Tips for Writing an Effective Bio

Your bio is often the first impression your personal brand makes on a potential client. As a general rule, your bio should outline, or summarize, your real estate, professional and educational background. It should provide the reader a clear outline of your accomplishments so they can determine whether you are a good fit for their project.  Today's buyers want to hire specific experience for their specific needs. 
 
Your bio should tell the reader three things:

    1. What you do and the kind of person who needs to hire you (provide examples that fit their industry/area – hospital systems, investment advisors, tenants of high tech industry spaces, etc.).
    2. Why someone should hire you – the unique experiences and qualities that you will bring to their business. Be sure to provide specific examples of deals and projects you’ve completed, highlighting the experience/expertise you provided.
    3. That you are a committed, trustworthy, can-do kind of person who excels in whatever you do. Make sure your bio conveys this commitment. Highlight examples that showcase your passion for civic and community causes, perhaps ways you have fun, and that demonstrate your commitment to ongoing learning and improvement.

Keep it short. Be concise.
Make sure your most relevant information is presented up front. The reader may stop reading after the first two paragraphs. Have you said everything you needed to say? The bottom line: What the reader really wants to know is how you can help them. The quicker you demonstrate that, the closer you will be to the sale.

Consider this:

Showcase expertise.

    • Include a clear description of your recent work, including a good description at the deal level, which includes role and result.
    • Address client concerns head on by publishing regular articles, updates, and news on current and relevant topics. Publicize accolades, speaking and seminar activities and share presentation materials when appropriate.
    • Credentialing: The key here is to get quoted in the media, present at a seminar, write articles, etc.

Keep it current.

    • Do you have descriptions of recent examples of work? 

      If the most recent deals aren't in the bio, then it isn’t helping to demonstrate how you can help a client who is perusing you.

    • Are links to your most recent articles and speeches included?
    • Remember, potential clients and referral sources (as well as search engine spiders) come to your Web site looking for specific information to support the belief that you might be the right fit for them — don't send them away empty handed.

      Set a reminder to review your bio every 6 months at a minimum.

Differentiate yourself.

    • You have to break through the clutter to positively differentiate yourself from the field to get new clients. Highlighting your interests and civic involvement will help endear the reader to you, by giving cause for why the reader would be interested in working you.

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