Let’s face it. No one likes talking themselves up. There’s that all-consuming worry of not knowing what to say and sounding dry and dull. Or risking being overtly flamboyant, embellished with awards and flaunting your experience.
Your bio is an essential resource that helps position you as an industry expert, builds client trust, enhances your marketing efforts, and generates leads. It should stop the reader in their tracks and keep them engaged, wanting to know more.
Here are our top tips for mastering writing about yourself without cringing.
1. Overcome writer’s block
When it comes to writing, you either love it, hate it, or simply don’t have the time or don’t know how to say what you want to say. Staring at a blank page and trying to unlock the perfect combination of words that effectively captures your unique personality and value proposition can be daunting for many people.
Start by making bullet points as you think about how you started in real estate, what attracted you to it as a career, what roles you’ve held, what you love about your role, what plans you have for the future, what your hobbies and interests are outside of your job and what you like doing in your spare time.
You’ll be surprised at the flood of information you’ve forgotten about.
2. Be professional but stay true to you
Knowing how to infuse your bio with an authentic, relatable voice that resonates directly with the reader while maintaining credibility is a fine line. What you say and how you say it comes down to how your peers and clients perceive you, how you want to be perceived and who you want to attract.
Consider three words that sum up your most significant attributes or things you’re often complimented on, and let them guide your bio. You want to reveal your personality as a teaser, which resonates with your audience and makes the reader want to know more. This will help build your relationship and invite prospects in for further conversations. They’ll get to know you better, like you, and trust your professional advice.
3. Pull back on the accolades
Highlighting your expertise, achievements, and track record is good but not always essential. Firstly, think about how and when you accomplished the awards. If you achieved them more than three years ago or whilst working for a previous employer, it’s best to omit them from your bio.
Consider the current market and the audience you want to attract. Would mentioning the accolade have any meaning to your prospect? Is it relevant to the geographical location, state of the market or your current role? If no, then leave them out of your bio.
If yes, be selective about which awards you mention and do so with humility. Rather than listing every award and year, try saying that you’re “industry recognised” or “an accomplished/accredited agent”.
4. Craft opening sentences that captivate
First impressions count, so it’s crucial to capture your reader’s attention within the opening lines of your bio. Crafting an engaging and attention-grabbing opening that immediately hooks the reader and drives them to want to know more about you is key.
Consider your reader’s biggest concern or interest when selecting an agent, and answer that point in the first two sentences. If your reader is looking for someone with in-depth knowledge of the local area, you could start your bio with a quirky one-liner like “If you want to know who’s the best barista in [xxx suburb], ask Bob. Having grown up in the area, he sipped coffee at every cafe, surfed every break and has great insight into the latest property market trends.” Likewise, if you want to work with families, you can angle it towards the local schools, public transport, shops, park or playgrounds.
5. Structuring information effectively
A range of elements within your personal brand combine to create a great bio, but trying to work out the best order to make the most impact can be confusing. A logical flow will improve your bio’s readability and keep readers wanting to know more.
Keep your bio to about 200 words, divided into three or four short paragraphs. Start with your catchy first sentences that briefly overview you as a person and your expertise. The middle paragraphs should only be one to two sentences each. They should cover your attributes (remember those three you jotted down in point 2. above), your experience, your unique value proposition and your awards, if you’re mentioning them.
To really connect with your reader, the last paragraph should have a personal touch where you mention your hobbies, interests or career goals. If you can tie this in with the theme of your first two sentences, even better.
6. Stand out from the crowd
Standing out from the competition is essential in a saturated real estate market. A bio that clearly and effectively displays your unique qualities, strengths, what you stand for, what you can offer, and your market positioning will grab the attention of those prospects you want to work with. Write it as if you’re chatting to a friend, and you’ll have one for many years to come.
How fresh is your bio? Does it help you stand out from your competition? Does it build trust with your clients and present you in a way that attracts high-quality leads?
If it’s been a while since you’ve blown the dust off your bio, or you have new staff or office pets (yes, it’s a thing!), who you’d like to introduce, let us know.
Did you know our resident writer Amanda Paul specialises in creating killer bios? For a free discussion on how she can help you with an amazing bio, hit the button or call her directly on +61 439 998 969