Can You Back Up
Your Story With Data?
It’s popular in professional bios to talk about your ability to navigate tough negotiations, close transactions quickly, and get the
best price for your clients. Prove it.
Support your claims with stats that illustrate results. The
panelists said they wanted to see more profiles that included
information such as how many properties you’ve sold, how close
your sales are to list price, the typical price range of your listings,
and how long you’ve been working in real estate.
Panelists liked the way realtor.com® profiles provided fields
for agents to fill in such information. Yet only two of the agents
reviewed had completed the fields. And Nicole Smith, CRS,
SRES, broker-associate at RE/MAX Masters in Southlake, Texas,
was the panel’s clear favorite in this regard. On her realtor.com®
profile, Smith noted her 20 years of experience, typical price
range of $389,000 to $799,000, seven listings sold in the last six
months, and eight active listings.
“To be honest, I don’t read bios; this is the only information I
care about,” said panelist Joshua Rolock, 57. “I want to see some-
body who is moving property and selling homes for the asking
price. Show me what you’re doing.”
Client testimonials can support your bio, but they must con-
tain hard information and not just bloviate. The panelists were
strongly critical of agents who posted testimonials that appeared
Thomas Cady, an associate broker with Coldwell Banker
Vanguard Realty in Jacksonville, Fla., included a testimonial in his
bio in which the client said Cady’s smart marketing e;orts led to
the home being sold for the asking price in 19 days. The time-on-market figure lent the testimonial particular credibility, considering many online agent reviews are less detailed and sound
automated, Rolock said.
Are You Being Social?
Do you promote your social media profiles in your business
communications? If so, “set it and forget it” is not a good strategy. That’s because your social media presence can tell potential
clients as much as—or more than—your bio. With regular substantive updates about your community and the real estate market,
you send the message that you have the insights buyers and
sellers need. Long gaps between updates say the opposite.
Even if you’re regularly posting on your personal page, are you
keeping up that business page? When the panel convened in Jan-
uary, Werner-Pettinari had not updated the status of her Facebook
business page for t wo months, while Lubin’s had been silent since
November 2013. Big gaps like that make you look inactive, said
panelist Maya Bird-Murphy, 22. “I want someone who’s constantly
working and knows what’s going on right now,” she said.
Certainly, the need for a social presence has been drilled into
the real estate industry’s consciousness, but the panelists said
they’d be more forgiving of an agent with no Facebook business
page than one with a page that is irregularly updated. “If you’re not
doing anything with it, take it down,” Rolock said.
It’s not just the frequency of postings that matter. The content
of your updates is also important. Sharing articles, photos, and
links to listings is a tried and true way to engage followers, but add
your own spin to them. Include comments and voice your opinion
on the articles you share instead of just silently sharing them.
Panelists pointed to Nicole Smith’s Facebook business page as
the best example of this. When Smith shared a Jan. 27 infographic
from the National Association of REALTORS® highlighting the most
popular listing and closing dates of the year, she added: “In case you
were wondering … in my opinion, EVERY day is a popular closing &
listing day.” Panelists said it was an excellent way to add personality
to her post and show the human behind the Facebook page.