The three most important pages on a real estate agent’s website:

• Home page
• Testimonial page
• Agent (and team) bios

You can add an IDX page to that list if you’re a buyers’ agent. 

Today, however, we’re going to take a look at agent bios and the do’s and don’ts when writing yours.

The importance of your agent bio

“Your bio page is where you can build rapport with your potential customers if done right—something that can be difficult if you’re not face-to-face with them,” according to Daryl Johnson, founder of Frontier Marketing.

And doubly difficult if the two of you are total strangers. 

The purpose of your bio is to connect with you not as a salesperson but as a human being. It’s a tall order but critical if you hope to earn their trust enough to pick up the phone and call you.

If writing your bio is easy, you’re doing it wrong

Perhaps one of the biggest mistakes agents make when composing their bios is to use other agent bios as a template of sorts.

If what you hope for is to appear like every other agent in town, use that strategy. 

If not, the initial steps to writing your bio should include:

• Knowing your audience 
• Knowing yourself 

Research performed by crm.com.au found that websites that stand “… out from the crowd in favorable ways used tactics that helped them appear authentic and transparent.

Those tactics included:

• Using real photographs, not stock
• Offering various ways to get in touch with you
• Storytelling
• Showcasing testimonials from previous clients

“People favor companies that showcase themselves as being customer-focused, human, and easy to understand,” they concluded. And, we might add, they do so without being overtly salesy.

Most of all, an agent’s bio should help the reader feel like they’ve gotten to know you better and should give them a clearer understanding of how you attend to your client’s needs.

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PLUS: When you have time…below are some marketing tools to help support your success.

1. Put Your Real Estate Business a Step Above with Your Own Branded Magazine

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6. The Take a Listing Today Podcast

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