Real Estate Agent Biography Template (Free PDF, Excel + Bio Generator)

Introduction 0:00 [Music] 0:07 hello everybody this is Matthew Roslin 0:09 and we’re going to chat for a couple 0:10 minutes about mastering your biography 0:12 this is a really important part of your 0:15 business letting people know who you are 0:16 and it’s important for your followers 0:18 the tribe you’re creating your readers 0:20 your potential clients and customers to 0:23 get to know you a little bit we know 0:25 that about 69% of consumers are going to 0:28 Google you before they make election to 0:30 work with you or not even those who know 0:32 you personally still may be checking you 0:34 out online to see who you are what 0:37 you’re all about or are you really the 0:39 professional that can work with them so 0:41 this is a pretty important thing to get 0:42 your messaging across for those 0:44 consumers and in a world where content 0:46 marketing rules it’s going to be 0:48 important for you to have a meaningful 0:50 and engaging bio that defines who you Defining Your Audience 0:53 are but first get to start with defining 0:55 who they are who your audience is 0:57 because it is about them and so we look 1:00 at personas so it’s important for you to 1:03 understand that we have a pretty broad 1:05 range of consumers in most of our 1:07 marketplaces now in na our profile or 1:10 generational profile of buyers and 1:12 sellers shows us it as a pretty equal 1:14 distribution of baby boomers Gen X and 1:18 Gen Y across our active marketing with 1:20 maybe a higher emphasis right now our 1:22 higher percentage of consumers being in 1:24 that Gen X group now we get trapped in 1:27 this market of me and we think that our 1:29 friends or family think as we do and 1:31 that can maybe be the same type of 1:33 consumers and you personally may never 1:35 consider to go look at someone’s 1:37 LinkedIn or Facebook or web page bio but 1:40 your consumer does especially that Gen X 1:42 or Gen Y group and so if I’m going to be 1:45 focused on creating content that matters 1:48 to them I need to know who they are so 1:50 one of the things that all challenge you 1:51 to do first before you even really start 1:53 writing your bio is to go to resources 1:55 like an AR our PR there Ultra property 1:58 resource or your local market statistics 2:01 whatever they may be and find out who 2:03 that consumer is and then sketch out 2:05 just one or two lines about who you 2:08 think they are so for example if I read 2:11 that in my marketplace the consumer 2:14 makes seventy eight thousand dollars a 2:15 year has a two year college degree 2.1 2:18 children are 2.5 children and are 2:22 married in our average of 40 years old 2:25 or 38 years old I’m gonna write out just 2:28 do I have it visually there and in my 2:30 mind that a little story so this persona 2:34 could be that 2:35 Jacob and 2:37 Jezebel are married with their 2.3 2:41 children who go to public school and 2:43 they’ve been working for a long time 2:45 both of them have careers and Jacob 2:48 travels an hour to work and it’s time 2:50 for them to sell their home that is 2:53 going to give me a pretty good image of 2:55 who they are so that I can write towards 2:57 them that I can create content that 2:59 would be meaningful towards them and 3:01 perhaps not be all over the place one of 3:03 the biggest biggest mistakes I think 3:05 most agents make is that they try really 3:07 hard to create content or marketing 3:09 materials that span all the generations 3:11 in the consumer sphere and that’s just 3:14 not a very effective approach you may 3:16 have to create three different BIOS 3:18 eventually or three different marketing 3:20 center groups or better yet just to find 3:23 who your consumer is and target just 3:25 them so know your audience is right a 3:27 little persona on them so that you know 3:29 who you’re writing to the second thing Focusing on Writing 3:32 we want to talk about in that world is 3:34 finding the time to actually focus on 3:36 writing far too often I think the agent 3:39 whether they’re newly transferred to a 3:40 firm or they’re brand new the business 3:42 are sitting at their desk with a manager 3:45 standing over top of them saying hey I 3:46 really need a bio to get your web page 3:48 up and running or your profile online up 3:51 and running and we sit down and just 3:54 haphazardly write something about 3:56 ourselves just to get it done this is a 4:00 very ineffective approach it’s not going 4:03 to be impactful to your reader it’s 4:04 going to come across exactly as it is 4:06 and that is thrown together with the 4:08 intent to fill in the blanks so it’s 4:10 much better to find time that is good 4:12 for you to go right and for me 4:14 personally I have to 4:16 environments and I like very much in 4:18 which I write the first one could be a 4:20 coffee shop I don’t know what it is but 4:22 I like the energy of people moving about 4:23 and I like sitting in the corner in a 4:25 coffee shop maybe earbud listen to music 4:27 and it frees my mind a little bit to 4:30 write or the second one maybe early in 4:32 the mornings with the fire crackling in 4:34 the fireplace and the dog sitting nearby 4:36 when it’s just that still oh the house 4:38 is conducive to thinking and focusing on 4:41 one thing and that may be the perfect 4:43 time for you to just start scribbling 4:45 out an outline about who you are why 4:48 it’s important to them and when when 4:52 they read it what they’re going to need 4:53 to gain from it your reader needs to 4:56 enjoy reading about you it can’t be the 4:59 same old thing so if you go online and 5:01 look and over a decade of teaching I’ve 5:03 engaged many agents I’ve looked online 5:05 that 5:06 their profile before I go in assert 5:10 marketplace to teach or as a broker I’ve 5:12 read countless profiles and most of them How To Be Engaging 5:15 are very flat and very boring or they’re 5:17 the opposite extreme and I feel like 5:19 it’s a tinder account or trying to find 5:20 a date it needs to be something that I 5:23 will 5:25 connect with and if you read most BIOS 5:28 you can put your finger on top of the 5:30 name of the person writing and it sounds 5:31 like every other realtor and that’s 5:33 absolutely the last thing you want to do 5:34 is not be unique you need to have some 5:38 connection with your reader in a 5:40 meaningful way that sets you apart from 5:42 others tell them a story but tell them 5:45 your story from their point of view what 5:48 matters to them is going to be the most 5:50 important part of that story and you can 5:52 ramble off a bunch of acronyms or how 5:54 many years you’ve been XYZ producer and 5:56 recently I read a bio that said this 5:58 person been a lifetime producer I don’t 6:00 even know what that means and I 6:02 certainly don’t think the consumer knows 6:04 or cares and most of them are fairly 6:06 cynical especially in the gen-x engine 6:07 wire world and are going to find that a 6:09 pretty obnoxious Your Story Their POV 6:10 tagline if that’s all you have to offer 6:13 them so it’s going to be important to 6:15 make sure you tell your story but with 6:16 their point of view why does it matter 6:17 why do they benefit and answer some Questions To Answer 6:20 questions about yourself who are you why 6:24 would they choose you how are you unique 6:27 into space and what one or two things 6:29 could they actually connect with so who 6:32 are you you’re your name of course is 6:35 going to important but what we’re really 6:36 talking about here is what personality 6:39 traits do you have that you can bring to 6:41 them as their advocate to help in this 6:43 process why would they choose you and 6:45 and why are you different than other 6:47 people but that connection part is the 6:49 most important there are you a dog 6:51 person or are you a local person who is 6:54 engaged in SPCA or SEO and Google 6:57 family or whatever you’re doing outside 7:00 of just being an agent these are 7:04 important questions to them while you’re 7:06 writing remember that Google is also 7:08 reading this so some of the things that 7:10 you may be putting in there need to be 7:11 keywords you may want to use a city in 7:14 state your marketing in and I know I get 7:15 pushback from agents sometimes and said 7:17 you know I serve multiple counties or 7:19 regions I don’t want to be boxed into 7:21 just one well when someone goes to 7:23 Google of they’re searching for real 7:25 estate agents in Fredericksburg Virginia 7:27 or Stafford or Prince William or just 7:30 even Virginia but that’s so broad that 7:33 you may get lost in that search index so 7:35 writing is not only answering the 7:37 questions we’ve just asked it’s also 7:39 important to put those keywords your 7:41 name should be in there the city and 7:43 state the company or with the type of 7:45 properties that you service the word 7:47 real estate or a phrase real estate 7:49 rather or word buyer or seller should 7:51 all be implemented in your biography to 7:54 ensure that people who are searching can 7:56 find you 7:57 you’re going to need three bios 7:59 essentially you’re going to need one Bio Types 8:01 social bio these are short one sentence 8:04 or two sentence and descriptions of who 8:06 you are for Facebook or Twitter or 8:08 snapchat or whatever online resource you 8:10 have or profile another will be a short 8:13 bio this is generally one paragraph in 8:15 this one paragraph will be used for the 8:18 profile on your company page or 8:20 franchise site or maybe even on 8:23 realtor.com or Zillow and then your full 8:26 bio this is a much lengthier story about 8:28 who you are and who you are to your 8:30 clients that is going to be used on your 8:33 web page and don’t worry about being too 8:36 expansive here just make sure you break 8:38 it up well and we’ll talk about that a 8:40 minute but make sure you have your story 8:43 written now I recommend that you start 8:45 with the full bio right the long one 8:47 first and then summarize – a short bio 8:50 of one paragraph and then take that one 8:51 paragraph and abbreviate it even or down 8:54 to your social bio you’re going to want 8:56 to get a word document or Evernote or 8:59 somewhere where you can save these 9:00 because you’re probably going to copy 9:01 and paste them the many different 9:03 platforms so this is an example of a 9:05 social profile here’s my one sentence 9:07 you notice I use my name there I have a 9:09 hashtag fxb G is for our hometown the 9:13 hashtag for hometown you can see 9:15 Fredericksburg Virginia is part of that 9:17 that description so I didn’t need to 9:18 implement it here and I just want to do 9:21 something that’s engaging and quickly 9:22 can be scanned the short bio is 9:24 basically that they said in one 9:26 paragraph this may be used for certain 9:27 webpages or profiles across the internet 9:31 and then your full bio may answer a lot 9:33 more questions your philosophy about 9:35 them who you work with testimonials from 9:37 past clients what you do outside of real Writing Process 9:40 estate and this is often going to be a 9:42 page on your primary website 9:45 so here’s again recommendation right the 9:47 long version first summarize your long 9:50 version into one paragraph and that one 9:52 paragraph then into one sentence one of 9:55 my favorite authors on the topic of 9:57 writing is aunt handling she has 12 12 Steps In Writing 9:59 steps so in those 12 steps the first one 10:01 is going to be to set a goal who’s your 10:05 target remember we talked about the 10:07 persona earlier so I chose a 38 year old 10:09 husband and wife with 2.2 and a half 10:12 children the children go to a local 10:14 public school the they have a dog named 10:18 pixel they have seventy eight thousand 10:20 dollars a year he commutes and I have a 10:23 that’s my goals to reach those folks and 10:25 convert them into potential clients I’m 10:28 going to reframe that goal and make sure 10:31 that I answer questions they care about 10:34 and only write I think about what the 10:36 client cares about I am NOT going to 10:38 write something that’s just simply self 10:39 aggrandizing or that tells me that well 10:44 promotes me there’s a way to do 10:47 promotion and tell a story without 10:49 sounding as if you’re a third party 10:54 simply bragging on yourself and in that 10:57 regard I’m going to be unlike a little a 10:59 most rather of the other speakers out 11:01 there and I’m going to say right in the 11:03 first person I know that traditionally 11:05 in business writing and these profile or 11:07 your coach – right in the third person 11:09 but the reality is no one reading that 11:12 none of your buyers are sellers no other 11:14 broker or agent believe that you’re so 11:17 successful that you have a writer 11:20 following you around throughout the day 11:21 figure out who you are and writing your 11:23 story for you no one believes that they 11:25 know that you’re writing about yourself 11:27 so earlier I mentioned to make sure your 11:30 name is in your bio so now you’re 11:32 questioning if I’m writing the first 11:33 person how does that happen very simply 11:35 start off your bio with hi my name is 11:38 Matthew Rathbun and of course hopefully 11:39 you’ll insert your own name and not mine 11:41 but that first line is very important 11:43 remember Google index is pretty much the 11:46 first two sentences of your biography 11:47 are your bio so make sure you put your 11:50 name in there but again introduce 11:52 yourself and then continue to write in 11:54 the first person have a conversation 11:55 with the consumer who’s reading your bio 11:58 so make sure you’ve reframed it an in 12:02 seek out data if you’re going to use 12:04 testimonials make sure they’re legit and 12:06 current and their relative to what the 12:07 reader is looking for if you’re going to 12:09 talk about the marketplace have the 12:11 correct information or statistics if 12:13 you’re going to tell antidotal stories 12:15 about yourself scribble them out first 12:17 before you start writing the full draft 12:19 and make sure that they’re relevant to 12:22 what you’re writing then organize your 12:25 thoughts do a quick outline of the five 12:27 things that you want to make are 12:29 important and what flows well what makes 12:32 the most sense about this and the right 12:35 to one person write as if you’re having 12:37 a conversation focus on get that image 12:39 of that persona of that 38 year old wife 12:42 who at 11 o’clock at night while 12:43 realizing they need to sell their home 12:45 what is she reading what’s going to 12:47 connect to her or him as they’ve peruse 12:50 your bio and then produce your ugly 12:53 draft this is my favorite part of an 12 12:55 step outline here just write don’t be so 12:58 focused on spelling or grammar or 13:00 punctuation just go freely write what 13:03 you think is important and then walk 13:05 away maybe overnight maybe a whole day 13:07 and then come back and start to clean it 13:10 up and here’s what you’re going to do 13:12 you’re going to realize it after you’ve 13:13 done the ugly draft and you’ve walked 13:15 when you come back there’s a lot of 13:16 stuff in here that wasn’t necessary or 13:18 irrelevant or frankly just went off the 13:21 rail from your original messaging and 13:22 you’re going to restructure and this is 13:25 where you’re going to apply your grammar 13:27 and punctuation make sure spelling is 13:29 correct and right formation of the word 13:30 and syntax of that that is put together 13:32 in a way that’s well read by your 13:35 consumer 13:36 then you’re going to add your headlines 13:38 every second pair of or so should have a 13:40 break in it in a headline to tell the 13:42 person what they’re reading NEX is 13:44 important to them and then do your bio 13:48 cap what they need to know what one 13:51 one-line or five words even at the top 13:54 of that bio is actually going to tell 13:55 them what they’re going to be reading 13:56 next and who you are then have someone 14:00 else edit it I don’t know about you but 14:02 I can easily read somebody else’s 14:04 writing and find tons of mistakes in it 14:06 but I find it harder to do when it’s my 14:08 own writing and then after we have 14:11 someone else edit it we’re going to do 14:12 one final look is this really what I 14:14 want to pose did the person editing it 14:16 really capture my 14:18 feeling my voice in there or do they 14:20 take and strip it out put their own in I 14:22 need to go back and tweak that but make 14:24 sure that editing is done for grammar 14:26 issues and spelling issues and not tone 14:28 and voice after that final look then 14:31 we’re going to hit publish then we’re 14:32 going to distribute it and giving it to 14:33 give it to everyone that we need to Hemingwayapp 14:35 before I even give it to the editor one 14:38 of the apps that I would recommend 14:39 trying out it’s free it’s very easy and 14:41 it’s very good it’s called the Hemingway 14:42 app you copy and paste your text into 14:45 this app and it’s going to tell you what 14:48 recommend recommendations for spelling 14:50 or punctuation that you need and also in 14:53 the right-hand side you’ll see it gives 14:54 you a readability score typically we 14:56 want six seventh or eighth grade reading 14:58 level for most consumers out there sad 15:00 truth but it’s if you overwhelm them if 15:03 you use the words that are too large or 15:05 you 15:06 use very rarely use words and equated 15:10 language it may be harder to read so 15:12 Hemingway app will tell you not only 15:14 your grammar not only your spelling 15:15 issues but also 15:17 what grade level reader you want and 15:20 they’ll give you some recommendations on 15:21 how to clean it up if you’re a little 15:22 head of yourself so those are some 15:25 distant tools to help you quickly put 15:26 together your bio and then make sure you 15:28 want that you post your bio everywhere 15:31 it needs to be 15:32 so your franchise website your company 15:34 website your website your social media 15:37 profiles Zillow and realtor.com would 15:40 all be the first places I would make Distributing Your Bio 15:41 sure your you’ve got what you need at 15:44 this point whether you’re assuming that 15:46 you’re starting out either again 15:47 transferring a new firm or new agent 15:49 stick with the one solid bio but over 15:52 the next year within six months you’re 15:54 going to wanna have unique stories for 15:56 each of those platforms your reader on 15:58 Zillow or realtor is going to be 16:01 different than one going to your website 16:02 you may want to primarily reach out to 16:04 sellers on your website you have a story 16:06 about helping sellers but Zillow and 16:08 realtor are going to be primarily buyer 16:10 driven so now you’re going to want to 16:12 refocus on the buyer or rewrite your 16:15 Poussin persona so you can restructure 16:17 your bio to reach out to who’s actually 16:19 using those sites and you do want a 16:21 little bit different so that Google does 16:23 it start to see them as the same thing 16:24 it may index them differently and add 16:27 them in different places that’s a little 16:28 bit more advanced and that’s something 16:29 you can grow into for now use want to 16:31 make sure you have good solid well 16:33 written BIOS with good readership on all 16:35 those other platforms and keep it fresh 16:37 about every 18 months to two years 16:39 you’re going to want to rewrite all over Required Disclosures 16:41 again and put them in all those places 16:43 and last but not least don’t forget your 16:46 disclosures every state is different 16:48 regulations but for most them they’re 16:50 fairly fairly consistent the one 16:53 consistent across the country is for 16:55 realtors you need to have four elements 16:57 one your name your name is your license 16:59 that your real estate commission – you 17:01 need to disclose that you are a realtor 17:03 3 the city and state of the office you 17:05 report – and number 4 all states in 17:08 which you hold an active license those 17:10 four things should be at the end of your 17:11 bio or at least on the page and which 17:14 you’ve written your bio to make sure 17:16 you’re in compliance so if you have any 17:18 questions as always you can reach out to 17:19 me here’s my contact information