I am time and time again surprised how many real estate websites from different professionals you can find that unfortunately neglect their about me pages.
Many might ask themselves how do you write an about me in real estate that converts?
And what would you say if I told you that by neglecting this very often underestimated page, you are leaving a lot of money on the table? No one likes to leave money on the table. Do you?
This can be especially painful if you have a tight marketing budget and theoretically could generate many more leads with the same budget just by making some simple, but not necessarily easy, improvements.
But why the about me page?
According to this study from 2015 fifty two percent of new visitors tend to visit a company’s about me page when they first land on the homepage.
Additionally, it very often has the highest bounce rate compared to any other page.
So if you don’t have it optimized in a certain way, you probably will lose out on website traffic, won’t convert your visitors well enough, and won’t make the best impression with potential customers and, thus, not convert your visitors well.
In today’s article, you will learn why you need an about me page in the first place, regardless of if you are a real estate agent, broker, investor, developer, or other type of real estate professional, the 11 common mistakes of real estate about me pages, and the key to amazingly high converting about me pages.
So Why a Real Estate About Me Page?
Most website owners focus quite a lot on what they have to offer.
In the context of the real estate industry, these could be deals offered by a real estate investor, brand new developments for a real estate developer, and the classical real estate listings for a real estate agent or broker.
This is understandable when we think about search engine optimization and that you want your properties, deals, or services be found via the Google search.
This focus might come at the cost of usability, and there is one page on your website that can affect its usability big time. This is the very often ignored or neglected about me page.
By the way, my website here is no exception to that. Further about me page improvements are already in the making.
So, one of the main reasons to have a great about me page is to increase the usability of your website and answer common questions your visitors might have when they visit your website the very first time.
And if you just put some nice pictures of your team or yourself there, and publish your mission statement, you lose out on the great potential the about me page can offer you in terms of converting website visitors.
If you manage to align the information about you with what is in it for your potential customer on this page, you will quite likely improve your conversion rate.
In order to achieve this, we will need to use a copywriting approach, where it’s actually not about you, but about your potential customer.
11 Common Mistakes of Real Estate About Me Pages
Before we get into the key of amazingly high converting (real estate) about me pages, let’s first get the 11 common mistakes off the table.
These are the following:
- You don’t have a real estate about me page to begin with
- You write or talk only about you, your business, your industry, your awards, etc.
- You don’t answer the question for the visitor: “What’s in it for me?”, hence you don’t show any of the benefits they have to gain
- You try to sound very professional by writing or speaking in a boring, unnatural matter, including a bunch of technical terms and corporate speak
- You try to appear like you are a corporation with several thousand employees
- You write too much and, thus, likely don’t pass the crock brain copywriting test (e.g. Homer Simpson wouldn’t read this until the end)
- You don’t include a clear call to action at the end
- You don’t show what you look like, which prevents visitors from easily remembering you
- You don’t show your personal name
- You use only video, which excludes visitors who are just not video types of people, or who don’t like your voice for whatever reason, or who shouldn’t be watching videos while they are at work
- You think the about me page is about you
How Do You Write an About Me in Real Estate That Converts
So, how do we increase the usability of your website and answer common questions your visitors might have when they visit your website for the very first time?
Answering these questions will give us the basic anatomy of a high converting about me page. It will also get new visitors excited to have found you and send them to the right place.
By applying the copywriting principle of AIDA – Attention/Hook, Interest/Problem, Desire/Solve, Action (Call to Action) in a certain variation, we can create the anatomy.
For a high converting about me page, the anatomy of applying the AIDA principle in a variation would be this:
- Your Value Proposition (Attention/Hook)
- A Dream (Interest/Problem)
- Differentiator (Interest/Problem)
- A Story About You (Interest/Problem)
- Your Offer (Desire/ Solve)
- Your Call to Action (Action)
Your Value Proposition (Attention/Hook)
With a value proposition, you communicate in a short phrase or two what is desirable or unique about your business.
As part of the copywriting framework “Attention” of AIDA, it serves to raise attention and thus should be the headline of your real estate about me page. So you won’t have to use the common and overused headline “About Us” or “About Me”.
If you need help with creating a value proposition, here is a short template that can give you some ideas:
For [target group] that [problem] we offer [solution], in contrast to [competition] we [differentiator].
Again, this won’t necessarily be your final value proposition, but it can help point you in the right direction. Very often, the value proposition, could or should be shorter at the end, so you get a nice headline.
Basically you answer for yourself these questions:
- What problem(s) are you solving, or what desire(s) are you satisfying?
- Who do you serve?
- What solution are you offering?
- Who is your competition, and how are you different?
Examples in the field of real estate:
- “Selling residential homes 20% faster than average”
- “We buy your underwater house in 10 days or less at a fair price”
- “Rental properties with a 10% ROI and a lease contract valid for 3 years and tenants from heaven”
A Dream or Story About Their Problem or Desire (Interest/Problem)
Now, after reading your headline with your value proposition, you want to keep them interested in reading what you have to offer and show them that you understand their problem or desire.
This can be done by describing a dream where you motivate them to imagine how their world could be without their problem.
This means, of course, that you also describe a bit the problem within the dream and how it feels to live without it.
A nice verb to use here is, you guessed, “imagine if…”
An example could be:
“Imagine if you could sleep again like a baby, because you knew that your passive real estate investments were in good hands and no tenants from hell could bother you on a Sunday afternoon, because a toilet suddenly wasn’t working anymore, and you could be sure that you would have a steady rental income for several years with a return on investment of 10%.”
The use of “imagine if..” isn’t necessary; you could write it in this way as well:
“Sleep again like a baby because you know that your passive real estate investments are in good hands and no tenants from hell can bother you on a Sunday afternoon, because of a toilet suddenly not working anymore. Be sure that you can have a steady rental income for several years with a return on investment of 10%.”
Now Comes the Differentiator
This is where you make yourself aware of your competition and how your real estate business is different from them.
As part of the copywriting framework of AIDA, it belongs still to the “Interest/Problem” element, understanding and showing the problem, and keeping your visitors interested.
Questions you can ask yourself are:
- What annoys you about your industry or solutions and services that are offered?
- What part of your industry do you want to see changed?
- What do you offer that competitors don’t?
A Story About You (Interest/Problem)
This part of your real estate about me page should cause or motivate your visitors to still keep reading and make them aware of the problem.
You can do that by sharing a story about you and how you became aware of the problem.
You could write about your mission, your personal story, your wins, your losses, and your work history.
Don’t be afraid to get a bit vulnerable in this part. It helps them better connect with you, and if you get personal, you will retain more of your visitors.
To write this part, you can ask yourself:
- How did you get involved in real estate?
- What questions do clients ask you all the time?
- Why do you want to help?
- What problems have you experienced and have you experienced them before?
To continue with the example from above, you could write something like this:
I got into real estate as a passive real estate investor myself and had to learn the hard way. I couldn’t count anymore how often I had to deal with bad tenants from hell who delayed their rental payments, called me up on a Sunday afternoon, because the toilet wasn’t working anymore, or trashed my rental units.
I really was frustrated that I had to be involved so much actively in something I wanted to have as a passive investment. This was the moment when I thought, we should create a system that makes it almost foolproof to get tenants from heaven that pay the rent on time and yield a great annual return on investment…
Your Offer (Desire/Solve)
Now we come to the desire/solve part of the AIDA copywriting framework.
This is the part where you can give the visitors of your real estate about me page an overview of which problems you are solving and where they can find the solutions on your website for them.
You could show them:
- Your most popular articles categorized in different sections
- Your best properties, deals, etc.
- Dates of upcoming events, etc.
- Your best service products
Basically, you ask yourself: What’s the one thing you want your readers to do after reading your about me page? And you can list several offers.
Your Call to Action (Action)
Your call to action is the last “A” in the AIDA Copywriting framework. This is pretty much straight forward.
Now, you can end your real estate about me page with a final call to action, where you just ask for what you want your visitors to do.
Usually, this is some sort of offer or an email subscription. You will see that it likely will convert better on this page than on any other page, when including this in the footer or as a pop-up.
This is because, when you have all the right elements in place on your about me page, your visitors will already be nicely warmed-up.
Hopefully I could convince you that your real estate about me page isn’t a page to overlook or neglect, because it holds a lot of potential to convert your visitors and build trust.
Since it’s likely one of the most visited pages on your website, you might want to take a second look at the one you already have and analyze what you can improve. And if you don’t have one, you might want to create one.
Let me know how it’s going for you, and please share this article if you found it valuable.