With 9 out of 10 home buyers literally starting their home buying search online, it pays to take a little extra time to do what you can to make your practice stand out from the crowd.
In the article Secrets to Writing Marketing Copy That Customers Can’t Ignore, Kristin Zhivgao writes a very concise scenario of how you should think about your “About Us” page. The article is written from a copywriters angle and she uses a real estate office as an example. Read the whole article here. (It appears this article isn’t available anymore without a membership, but from the example below I think you’ll get the idea).
From this:

“Depend on TriCounty Realty for your next house purchase. We have the most experienced and knowledgeable staff in the area and can help you make the right decisions, whether you are buying or selling. Our agents are trained and professional. We are a full-service firm with access to all MLS properties available in the area. Our real estate professionals provide a wealth of knowledge and education in an ever-changing market.”

 
To this:

“There are bigger real estate firms, but none of them has the local knowledge we have. Bob Smith has been selling homes in the TriCounty area for 20 years, and he knows every neighborhood as if he lived there himself. Trudy Williams has sold more homes in the TriCounty area than any other realtor. Our newer agents spend 30% of their time getting to know neighborhoods and talking to the people who live there. Our unique ‘know your neighborhood’ approach will help us find the right house for you to buy. And, if you’re the seller, our neighborhood knowledge will help you sell your house faster. After all, buyers buy neighborhoods, not just the houses in them.”
 

If you would like a worksheet that we use for our clients simply fill out a contact form and in the subject line put REALTOR Bio Page and we’ll be more than happy to send you one. No cost, no obligation and we won’t even call or email you unless you ask us to.