17 August 2018
When you’re writing or updating your real estate agent website, you’re probably spending most of your time on the HOMEPAGE and SERVICES page. After all, these are the pages that need to hook prospects and get them interested in hiring you.
However, there’s another page that’s just as important. In fact, it’s often the last page prospects read before deciding whether or not to call you: the often-neglected ABOUT page.
Why is it so important?
When a buyer or seller is looking for a real estate agent, they’re hoping to find the ideal professional to work with. So it’s natural they would want to get to know you — as a person. A recent article in Foundr Magazine points out, “Unlike buying products, when people buy a service… they want to get to know that person before they invest in the service.”
The ABOUT page is where they start.
So how do you write yours? Here are four tips that will help.
1. Start with the prospect, not with you.
It’s tempting to begin your ABOUT page with your credentials. But that is actually a turn-off for most prospects. It’s like meeting someone at a dinner party and beginning the conversation by talking about yourself.
Your ABOUT page should talk about the prospect first. Here’s an example…
If you’re like many South Georgetown homeowners, you’re concerned about selling in today’s unpredictable market. But you don’t have to be. For 5 years, I’ve been a top seller in the area. I know the nuances of this market and how to sell your home quickly and for the best price.
2. Turn features into benefits.
Your ABOUT page is like any other selling page. You need to talk about benefits. So whenever you mention something about yourself, make sure you also explain what that means to prospects.
A simple way to do this is to start a sentence with “That means”. For example…
I’ve helped more than 200 clients buy and sell homes. That means I know exactly how to make the process go smoothly for you.
3. List your “stand out” credentials.
If you have credentials — years of experience, awards, sales track record, etc. — that differentiate you from other agents, put those in a bullet list. That way, they’ll stand out.
4. Close with a call-to-action.
Even though your ABOUT page is not supposed to be a strong-selling HOME page or SERVICES page, you should still include a soft call-to-action. Think about what you want prospects to do next, and then invite them to do so. For example…”
If you’re looking for a real estate agent with the best track record selling in South Georgetown, let’s talk.
Those four simple tips will have a big impact on your ABOUT page. Follow them the next time you’re writing or tweaking your website copy.
Learn more ABOUT Morris Real Estate Marketing Group!