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The five steps to a killer real estate agent profile
Reading Time: 7 min read
Published: April 21, 2015 by Siteloft
Look, I’m going to be honest here, I’ve seen some pretty shameful real estate agent profiles on my travels through the internet.
I’m sure I don’t have to tell you that real estate is a people-orientated business; you’re selling yourself just as much as you’re selling houses. It stands to reason that your agent profile should receive the same attention as your listings. In light of this, we’ve built ours with the tender, loving care that they – nay, you – deserve.
So you might be wondering, ‘how do I make a great agent profile then?’ Well, lets run through the five steps.
The first thing you’ll notice on one of our agent profile pages is the imagery. That’s what we want your potential clients to notice first too.
As well as your headshot, we’ve given you the option to add a picture to the header to show your potential clients what you’re all about.
If you’re into gardening – post your garden. If you’re into AFL – post a match you’ve been to. If you’re into competitive yodelling or collecting your own navel fluff, maybe leave it blank…
We can’t stop you from posting that jar of belly lint – you can choose anything. But we can strongly suggest you choose wisely. We have a blog on selecting great imagery for your website, as well as our photography help e-book. You should take a look at them before uploading anything.
On a side note, remember to make your headshot square before uploading it into WordPress, otherwise it won’t fit snugly within the border, and have tacky white gaps. Allow our pal Larry to demonstrate;
A bit about you
Here’s your chance to convince people you’re the best and that they should choose you. Write a knock-out agent bio and you’re in the money.
People are looking for an agent who’s reliable and untiring – but they also want confidence and charisma. Try drawing the line between ‘Hard-working professional ____’ and ‘Your old mate ____’ somewhere down the middle. You’ll obviously need to inform readers of the details of your career, but they’ll remember the details about you. The certificates on the wall are important, but so is character. You need a good balance of both.
For even more transparency, I’m of the opinion that writing your ‘about me’ in the first person (for example; “I have been an agent for ten years”) is probably worth seriously thinking about. Most of the bios I’ve read have been in the third person (for example; “John has been an agent for ten years”), which I always find odd. Third person ‘about me’-s not only go against the whole ‘me’ bit, but in many cases give you the perceived magnetism of a sore thumb. Writing like an automaton with the facts alone gets the job done, but you should strive to write as though you’re speaking to your reader.
Finally, keep it as short and sweet as possible. It’s not your autobiography – it’s your autobiography’s blurb. However, don’t just focus on the ‘short and sweet’ and forget about the ‘as possible’. A better way to think about it is ‘no longer than necessary’. You don’t want to prattle on, but you also don’t want to leave out anything important.
Your current and sold listings will be added onto your profile. Clients will be able to see what houses you’ve sold in the past and what experience you have.
If someone wants to sell their cottage, they’re going to want to sell it through someone who has experience selling cottages so they know they’ll be getting the best possible price. Having all the cottages you’ve sold in the past on display is going to boost your chances of getting their business tenfold.
Likewise, let’s say a client is looking to buy a cottage out in the countryside, so they can retire and spend their days making marmalade. They’re also going to want an agent who has experience with cottages so they know they’re getting the best advice possible; how well will the stonewall hold in the heat? Is the water potable? How many acres of corn will fit in the larder?
It’s therefore in your best interest to use your past sales as advertising for your skills. Buyers and sellers can see what you’ve sold and how much for.
Plus, if you’re such a great agent that buyers come to you (which they should – repeat business should be your staple), they’ll know what houses you have listed straight from your page.
Your current and sold listings will be added onto your profile unless you disable them. We don’t recommend you do that.
Testimonials are one of the most important parts of any real estate agent’s profile. The power of your reputation and relationships with clientele can’t be underestimated.
When someone is deciding upon a real estate agent to work with, they’re going to be looking for what other people think about them. They’ll respond much better to the words of someone like themselves – as opposed to your own heart-warming opinions of yourself or, as David Ogilvy famously said, “the puffery of an anonymous copywriter”.
So if you have some happy customers (and we hope you do), then why not email them and ask nicely if they’d write a testimonial for you?
Testimonials shouldn’t be too over the top – you’re a great real estate agent, but you’re not the second coming. If someone has gotten a little bit carried away with embellishment it could sound manufactured and insincere, and in some instances, have the opposite of the intended effect. Keep it realistic.
A realistic testimonial also has concrete examples of return. Try and include stuff like “John Agent sold my house in 30 days!” or “We got $20,000 more than we expected!” Wishy-washy is great, but only when it’s backed up by evidence.
When you post a testimonial you’re going to want to choose the tastiest morsel in it as your excerpt. When you tag it to your profile, only this snippet will be shown. The rest isn’t tossed away though. Once you’ve sparked your reader’s interest, they can click ‘show all’ to see all your testimonials. Each snippet expands with a click for the full celebration of your super-agent powers.
Of course, you’ve got the usual; phone numbers and email addresses, the most common forms of contact, but you’ve also got the option to add social media links as well.
YouTube, LinkedIn, Google+, Twitter and Facebook are all ready to be added, and if you have professional profiles on any of these avenues – add them. The more modes of contact that you have between you and your clients the better.
Alex Waters, winner of the REB Rising Star award 2014, uses his own YouTube channel to do monthly updates on the Karratha market. This is a great example of how you can step outside the box, and use other avenues than the well-trodden ‘norm’ to your advantage. Imagine checking your local real estate agent’s profile to find that they’ve got their own monthly show? I’d be impressed.
Food for thought, I suppose.
What to take away from all of this?
- Use great imagery that speaks about you.
- Be professional – but human.
- Make sure your ‘about me’ and testimonials are no longer than necessary.
- Use your testimonials and listings to paint the whole picture.
- Include all your social media accounts.
If you use all the profile features provided, you’re going to have a kick-ass agent profile that lures in sellers like the Pied Piper. Is it time to revamp your profile?