Real Estate Copywriting FAQ's - Why Bios are written in the 3rd person

By
Real Estate Services with Marte Cliff Copywriting

Why are most real estate agent bios written in the 3rd person?

A good question, and one that agents often ask when I begin their bios.

Agent bios are probably written in the 3rd person because it seems less self-centered. A narrative written about you sounds somehow "softer" than a page filled with "I," "I," and more "I." 

The truth is, even on an "about me" page which is supposed to be about the agent, saying "I do this" and "I believe that" comes across as self absored. It doesn't matter that every time you say "I" you're relating ways that you help your clients.

A reader scanning down a page and seeing paragraph after paragraph beginning with "I" feels somehow put off.

Of course, the same thing can happen with a 3rd person narrative. If you begin real estate agent thinkingeach paragraph with the agent's name, it's a bit "too much." So the trick is to turn the paragraphs upside down.

 Instead of saying "Sally believes in spending as much time as necessary to educate her clients, so that they make good decisions," you might say "Good decisions come as the result of good information, so Sally takes as much time as necessary to educate her clients."

You could, of course, use the same method to "Hide the I's" by moving them away from the focal point at the beginning of each paragraph.

"About you" should be about you...

An "about me" page should definitely be about the agent - and should reveal reasons why prospects will benefit by choosing that agent. At the same time, whether writing in first person or third a writer needs to tread carefully in order to avoid making the agent sound arrogant.

A good quote from the agent absolutely does have a place in such a bio. And I can envision an effective "About" page written n first person if the agent writes it in the form of a heartful letter to his or her future clients. That is, it would be effective as long as the agent remembers to "Hide the I's" in the body of the paragraphs.

Writing agent bios is a bit tricky, because while the page is about the agent, underneath it all, it's still about the client.

Image courtesy of Dreamstine.

close

This entry hasn't been re-blogged:

Re-Blogged By Re-Blogged At
Spam prevention

Accessibility option: listen to a question and answer it!

To submit the form,
drag the magnifying-glass to the circle on the side.

Type below the answer to what you hear. Numbers or words, lowercase:

Topic:
ActiveRain Community
Groups:
"Whacked"!!!
Real Estate Rookie
EXPRESS WITH WORDS AT ACTIVERAIN
Services for Real Estate Professionals
Addicted to Active Rain
Tags:
real estate agent bios
real estate copywriting

Comments 45 New Comment

Anonymous
Post a Comment
Spam prevention

Accessibility option: listen to a question and answer it!

To submit the form,
drag the car to the circle on the side.

Type below the answer to what you hear. Numbers or words, lowercase:

Rainmaker
751,877
Marte Cliff
your real estate writer
Marte Cliff Copywriting

Eric - Marte appreciates your comment.

Beth - The last time I checked mine... I re-wrote it. As I've said before, writing for myself is a hundred times harder than writing for someone else.


Corinne - Thank you for your support. I remember that lady who connected with you because you're both so "well traveled." I thought that was fantastic.

Judi - I don't know that it HAS to be 3rd person. Some people do have first person bios that work. I started to say that I don't believe in "shoulds" in general, but that isn't true. There are a few "rules" of copywriting that shouldn't be broken - like writing letters focused on the prospect rather than yourself, limiting the number of "I's," and sticking to a conversational tone.

June 03, 2012 07:54 PM
Rainmaker
764,452
Mike Jaquish
919-880-2769 Cary, NC, Real Estate
Realty Arts

I spoke with Mike Jaquish about this.  Mike is contemplating. 

Mike is not too sure about the conversational aspects of a 3rd person approach, which might indicate that Mike is detaching himself from the conversation.
I think Mike likes cautious use of 1st person, as long as it does not become gross adoration and admiration of that 1st person personage.

June 04, 2012 04:56 AM
Rainmaker
751,877
Marte Cliff
your real estate writer
Marte Cliff Copywriting

Mike - Of course that's another way to look at it. Maybe the practice started because people couldn't figure out how to write about themselves in the first person without the "gross adoration and admiration" - or because people whose mamas taught them not to brag simply couldn't bring themselves to write "I."

June 04, 2012 08:55 AM
Rainer
10,478
Kim Corbitt
Keller Williams Realty Capital District

Writing my bio for all my profiles continues to stump me! First person, third person ahhhh some person- please write it for me! LOL

June 05, 2012 01:56 PM
Rainmaker
751,877
Marte Cliff
your real estate writer
Marte Cliff Copywriting

Kim - If you're serious, get in touch. Tha's one of the things I do for agents. Otherwise, take a deep breath and use my questions to get you started. You can find them at: http://www.copybymarte.com/questions.html

 

June 05, 2012 02:04 PM
Anonymous
Post a Comment
Spam prevention

Accessibility option: listen to a question and answer it!

To submit the form,
drag the house to the circle on the side.

Type below the answer to what you hear. Numbers or words, lowercase:

Rainmaker
751,877

Marte Cliff

your real estate writer
Do you have a question about real estate copywriting? Just ask!
*
*
*
Spam prevention

Accessibility option: listen to a question and answer it!

To submit the form,
drag the pants to the circle on the side.

Type below the answer to what you hear. Numbers or words, lowercase:

Additional Information

Author Bio: Marte Cliff is a freelance copywriter who specializes in writing for the real estate profession.

Thoughts, ideas, insights, and tips on real estate copywriting and real estate marketing. Locations of visitors to this page