Writing a Better Biography
For new agents, writing a biography is what comes after getting a head shot. It’s one of the first things we’re told to do, but it’s tough. Most of us are not great writers and it is not often that we are called to tell our life history, let alone summarize it in three paragraphs. So, most people tend to write out their biography as if it were a resume in paragraph. It gets the job done, but leaves most bios feeling very stale and impersonal.
When I help agents write their bios, there are several things I help point out to help round out their message and make them feel more personal. Here are a few tips:
Clarify your niche
As entrepreneurs, in order to sell ourselves, we have to be able to briefly explain what we do and who we do it for. Your bio should make that clear. Yes, most people know what a real estate agent is, but what is your target market area? Do you specialize in residential real estate, or residential real estate and luxury rentals? So, be sure to include your market area and what your specialization is, even if it is still broad. Remember that this is opportunity to share your message – what is your message? What makes you, YOU in this business?
Speak to your audience
If your target market is high end, your bio should speak the same language. In other words, if your target market were first-time home buyers, your message would be different than if your market was luxury fractional in a ski town. Think of your bio as the opportunity help draw in the kind of business you wish to be doing or hope to do.
Provide a deeper lens into who you are
There is an old writing adage that the more specific you are, the more universal your story will become. For example, instead of sharing that you love to hike, share that you love hiking up Hunter Creek on weekends with your dog Moses. The idea here is to hopefully jar something in the reader that you have in common or that they find interesting about you. Use specifics to really tell them something about you – it may provide a good talking point when you meet or talk on the phone.
Get as personal as you feel safe to. We are in the relationship business, after all! You don’t have to mention your kids’ (or pets!) names and ages, but sharing what you like to do for fun with your family or on the weekends can help set a framework to who you are professionally and personally.
#blessed
Social media has become the perfect venue to brag and share your latest and greatest – these days, people tone down the brag factor by footnoting the post with “#blessed.” It adds a hint of humility, whether tongue in cheek or genuine. Touting years of high sales achievements or record sales is very common in real estate agent bios – it creates credibility, but it is overused and misused, in my opinion.
Remember that achievements are not just in numbers or dollar signs – such achievements also grant us rewarding relationships, for example, and the ability to give back to the community. Try to use your success to explain the value of those accomplishments to the next prospect. In your own words, include how has your performance benchmarks have enabled you to better serve future clients or the real estate community. And be specific! Avoid superfluous generalities.
In sum, if you have high track record in sales or have had high octane deals, you should include them, but think about a way that you can share the details with a little humility. Even just a “I am so grateful for…” can go along way.
Fill in the blanks
So often, I read a whole paragraph about the agent’s education and the careers that led up to their path as a Realtor. The intention is to show how or why they are qualified to be real estate agents, especially for those of us that are just starting out. While that information should definitely be included, you need to help the reader fill in the gaps. If you were a mortgage broker before, how and why does that help you as a real estate agent now? Be specific. Spell it out. Don’t assume that the readers will automatically pick up on the value of your background.
Lastly, remember to revise from time to time
I would say you should revisit and revise your bio at least once a year, especially if you include annual sales volume or performance numbers. Your business will change over time.