How to Write a Powerful Real Estate Bio and Build a Digital Footprint That Attracts Clients
We’ve been experiencing a shift towards the digital marketplace for decades and 2020’s pandemic has only expedited the process. Over 97% of consumers search online for local businesses. As a real estate agent, if you don’t have a powerful bio that your local audience can find online, you’re depriving yourself of your biggest potential revenue stream, not to mention the significantly advanced networking the internet provides, which is essential to being a top-rated agent. This guide will give you the consumer perspective, take you through the steps of creating a compelling bio, and show you where you should post to get the most exposure.
Real Estate Digital Marketing: Consumer Perspective
You have to meet your clients where they are if you want your online presence to be effective. That requires a bit of insight into consumer behavior. REAL Trends published a study of recent buyers and sellers in 2018 that showed:
- 69% said it was essential to get a referral from someone they trust
- 64% looked for agents with listings that were similar to what they were looking for
- 62% checked websites that rated local agents
- 57% chose someone they had a personal relationship with
Developing your online presence will help you to connect with buyers and sellers who are looking for your services. Post your bio to websites that index agents and build a more extensive network that will lead to business and referrals down the line.
How to Write a Real Estate Bio
All platforms are going to be slightly different. Google My Business has rules against links and only business owners or authorized representatives may manage the listing. Other platforms have layout limitations that may force you to slightly alter your bio. This guide is intended to help you craft a full and effective real estate bio that you can modify for each platform.
Before Your Begin
Write in the third person and only include information that compels the reader to work with you. You might want to tell people about the fluffy dog you had growing up, but unless he was a direct influence on your real estate career, Fido doesn’t belong here. Think of it as a resume; if it’s more than one page, they’re not going to read it. Update your bio across all platforms regularly and make it skimmable. A wall of text is one of the fastest ways to get a visitor to click the “back” button.
- Concise and relevant
- Update regularly
- Readable and skimmable
Create a Clean Structure
Your bio needs to be concise, relevant, and easy to read. Eliminate redundancy and non-essential information. This is not the place to shoot for high SEO based on word count. Before you write anything, create an outline, and stick to that information.
- Your best features
- Social proof
- Short introduction
- Team bio
- Contact info
If you have some flexibility in how you name yourself on a platform, use the name field to highlight your education and credentials using suffixes or a dash between your name and your title. If you don’t have anything that fits there, create a title for yourself that comprises your role in the main benefit to the client.
Travis Breton, Homeownership Guru
USP (Unique Selling Point)
This section should be a single sentence or headline that summarizes your USP. What makes you different than every other real estate agent in your area? This can be a difficult question to answer when you’re providing essentially the same service as everyone else, but there is something special about you. You just have to figure out what it is. Why do people come to you? Great USPs include:
- Recognition you or your team have received for being the best
- Holding a record
- Specializing in a certain type of real estate
- Your values as an agent
- Your business model
- An impressive achievement or history
- Your education
If you’re struggling to come up with something, don’t panic. Focus on your strengths and sell them. If your USP isn’t unique, you’ll still appeal to your target audience and you’ll have other opportunities to win them over.
Your Best Features
Start with the most relevant and compelling data you have, whether it’s your education, credentials, sales records, or achievements. Write a short paragraph that summarizes your best selling points with hard data to back it up. Remember to focus on the benefits to the client and to limit your “I” statements. Follow that with a skimmable bullet list.
- Education and credentials
- Experience and knowledge of local real estate
- Relevant and compelling skills (negotiating, home staging, native resident)
Social proof is a term used to describe third-party, hard-data, or social verification of your skills and expertise. Choose your best social proof to highlight in your real estate bio and format it like a quote or headline to keep it short and skimmable. Not all forms of social proof are appropriate for a bio, e.g. case studies and other long-form content.
- Real-time stats
- Social media praise
- social media shares and comments
- ratings and reviews
This is the bulk of your bio where you get to tell a bit about yourself. Again, remember to keep it focused on how the reader will benefit and omit any unnecessary information. Break your text up into short paragraphs. Choose a handful of powerful action words and adjectives instead of a lot of weak ones. Mention your USP again and convey your passion for your work and your location. Answer these questions:
- What are you good at?
- What have you done?
- Who is your target audience?
- Why do you do this?
- What do you want to achieve?
There’s no need for a paragraph or heading here unless it’s your primary CTA. Start with your preferred contact method and follow with:
- Phone number
- Social media links
- Office address
- DRE number
Call to Action (CTA)
Be specific and clear. Tell your readers exactly where you want them to go from here and how they can get there. Make it as easy as possible for them. This might change depending on the platform you’re posting on and whether you have a strong digital presence yet. Common CTAs include calling the listed phone number or going to the agent’s website.
Other Things to Include in Your Real Estate Bio
- Professional headshot
- Keywords for local search
- Keywords that you rank for on Google (link them back to your site to increase domain authority)
- One or two quotes from yourself about what you do
- An intro video featuring you that summarizes your bio and connects with the audience
- Images of homes you’ve closed on
- Link to your site and your most active social media accounts
What Not to Write
- Sales pitches
- Misleading information
- Link or URLs (in google business description)
- Anything offensive
Where to Post Your Real Estate Bio
Creating a real estate bio for your profiles across multiple platforms will generate what’s called a “digital footprint”. Your digital footprint consists of all the information that’s available about you online. Since real estate is a location-specific service, it’s essential to get your bio posted to local platforms and indexes that are capable of location-based search, as well as global platforms.
Facebook Business Pages
Facebook Business Pages allows you to connect with clients and prospects even when they can’t visit you in person. This is a must-have during the pandemic and a great tool for connecting with buyers who are hoping to move to your area from elsewhere.
Zillow is the #1 real estate website in the world at over 173 million visitors per month in 2020. If you’re looking for an increase in business, this site is definitely worth your consideration.
Realtor.com is a distant second with 82 million visitors per month. The other Top 5’s are Trulia, Redfin, and Movoto.
LinkedIn is a career-oriented social platform. If you’re not networking on LinkedIn already, you’re missing out on a huge audience of customers and valuable connections.
Yelp is the go-to resource for business reviews. They get over 178 million visitors every month. It’s where people go to find out if they can expect good service from you. Creating and monitoring a Yelp bio can go a long way towards boosting your online reputation and bringing in more business.
Google My Business
Local businesses and service providers can use Google My Business to dramatically increase their visibility with the four out of five consumers who use search engines to find local information.
Local real estate board
Your local real estate board is packed with agents in your region who are ready to network with you to meet the needs of buyers and sellers in the area. Posting your bio to the local board can help you expand your reach, your options, and your customer satisfaction.
More Platforms to Consider
When posting your bio, try to think outside the box regarding your digital footprint. Where else do people look for local services? How do people look for homes to buy or buyers to sell their homes to? What directories are available that can connect you with leads?
Alignable is a small business referral network where small business owners can connect and network to increase their number of referrals while helping other small businesses grow.
WikiRealty indexes listings based on what buyers want from their neighborhood. Popular amenities include shopping, culture, outdoors, and health. They feature cities that have a high number of “highlights” and local amenities.
According to Resaas’ Home page, top-producing agents get over 60% of their business from referrals. They offer a fast listing process that gets listings to other agents instantly and published to the MLS in less than one day, as well as the world’s largest network of agents for collaboration.
HomeLight is a real estate agent index where people search for agents in the area where they intend to buy or sell. Each agent’s profile includes a snapshot of their number of closings, years of experience, and closings below or at the listing price, depending on whether the visitor is buying or selling. The site also accepts listings and connects sellers with pre-approved cash buyers.
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