Marketing yourself and your business starts with your bio. Part 2 of this five-part series will show you what to write and how to look your best.
In March, Marketing and Branding Month, we dive deep into agent branding and best practices for spending on Zillow, Realtor.com, and more. Top CMOs from major companies will also stop by to share their latest tactics. And to cap off this themed month, Inman will debut an all-new series of awards for his industry branding and marketing leaders called the Marketing All-Stars.
Developing a content plan for your real estate business means optimizing a multitude of online and physical platforms. The Content Marketing Game Plan introduces the rules used to generate five different types of basic content: website, bio, blog, PR, and self-published book.
One of the basic pieces of content every real estate professional needs is a well-written and up-to-date bio. It can be used in different ways across different marketing platforms to give your business more credibility.
As someone who writes a lot of real estate bios, I know this is one of the articles people are most concerned about (and complaining about). It’s also the only piece of writing that can make a big difference in how you see yourself, and how others see you.
where are you in your career
The scope and scale of your career depends, in part, on where you are in your career.
new agent
If you’re a new agent, you’re probably worried about what to write because you don’t have much experience. In this case, you can rely on your brokerage firm’s reputation to build credibility and emphasize your previous professional or academic achievements until you further develop your career.
Agency establishment
At this point, some transactions may take place and some certifications and designations may also be obtained. If you’re starting to establish a niche in the real estate business, you should dedicate part of your background to explaining your qualifications and how you contribute to that market segment.
all star agent
If you’re a top producer, you need a bio to help set you apart. Honors and awards are placed here along with advanced training. Please include some performance stats as I think you have some pretty impressive numbers.
Where do you use bio?
You will always find a place to use your bio, especially when you have several versions to choose from. There are some possibilities here.
on your website
One place you absolutely want to use your profile is on your website’s “about me” page. If you are a proven or all-star agent who has been featured in the media, we encourage you to use a Q&A or interview in lieu of introducing yourself or linking prominently.
If you have a video bio or have been featured on a podcast or TV show, you can also embed any of these on your website instead of or in addition to the written version.
on social media platforms
Most social media platforms have a place to briefly introduce yourself, and often you can pin the video version to the top of your feed. In addition, we may link to the website’s “About Me” page for users who link to more comprehensive information.
About marketing materials
Short bios are great for flyers, postcards, and other marketing materials. Include it at the bottom of your email blast or direct mail to remind people of your qualifications.
If you conduct training events, serve on local association committees, or speak occasionally, you’ll need a helpful version of your biography for a brief introduction, meeting agenda, and other materials.
What should your biography include?
The following factors should be taken into consideration when gathering information for writing your bio:
- your name
- Your Team Name and/or Broker Name
- license information
- Certification and designation
- awards and honors
- Target market
- good stats
- Niche and specialization
- Education and relevant previous professional experience
- Quotes from reviews and testimonials
- Family and personal information such as hobbies and interests (if you choose to include them)
Some people find it difficult to write about themselves and don’t realize how much they have accomplished. Sit down with a trusted friend or colleague and talk about your career so far, see what they find most interesting and compelling, and consider highlighting it in your bio.
Often we don’t consider how far we’ve come in a professional sense. If you are an established or all-star agent, write down where you are currently and make sure your background reflects your current status.
addition: Looking for examples of great agent bios? Check these out:
What else should I keep in mind when writing my bio?
Writing a bio can be intimidating, but there are many things you can do to ensure it’s worth the effort.
- Once you have written your introduction, you can turn it into multiple versions by simply creating both long and short versions in first and third person. First person is more informal and suitable for social media and bio pages. Third person is more formal and works well for marketing materials and introductions.
- Get over the fear that your bio will sound “arrogant” or overly sales-oriented. Reviewing your accomplishments is not the same as bragging. Simply provide people with the information they are looking for to make sure you are qualified to help them.
- Review your introduction frequently, especially when there’s a change in your business or when you’ve accomplished something noteworthy. If you’re an Established Agent or All-Star Agent, stay up to date with awards you’ve earned and new certifications and titles. Your biography should be a living document that accurately reflects your professional growth.
- When it comes to bios, longer isn’t always better. Some of the industry’s most accomplished agents don’t have overly long biographies. They have short bios that give a snapshot of their most impressive achievements.
- Avoid putt phrases and common clichés. everyone listens. everybody cares Anyone help. Make your career more interesting and meaningful by focusing on what differentiates you and what you do, not just how you feel.
- Do not consider your bio to be for sale. Think of it as a tool to enhance and nurture your prospects. This is a way to convince people who already know you that you are the right person for their real estate needs.
If your bio isn’t perfect yet, keep working on it.