In today’s article we will talk to you about how to write a real estate agent biography in a workmanlike manner: if you don’t consider your real estate biography a fundamental tool for reaching potential clients, then now is the perfect time to change your mind!
Don’t overlook the persuasive power of your real estate biography, which can turn from a simple presentation tool into a real strategic showcase. An influential description can in fact attract new customers, lay the foundation for lasting relationships, and give people a valid reason to trust you from the very first approach.
What you need to know is that your potential buyers are already using social media as an information search engine when buying and selling homes. This is what emerges from the latest survey conducted by We Are Social and Hootsuite: Global Digital 2018.
According to the research, the use of social media has already increased by 13% compared to 2017 with more than 3 billion active people in the world (of these, 9 out of 10 access via mobile devices). In Italy, on the other hand, there are 34 million “social addicts”, which is more than half of the entire population.
What does all this mean for your business?
Today’s potential customers, before going down to contractual agreements, have the opportunity to study you more closely, get the first idea of who you are and how experienced you are in your sector, all this through online channels.
You are probably thinking “But I already have a bio on social media!” and this is already an excellent thing because you are aware of the importance that it has, so today we try to understand how you can distinguish yourself from the others, in the sea of web content. In fact, your biography is one of the most important aspects to differentiate you, but at the same time, it is a very often overlooked element. Because? Because in general the homepage of the website is mainly taken care of, that is the page that gets the most visits.
Your presentation, on the other hand, is the best opportunity to show your personality to leads and customers. According to Buffer, a popular Social Media Management platform, it is “an introduction, a first approach that allows your potential client to evaluate you and decide if you can satisfy their needs or not” .
Whether you decide to write it yourself, or you delegate someone else to create it, below we list 21 steps to make your bio a real hallmark!
How to write a successful real estate bio for social media
1. Choose the right image
The image you choose is the first thing potential customers will see. As such, it should make them feel welcomed, confident, and somehow “forced” to choose you as their real estate agent.
Make sure you have a quality photo where you appear smiling, friendly and professional at the same time. If possible, hire a photographer to rehearse and then ask some friends and family what they think. The photo is appearance, but it is the first impression a user receives of you, even before the copy.
2. Do a 10-minute brainstorming
Do you have writer’s block? If you’re writing your bio, just getting started can be daunting! Don’t try to achieve perfection on the first try. On the contrary, just start writing! Ignore spelling, grammar and focused primarily on eliminating parole .
Try writing a list, making a mind map, or just filling the page with your thoughts. Once you understand what you actually want to talk about, rewrite and review your presentation until you are ready to upload it to your profile.
3. Focus more on actions than personal characteristics
It seems a bit of a contradiction, but potential customers are not as interested in your embroidery collection as they are in the fact that you have sold a large number of properties thanks to your professionalism. Show that you are a hard worker who achieves results by describing what sets you apart from others. Make use of many action verbs (such as developed, achieved, accomplished, achieved) and try to be as specific as possible.
4. But… don’t list all your sales figures
For potential clients who aren’t real estate experts, pure sales statistics, such as the fact that you’ve sold 650 properties to date, aren’t important. These numbers are often too large and have no direct relationship to important parameters for your target, such as the selling price.
Instead, you could inform the client that you have sold certain types of properties in a certain area, so that they perceive a certain professional acumen for certain types of real estate transactions.
5. Write in the first person
Be authentic, speak in first person and things you care about, to make your presentation as personal as possible and above all “alive”, as if you were right there talking to your potential client.
6. Also focus on humor
Humor is a very useful tool to get in touch with your followers in order to have greater influence and to break through the veil of neutrality with which they will initially face the reading of your real estate biography. We are not saying to make it a cabaret, the real estate agent has historically been surrounded by an aura of professionalism and seriousness.
The value consists in inserting those two or three unexpected, surprising, extroverted words, which allow you to create a sort of empathic osmosis that will contribute to more effective decoding of your message by the potential customer.
7. Always keep an eye on keywords
Does your real estate bio include keywords from your industry and market niche?
If not, once you have identified the keywords you need to focus on, include them in your bio to optimize your page. This way the profile will appear among the first search results.
8. Don’t be vague
Users expect your real estate bio on social media to be unique, expressing original thoughts. Avoid using terms like honesty, integrity, trust, or 5-star service. These are often abused in the real estate industry, and lose their meaning when read by potential clients. It is best to stick to simple Italian, which truly describes you and what you do.
9. Offer a value proposition
The value proposition gives the reader an idea of what they can expect from you. Include a value proposition in your bio, this could also simply be the content you post on the social page. You will have greater benefits by entering a CTA for downloading a free guide, email contact or a simple invitation to share.
10. Be consistent
To have satisfactory results, you need to make sure that what you say on your real estate bio is consistent across all the channels you are on. Basically, it is okay to change the shape and outline, but it is essential that the information coincide: on Twitter, you will most likely use short sentences, on Facebook you will write a longer paragraph, on LinkedIn it might be useful to add an article dedicated to your real estate biography. via Pulse. Take the time you need to better highlight your achievements and create additional assets, but in each one you need to be consistent in both information and cross-channel tone of voice. Don’t focus solely on selling real estate in one channel and being a family man in another – define your personality and keep it constant.
11. Write concisely
Your description should be a simple greeting, an introduction to someone who is considering contacting you. If a social networking website does not limit the length of the presentation text, still offers only the most important information without being too verbose – otherwise, readers will end up ignoring everything.
Here are some ways to do it:
- Reduce the length of your sentences. Having limited space, try to shorten sentences. “I like working with luxury properties” can become “passionate about luxury properties”. With longer biographies, however, use a thesaurus to help you vary the vocabulary throughout the bio, but always make sure you use terms that are part of your way of expressing yourself.
- Prioritize information. Choose the features that best describe you. Does the customer need to know that you are a dog lover? Could be. But did you already say that you love coffee, cakes, and yoga? Focus only on the essential information – the information you want your audience to remember.
- Show it to a dear friend. After writing a bio, it can often seem like it sounds corny, terrific, or over the top. Show your real estate bio to a trusted friend or colleague and ask to see if it matches who you really are. So, reread it and delete anything that doesn’t help tell your story.
12. Add a personal touch
Life isn’t all about work, so talking a little about your personal life can be a great way to connect with potential customers. By including information about your family, pets, hobbies, your clients will see you as a real person rather than just a real estate agent. And, who knows, someone might contact you simply because you have something in common with him! Here’s how to get started.
Add as much detail as possible and try to answer questions like:
- What are the 3 main things you love to do every day?
- What challenges have you overcome that you are most proud of?
- What’s your greatest achievement and why is it important to you?
Take the answers and turn them into a shortlist. Now that you’ve identified what sets you apart, you just need to include it in your real estate bio in descriptive form. This way you won’t have an anonymous presentation but something that will set you apart from the crowd.
13. Include customer testimonials
It is human nature to seek reassurance from others. Let other people speak for you by adding positive testimonials to your profiles. This feedback can help you seal the deal with a customer who may be hesitant.
14. Do not include testimonials from managers or colleagues
Avoid using recommendations from co-workers, especially in your LinkedIn profile. Leaning on your colleagues can make them think you can’t find a customer who is satisfied with your service.
15. Show that you know your area or city well
You know your area of operation better than anyone else, but knowing doesn’t mean knowing how to prove it. So be sure to include information on where you’ve lived and how long you’ve been an active agent right there.
Conversely, if you’re relatively new to the area, tell why you moved and everything you love about your new area of expertise. This is a great way to build trust with customers who will need your guidance to find their ideal home.
16. Don’t put ads in your presentation
There is a specific time and place for each ad, but this is not it! Keep your real estate bio simple – if you use it for advertising only, you will drive away customers. Make sure people feel your qualifications and dedication to meeting their needs, rather than achieving your business goals. In this sense, and referring back to point 4, the citation of too much economic data must be clearly considered.
17. Do some research
Finding the best way to express yourself and grab your reader’s attention can be hard to figure out on your own, so start exploring what other agents have done. This will give you some tips on what works and what doesn’t, allowing you to differentiate yourself and develop your technique and style.
18. Show your qualifications
Report that you are a licensed real estate agent. Showing this may seem trivial, but it adds credibility to your profile and demonstrates your level of professionalism. Don’t be afraid to list other relevant qualifications, your training, your work history, a shortlist of training courses attended. All of this will set you apart from other agents by showing your ability to excel in your industry.
19. Use various multimedia tools
Having both a written bio and a video introduction can not only make you seem more tech-savvy, but it also allows people to get to know you a little better. In this regard, here is a guide for you to use YouTube in real estate.
20. Check your spelling
Your real estate bio is the perfect opportunity to prove how professional you are, so make sure your writing is 100% correct! Only a single mistake can make you lose a customer forever. Once you feel your bio is perfect, follow these three steps: take a 12 to 24 hour break so you can review it with a fresh mind, read each word aloud, and finally ask a trusted friend, family member, or a colleague to read it and give you feedback.
Also, avoid overdoing the use of fanciful fonts and writing techniques. Use exclamation marks, italics, and bolds sparingly, which, if used excessively, can distract the reader.
21. Review your bio periodically
Writing or perfecting your bio should be at the top of the priority list. Interests change, skills evolve. Your followers have been looking at the same bio for about three consecutive years and have grown tired. R ivisita your presentation every six months, every year up to add or change details and to keep your followers interested.
How to customize your real estate bio for each social platform
In an online world increasingly crowded with content, creating differentiation is a must.
As best-selling author Seth Godin states,
“In a connected economy, what other people think and their expectations about you are things that go together to create your brand identity”.
Of course: standing out can be difficult. The challenge for most people is to translate these characteristics into something that is fascinating and that can inspire potential customers through social media.
Don’t think that one type of bio is suitable for all platforms.
At a minimum, you should create biographies and profiles on:
- the website of your real estate agency
- your Facebook business page
- industry reference websites such as WeAgentz
Each social platform shows the biographies in different parts and, as mentioned, can have a certain limit of characters. The following Unbounce cheat sheet shows character limits and general best practices for major social media sites . Keep in mind that these sites are constantly posting updates for layout and functionality, so make sure you are always informed about changes.
Facebook offers you several options: there is a bio tagline that appears on your main page, and an “Information” page that contains the fields to include the tagline, as well as the mission, company overview and description (some fields will vary depending on how you set up your page: personal or business). Use descriptive and simple language that your prospect might like. Don’t forget to use hashtags to be found on every social channel.
The ideal place to show information in small quantities but in a pervasive way: your educational qualification, the results achieved in your work, your daily interests. In this channel, wise use of hashtags is more essential than ever.
Hillary Clinton, during the last presidential elections for the White House, found a great ploy to make her biography funny, defining herself as a “haircut icon”, a “suit aficionado”, and if a US presidential candidate can do it. of America, it means that the ironic descriptions on social networks really serve to attract attention!
Since this bio is tied to your Google account, it is important that it has as much relevant information, appropriate keywords, and links, contact information. Technically, your “About” page on Google+ has many areas to fill in, but for the purposes of creating your real estate bio, we will focus on the “History” section, which includes:
- Tagline – a brief description of who you are
- Introduction: the heart of your bio where you specify what you do, how you do it and what interests you
- Advantage: your achievements, professional or personal
For example, you could talk about your qualifications, interests, achievements and areas of specialization. Speak in first person and also add a value proposition, links to your websites and blogs and provide multiple ways to reach them.
LinkedIn is the quintessential professional social networking site, so it makes sense for it to be the place to showcase results and experience in-depth. As there are no limits of character, feel free to be as complete as possible to communicate the most important details of your business.
For example, you can use your bio to describe your qualifications, results and a link (only one!) To your property listings.
Your real estate biography on Pinterest is a great space not only for your business information: being a visual medium, p UO also express your passion, creativity and interests. Show how you managed to sell that badly made house by home staging. Be as concise as possible, describing what you do and what results in your customers can expect from using your services.
The real estate market is constantly growing in the online world, thanks also to the pervasiveness of mobile devices. In such a scenario, your professional biography becomes an increasingly fundamental tool for generating customers and for communicating your brand identity to the world.
Follow these tips and you will notice an increase in leads attracted to your profile. Each agent is unique and respecting your diversity will help you stand out from the crowd!
The Agent Profile on WeAgentz is the most complete page for a real estate agent. The profile opens with a section dedicated to contacts and links and a brief introductory description. Then you have the opportunity to write an introduction by adding immediately after a presentation video (if you have one) and specify the cities served in the appropriate section, complete with integrated Google Maps.
Each Real Estate Agent has the possibility to specify their training, their experiences, specializations and languages spoken, as well as the main activities carried out through the use of a pie chart.