When someone lands on your Instagram profile, you have about three seconds before they decide whether to follow you or leave.
In those three seconds, one line in your bio matters more than anything else.
That line should tell people exactly what kind of content they can expect if they follow you.
I’ve seen a million agent profiles that say nothing but years in the business, “helping buyers and sellers” (which is implied, by the way, because you’re an agent), “top agent” accolades, and maybe the brokerage name.
None of that actually gives someone a reason to follow you.
You need a tagline that convinces people to opt in.
Let’s break down some accounts in real estate that nail the tagline.
Example #1: Jimmy Mackin’s “Mission” Bio
We’ll start with Jimmy Mackin.
“On a mission to become the most useful person to follow in real estate.”
How good is that? If you come across that profile, you’re probably going to follow it. It’s vague enough to cover a lot of different types of content, but clear enough that you can infer the posts are going to help you become a better real estate agent.
Example #2: Bridgett Baldwin’s Lifestyle Angle
Here’s another great example from agent Bridgett Baldwin.
At the top of her bio, she establishes authority. She mentions the 550 homes she’s sold and that she’s been in the business since 2009. Experience plus volume is good.
But the most important line is “glimpses of life in the desert.” That line immediately tells you this isn’t just going to be a traditional real estate profile. It implies lifestyle content. What it’s like to live in Tucson. What’s happening around town. Local culture.
You have to realize that people move once every 10 to 12 years. If your bio only communicates that you’re a real estate agent, most people won’t follow because they assume they’re only going to see listings and real estate content. That won’t be relevant to them until they are ready to move! But content about their community? That’s always relevant.
Example #3: Kathy and Graham Tracey’s Local Content Strategy
You see the same idea in this profile from members of our BAMx community, Kathy and Graham Tracey, who say they’re “Reston real estate agents sharing cool things about the city we love.”
Immediately you have an idea of what the content will be. Local spots, things to do, restaurants, community highlights.
Example #4: Bill D’Ambrosio’s “Helpful” Positioning
Another example is BAMx member Bill D’Ambrosio, whose bio says he’s “helping you get the most out of living in Westchester.”
Doesn’t that just sound helpful? If I lived there, I’d want to get the most out of it. It’s not generic Realtor speak like “guiding you through real estate transactions.” It actually sounds like a page worth following.
We’re Even Testing This at BAM
By the way, I just switched up the BAM Instagram bio right before writing this blog to match the exact principle I’m talking about here.
Take 2 Minutes and Do This Today
Here’s a simple exercise.
Take a look at your own bio and ask yourself: “If I wasn’t a real estate agent, would I follow this account?”
If the answer is no, add a simple tagline that tells people what they’ll get if they follow you. If people can’t quickly tell why they should follow your account, they probably won’t.
And if you want help optimizing your profile or figuring out what content you should be posting, we do profile and content audits inside our BAMx community.
Start your 7-Day Free Trial here so you can attend the next one!
