Thoughts on Marketing…

Real estate is a “people” business – with success depending not just upon technical expertise and skill, but also upon interpersonal relationships.

Because buyers, sellers, and agents work so closely together, trust and even camaraderie are important elements. Having something in common in addition to a real estate transaction helps create that trust, because humans naturally think more of people who are somehow “like them.”

Agent bios can pave the way and help you attract buyers and sellers who are drawn to you because you are somehow like them.

You may be thinking “But I don’t want to limit my audience to people who are somehow like me. I want to attract everyone.”

There are 2 reasons why you’ll be better off if you don’t attract “everyone.”

• When you attract those who are pre-disposed to like and trust you, everything will move more smoothly. They’ll be more open to following your advice and more timely in responding when you need their input.
• When you attract the right customers and clients, you’ll get more enjoyment from your work. You’ll eliminate some of the stresses that are inevitable in real estate sales and will look forward to talking with your clients.

Stop and think about which customers and clients you look forward to seeing, and which you dread calling. The ones who like and trust you are the ones you want to see. The ones who are distrustful, who are critical, and who won’t take your advice can cause you to think of 17 excuses why you can put off calling them or seeing them.

You don’t have to be alike in all ways – and in fact, sometimes just one small detail can be enough to cause a prospect to choose you over another agent. For instance, dog lovers are instinctively drawn to other dog lovers – and have a basic mistrust of those who dislike them.

Your agent bio gives prospective customers an insight into who you really are and draws people to you – or repels them. But that really is OK. If you give it some thought, you’ll realize that you don’t want customers who won’t like, respect, and trust you. You also don’t want customers that you can’t like and respect. They only make your days long and stressful.

So what should you include? A balance between your professional self and your personal self. Yes, you should mention your experience, your niche, and what sets you apart from other agents professionally.

But then, add a paragraph or two that lets people have a peek at the real you. It can be as simple as saying that you reside on the outskirts of town – where you take advantage of the many hiking trails to exercise your dogs and introduce your children to the wonders of nature. It could be mention of your volunteer work with an organization you support or your secret life as a Blue-ribbon winning creator of original pastries.

You don’t need to offer your life story – you do need to weave your professional and personal lives together to present yourself as you want others to see you.

If you need an agent bio that attracts new customers and clients, get in touch. Writing appealing agent bios is just one of the ways I help real estate agents sell more homes.