Agents should highlight their experience with a good bio

May 29, 2018

On any agent's website, it's wise to list a detailed biography that tells visitors about the real estate professional's background and experience. Fortunately, there are many ways to make those bios compelling.

The single most important aspect of such a biography page is to highlight how much experience an agent has in the sector, and whatever certifications they may have that relates to the field, according to IDX Central. However, it's also important to keep that information brief at the top or bottom of a bio, so whittling down a list of potentially several achievements to the absolute best highlights is a good way to start this effort.

Standing out from the crowd
Of course, because many agents have fairly similar resumes in terms of certifications and other professional achievements, it's also important to get a little more personal. When visitors to a real estate website see that their potential agent is a real person with real families and hobbies, they may be able to connect with the pro on that level; they may have dogs that are the same breed, kids the same age, or a similar interest in the outdoors.

In addition, it's important to establish an agent's local credentials. If they've lived in their territory for their entire life, or simply have a lot of experience there, talking about that experience can help would-be clients feel as though they can trust the person's expertise as it relates to the local market.

However, it's important to keep in mind that bios aren't advertisements, so pitching them in too much of a "sales-y" tone could end up being an issue. Instead, agents should look at other bios online and see what they like and don't like from what other real estate pros have listed.

What else to keep in mind
In general, the old adage that brevity is the soul of wit should apply to an agent's biography as well, according to SEO Dennis. If a rough draft of such a biography is running more than a few hundred words or longer than two or three paragraphs, it's time to pare it back at least a little bit. Likewise, it's good to have colleagues read over whatever is going to be posted and put it through a few revisions before actually posting it online.

It's also wise when putting the final draft on a website to include a good, new professional headshot so people can put a face to an agent's name. Furthermore, that posting should include all relevant contact information - office and cellphone numbers, social media accounts, etc. - so that people know exactly how to get in touch as quickly as they may want or need to.

When agents are posting their new biography pages, it may also be wise to assess other aspects of their existing websites to make sure they're doing all they can to keep it current and engaging, as a means of connecting with the growing number of buyers and - potentially - sellers now coming into the market.