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 your website either starts working for you, or fails.
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.
Writing
The issue isn’t that agents can’t write, it’s that most agents haven’t figured out who they actually serve, how they actually help, and what they believe about the work they do.
So, when they sit down to write, they default to what everyone else is saying; “I’m am an award winning agent…” “As the trusted advisor to my clients…” “When it comes to buying or selling your home…”
That’s how you end up with an About page that sounds fine-but actually says nothing.
The real purpose of an About page
An About page isn’t a biography. It’s s filter.
It should make the right people feel understood and make the wrong people realize you’re not for them.
That’s what builds trust.
Enter AI
Once you know what you actually think, tools like AI become usefull. Without knowing what you think, they just help you produce better-sounding generic content.
AI didn’t fix the problem, it just made it easier to expose it.
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 don’t own their website, they rent it. Convinced they need IDX, or an all-in one website and CRM solution, they pay exorbitant amounts of money, monthly, for something that can be taken away at any time.
If you’re paying monthly for a templated website you don’t control, you’re not building an asset.
You’re funding one.
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 your About page sounds like every other agent in your market, your business will too.
Before you spend money on a website, fix that.
Because no amount of design will save generic thinking.
If you’re reading this and trying to piece together how to actually write your About page, that’s normal.
Most agents have never had to write from the perspective of someone trying to communicate value clearly.
To help with that, I put together the exact prompt I use — along with the questions that make it work — to help you write an About page that doesn’t sound like everyone else.
This won’t write the page for you. It takes your answers and shapes them into something that actually sounds like you.