to present information that’s easy to read.
In addition to using short paragraphs and headings, break up your written content with photographs. By including photographs on your about page, you not only encourage readers to read all the way through, but it will also make your page easier to read.
Be sure to include personal photographs, or those of you in action, and not just a styled headshot. Readers love seeing photos of pets, friends and family members. Do you love to cook? Share a picture of yourself cooking your favorite dish!
Let Potential Real Estate Clients Know Why You Love What You Do
Share your origin story. What inspired you to get into real estate? How did you become successful? What do you love most about being a real estate agent? All of these are great questions to answer in a real estate agent bio.
Know Your Audience
Selling homes versus selling luxury or commercial real estate means different clientele. Therefore, you want to write your real estate bio so that it speaks to your target audience. For higher end or commercial properties, lean more towards professionalism than you would if you were speaking to a traditional homeowner or buyer. Avoid industry jargon if your client base is an average Joe.
Set Yourself Apart from the Competition
Your About Page is a great place to include several key testimonials from happy customers. You can also include awards or honors you’ve received as well as statistics indicating the number of homes you’ve helped buy or sell or the average percentage of sales you’ve sold for over market value. Then relay how this criteria works to your clients’ advantage. Additionally, you can also provide links back any positive media coverage you’re received.
Include a Call to Action
Your real estate about page not only gives potential clients a peak into your life and experience, but it also serves as a way to generate new leads. Therefore, in addition to including links to your social networks, you should also conclude your bio with a strong call-to-action.
A call-to-action can be any number of things based on what you have in place. Here are some examples of calls-to-action you can use to increase engagement and find new clients:
Keep It Accurate
Finally, you want to update your page as needed. As information about you or your experience changes, be sure to make additions to your bio or correct outdated information.
You also want to make sure that you proofread your About Page, or have someone else do it for you, to check for accuracy and typos.
How to Write a Real Estate Bio for a New Agent
If you are a new agent writing a real estate bio, there are still great ways to convince consumers that you’re the right pick for the job! Here are some tips on how to write a killer real estate bio even if you are a new agent.
Lean on the Expertise of Others
In addition to the real estate bio tips we mentioned previously, you can also lean on your brokerage to help build up your own professional reputation.
Share Your Passion
Share your passion for what you do. While you may not have much experience yet, illustrating how passionate you are to help others can go a long way toward enticing new clients. In some cases, your drive is what will set you apart from more experienced REALTORS®.
Use Community Knowledge to Your Advantage
Use your local expertise to win over new leads. If you were born and raised in the area you’re selling, then you know the area better than anyone! Use this to your advantage by indicating to clients that you know where to look to find their perfect dream home in a location they’ll want based on the criteria they provide.
While video is a proven way to generate more leads, it becomes an even more valuable as a tool for new real estate agents. A video can help you craft a strong About Page with a personal touch that helps connect you to more clients.
Not only do real estate marketing videos allow your personality and enthusiasm to shine through, but it’s also been shown that 73% of homeowners are more likely to list with an agent who use video to sell properties. Therefore, a video introduction neatly ties in with this real estate marketing strategy.
More Ways to Market Yourself as a Real Estate Professional
Now that you know how to write a killer real estate bio for your website, be sure to explore these other marketing ideas: