As strange as it may seem, the most important aim of an 'About' page is not to sell yourself. Yes, your leads are more and more interested in who they are doing business with. But at the end of the day, their main focus remains finding the Agent that is competent enough to find their dream house.
Before throwing yourself in the creation of an 'About' page, take a few minutes to put yourself in the shoes of your leads: What information are they looking for in an 'About' page? This will help you determine the main points you want to get across.
Side-note: In many cases, the main focuses should be demonstrating what you can do for them and answer any questions they may have. National Geographic, with their very simple 'About' page, really do a great job at being informative while making it about their audience.
This is where you come in. Allow your leads to create a personal connection with you. After all, isn't that what an 'About' section is supposed to be about?
There are a few easy ways of doing so. Firstly, by telling them your story. It doesn't have to be extraordinary, it just needs to be genuine. Simply because all that is 'genuine' will show your human side and increase the level of trust your leads will give you. Talk about your beginnings, your values and goals. More than ever, people value the 'Why' behind your business.
Another interesting possibility to explore is making your story local. Whether you've lived in the area your whole life or chose to move there a few years back, show your prospects what ties you back to the geographical area your agency focusses on. People are equally as interested in purchasing a house than in obtaining a new lifestyle. By talking 'local', your leads will trust you to be of good assistance when it comes down to getting to know their new neighborhood (which is a huge plus).
Including photos of yourself and your team members is also an efficient way to make your business seem more human. After all, as previously said in this article, your website (and 'About' section for the matter) is the first way through which most clients will first meet you. It is therefore important for them to be able to visually identify you.
Side-note: This is also a great way so show your personality and create a more accessible image of your team. The team at MailChimp do this really well and present team members in creative ways.
There is no better way to sell your Business than to let your clients do the talking. After all, the main information your leads are trying to find out in your 'About' section is whether or not you are capable of finding their next house. Isn't that something you've already proven in the past?
This is where testimonials of happy clients come in handy. Your leads value other people's opinions and a testimonial section will actually have more impact than anything you will say about yourself. 4120's 'About' page is a great example of how you can apply this to your website.
Side note: Another good tip is to include links to your social media pages. Today more than ever, social proof goes through social media likes and follows, so if you're active on these mediums, make sure to let your leads know!
Though including Real Estate jargon can seem like a great way to demonstrate your expertise, it really isn't. In fact, using technical terms won't win people over- it will only create a distance between your leads and yourself. No need for jargon to show you know what you're talking about. The key, here, is for you to be approachable. All the information you give out should be accessible and easily understandable by everyone.
Nonetheless, the most important focus remains making sure you get your point across. There is no use in a beautiful web page if the main information your leads are looking for is either absent or difficult to find. So I say yes to spending time on creating a visually interesting 'About' page- but only once you've nailed its content.
When dealing with your leads, you should always give them the opportunity to contact you. Simply because an easily contactable agent is probably what most leads are looking for. Make sure your contact details are accessible in case they have any further questions or just feel like reaching out to you.
A simple way of doing so is to add an 'Address and Contact' section to your page. You can even take this up a step by including a live chat feature to your webpage.
I hope you found these keys to creating a lead converting 'About' page helpful. At the end of the day, remember there is no one way of nailing this. It's all about staying true to your Real Estate Business' identity, to it's story and to it's vision. So let us know in the comment section which point you found most helpful and recommend other tips which worked for you.