Real Estate
The Realtor About Page: What Sellers Read Before They Call
By the Coast Creative team4 min read
Here's something most agents don't realize: after the home page, the About page is often the most-visited page on a real estate website. Sellers who got your name from a neighbor, a mailer, or a Google search almost always click it before they pick up the phone.
Most agent About pages fail that test. They read like a résumé written in the third person, open with a license year, and close with a list of designations nobody outside the industry understands. Here's how to write one that actually moves a seller from browsing to calling.
Start With the Seller, Not Your Biography
Your first two sentences should answer the question the visitor walked in with: can this person sell my home, in my neighborhood, for a good price? That means leading with where you work and who you help, not where you grew up.
Compare these two openings. "Jane has been a licensed real estate professional since 2009 and is a member of the National Association of Realtors." Versus: "I help families in Mar Vista and Palms sell their homes, usually to buyers who've been waiting months for something like theirs." The second one tells a seller they're in the right place. The first could be on any of a thousand sites.
Write in the First Person
Third-person bios feel like a press release. Sellers are hiring a person, and they want to hear from that person. "I" is warmer, easier to read, and sounds like a conversation.
Show Proof, Not Adjectives
Every agent says they're dedicated, hardworking, and passionate about real estate. Those words do nothing. Replace them with specifics a seller can check.
Good proof looks like this: the number of homes you've sold in the last two or three years, your average days on market compared to the area, your average sale-to-list ratio, and the neighborhoods where most of those sales happened. If you're newer and the numbers are modest, lean on something else that's true, like how fast you return calls.
Link to your sold listings page right from here. A seller who just read "I've sold 40 homes in Westchester" will want to see them.
Pick Two or Three Reviews, and Put Them in Context
Don't paste fifteen reviews in a wall of quotes. Choose two or three that describe a situation a future seller might be in: a divorce sale, an estate sale, a family relocating on a tight timeline, a first-time seller who was nervous about the process. Add the neighborhood and the year under each one.
Specific reviews do more work than glowing ones. "She got us three offers in a week after our last agent couldn't move it" beats "Best agent ever!" every time.
Use a Real Photo, and More Than One
A stiff headshot against a gray backdrop is fine for your business card. On your About page, add at least one photo of you working: walking a property, talking with a client at a kitchen island, standing on a street the seller will recognize. It helps people picture you in their home.
Explain How You Work
This is the section most agents leave out, and it's the one sellers care about most. Walk them through what happens after they call you. Do you meet in person first? How do you price a home? What do you handle for prep and staging? How often will they hear from you once the listing is live?
Keep it short. Four or five steps in plain language is plenty. The goal is to take the mystery out of hiring you.
Keep the Personal Part, but Keep It Brief
Sellers do like knowing you're a real person. Your kids' school, your dog, the taco spot you've been going to for ten years. A short paragraph near the end is enough, and it's best when it ties back to the neighborhood. "I've lived three blocks from Venice Boulevard since 2012" does more than "In my free time I enjoy travel and cooking."
End With One Clear Next Step
Don't end the page on your hobbies. End it with a single, specific invitation: book a 20-minute call, request a home value review, or text you directly. Put your phone number right there in text, not hidden behind a form. Then repeat that same call to action once higher on the page for people who don't scroll.
Help Search Engines and AI Assistants Too
Your About page is also where Google and AI assistants learn who you are. Use your full name, your brokerage, and the specific neighborhoods you serve in the text itself, not only in images. Make sure your license number and brokerage match what's on your Google Business Profile. When someone asks an AI assistant for a listing agent in their area, consistent, specific details are what get you named.
When we build agent sites at Coast Creative, we treat the About page as a listing presentation that runs before the appointment, and we write it with the agent, in their voice, around the sellers they actually want. Whoever writes yours, the same rule applies: talk to the seller, prove what you say, and tell them exactly what to do next.