News

Main article content

Too often, staff profiles don’t get the attention they deserve. We see a lot that are either, A: way too long, or B: filled with jargon and empty buzzwords. There is a better way!

An effective staff profile gets to the point, fast and utilises a handful of carefully curated details that clearly demonstrate why a particular agent is a professional worth working with.

The next time you’re reviewing your staff profile, keep these points in mind.

Keep it quick

You’re a local real estate agent, not a major celebrity. People have limited attention spans and unless your personal and professional history is wildly fascinating (to everyone, not just yourself), they don’t want to read an essay about a local businessperson. Get to the point.

Points of difference

Focus on what defines you as an agent and sets you apart from your competitors. You don’t need to included your entire, detailed professional history – this isn’t a resume. It’s about quality, not quantity, and a few carefully selected points are all you need to be effective.

Client focused

Tempting as it might be, don’t make your staff profile all about you! Think about the vendor; they want to know how you’ll help them get a great result. Make it clear how your experience and background will work in their favour.

Avoid jargon

Trust us; every real estate agent, everywhere, ‘goes above and beyond’ to get the job done. And while that’s exactly what a vendor wants to hear, it’s time to find a more interesting way of saying it. Cliches do nothing to set you apart from the competition. And for crying out loud, don’t tell people you’re ‘professional’. That should go without saying.

Local expertise

Prove that you know the market and the area. Don’t just tell people you’re a local expert – prove it. If you live locally, grew up in the area, have kids attending local schools or play in the local sports team, say so.

Photo finish

Professional photos are a must, as is ensuring the photo matches your message. Selling slick luxury properties? Look the part – groomed and expensive. If you’re selling family homes in the suburbs, you might want to strike a more everyman tone. And don’t use an old photo; certain outfits and hairstyles are obviously dated make it hard for people to take you seriously.

Marketing match

Your staff profile is not a stand alone item; usually it will be handed to people with other marketing material, whether that’s a pre-listing kit, magazine or brochure. It should sit comfortably alongside these, working with them, not against them. At the very least it should be in the same style, and the copy should be unique – don’t repeat information already included elsewhere.

Quality stock

Something’s that’s been run off the office printer won’t make an impression on a vendor. Demonstrate that you’re an agent worthy of their time by handing them a professionally printed profile on a thick, high-quality paper.

What do you think makes for an effective staff profile? Share your thoughts below.