EPISODE 326: How to Attract Prospects Using Your Real Estate Biography Pages
For this week’s 326th episode of the Mail Right Show, Jonathan Denwood and Robert Newman discussed how realtors might use their real estate biography page as a marketing tool. They talked about the importance of the real estate biography page and how realtors can leverage it to attract new customers. Robert Newman, the founder and CEO of Inbound REM is a digital marketing business specializing in inbound marketing. On the other hand, Jonathan Denwood is the creator and CEO of Mail Right, a platform that automates and simplifies a range of digital tools. This episode reveals the significance of a page you believed was unused and unrated but adds value to you.
What is a realtor biography or real estate biography?
A realtor’s bio is the cornerstone of your marketing strategy and professional branding. Your real estate agent bio outlines your abilities and skills as an agent and your expertise, accomplishments, and areas of experience or focus. A compelling real estate bio summarizes who you are and your value proposition, convincing buyers and sellers to collaborate with you. A well-written bio can mean losing a lead and acquiring a new client.
Why are realtor biographies necessary?
- It states who you are and why you are different from everyone else – Consider your real estate bio as your first impression, and use it to communicate your education, experience, and personality (or, in other words, why you’re the best candidate for the job). While writing, describe who you are and why your existence is significant. For instance, you may write that you were born and raised in a particular neighborhood, but what difference does it make? Because you have a thorough understanding of the local market. Including the “why” piques the interest of prospective clients.
- It helps establish credibility – The majority of clients seek an agent with experience and an excellent reputation. Negotiation abilities are exceptional. Utilize your real estate bio to highlight any accolades, recognitions, or impressive statistics that support these abilities. Of course, there is a narrow line between self-promotion and bragging, so proceed cautiously here. Concentrate on a single or two significant or remarkable accomplishments.
- It helps to establish a connection between you and the surrounding community – Real estate is a local industry. Someone selling a house in Texas would not employ an agent in Hawaii. Rather than that, they want someone familiar with the ins and outs of the local market. This is not to say that you must have profound ties to a specific community to succeed. However, you should establish yourself as a passionate champion for the place by describing why you chose to relocate (or remain, if you are a native).
How can you make your realtor bio more appealing to potential customers?
In Your Realtor Bio, Include Terms That Indicate a Local Connection
Regardless of how much research a client conducts online, there is no substitute for your local experience. Even inexperienced real estate brokers can construct a compelling bio by showcasing their familiarity with nearby neighborhoods, cities, events, and famous regions. Reiterate that you don’t just represent buyers and sellers in the area, but you also live there to show that you are well-versed.
Establish Personal Connections
Buyers and sellers alike want to work with a human being, not a machine. Ascertain that your bio accurately represents who you are, your passions, and something unique about you. More prospects will convert to new clients if they can connect what matters to them and what matters to you.
Give Attention to Your Accomplishments and Statistics.
The most challenging and exciting part of real estate transactions is effectively representing customers. When you earn accolades or achieve critical milestones, please include them in your professional bio to earn the trust and confidence of future clients. Limit the awards you mention to those that can be verified through public records or specifications, rather than making unprovable statements like “number one realtor.”
Compile a List of Strengths That Will Appeal to Your Ideal Client Types.
While it may be tempting to include your abilities, successes, and connections in your real estate agent bio, you’ll achieve better results by cherry-picking the most significant facts. Consider your ideal client’s concerns and priorities and speak to the precise abilities that address those demands. This will assist you in generating real estate leads that are most similar to the type of client you service.
Include Niche Markets in Your Agent Bio
When homeowners or prospective purchasers have a unique requirement or are confronted with an unusual difficulty, they seek an agent with specialized skills. That is why it is critical to include the real estate specialties and specific markets in which you specialize as part of your real estate branding—mentioning in your realtor bio that you understand the demands of first-time buyers or how to market and sell vacation rentals might help you stand out from other area brokers.
Utilize Your Hobbies to Establish Similarity
Possible clients are more likely to trust you once they discover more about you as an individual/person than what you can do as an agent. This is why it’s a good idea to add information about your hobbies, interests, and passions outside of real estate in your bio. However, this technique should be used rarely. After all, the fundamental goal of a great real estate agent bio is to quickly convey to a prospective client how you can add value to their transaction.
Include a clear call to action
Your real estate bio should always include an eye-catching call to action or the next step for readers who want to continue learning more. This can be as straightforward as a remark instructing prospective callers to click on a link to your website or sign up for a listing appointment. It is worth mentioning that prospective clients may be turned off if your call to action seems too like a sales pitch.
Maintain an Up-to-Date Realtor Bio
Real estate will expose you to a wide range of clients and transactions. You may discover that your area of expertise or target audience has evolved. This is why it is critical to regularly check and edit your real estate bio to ensure that it reflects your most current knowledge and experience.