Co-branded or self-branded: which suits you?
Lead with your agency's brand or build your own? How to decide, what changes, and what stays the same either way.
Your bio is often the first thing a vendor reads about you that you wrote yourself. They’ve seen your name on a signboard, a brochure or a friend’s message, and now they want to know whether you’re the right person to call.
Most agent bios don’t help them decide. Here’s how to write one that does, with six templates you can adapt.
What a vendor wants to know
A vendor reading your bio is weighing up four things, usually in this order:
- Do you sell homes like mine, where I live?
- Can you prove it?
- What will it be like to work with you?
- Do I like you?
Answer those and the rest is optional.
The five-part structure
1. Who you help
Open with the people you work for, not with yourself. “I help families in [Suburb] sell the home they raised their kids in” says more than “I am a dedicated real estate professional”.
2. Where you work
Name your suburbs. Vendors want a local, and every suburb you name in words on your website also helps search engines connect you to that area. Three to six suburbs reads as a specialist; twenty reads as a list.
3. Proof
Facts you can stand behind: years in the industry, homes sold, a qualification, a suburb you’ve worked for a decade. Use your own figures, not your agency’s, and state them exactly. If you sold 41 homes, say 41, not “around 50”.
New to the industry? Proof can be local knowledge, a previous career or the team behind you.
4. How you work
One or two sentences on what a vendor can expect: how often you’ll call, how you approach price, how you run an open home. This is where you stand apart from the agent down the road.
5. A personal line
One line that makes you a person. You live in the area, you coach junior footy, you renovated your own place. Keep it short and keep it true.
How long should it be?
Write one full version, then cut it down for each place it appears.
| Where | Suggested length | What to keep |
|---|---|---|
| Your website’s about page | 150 to 300 words | All five parts |
| Portal and agency profiles | 80 to 150 words | Who you help, where, proof, a personal line |
| Your digital business card | One or two sentences | Who you help and where |
| Social media profiles | One line | Your role and your suburbs |
These are guides, not rules. Portals and social platforms set their own character limits, so check them when you paste your bio in.
Six templates to adapt
Replace everything in square brackets with your own details. If you can’t back a line up with a fact, delete it rather than fill it with something vague.
The new agent
I’m [First name], a sales agent with [Agency] in [Suburb]. Before real estate I spent [number] years in [previous career], where I learnt [relevant skill, such as negotiating, looking after clients or managing detail]. I’ve lived in [Suburb] for [number] years, so I know the streets, the schools and what buyers here are looking for. I work alongside [senior agent or sales team], so your sale has experience behind it from day one. Outside work you’ll find me [personal line].
Why it works: local knowledge, transferable skills and a team stand in for a short track record.
The experienced lister
I’ve sold homes in [Suburb], [Suburb] and [Suburb] for [number] years, including [number] sales in the last [period]. Most of my vendors are [type of seller, such as downsizers, growing families or investors], and much of my work comes from [referrals or past clients]. That tells you how I work: [one sentence on your approach, such as straight advice on price and a call every week of the campaign]. I’m with [Agency], and I live in [Suburb] with [personal line].
Why it works: specific numbers, and the referral line says “trusted” without claiming to be the best.
The rural or regional agent
I sell [homes, acreage, farms or lifestyle properties] across [Region], from [Town] to [Town]. I’ve worked this area for [number] years and [personal connection, such as growing up on a property near Town]. Selling here is different from selling in the city: buyers often come from further away, questions about [water, zoning or access] come up early, and the right campaign has to reach people well beyond the local market. [One sentence on how you handle that]. I’m with [Agency] in [Town].
Why it works: it answers the questions a regional vendor is already asking.
The prestige specialist
I represent [type of property, such as architectural homes or waterfront properties] in [Suburb] and [Suburb]. Over [number] years I’ve [one verifiable achievement, such as selling a number of homes above a price you can document]. Vendors at this level want discretion, a campaign built around the property and buyers who are found well beyond the portals. [One sentence on how you deliver that]. I’m with [Agency].
Why it works: at the top of the market, restraint reads as confidence.
The property manager moving into sales
For [number] years I managed rental properties across [Suburb] and [Suburb], looking after [number] homes for landlords at [Agency]. That taught me what tenants and buyers notice, what a property is really worth to rent, and how to keep owners informed without being asked. Now I help owners sell, with the same [attention to detail or communication]. If you’re an investor deciding whether to hold or sell, I can walk you through both sides.
Why it works: it gives investors a reason to call you over a sales-only agent.
The team
We’re [Team name], [number] agents working together in [Suburb] and [Suburb] at [Agency]. [Lead agent] has sold in the area for [number] years, [Agent] looks after [role, such as buyer enquiries] and [Agent] runs [role, such as campaign marketing]. Being a team means [concrete benefit, such as someone always answers your call]. Between us we’ve [verifiable team fact].
Why it works: it answers “who will I actually deal with?”
Australian details worth getting right
Licence and licensee details
Rules about what real estate advertising must show, such as the licensee’s name or a licence or registration number, differ from state to state. Your bio on your own website is advertising, so check your state regulator’s guidance or ask your licensee what yours needs. Every Real Agent Marketing site shows your agency as the licensee on every page, and the brief asks for your licence details.
Leave out claims you can’t back up
“Number one agent in [Suburb]”, “the area’s top seller” and “guaranteed record prices” are the lines most likely to get you into trouble. The Australian Consumer Law prohibits misleading or deceptive conduct, and the ACCC’s guidance is that this can apply whether or not you meant to mislead anyone.
A few habits keep you on safe ground:
- Rankings need a source. If you can’t say who measured it, over what period and by what measure, leave it out.
- Use your own results. Your agency’s sales total isn’t yours.
- Quote reviews exactly. Only use real reviews from real clients, and link to the platform where they’re verified.
- Keep it current. An old “homes sold” figure eventually becomes a wrong one.
This is general information, not legal advice. If you’re unsure about a particular claim, ask your licensee.
A quick check before you publish
- It opens with who you help, not your job title.
- It names the suburbs you actually work in.
- Every number is yours, and exact.
- It says how you work.
- It has one personal line.
- Your licensee details appear where your state requires them.
- Read aloud, it sounds like you.
Let us write the first draft
The Real Agent Marketing brief asks for these things: your suburbs, the facts you want to show and how you’d like to sound. It then writes your about page in that voice, using only the facts you give it. You edit anything you like, and nothing goes live until you publish. See how the brief works.
For what else belongs on the page around your bio, read the agent website checklist, and to make sure people find your bio when they search your name, see how to come up first when vendors search your name. Your short version belongs on your digital business card too.
