In some ways your About page is the most important page on your site. It may not get the most traffic, but it gets traffic that is important. Why? Because people who are looking at your About page are looking for a real estate agent, not just window shopping.
Now that listings are easily available online, there are lots and lots of looky-lous who spend hours looking at homes. These folks may buy someday, but for now, they’re just passing time. On the other hand, when they visit your About page, they’re actually beginning to think about which agent they want to work with.
It may yet be months or even a year or so before they are ready to contact you or actually start talking with you. They are undoubtedly looking at other About pages as well. Of course, they may be closer to making a decision than most – there’s no way to tell. But that visit to your About page is an important indicator.
When you create your About page, or tweak it, keep in mind that although you’re talking about you, that’s not what the page is for. Your About page is really about your clients, both existing and potential.
The only reason they’re looking at that page is to see if you fit what they think they need and want.
Here’s what I mean. My professional writing website has been up in one form or another for well over a decade. It’s not unusual for potential clients to call me and when I ask them what about my site attracted them I typically get answers like “I’m not sure. I like your attitude and felt I could trust you.”
See? People are more interested in who you are than in your designations or experience. Sure, designations and experience help, but mostly to back up the potential client’s sense that you are someone they would be happy to work with. It’s subtle and it can’t be faked.
Being genuine, honest, and reasonably open on your About page is key. People will read what you write and develop a feeling about who you are in relationship to them.
The easiest way to give them a real sense about you is to tell some stories.
You might, for example, tell why you got into real estate in the first place. Or why you like helping people find their perfect home. If you’ve gotten designations, tell the story of how and why you decided to do the work required, and if you can, any results you’ve experienced.
If you have a particular mission, say what it is, as simply as you can.
Giving folks the sense of your personality is great. Like you love cats, or like to bake, or are a pretty good golfer or like the outdoors or love reading. Make it real, keep it brief, and think story.
You see, what you want is the client to be drawn to you because you’ve opened up a bit and let your own personality and philosophies show through.
Remember, you can always change what you say there. You can add and subtract when things in your life and business change.
A couple of good pictures of you and maybe your family or a favorite activity can help show who you are. These probably aren’t professionally taken pictures, but snaps that have been taken by someone on the fly. Oh, if you’ve got a pro headshot, use that one, then balance it with something that’s more real.
Got questions about your About page? Ask them in comments.
You might find How to Make Your ABOUT ME Page Work to Attract Real Estate Clients also helpful.
Before Anne Wayman became a writer she sold real estate in Southern California. She worked with her father who learned the business from his father. Not surprisingly she learned a few things along the way. Since then, she has been freelance writing for over 30 years – she is a grandmother, loves cats and writes about a wide variety of topics including real estate.