How Do You Write Your Agent Bio? Put Your Best Foot Forward & Write Something Unique (Lose the Boilerplate!)

By
Real Estate Agent with Sereno Group Real Estate
http://actvra.in/bym

Put your best foot forward when writing your real estate bio!  Photo by Clair HandyToday I got a postcard from an agent who's relatively new to the business. It appears that she studied a number of other agent's biographies and "about me" pages to figure out what to write about herself, because she copied at least part of the  description word for word. I'd seen it many times before, so could not resist the thought of Googling it.

Here's a snippet of what she copied: (agent name) "joins a group of distinguished real estate professionals who are all part of the most sophisticated and technologically advanced marketing firm".

One prominent real estate brokerage in Silicon Valley is probably responsible for actually authoring this powerful phrase, because initially those words could be found on virtually every bio of agents within that company. Now, though, if you take the phrase and Google it, it shows up across many firms. Just now when I used quotation marks and plugged this in to Google, it came back with 1030 exact responses. Now we're talking boilerplate.

And that's the funny part. The language is "distinguished", but if there are 1029 others with the exact same description, it's not distinguished. It's a "me too". It's ironic.

It is not easy to write a bio about oneself. The public wants to know why it should chose you, or even chose to speak with you. The public wants to know how you are different from everyone else. Given that many consumers rely heavily on the internet in searching for their homes, and sometimes their agents too, it is very helpful to distinguish oneself with an authentically unique (non copied) bio.

Rule # 1: When you write your agent bio or promo pieces, find your own way of expressing why you have strengths that should be factored in favorably.  When you have a boilerplate method of listing your assets, you undermine your own uniqueness, not just in the eyes of Google, but more importantly, in the eyes of your would-be prospects.

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  1. Leander McClain 08/16/2008 07:26 AM
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how to write a real estate agent bio or promo page
new agent tips
boilerplate

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Rainmaker
61,410
Tisza Major-Posner
I.V.P.G. - Inland Valley Professional Group - Claremont, CA
DRE#01784679

Hi Mary,

I have seen this many times as well.  I have also personally had someone decide back when I was a professional street entertainer that they liked my shtick so well they were going to copy it lock, stock and barrel... literally right next to me! 

Fortunately, I think it is safe to say that neither you or I will ever have to worry about falling victim lack of originality :-)

Take care, help lots of people and have a wonderful day!

Tisza

Aug 14, 2008 12:34 AM #33
Ambassador
1,476,523
Renée Burrows
Savvy Home Strategies Realty, LLC-REALTOR®-Estate-Probate - Las Vegas, NV
Las Vegas Real Estate Broker - www.urLVhome.com

Who knows you better than you?  I don't understand it either.

Aug 14, 2008 07:42 AM #34
Rainer
31,176
JoEllen Stranger-Thorsen
Eustis, FL
Lake County, FL

I have always had a difficult time coming up with a bio. I remember one instance where I decided to use what I thought was a unique tag line. I started to use it and suddenly that line seemed to be everywhere. I nixed it almost instantly.

Aug 14, 2008 08:37 AM #35
Rainmaker
161,596
Mary Pope-Handy
Sereno Group Real Estate - Los Gatos, CA
CRS, CIPS, ABR, SRES, Silicon Valley

Mana - it's an interesting exercise to go through a brokerage's agent bio pages and see how many are the same. It'll convince you immediately to change yours! Go get 'em!

Jeff - and that was only one line of the bio. There were several that were canned. It seems to be more the norm than not.

Bob & Caroline - long before I was blogging, I was just changing those pre-written pages, and that alone made a huge difference in my seo and contacts coming from my websites.

John - well, it's a waste of airspace at least because it keeps you from being unique (and from being found on Google, too)

Christine - yes, but it's hard to prospect too. Often the important stuff isn't easy.

Teresa - it's wild, isn't it? Actually there are so many phrases like that in agent bios. I wonder if we could do a "top 10" for most overused?

Tisza - wow, that's amazingly blatent, huh?  But there's ONLY one Tisza and I can't imagine that the imitator got very far.... Thanks for sharing!

Renee - people get busy, they are afraid to write, they think no one will notice...

 

 

Aug 14, 2008 08:37 AM #36
Rainmaker
196,266
Kathy Anderson
HomeSmart - Surprise, AZ
Arizona Retirement Homes For Sale, Sun City Grand

Even if you choose to be original there is someone out there that will copy you and then someone that will copy them, etc, etc.  Eventually the authentic you isn't just yours anymore.  Than what do you do?  Change your brand?  Your image?  Your taglines that have made you money and people know you by? 

I think being copied is unavoidable unless you copyright everything and pursue litigation fiercely like some people do.  But that takes time, money and consistent determination.

Aug 14, 2008 08:50 AM #37
Anonymous
Anonymous
Melanie Cozzi

It's not always easy to write your own bio.  I know of several agents that have someone do it for them so that it is unique and not copied.  Ask a friend, co-worker or family member to do it for you.  You can have several people write one for you and take pieces out of each to have a great bio and to entice people to hire you!

Aug 14, 2008 10:02 AM #38
Rainer
1,342
Local Exposure
Local Exposure - Port St Lucie, FL

Rule # 2 : Do not write your bio in the third person.
Unless you run a multi-billion dollor company, everyone reading your bio knows that you wrote it yourself.
We don't expect Donald Trump to write a bio for his website, but we do expect Sally New-Agent to be writing her own bio.

I think it sounds good written in the first person anyways, because it's you talking about your accomplishments and background.

Aug 14, 2008 02:22 PM #39
Rainmaker
818,784
Lyn Sims
RE/MAX Suburban - Schaumburg IL Real Estate - Northwest Suburbs of Chicago - Schaumburg, IL
Schaumburg Homes

You see it every day, people would rather cut & paste then think original. Copy cat, cheater, ever hear of copyright?  If not, at least give the guy your stealing the words from some credit & mix them up a bit.  It's just as bad with web pages - there was an agent in my office who just wanted to cut & paste my website because he didn't want to type alot.  I tried to investigate copy-protect but it would not be compliant on the site server. Good post.

Aug 14, 2008 02:54 PM #40
Rainer
15,173
Chris Shouse
Lyoness USA - Las Vegas, NV
Realtor - Las Vegas

I love it Mary, hmmm I never thought about stealing lines from other people LOL It is not easy to write about yourself and still do not think I have it right.  I continue to work on it.

Aug 14, 2008 04:30 PM #41
Rainmaker
201,617
Inna Hardison
ha media group - Orlando, FL
Wordpress for Real Estate & Design, Print HaMedia Group

Hi Mary. Great post. I write ad copy for a living, or at least spend quite a bit of my time doing that. Well, we were recently working on updating our own company website for my marketing firm, and needless to say, I had to write copy for it. Took me pulling quite a bit of hair out of my head, too many drinks and frustrating sleepless nights to pull it off to where I was happy with it.  Same with the bio - it's both, personal and professional, and the pressure to stand out sometimes gets to be too much. I have learned over the years that for me, it's easier to write anything for anyone else, if it's intended as a sales pitch than for myself. Somehow it's remarkably hard to say good things about oneself:-(

Sorry for rambling, but I can see a new and desperate agent browsing the net for existing bios to save the headache. I don't think it ever works, but true originality can be risky and not everyone is ok with it on the flipside - so they choose the safe, albeit, ineffectual route. Just my .002

Aug 14, 2008 04:46 PM #42
Ambassador
393,255
Pam Dent
Gayle Harvey Real Estate, Inc. - Charlottesville, VA
Realtor - Charlottesville Virginia Homes and Horse Farms

Its sad that people have so little confidence in themselves that they have to copy what someone else says.  Don't they realize that people will figure it out immediately when they actually speak with them.  People want to connect with a person.  It is important to be yourself.

Aug 14, 2008 09:37 PM #43
Rainmaker
959,132
Georgie Hunter
Hawai'i Life Real Estate Brokers - Haiku, HI
Maui Real Estate sales and lifestyle info

Congrats on the well deserved feature post!

Aug 14, 2008 10:12 PM #44
Rainer
13,300
Brandon Weber
Weber Property Group - Sacramento, CA

I would never copy anything, but let's face it... it feels safe to be unoriginal.  But it's DANGEROUS.  Oh, and, by the way, I think I need to update my bio soon.

Aug 14, 2008 11:45 PM #45
Rainmaker
35,227
Stephanie Zellous (512) 971-4875
Gaston And Sheehan Realty - Pflugerville, TX
Stephanie Zellous

My bio needs a lot of work; way too general!

Aug 15, 2008 07:32 PM #46
Rainmaker
175,396
Leander McClain
North East, MD
Cecil & Harford County Realtor

Mary,

I couldn't agree with you more.   When i first got into the business and was looking to write my bio ( I had not deals under my belt and no experience), I decided to write about what was important to me. Who Is Leander McClain?  That's what I thought the potential clients wanted to know.  So far, it has seemed to work for me.  Thanks for the benefit of your wisdom

Leander

Aug 16, 2008 07:25 AM #47
Rainer
54,776
Kelsey Barklow
Evans & Evans Real Estate - Johnson City, TN
423/948-9154, Marne Drinnon 423/202-2277

Mary,

 

I'm looking forward to reading more of your rules. Keep them coming. #1 is great.

Aug 21, 2008 07:48 AM #48
Anonymous
Anonymous
Dennis LeBlanc

Now, more than ever, writing a bio that connects you with your prospects is one of the best things you can do for your business. You do that by telling your story, letting the consumer know what makes you unique, what will make the reader "care" about you. You don't do that by citing boring stats and hollow service platitudes, and certainly not by "copying someone else's bio! I wrote a postcard message for my wife about how she helped a buyer become the first homeowner in her family, and it went on to urge others to not let this market (and the opportunities it presents) pass them by. Several agents asked my wife if they could use the story in their farm! Unbelievable.

Dennis LeBlanc, Vice President/Creative Director Hobbs/Herder.

Aug 25, 2008 12:05 AM #49
Rainer
4,515
Kiri Rawson
Acquire Real Estate - Lexington, SC

Mary,

This is great information. As a new agent, it can be difficult to sift through all the suggestions and determine what will work and make me stand out. Thanks for this post.

Kiri

Sep 01, 2008 04:13 PM #50
Rainer
8,460
Bill Fletcher
Web Handyman - Dana Point, CA

Good topic Mary.

I believe Mr. LeBlanc also raises a good point.  I believe a prospective buyer or seller I would much rather hear about how you helped someone like them, than how awesome we are.   I don't think the words "platinum producer" are worth the ink they are written in anymore.

Bill

 

Sep 23, 2008 01:44 PM #51
Rainer
3,326
Michelle "Scout" Scott
Market Pro Realty - Fayetteville, AR

Interesting and helpful!

Aug 17, 2012 11:07 AM #52
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Rainmaker
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Mary Pope-Handy

CRS, CIPS, ABR, SRES, Silicon Valley
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