We recorded this episode from our homes and so the sound is not of the quality we typically produce. Please excuse the sound quality given that we had to record from our homes rather than the studio as we normally would. Despite the sound issues, this episode can help you write a bio that gets you leads and clients, so listen in and just have your hand near the volume control.
Did you know the About page on any website is the most visited page after the home page?
That means that one little page creates a HUGE opportunity to connect with your visitors and answer the question — “Why should they choose YOU among all other real estate agents.”
If your leads and clients feel a connection to you from reading the About page on your website, they will more likely want to continue the conversation about working together even further.
Unfortunately, though, most real estate agents cram the bio on their About page with awards and accolades, and that’s not at all what your clients want to know about you.
So, what do they want to know about instead?
They want to know why you are a real estate agent, who you are best at helping buying and selling homes, and why they should choose you to be their agent instead of the other agents they’ve heard of, met at open houses, or their friends are telling them to use.
Your bio has to tell them why in a way that makes them want to meet you and work with you. Or, at the very least, want to continue the conversation you just started with them.
Today’s free download helps you get started on telling your own story to your ideal clients and answering that key question, why should your ideal clients choose you instead of every other real estate agent in town.
What better way than a writing prompt “Mad Libs” style! This free download – Write a Bio that Gets You Clients – will help you shape your story in a way that connects with clients and leads so they will want to work with you and only you.
This type of “Your Story” bio is possible and easier to write than you think!
And on today’s episode of Confessions of A Top Producing Real Estate Agent, I interview THE go-to guru on writing bios that get clients, Caroline Mays, founder of the bio writing salon, Switchblade Lemonade.
Caroline wrote a bio so good that it became a short film. And just like that, she has been the go-to person for bios ever since. You can watch the bio turned short film here.
She has a truly epic way of looking at bios and believes they are THE way to attract your ideal clients and have them wanting to work with you and only you.
Just like we teach here at Agent Grad School, she says the very first thing you must do before you even write a bio is to decide who you want to have as a client
…you guessed it…
Decide WHO you are talking to is always the first step in writing marketing content (and, yes, your bio and About page are marketing content). It will absolutely help you attract clients and set yourself apart from other agents.
These potential clients will know you are the right person for them to work with.
Because you took the time to show them how your personal story relates to what they want to accomplish. That you understand what they want and what they care about.
They have got to feel that type of connection to you on your about page.
Listen to today’s episode to learn examples of exactly how to do this.
Last but not least, Caroline emphasizes that, “You can’t drop the ball at the end of your bio.” You’ve got to end your About page with what your reader should do next.”
That means get their name and contact information by creating a call to action at the end of your bio, telling them what to do next.
Make it easy for you (and for them) to follow up and take the next step in the process — meeting to see if working together is the right decision for both of you.
Your bio and your About page have the opportunity for you to attract the exact clients you want to work with by telling your unique story.
Your story of why you became a real estate agent and why you are best at helping your idea clients.
Caroline says, “We can say so much more about ourselves and mean so much more to each other if only we dare to speak up and tell our most important stories.”
Writing a bio that gets you clients means you have to be daring.
To attract your ideal clients, you’ll need to repel some people. Remember, you can’t be everything to everybody! A bio like that will not attract anyone. It will not inspire even one single client to want to work with you.
It’s about bringing in the niching concepts that we talked about last week and in no way should be discriminatory as per the Fair Housing Act.
Your bio on your About page becomes like a magnet to your business—attracting the clients you are best at serving and repelling the ones you aren’t. That’s what you want your About page to do for you.Jennifer Myers, Agent Grad School
Writing a bio that gets you clients does take some time, so don’t rush this process.
In fact, Caroline says, “If you did it in an hour, you did it wrong!”
And she has some inspiration to share about how to write a great bio and it involves Beyoncé.
Yes, that Beyoncé.
Caroline has an amazingly helpful PDF guide that can take your bio from stagnant to fiercely you, called Bio Like Beyoncé.
She says this guide is for any business owner, including real estate agents, who know they have a story to tell but aren’t sure which to choose, or who worry that their story isn’t unique.
If you need tangible steps PLUS creative concepts (and a killer example) to get your bio off a to-do list and onto the Internet…and maybe to the top of the billboard charts, her PDF guide, Bio Like Beyoncé, can help you.
Now it’s your turn to get to work. Use the lessons from today’s episode and get a bio that gets you clients on your About page. Then, share it over on The Art of Being A Top Producing Real Estate Agent to get feedback.
Warning: this exercise of writing your bio to attract your ideal clients will feel counterintuitive and could seem like you are pushing some clients away to not want to work with you. Remember you are focusing on one type of client, the client you are best at serving based on your own unique experiences and reasons for becoming a real estate agent. Just be sure you aren’t violating any of the protected classes while you are doing this. That’s not what choosing an ideal client is about.
To learn more about how to choose an ideal client, you can learn more here:
Here are quick links to everything we talked about in today’s episode:
To your success,
Agent Grad School is the best online business school for modern real estate agents. We teach a proven system to have a successful real estate career using smart, unconventional strategies and modern marketing methods to attract clients.
about your instructor
Hi, I'm Jennifer! I'm a real estate agent, founder of Agent Grad School and podcast host. I teach real estate agents the exact steps I used to go from no sales my first few years in real estate to becoming one of the top 1% of agents in the US. Become a student, binge on the podcast or take a free class and let me show you how you can make your own real estate dreams come true too!