If I asked you what the most visited page on most real estate agent websites is, what would you guess?
Home page?
Neighbourhood info page?
Listings search?
It’s the About page.
When people land on your website, they might skim the home page first. But before they decide whether to work with you, they almost always click About.
They want to know:
Who is this person?
Can I trust them?
Do I actually want to work with them?
The About page is where trust gets decided.
And most of them are a steaming pile of you-know-what.
Why most About pages fail
Most About pages read like this:
“We are passionate about delivering exceptional service and helping clients achieve their real estate goals.”
or
“As the trusted real estate advisor for my clients…”
None of that tells me anything about the person behind the business.
It’s generic.
And generic is the fastest way to sound like every realtor in your area.
The irony is that most agents — whether they realize it or not — are personal brands. Yet their About pages sound like they were written by a committee.
The real problem
The real problem is simple.
Realtors are not copywriters — which is embarrassingly obvious if you’ve ever read listing descriptions.
When you sit down to write about yourself, two things usually happen:
- You overthink it.
- You start reading other agent websites — which are usually templated sites full of industry clichés.
When I help real estate agents build their websites, I try to solve this by giving them a list of questions to answer.
It helped a little.
But the writing still usually fell flat.
Enter AI
AI changed this process completely.
Now there’s a copywriter available to anyone.
But like any tool, AI is only as good as the prompt you give it.
After experimenting with this for a while, I landed on a prompt that helps agents write About pages that sound more human — separating them from the templated drivel most agent websites are full of.
The Four Question About Page Prompt
If you’re struggling to write your About page, try this.
Give an AI the following instruction:
I need help rewriting my about page copy for my real estate website. I want the final result to sound authentically like me — not like a generic real estate website.
To get there, I’d like you to ask me the following four questions and use my answers as the raw material for the copy:
- Why did I get into this business originally?
- What’s the most satisfying work I’ve ever done and why?
- What makes me angry about how others in my industry operate?
- What does a perfect client interaction look like to me?
Those four questions tend to pull out the kind of answers that actually sound human.
They reveal motivation.
They reveal standards.
They reveal what you care about.
And that’s the stuff people are really looking for when they click About.
Example: My own About page
Just like the old Hair Club for Men commercials where the president would say,
“I’m not only the president… I’m also a client.”
I used this exact prompt myself.
My own real estate About page was written using this framework.
You can read it here:
If you’re writing your About page, start here
If you’re staring at a blank page, don’t start by trying to sound professional.
Start by answering these four questions.
Your answers will almost always reveal:
- why you care about the work
- what kind of clients you want
- what standards you operate by
- what makes you different from others in your industry
From there, the writing becomes much easier.
The real purpose of an About page
An About page isn’t where you list your credentials.
It’s where people decide whether they trust you.
And trust is what turns a visitor into a client.
One more thing most agents get wrong
Even a great About page won’t help much if you don’t control your own website.
Most agents rely on brokerage websites or templated platforms that make everyone look the same.
Which means even if your story is different, the presentation isn’t.
If you want your personal brand to actually stand out, you need a website you control — and an About page that sounds like a real person instead of a marketing template.
That’s one of the reasons I started building websites for independent agents in the first place.
Building this in public
I’m currently rebuilding my own real estate business in real time – mikelind.ca
Part of that process is applying the same ideas I talk about here — building an independent website, writing honestly about the work, and creating a personal brand that isn’t dependent on brokerage templates.
If you’re curious how that plays out, feel free to follow along.
And if you’re an agent who wants your own website instead of relying on brokerage marketing, I’m always happy to help.