The Super Importance of a Well Crafted Bio!!

NOTE: Despite the cut in the Fed Funds Rate on Wednesday by the Fed, mortgage rates still remain at least 1/4% higher than where they were a few weeks ago.

We frequently assist our agent partners with the enhancement of their “Digital Footprint.”

An agent’s digital footprint is basically what potential clients see when they research an agent online.

As we remind often, agents who don’t have a stellar digital footprint are most likely losing business to other agents who do have stellar digital footprints – and they don’t even know it!

The reason is that over 90% of all potential clients “google” their agents prior to engaging them (and yes we have data to prove this 😊).

This is the essence of our Digital Marketing message that we share time and again – agents need to optimize their digital footprints to stop losing clients.

And – one of the most important aspects of an optimized digital footprint is an optimized “Master Bio.” B/c of this, we are always surprised to see how lightly many agents take their bios.

Creating an “optimized bio” is somewhat of an art form b/c there is far more to it than most agents realize. An effective Master Bio needs to contain consistent and accurate data, it needs to be short and concise, and it needs to be chock full of keywords.

Below, I am sharing the tips we provide for our agent partners when we help them with their narrative “about me” portion of their bios.

There is a distinction between a “Master Bio” and the “About Me” narrative section, but I will leave that for another blog.

The main point of this blog is to never underestimate the importance of an optimized bio.

If any readers would like more information in regards to bios and our digital marketing assistance in general, please feel free to reach out to me or to one of our Business Development Officers.

Best Practices for Realtor Bios

1. Keep It Short & Sweet

People read, on average, between 250-400 words a minute. No one is going to spend more than a minute reading a bio. Think about that when considering the length of a bio. Especially important for websites like Zillow, Trulia, etc. – your bio should be no longer than a paragraph.

2. Speak to Your Foundation

Everyone’s path is different, but there is something that drew you into the real estate business. Identify that. People want to know your journey and background as it helps give them context about you.

3. Identify Your Specialty

Of course, there is no deal too big or too small, or a neighborhood you won’t go to, to make a client happy, but if there is a type of property or a neighborhood that you do particularly favor, identify it. And finally, you should not think of your bio as something that solely lives on your firm’s website.

4. Write for The Analytic & Emotional Mindsets

There are two essential types of people who you are marketing to: those who are looking for numbers/analytics and those who are looking for great customer care and coming from a more emotional place. Your bio should provide enough facts/stats from either your track record or your brokerage to show your experience, but your bio should also convey who you are as a person. For newer agents, focus on the brokerage stats, and bring in any non-real-estate experience from your background that can apply, such as sales, customer service, or negotiation.

5. Write in The Third Person

6. Should Highlight These 3 Things

  • Clients want someone they can trust.
  • Clients want someone competent enough to ensure a smooth transaction.
  • Clients want someone they’ll enjoy spending time with.

7. Include Personal Details

Feel free to share some personal details that will give people an idea of who you are

8. Highlight Brand Values

  • How and when did you get started in Real Estate?
  • What do you enjoy most about Real Estate or your career?
  • What and where do you specialize or focus (luxury homes, waterfront, a specific neighborhood/community, 55+, etc.)? The more specific you can be the better.
  • Why should a client work with you?
  • Do you have any degrees, awards, designations/certifications, or notable accomplishments?
  • What kind of hobbies, interests, or loves do you have outside of Real Estate?

Jay Voorhees
Founder/Broker | JVM Lending
(855) 855-4491 | DRE# 01524255, NMLS# 310167

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