How to Get a Competitive Edge With Your Real Estate Biography

How to Get a Competitive Edge With Your Real Estate Biography

Your real estate bio on your About Me/Us page should NEVER be an afterthought. Check out these 10 tips on how to write a bio that connects with clients and gives you a competitive edge over your competition.

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Are you working on your “About Me/Us” page, or updating your current one? If so, you may be working on your real estate bio. While you may think that this page is just another task you need to check off your list, think again.

The NAR (National Association of realtors) found that over 50% of home buyers found their homes online. So it’s easy to assume that before connecting with their agent, these clients will read your bio online. Your bio is your biggest opportunity to tell prospects exactly what you want them to know and what makes you stand out from the crowd.

In a lot of ways, your real estate bio acts as a resume for your clients. It highlights your accomplishments, and certifications, and gives your clients a reason to hire you besides the fact you have the title Realtor® next to your name. Think of a real estate bio as your first impression, and use it as a vehicle to share your education, experience, and personality (that is, why you’re the person for the job). But remember, a real estate agent bio isn’t a condensed summary of your LinkedIn profile.

And by sharing how you became a real estate agent, what matters to you and which hobbies you enjoy, you’ll prove that you’re not just a typical real estate agent in a suit, but rather a real person.

So without any further ado, let’s take a look at 10 tips to help you write an effective real estate biography.

In your writing, describe who you are and why it matters.

get inspired

Define Your Professional Identity In Your Community

Real estate is a local business. Someone looking to sell their property in Texas wouldn’t hire an agent in Hawaii. Instead, they want someone local who knows the ins and outs of the local market.

However, you should position yourself as an enthusiastic advocate for the area by explaining why you chose to move there (or stay, if you’re a native).

1. Never Start From Scratch

It’s hard to feel inspired while staring at a blank page. So instead of starting from scratch, why not check out how top realtors put together their own real estate biography?

Famous and top producing real estate agents take great care to protect their public image. Which is why they typically hire professional copywriters to put together their compelling bio.

If you want the best possible About Me page, it may be worth hiring a professional copywriter to do it for you. But if you’d rather DIY it (after all, who knows you better than yourself?) you can learn a lot by studying the experts.

If you have any real estate agents that you admire, check out their website’s real estate bio page, and analyze it. Write down 5 reasons why that agent’s bio works, and why it’s appealing to you. Next, write a rough draft for your own bio using that agent’s bio as inspiration. Once you have a rough draft put together, come back to this article and check out tips 2-10 to polish that rough draft further.

Can’t think of any real estate agents’ sites you want to use for inspiration? Check out Million Dollar Listing New York’s star, Frederik Eklund’s real estate bio for an excellent example.

professional portraits

2. Use a Professional Headshot

Getting a professional photograph of yourself is one of the most important things you can do for your bio. That’s because your clients want to know who they will be dealing with, and your photo will put a face to your name.

While you may have your selfie game down pat, you should seriously consider hiring a professional portrait photographer. A professional photographer will know which poses and lighting will be the most flattering, and will have all the equipment and software needed to take the best possible shots.

But don’t let the photographer make all the decisions. While you do need to have a great photo of yourself, you should also consider your target demographic. If you are working in luxury, you should be dressed for luxury real estate. But if you specialize in beachfront vacation properties, farmland or ranches,  you may need to adjust your attire to better suit your market.

Also, make sure you update your photo every so often. Your photo should always be a representation of what you look like today, not 10 years ago.

3. Put Away Your Salesmanship

There’s a time and a place to show off your sales skills. Your real estate bio is NOT it.

The main purpose of your bio is to give your potential clients a good idea of who you are, and why they should trust you. After all, you’re assisting them in making what’s very likely to be the largest purchase of their lives.

If you were to use this space to try to push for a sale, you could come across as greedy, and only interested in your own personal gain. Don’t worry, you’ll have PLENTY of opportunities to show off your selling skills elsewhere on your website.

real estate awards

4. Include Your Certifications, Credentials and Real Estate Achievements

What are some of your real estate accomplishments that you’re the proudest of?

Did you receive the Chairman award, Diamond or Platinum one? Did you sell the most amount of listings in a month or do the most transactions in a year in your area?  Have you closed over 1,000 transactions or exceeded $100,000,000 in sales volume? Don’t be shy about them! These accomplishments should be in your real estate bio.

As long as you frame these accomplishments as proof of what you can do for your clients, they won’t come across as gratuitous chest-thumping. In fact, they will inspire more confidence in your clients.

And if you have any real estate certifications and designations, such as Seller Representative Specialist (SRS), Accredited Buyer’s Representative (ABR®), or Certified Residential Specialist (CRS), or any degree relevant to real estate (such as architecture or marketing) add them to your bio.

Not only do these serve as proof of your competency as a real estate agent, but they will also help attract clients that belong to your niche.

Area of focus

5. Mention Your Geographical Area of Expertise

If you grew up in the hyperlocal geographical area you specialize in or have spent decades living there, make sure you mention it in your bio. Briefly mention a few things you love about the area, and what it was like growing up there. By doing so, you’ll help establish yourself as the hyperlocal expert that your clients can trust.

Matt Piegza, of The Matt Laricy Group, does an excellent job of showing off his connection to his area of service on his bio:

“Matt attended college just outside New York City at a small school ‘Manhattanville College,’ where he played hockey. After college he went on to play at the professional ranks in various cities across the country. Following his travels Matt decided to return to Chicago where he grew up in the south suburbs. It was then that he rediscovered his love for Chicago and passion for real estate.” 

excited about real estate

6. Explain Why You’re Passionate About Real Estate

If you’re absolutely in love with every aspect of real estate (even the paperwork), SHARE IT! Clients love real estate professionals that are passionate and knowledgeable about what they do. Briefly retell why you become a real estate agent, whether you belong to a family of real estate agents, or how you transitioned into it from another industry.

If you work for an established and time tested brokerage, mention it too. Tell your readers how long it’s been around, why you joined it, and what do you enjoy about working there.

But if you work for a smaller or newer brokerage, even better! Explain how it’s a boutique, full-service brokerage that while smaller, it offers a personalized and “more human” number of services that the big box real estate players simply can’t match.


7. Mention Some of Your Hobbies and Charity Work

Do you love to ski, golf, sail, paint, play in a band, do carpentry, playing tabletop games, or competitive chess? Add it to your killer real estate bio!

When you share your hobbies, you let people know that beneath the suit and tie (and industry standard crossed arms and smile), there’s a real person with a real personality. Not only does mentioning hobbies help humanize you, but they may also attract people that share the same interests as you.

If you spend your Sunday’s volunteering at an animal shelter because you love dogs or you do activism work for climate change, put it in your real estate bio!

People want to know who you are and personal stories can show your realness and make you more relatable to clients.

Brendan Bartic does a great job of applying this tip on his bio page:

“Outside of real estate, I take pride in giving back to the community and serve as a Board Member of Third Way Center which helps high-risk, disadvantaged youth become successful adults.”

8. Keep It Short and Sweet

Although there is a great deal of information you can put into your bio, don’t write a novel. Keep your bio short and concise. Though the length is completely up to you, a good guideline is between 300-400 words. That’s long enough to give enough details about who you are as a person, but not so long that you bore your visitors and cause them to lose interest.

For a great example of a short and sweet bio, take a look at Anthony West’s bio.

proofread your work

9. Proofread and Edit Your Real Estate Bio

You could have the best-written bio in history, crafted by Shakespeare himself and scientifically proven to increase your leads by 25%. But all that work could be undone by a single spelling error or a questionable grammatical decision.

It’s absolutely essential that your biography is coherent, free of any grammatical errors or awkward sentences. Spell check your biography and ask some of your team members to go over it.

Also, don’t forget one of the most important rules of copywriting:


It’s easy to get tunnel vision if you’ve been focused on writing your bio for hours without a break. So once you have your first draft finished, save it, put it away for several hours (or preferably overnight), and return to it with fresh eyes. You’ll be surprised by how many mistakes you can catch.

end with call to action

10. Tell a story and Tie in Personal Information About Yourself

The goal of your bio is more than just getting potential clients to trust you. You also want them to know you on a deeper and genuinely like you. Show the human behind those professional accomplishments and headshot by telling your story in a few words.

For example, add a short sentence such as ” Born and raised in Seattle to two real estate agents, Marissa was destined to work in the real estate industry”.

11. Choose the Correct Tone

You can choose to either use the first person or third person. It’s up to you and how you want to appeal to your audience.

Some agents prefer the third person for its professional tone, which is something that may be attractive to certain buyers and sellers depending on the niche.

Other agents feel that the first person is more relatable, making it easier for property buyers and sellers to connect with them on a personal level and see them as a partner in the property buying process, rather than just an overseer.

As with most things between an agent and their clients, it all comes down to the unique needs and demographics of your audience. For example, if you are working in luxury real estate with quick property turn over rates, a third-person biography may help establish you as a professional and give you some credibility. On the other hand, if you are working with family homes in a small town, a first-person profile may resonate better with those clients and portray you as someone who understands them.

Man edits his real estate biography

12. Focus on Format

Although we believe that sweet and short is the way to go, some agents still prefer to have a lengthy bio to discuss their professional accomplishments, commitment to their hyperlocal area, and personal story.

If you are one of the agents who prefers a long bio, make sure that it is formatted for readability.

Make use of different headings and subheadings, bullet points, and images to break up large blocks of text and make your biography more visually appealing. Great formatting ensures that readers slow down to read you content instead of just scrolling past it.

  • Use headers to separate different sections of your bio such as your educations, philanthropy, and experience and subheadings to add more detail to each section
  • Use different font weights and styles to separate text. For example, use bold text to highlight your core values and stylized, colored text for your biography title and name. .
  • Make use of bullet points and numbered lists to organize items.

13. Use Buyer and Seller Vocabulary

Not matter which audience you are communicating with, make an effort to use language that connects with them. For real estate buyers and sellers, consider having paragraphs that speak to each of them individuality.

Don’t use loads of industry jargon and acronyms. Instead use the terms you see your clientele using when they interact with you and each other online.

You may have clients who are experience real estate buyers and sellers and therefore are more familiar with real estate-speak, however you should avoid isolating first-time buyers and sellers who aren’t as comfortable with the real estate game.

14. Include Links to Your Other Platforms

As we’ve mentioned, real estate clients of today do loads of online research in their search for an agent. This means they’re checking out your social media, real estate website, Google Business Page, and other review platforms.

When possible, make it easy for them and link to your other platforms in your real estate bio. Social proof sells.

15. Include a Catchy Phrase, Motto, or Mission Statement

Many real estate agents incorporate catch phrases or mottos into their marketing materials. These phrases should encapsulate your business values and unique selling proposition (the qualities that set you apart from your hyperlocal competitors).

A memorable catch phrase creates a strong impression that can help you score new clients and be the first name that pops into their mind when someone they know is looking for an agent.

Check out some these catchy slogans:

  • “Luxury Lifestyle by Design.” – Josh Flagg
  • “We Are Where You Want to Live. – Elliman
  • “Longevity is No Accident.” – Nourmand and Associates

For 31 examples of the best real estate slogans in the business, read this article.

real estate media mentions

16. Highlight Your Media Mentions

The way your business is portrayed in your local media can work wonders for your reputation amongst prospective clients. Being regarded in the media as a real estate influencer or trusted real estate industry authority can automatically instill trust in prospective clients. This is especially important if you want to break into the luxury real estate market. Luxury clients expect you to have a complete online presence including publishing notable real estate content, participating in panels and networking events, as well as features in relevant publications.

For example, if a press release of yours was picked up by a local news outlet, highlight the feature on a “media” webpage within your real estate website. In your bio, mention that you were featured in said publication and have a reputation as a voice in your area.

Alternatively, if you have guest written or provided advice for a media publication, state in your real estate agent bio that you were “featured for insight and expertise” in said publication.

17. Don’t Underestimate the Power of Your Biography

Your biography could make all the difference between you getting another client or not. It should read natural and authentic, while at the same time showcasing your experience and accomplishments.

Don’t be afraid to be creative, add humor, or anything that distinguishes and differentiates you from the rest.

18. End With a Call to Action

A successful real estate bio should not only retain your readers’ attention and help convince them you’re the right person for the job, but it should also end with a call to action. Not an overly salesly one, but one that points your readers in the right direction.

Your job as a real estate agent is to not only help your clients sell their home, but also to facilitate the entire process. Don’t wait until they sign a contract. Show them what to do next. End your bio with an invitation to give you a call, a link to schedule an appointment on Google Calendar, etc.

No real estate experience

How to Write a Real Estate Biography with No Real Estate Experience

Just because you’re new to the real estate business, does not mean you don’t have anything that makes you special as an agent. To help you build the right reputation in real estate, start with the following five elements:

1. Who You Are

With a fresh start comes an opportunity to define and introduce yourself in whatever way is most beneficial for you. Include a brief description of your experience outside of real state and how it has prepared you to become the best agent in the market. Since you’ll be working directly with clients for months at a time, clients want to know who you are a person, not only your career accomplishments.

2. Where You’re From

When it comes to buying a home, location matters. Prospective clients want to know that you have a deep understanding of the neighborhoods you service. While another agent may have sold many homes in another area, you can get the upper hand if you are a regional expert. This includes knowing the school zones, social hotspots, transportation options, and emergency services are in your area. Knowledge of local markets can protect clients from choosing an area that is not truly compatible with their lifestyles.

If you grew up nearby, make sure to mention that. If you are fairly new to the area or don’t live there at all, mention how well you know other locals and everything you’ve learned from them or the lengths you went to to learn about the area.

3. What Makes You Unique

Think about what would make a client choose you over the next agent. How can you compete with an agent who has years more experience buying and selling homes than you?

First, you shine a light on what you are good at. Focus on what you’re bringing to the table, not what you are lacking. If you spent time working in local shops as kid, focus on the in-depth understanding of the community that you gained from that. If you’ve worked in other areas of the real estate industry, mention how that informed your knowledge as a real estate agent.

Being a successful realtor is not just about buying and selling property. Clients need to know that you have their best interests and the knowledge necessary to help them achieve their real estate goals.

4. Answer Why You Are in Real Estate

What first attracted you to real estate? Are you a strong seller? Do you love to negotiate for the best prices? Do you have a love of construction and interior design? Whatever it is that drew you to real estate, make it concise and clear in your biography.

Clients want to know that you are self-driven and passionate about what you do, not an apathetic agent looking for a money grab. This is your opportunity to get a one-up over agents who hyper-focus on their expertise, but don’t share a sense of who they are as a person and their humanity.

5. Advertise Your Brokerage

Your brokerage chose to have you as one of their agents because they believed in you and saw that your professional vision alined with theirs. Mentioning the achievements of your brokerage can give people an example of what you are capable of achieving for them. They’ll know that you have the resources, technology, and and guidance to match the same level of success.

Real Estate Agent Bio Templates

Here are some example real estate bio templates you can modify to create your own:

Experienced Real Estate Agent Bio

[Your name] is dedicated to clients achieve [X goals]. [He/she/they] have been a licensed realtor for [number of years] and a leading agent at [your agency]. [Your name] has spent the past [number of years] helping clients buy and sell property with [insert sales statistics]. [He/she/they] have extensive knowledge and experience in [your region/market].

In [his/her/their] free time, [your name] enjoys [hobbies] and is member of [club, society, volunteer group].

New Real Estate Agent Bio

My name is [name] an I am a [city/region] real estate agent who is passionate about buying and selling real estate with [clientele niche. After graduating from [your college or university], I gained [X experience] and completed [X courses] that drove my passion for real estate. My dedication to helping others and [your skills/ unique characteristics] help me connect with clients and create the best real estate service possible.

When I’m not working with me my real estate clients, I enjoy [volunteering, participating in X hobby, pass times with friends and family etc.].

Creative Real Estate Agent Bio

I began to develop my love for real estate when [share a personal experience]. From that moment on, I began envisioning my life as a real estate agent and imagining how I would make dreams come true for my clients. This passion has stuck with me from throughout my career.

After graduating from [your college or university], I earned my [real estate license or certification]. For the past [X years], I’ve worked with [number of clients] with great results. I strive to provide high-quality, customized service to each and every client I have the opportunity to work with.

In my spare time, I typically [your hobbies] and enjoy in [your other hobbies].

Brief Real Estate Agent Bio

[Your name] strives to help clients find the properties of their dreams and sell the property of their past [goals]. [He/she/they] has been a licensed realtor in [location]for [number of years] and a top-performing agent at [your brokerage]. [Your name] specializes in [real estate niche].

Real estate team photo

How Do You Write a Real Estate Team Bio?

Your real estate team bio has a slightly different purpose than your individual real estate agent biography. Your team bio must be aligned with each team member’s individual biography and show all the team members as unique parts of a cohesive whole with a united brand voice.

Even though a client will ultimately choose a single agent from a team, it is important that they understand the fact that all the team members have a common goal and mission that bring you together.

Make Individual Bios Easy to Access

It should be easy for your website visitors to click from a team bio into individual real estate agent bios. Consider displaying agent profiles on a grid of their images on your team page with the option to click into the image and learn more about them individually. Or, you can have each agent’s shortened bio written below each of their pictures.

Take a Team Photo

Show your united front and team spirit in a team photo that is stylized to represent your brokerage ethos. For example, if you are servicing an area known for its natural parks, take your team photos outdoors on a sunny day. If you are working with luxury condos, you may want to take advantage of a glamorous lobby backdrop or professional photo studio.

Include a Contact Form

Users who are not sure which agent to go with may stumble on your brokerage ‘About Us’ page and feel unsure of who exactly to reach out to. Make it easy for them by placing a contact form at the bottom of the page where they can contact your admin/office management team.

Real Estate Team Bio Template

[Your Brokerage name] has been helping home sellers and buyers in [your service area] since [year of establishment]. We have helped more than [number of clients] clients find the property of their dreams or successfully sell their homes.

Our clients choose us because of [your unique selling proposition] and stay our clients long term because of our remarkable customer service.

Whether you’re a first-time home buyer, trying to score your perfect starter property, or hoping to upgrade to a luxury property, whatever the real estate concern, [your team name] can help with it all.

Feel free to use our [name of contact form or home valuation form] to get an idea of your local current market situation. If you would like to talk about your future real estate goals, feel free to schedule a consultation with our agents.

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Should You Use AI to Write Your Real Estate Biography?

Artificial intelligence (AI) can absolutely help to cut down on time spent writing your biography, however it does not know who you are nearly as well as you do. AI writing tools such as ChatGPT will need detailed prompts in order to write an accurate biography, as it will not be able to extract this information from pre-existing online resources alone. Because of this, it is generally easier to write your bio yourself. However, you can later put it in ChatGPT and ask the tool to check for grammatical errors and improve phrasing.

There may come a time when AI can write an awesome real estate bio for you, but we’re not there yet.

Real estate Instagram engagement

Social Media Real Estate Agent Bios

Each social media platform has general guidelines for what they will allow you to put in your profile biography. Here are the biography limits on the most popular social media pages used by real estate agents now:


Your Instagram biography can only be 150 characters long, so you will need to be very concise. Instead of writing long sentences, use keywords that best describe your professional achievements and hyperlocal area.


A Facebook business page bio has a limit of 150 words, so try to keep it short and sweet. This bio is a good place to write a brief story about what you and and what makes you exceptional in your area.


LinkedIn allows users to create dynamic and detailed professional biographies. There are two sections on LinkedIn that made for introduction. First users have a headline that appears just below the profile picture, with a summary of their professional career below.

Linkedin headlines can have up to 220 characters. To save characters, you can use some emojis to replace certain words or simply to make it more visually attention-grabbing.  Don’t worry about wasting any characters on your contact information – LinkedIn provides dedicated sections of your profile for that.

The LinkedIn summary is where you can truly shine. This summary can be similar to the biography on your real estate website. There is a 2000 character limit, so you can describe your business and work in a detailed manner.

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