Your Personal Profile


What does your Personal Profile say about you?

Personal Profile – your first impression

Your personal profile is, sometimes, one of the first things future clients read about you. What does yours say?

  • Is it same-ole, same-ole {yawn} stuff…?
  • Written in third-person, so-last-decade, corporate speak…?
  • All about how wonderful you are (which is great!) but puts people to sleep…?

Same-ole, Same-ole

If you swapped out the name, office and company information in your personal profile could a reader be forgiven for thinking they could be reading about “just anyone”?

Does your profile have the same look and feel about it as everyone else’s in your office? Your company?


Seriously – how is that going to help you stand out from the other 14,500 people licensed to sell real estate in New Zealand?

Remember: people buy (and/or refer) because they like, know and trust.

If your personal profile reads exactly the same as every other licensee’s how are future clients going to find out what makes you tick?

Because, believe it or not, they want to know what makes you tick because they want to enter into a professional relationship with you for the duration of the sale process.

Future clients want to know that your values align with theirs.

They want to know that you have something in common (beside their property).

They want to know that, on some level, you are similar to / like them.

Without any similarity (or some kind) rapport is impossible.

Third Person Corporate Speak

This is sooo last decade! Actually, it’s probably a relic from the last century. The last Millennium!

Once upon a time I was guilty of this myself! I’m embarrassed to say that I’ve written third-person personal profiles. Back in the days before social media.

Social media has changed everything!

Seriously. Social has made it the relationship-building so much easier.

What do I mean by third-person Corporate Speak?

Third Person

This is where your personal profile is written as though they are reading about you, rather than you are introducing yourself to the reader.

For example, your profile would refer to your name rather than yourself.  [Julie South has been coaching real estate agents since 2007] rather than [I’ve been coaching real estate agents since 2007].

Corporate Speak

Corporate Speak uses full words, no abbreviations, no conversational tone.

For example, when you’re talking with a real, live person, the chances are very rare (unless you’re not strong in English as a spoken language) that you’ll speak in “full words”.

  • I am instead of I’m
  • I have instead of I’ve
  • I will instead of I’ll

Corporate Speak is formal. It’s almost being spoken “to” instead of conversing-with.

Further, Corporate Speak uses b-i-g w-o-r-d-s and long, convoluted sentences that you wouldn’t normally use in regular conversation.  Sentences and words that are designed (supposedly) to impress the reader, when in fact they do the opposite.

Your profile is all about how wonderful you are

There’s nothing worse than hearing someone bang on about how wonderful they are.

Sure! You need to let future clients know what a fantastic professional you are. But leave this for your clients to tell them. Not you.

Letting people know how wonderful you are takes skill. There’s a way to do it without making you look like a self-opinionated, arrogant jerk.

Don’t be one of those people.

Your profile introduces you – both the professional and personal you

what does your personal profile say about you

Who are you – what do you do when you’re not working?

People want to know a little bit about you. They want to know where your life intersects with theirs. They want to know where you’re alike.

When there is likeness and similarity rapport-building is easier (who wants hard, right?)

This means your profile should include bullet points of interest that others can relate to.

Who are you – what do you do for your community?

Most people prefer to work with givers, not takers.

If you’re reading this and thinking “oh, but I’m not a member of Lions or Rotary or on the Board of Trustees or anything community-minded like that” that’s not what I’m (necessarily) talking about.

I’ll bet that you’re involved in something! Maybe not right now. Maybe right now (+/- the last year or so) there’s a lot going on in your personal life that means you’ll be spreading yourself too thin.

For example – maybe right now:

  • You’ve got an elderly parent you’re looking after? Or
  • Someone close to you is sick or has had an accident and you’re helping them recover?
  • You’ve got a special-needs child?

All of those things are giving back. If any of these are long-term, then share these on your personal profile to help people relate to you!

Being community-minded covers being involved at big community level (such as Rotary or Lions) as well as small community level (family).

I haven’t yet met anyone in real estate who doesn’t contribute at some level to a community.

What makes you tick?

This is an indirect way of describing you “why” (why you’ve chosen real estate as a profession). What is it that gives you the biggest buzz?

One of my clients told me his biggest buzz is helping first home owners realise their dream of owning their own home. He acknowledges that working in the first home market isn’t the sexiest of markets to be working in. His commissions aren’t anywhere near the hundred thousands of dollars that other agents in his office get. But he loves it! He loves selling in the first-home market because it means the vendor is (usually) realising their next ownership dream (bigger house, better area) and the buyer of that property is making their first dream of home ownership come true.

My client doesn’t drive a flash car. He and his wife are looking after his elderly, ravaged-by-a-stroke mother. He’s a very humble man who just loooooves helping his ordinary, unpretentious clients own a home.

His personal written profile shares this story and building rapport for him is easy as a result.

You the professional real estate sales person

Use this segment of your personal profile to briefly share your experience:

  • When did you start?
  • Where have you worked?
  • What have you achieved?


Some achievements may require explanation. Rookie of the Year is pretty self-explanatory. But company titled awards or levels of accomplishment are only obvious to your fellow company peers. Explain what these mean to the general public who has no idea.

If a level of achievement puts you in the top 5%, 2% or 1% of your peers then explain that. Don’t assume that just because you and everyone else in your office knows, that Mr & Ms Public do too.

Testimonials, Endorsements and Reviews

Rather than say I’m The Best (if you’re old enough to remember Mohammed Ali constantly saying this, then you’ll also remember the eye-rolls everyone made every time they heard it).

Don’t be that person!

Instead, make sure you include a segment in your personal profile where your clients shout from the rooftops how good you under the heading of Reviews, or Endorsements or Testimonials or What Other People Say.

My personal profile

For an example of what I’m talking about, have a quick squizz at my personal profile.

It (hopefully, lol) gives you an insight into me – Julie South the woman – as well as Julie South the coach who helps real estate agents get a new listing every week.

If you’d like help with your personal profile please sing out.

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If YOU would like to be MORE DOLLAR PRODUCTIVE in your business - like spending more time in front of prospects - then DONE-FOR-YOU-FACEBOOK MARKETING is for you! Click HERE to find out more.