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: