Crafting an agent profile that will bring you business

Profiling yourself and your brand in this competitive marketplace is a must do. So how do you stand out from the rest and create a profile people want to work with?

Although an agent profile may seem like a straightforward piece of marketing, it is essentially the front cover to your online presence. Therefore, it needs to be crafted in a way that frames your business in the best possible light. 

At realestate.co.nz, you have the opportunity to create a free agent profile that links through to all your listings. If all your profile's tools are utilised correctly and effectively, they can create an impression with potential clients - and give you an edge over competitors. Find out how to create your profile on realestate.co.nz here.

Let's look at ways to make your agent profile stand out, both on realestate.co.nz and any other marketing platform.  

1.    Choose the perfect photo.

A professional photo that is consistent across all your marketing material is a non-negotiable first step in building your agent profile and personal brand. 

It’s important that you give your headshot some thought. Enlisting professional services and opting for something clean and simple is the way to go, but there is also the opportunity to be a bit creative with your background. If a solid colour backdrop or an office environment isn’t your cup of tea, choose a location that will work with your area of expertise. Selling a lot of upmarket residential homes? Try a vibrant garden/outdoor setting. 

Be mindful not to wear seasonal items like a winter scarf, as you want your picture to feel appropriate at any point in time. This also includes reshooting  your headshot at least once every two to three years.   Nobody wants to be surprised by the face in their doorway, ready to conduct an appraisal.  This is your opportunity to put your best foot - well, face - forward.

2.    A description that shows your authentic voice. 

Writing your description is your chance to give potential clients an honest idea about who you are and what you can provide - as well as your unique selling point. Stay light on any sales jargon and avoid clichés as these can be off putting when you are trying to make a strong first impression. 

You are not expected to be a wordsmith. Using a copywriter to craft your agent profile is a great investment in your business, as this profile can be used in many places and is a key component in branding yourself. 

Your description should be no longer than a few hundred words at most, so you can hold your reader's interest throughout. When you are writing, make sure you are; 

Writing for your potential client - not yourself 

It can be tempting to start off your profile by giving a full rundown of your awards and qualifications, however there is a very fine line between maintaining your humility as an agent and looking as if you are boasting. Before you write anything, have clear in your mind: “what is important to a potential vendor and buyer?" 

Although goals may vary from client to client, many are commonly shared - such as creating a relationship of trust with their chosen agent. Key points to include are the likes of; outlining your area(s) of specialty, talking about your experience and history in the specific area you are selling in, and including testimonials from recent clients.

Remember, you are writing for the average person, who may not have had any experience in the housing market, so try and keep light on the real estate jargon and make it easy to digest. 

Making it personal enough

To put it simply, if your agent profile sounds wooden or like a run of the mill sales pitch, it is not going to connect with potential buyers and vendors. This doesn't necessarily mean that your profile must be written in the first person, but it does mean that you need to be showing potential clients that you are human as well as a real estate agent. 

Whether to write your profile in first or third person is an ongoing debate that has the professionals divided, but we believe you can make a strong impression with either as long as you pick one voice and stick to it. 

However, writing in first person may have its advantages because people are going to be communicating and engaging with you directly. This is your chance to establish a connection and sell yourself - just stay light on overusing personal pronouns such as “I” and “my” and ensure your overarching focus is on how your skills can add value to the potential client. 

Including a strong closing statement 

A strong call to action, quote, or a fun play on words can come into the picture when you are finishing off your description. Use this opportunity to make a lasting impression and say something that is going to stick in the reader's mind. Keep it punchy and to the point. 

3.    Linking to your social media accounts

It can be frustrating for a potential client that wants to learn more about an agent to find there is no further information, or that the relevant links don't work. On realestate.co.nz we give agents the option to link their profile to their company website, Facebook and LinkedIn, and we encourage that all these links are used to make sure all bases are covered.

Ensure you keep all your social media accounts that you link to from your profile updated on a regular basis. A social media account that hasn’t been updated since December 2016 will not help you in painting yourself as a professional that is in demand. If you’re in need of some content to share, make sure you check out the realestate.co.nz blog.

4.    Showing that you care

Every single piece of marketing material has the potential to impact your business, so keeping the standard high across the board should be a priority. When people are looking for professional services, something as simple as a spelling or grammatical error in your description could be a deal breaker.

We encourage you to take the time to go through all your marketing material with a fine-tooth comb on a regular basis, as this shows that you care about the way your brand is perceived.  The finer details can make the biggest difference and we are all humans capable of making errors, so before you finish your profile, ask yourself;

• Are my contact details on all marketing material correct?
• Do all external links work?
• Is my headshot recent? Have I uploaded it in the highest quality? 
• Is all grammar and punctuation correct? Does my writing make sense?
• Have I utilised the most recent testimonials/statistics/awards?
• Is my profile written for my potential clients and not for me?

Click here to learn more about ways you can use realestate.co.nz’s advertising options to build your brand and business.