In this day and age, home buyers and sellers are going to do some research before choosing a real estate agent. Even if you do not have a website, your brokerage and other real estate portals have profiles that will include a biography, profile or about section.
Of course, you could just leave these profiles blank. And when you are just getting into the business that may be tempting. But, if someone cannot find any information about you at all, that could push them to find a different agent.
So how do you go about filling out info about yourself and your services? When you are a new, you do not have the luxury of being able to fill your bio about your experience and awards.
But you can still write a great bio, one even better than most of what you will see online. One that will earn trust and let your personality shine through.
This guide will give you some tips on writing your first bio…and if you are a brand new agent check out this guide on thriving in your first year.
1. Stand Out
You will see a lot of real estate agents write bios that go like this: “…in the business ___ number of years…sold ___ number of homes, won ____ award, featured in _____ magazine, etc.” This could be good information to include, but it should not be the only information.
Will a bio like that catch someone’s attention?
Not for long. What really sets you apart?
Here are some tips for giving your bio some flair:
• Highlight your passion for real estate.
You do not want to sound like a robot. What makes you excited to sell real estate? How are you going to invest yourself in your clients to help achieve their goals? Write it out, and add some or all of it into your bio.
• Show your personality.
Give the buyer or seller a sense of who you are, while staying professional. Some agents may include a hobby, some may talk about how they got to the area where they serve. Find your voice, and show it to the reader.
• Choose your first sentence well.
This is the chance to grab the attention of your prospective client. Make them want to read the whole bio. This is especially true of a “long form” bio (more on that later).
Here is a great example:
On September 15, 2008, the subprime mortgage industry collapsed, Lehman Brothers filed for bankruptcy, and a 24-year-old Ryan began his first day in the real estate business after struggling as an actor and hand model.– Ryan Serhant, NY Real Estate Broker
This is from Ryan Serhant’s about page. It makes you want to find out how he got through that situation, and overcame.
• Tell a (very) short story.
The best bios will take you on a short little journey, weaving in why someone should work with you.
2. Highlight Your Office and Other Experience
You may not have any direct experience, or maybe just a couple of transactions.
But hopefully you are at a great real estate brokerage.
You want to point these things out in your bio, just because you are a new real estate agent does not mean that you do not have a team of people who want to help you with transactions.
And you could even have a great mentor, who also may be involved in your first handful of deals.
What previous work or education experience do you have that can be applied to selling homes?
Maybe you have marketing, contract, construction, sales, business or other experience you can add to your bio that will give you an edge as a real estate agent.
Note: You NEVER want to mislead people. It is totally fine to talk about your brokerage, and if you are actually a part of a team or partnership, to include them in your bio. But do not make it sound like the homes sold by another agent or your office are actually your personal sales.
This can instantly lose trust if they find out later you were misleading, and even worse, you sacrifice your integrity.
3. Include Your Values
You may also want to think about including part of your mission statement or values in your bio. Pick a relevant part and add it to your bio so that the potential client see your principals and what you believe in (keeping it professional, of course).
Are you a tech forward agent? Put that in. Do you plan to specialize in new construction homes? Investment properties? Luxury properties? Are you more available than most agents? Do you have a strong marketing plan?
Make sure to highlight what is important to you as an agent so the client gets a sense of your business philosophy.
4. Make a Short Bio First, Then A Long Form
You want to have a kind of “elevator pitch” bio to go on some profiles, and where you only have certain number of words allowed. This can also be great for filling out social media snippets.
Start with this short bio of 1 paragraph, as a new real estate agent this could be for a profile on your brokerages website. Or it could be on a 3rd party website (Zillow, Realtor.com, etc.).
This will cover your key ideas of what you offer clients, your values, relevant experience, etc. Short and sweet.
Then, at some point you will want a full bio. Here is an example on my site. The best place to put this is on a website that you own. Work on this bio after you establish yourself and make some sales. Then, I highly recommend getting your own website.
This long bio will allow people to really get to know who you are, why you sell real estate, why you are the best fit to help them with buying or selling and to start to build some trust by showing your business mission or values.
5. Consider a Video Bio
Video bios are hugely popular among top producing agents. Many people prefer to watch videos to reading.
If you do not like writing at all, and are more comfortable on camera, then shoot a quick video about yourself. Many websites have a spot for you to use a video.
You can also consider having a client give a testimonial on the video once you have made some sales.
6. Keep Your Bio Up to Date
There is nothing more awkward than reading about an award somebody won 6 years ago. The prospective client is probably thinking “what have they been doing since?” or “have they gone online since writing that?” (both negative for winning business).
You will not always be a new real estate agent, at some point you will realize that you are experienced. And your values and mission will evolve over time.
So you will want to make sure to go back every once and awhile to read your bios (especially the ones that are the most viewed) and make sure the information still is in line with your business, experience, brokerage, etc.
7. Go for Done, Not Perfect
I have written over 500,000 words of content since becoming a real estate agent. Sometimes, writing is easy. Other times, I write the same sentence 4 times and keep deleting and redoing it. And other times I look at the screen for 10 minutes before I get a word down.
If you want to market yourself, you will have to write at least a little bit (for some, a lot). And procrastination and edits are sometimes part of the process.
But at the end of the day, you want to get this bio done and on to other more important things you should focus on as a new agent (like selling real estate). So do the best you can, give it a read, make a couple adjustments if needed, then hit “post”.
Writing a bio as a new real estate agent can be daunting if you think of it purely from what you do not have (experience). These tips will help you approach it from what you can offer.
Have questions about being a real estate agent? Reach out to me below.