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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Tags:
how to write a real estate agent bio or promo page
new agent tips
boilerplate

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Rainer
54,676
Kelsey Barklow
423/948-9154, Marne Drinnon 423/202-2277
Evans & Evans Real Estate

Mary,

 

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

August 21, 2008 07:48 AM
Anonymous #49
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.

August 25, 2008 12:05 AM
Rainer
4,515
Kiri Rawson
Acquire Real Estate

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

September 01, 2008 04:13 PM
Rainer
8,460
Bill Fletcher
Web Handyman

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

 

September 23, 2008 01:44 PM
Rainer
3,326
Michelle "Scout" Scott
Market Pro Realty

Interesting and helpful!

August 17, 2012 11:07 AM
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Rainmaker
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Mary Pope-Handy

CRS, CIPS, ABR, SRES, Silicon Valley
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A discussion on the real estate market and practice, particularly in Silicon Valley, CA.











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