This Lesser-Known Marketing Tool Is a Realtor’s Secret Weapon

Any Realtor will agree there is no shortage of marketing materials for sale at any given time. Marketing companies are eager to take your money and create an array of swag, guides, and pamphlets that will supposedly level up your business.

But one of the effective pieces of marketing is actually something most Realtors know nothing about: the Personal Profile. In fact, the Personal Profile is one of the most impactful marketing tools our members implement into their businesses. Agents who use Personal Profiles in addition to a business card report that industry partners are more likely to refer them, leads are more likely to remember them, and they make overall better first impressions. Especially if you are a new agent or have taken a break from actively running your business, your Personal Profile can add an air of professionalism that can make all the difference.  

Never heard of it? You’re in the right place! In this article, we’re diving into what exactly a Personal Profile is, how to use it, and how to create one of your own.

What is a Realtor Personal Profile?

Your Personal Profile is like an extended version of your business card that tells potential clients or partners who you are and what you’re all about. This printed and/or digital pamphlet should introduce you and your team (if you have one) — while also diving into your experience and what sets you apart from other Realtors out there. Ideally, you’ll include at least one photo of yourself and some glowing client testimonials, too.

 The goal is to have a piece of marketing that you could give to anyone, and they would walk away wanting to work with you.

Who do I give my Personal Profile to and where?

 You can give your Personal Profile away anywhere that you would distribute your business card. You certainly will want to have a stack ready at open houses and any other events where you could potentially meet a client. You can also distribute copies to industry partners to keep at their offices or include in their own packets (think lenders, title officers, etc.). Ideally, you’ll always have a few on-hand because you never know who you may meet on any given day.

This professional piece of marketing shows a potential client (and even industry referral partners!) that you have incredibly high standards and always put your best foot forward. You want to make partners proud to refer to you, and giving them a high quality piece of material to hold in their hands will make them more apt to spread the word.

How do I create one?

You’ll want to start by writing out a few key pieces of content and gathering your imagery. If you don’t have a great headshot, you’ll want to hire a photographer and book an appointment before you head to the printers. Here’s a list of what you need to get started:

• Letter to potential clients introducing yourself and what you do
• Your agent bio that describes professional experience and includes personal anecdotes that show your personality and character
• Team member bios (if you lead a team of agents)
• 3-5 client testimonials
• Your headshot + logo

Once you have the above gathered, the easiest way to make a Personal Profile would be to use a pre-created template. With a real estate agent profile template like this one (created in Canva), you’ll simply need to drag-and-drop your information. If you’d rather entrust a professional with your profile and get your bio written from scratch, you can always hire someone to do just that.

The bottomline is that whether you’re just starting out or have been in the business for quite some time, you always want to present yourself at your best. And in today’s market, you always want to find unique ways to differentiate yourself from all the other business cards being passed out in your community. A high-quality Personal Profile is the perfect way to show potential clients and partners that you are a class-act who puts time and attention-to-detail into everything you do.

About the Author

Katy Peer writes about all things content, marketing, and real estate branding. She is the Head of Content Marketing for SellWell, lead editor for The Well, and a former copywriter and senior editor for a spattering of tech and media brands. Find her articles on social media, writing agent bios, and more here on The Well.