Are you missing an opportunity to attract more clients with your lame About Me page? Many agents are not putting the full potential of this critical page to work for them on their website.
Your About Me page is not your opportunity to spill your life story out to the world. If you want to make your About Me page work for you, then keep reading. I’m going to show you how to craft a brilliant About Me page that attracts clients and gets them to hire you.
The first thing you should know, right off the bat, is when potential clients go to your About Me page, they don’t really care about your life story. The biggest rule in marketing is this – everyone listens to the same radio station – WII FM
WII FM – What’s In It for Me?
When you begin to write your About Me page, your main objective should be to focus on who is reading it and why. Why do people come to your About Me page in the first place? They want to know more about you, true. But what do they really want to know? They want to know if you’re a good fit for their needs.
They want to know if they like you enough to trust you with the biggest transaction they will ever make, in most cases. So you need some elements of your personality, but more importantly, you need to tell them what’s in it for them to hire you.
The easiest way to do this is to weave parts of your personal story while telling the prospective client what you can and will do for them.
For example: “I got into real estate because I wanted to continue helping the military community. I was a military spouse for many years and understand what it’s like to PCS every few years. I use that experience to help other military families through their own PCS moves. I know what you’re going through and help guide you through the process.”
Another example: “Before I got into real estate, I worked with businesses to promote their services and products. I learned a lot about marketing strategy, and I bring those skills into my real estate business. I use those skills to market your home to get it sold faster than the average agent.”
I’m telling them about my experience and what I bring to the table in these two examples. And then I turn it into a statement of what that means to them, the potential client. You can do this with a lot of your experience and show your potential clients what makes you stand out. What makes you the perfect fit for them.
Here’s a newsflash – guess who cares about your designations? Not your potential clients! They don’t know what any of that stuff means. Other real estate agents are the only ones who care about them. So, should you list them on your About Me page? Well, if you do, I would list them at the bottom of the page like a footnote.
I’m not saying that you shouldn’t get designations. Of course not. Those designations mean you’ve spent extra time learning and developing skills that are very valuable to your clients. I’m telling you that your potential clients don’t know what they are, what they mean, or how they benefit them. And if they don’t understand what your designations bring to the table for them, they won’t care.
If you want to talk about a specific designation and how it helps you bring the best service to your clients, you can absolutely do that.
Example: “I earned my PSA (Pricing Strategy Advisor) designation in 2019. With that additional education, you can count on my expertise to make sure your home is priced right from day one. When your home is priced correctly, it will sell faster and for more money with less haggling over the purchase price.”
Example: “With my MRP (Military Relocation Professional) designation, you know that I have put in extra time to understand the military relocation process more than the average agent. That means you can trust me to guide you through the process, even if it’s your first PCS. I will make sure your move goes smoothly, and you and your family find the best home for you.”
However, just listing your designations on your About Me page does absolutely nothing to entice potential clients to choose you. They mean nothing without context. So, if you want to show off your education and experience, do it by showing how it benefits your potential clients.
A Word About Tone
When you write your About Me page, you need to decide what type of client you want to work with and what type of agent you want to be. What I mean is, a lot of agents write very professional, stodgy, buttoned-up About Me pages. But they may not be that straight-laced in their work.
Don’t be afraid to let your personality come through in your writing. When people come to read your About Me page, they’re trying to get to know you. They want to know if your personality will “fit” with theirs. So, don’t leave out your personality in your About Me page.
So, unless you only want to work with serious, professional, buttoned-up people, don’t be so formal with your writing. Write like you’re having a conversation with someone. That’s the easiest way to make sure your voice comes through.
And since we’re talking about tone, you might want to write your About Me page in the first person. When you’re trying to create a connection with people, it’s tough when you’re writing in the third person. In other words, use words like “I” and “me” when describing yourself instead of referring to yourself by name. And direct your statements to them using the word “you.”
Example: “I will help you find the house you love at a price that fits your budget. And I’ll take all the headache out of the home search by screening out the ones that won’t fit for you and your needs.”
Tell Your Story
So many agents’ About Me pages are long-winded and not interesting. Nobody wants to read something boring. That’s the kiss of death in marketing. You want to tell your story.
In marketing, storytelling is connecting. So, write your About Me page as a story. It’s your life journey, so tell them the story of how you came to be where you are. Make it interesting. Make it fun.
The About Me page's point is to let people see who you are and how that makes you the best REALTOR® to help them with their real estate transactions. They’re looking for reassurance that you have the skills to do the job and that you are the right personality fit for them.
People tend to work with people they like. So, on your About Me page, show them who you are. Show them how you can help them. And show them how likable you are. If you do this right, you’ll have plenty of clients who find you through your website contact you to work with them.
Now go write your About Me page. Tell your story and sprinkle it with your personality. Let people see who you are. But don’t forget to show them what makes you special and how that benefits them. If you get all these factors right, you will attract plenty of clients you enjoy working with.