The Perfect Instagram Bio for Real Estate Professionals

A strong Instagram bio works like the front window of a shop. It tells people who you are, who you help, where you work, and what to do next. In less than ten seconds a person decides to follow you or leave. This guide will help you write a clear, trust-building bio that turns profile visits into enquiries and appraisals.

Why your Instagram bio matters

• It is the first thing people see when a post or Reel brings them to your profile.

• It guides people to take action such as booking an appraisal or viewing a listing.

• It helps you show up in search for your suburb and service.

• It sets the tone for your brand and your promise to the market.

The six part bio formula

Use this simple formula. Keep it short. Use line breaks to make it easy to scan.

1. Hook
   A short promise that speaks to a seller, buyer, landlord, or tenant.
   Example
   Move with confidence

2. Who you help
   Make it clear.
   Example
   Helping homeowners and investors

3. Location
   State your core patch so you appear in local search.
   Example
   Parramatta and surrounds

4. Proof
   Add one point of trust.
   Examples
   Award winning agent
   120 five star reviews
   20 years local experience

5. Call to action
   Tell people exactly what to do next.
   Examples
   Book your free appraisal
   Get your suburb report
   See this week’s open homes

6. Link
   Use one clear link that opens to the action you want. Do not send people to a busy homepage if your goal is leads.

Put it together like this with line breaks

Move with confidence
Helping homeowners and investors
Parramatta and surrounds
120 five star reviews
Book your free appraisal below

Character limits and layout tips

• Your bio has 150 characters. Every character counts.

• The Name field has 30 characters. Use it for keywords such as Real Estate Agent Sydney or Buyer’s Agent Melbourne.

• Use short lines. Two or three words per line is easy to scan.

• Use one or two emojis as visual bullets. Do not overdo it.

• Put the call to action above the link so the eye flows down to the tap.

Keywords that help you get found

Add clear words people type when searching. Place the strongest words in the Name field and in the bio.

• Real Estate Agent

• Buyer’s Agent

• Property Manager

• Auctions

• Appraisal

• Suburb names such as Toowoomba, Fremantle, Bondi, Parramatta

• Property types such as apartments, acreage, coastal homes, prestige

Example Name field
Sam Lee Real Estate Agent Toowoomba

What to link in your bio

Choose one link that supports your main goal this month.

• Online appraisal booking page

• Suburb report request form

• Pre market list sign up

• Current listings page with filters for suburb and price

• Rental application or maintenance request page

• A simple mini page with two to three buttons such as Appraisal, Listings, Contact

Keep the link page clean. Use large buttons. Ask only for the details you need such as name, phone, email, and suburb.

Compliance and trust notes

• Include your agency name and licence number if space allows. You can place the licence number in a highlight called About so the bio stays clean.

• Do not make claims you cannot support. Words like number one must have proof on your website or a published award.

• If your link collects personal details, make sure your privacy policy is linked on that page.

Ready to use bio examples

Each bio fits within 150 characters. Add line breaks for easy reading. The link sits under the bio.

Sales Agent Metro
Helping homeowners sell for more
Parramatta and surrounds
120 five star reviews
Book your free appraisal

Buyer’s Agent
We find the right home first
Inner West specialist
Off market access
Start your brief today

Property Manager
Stress free management for busy owners
Gold Coast and Hinterland
Low vacancy history
Get a rent review

Rural and Acreage
Acreage and lifestyle sales
Scenic Rim to Lockyer Valley
Local market insight
Request a price guide

Luxury and Prestige
Discrete prestige sales
Harbour and Eastern Suburbs
Qualified buyers waiting
Book a private appraisal

Coastal and Lifestyle
Sea change made simple
Sunshine Coast specialist
Coastal homes and apartments
See new listings this week

Auctioneer
Clear plans. Confident calls
Independent Auctioneer
Greater Brisbane
Book your next auction

Team or Office
Your local sales and PM team
Wollongong to Shellharbour
Open homes every Saturday
View listings and times

Project Sales
Apartments and townhomes
First Home and Investor support
Display suite bookings
See floor plans

Short Term Rentals
Airbnb setup and management
Cairns and Northern Beaches
High occupancy focus
Request a revenue estimate

Fill in the blanks templates

One line bio
I help [who] in [location] to [result]. [Proof]. [Call to action].

Example
I help sellers in Fremantle to move with confidence. 120 five star reviews. Book your appraisal.

Four line bio
[Hook]
[Who you help]
[Location]
[Call to action]

Example
Move with confidence
Helping homeowners and investors
Newcastle and Lake Macquarie
Get your free suburb report

Micro bio for tight spaces
[Role] in [suburb]. [Proof]. [CTA].

Example
Agent in Bondi. Award winner. Book appraisal.

Emoji menu that reads as professional

• 🏡 Home

• 🗝️ Key

• 📍 Location pin

• 📞 Phone

• 📅 Calendar

• ✉️ Envelope

• 📈 Chart

• ⭐ Star

• ✅ Tick

• 🔨 Gavel for auction

• 🌊 Wave for coastal

• 🌿 Leaf for acreage

Use one to three only. Place them at the start of lines as bullets.

Step by step plan to build your bio today

1. Decide your main goal for this month. Choose appraisals, buyer briefs, or management leads.

2. Choose your core audience. Pick one primary group such as homeowners, investors, tenants, or developers.

3. List your suburbs in order of focus. Choose up to three.

4. Write one promise that matters to that audience. Keep it under four words.

5. Pick one proof point. Choose the strongest and simplest number you can support.

6. Write one clear call to action that starts with a verb. Use Book, Get, See, or Download.

7. Choose your link. Make sure it loads fast and opens to the exact action.

8. Draft two bio versions. One with full lines and one with a single sentence.

9. Add a gentle brand touch such as a signature word or emoji.

10. Publish, then check on mobile to confirm spacing and line breaks look clean.

Pre publish checklist

• Name field contains keywords such as Real Estate Agent plus your suburb

• Profile photo is a clear headshot or simple logo

• Bio states who you help and where you work

• One proof point is included

• One call to action is present

• Link opens to a simple action page that works on mobile

• Contact buttons are set for Call and Email

• Highlights support the bio such as About, Reviews, Suburb Reports, Open Homes

• No spelling errors

• No crowded emojis or hashtags in the bio

Quick upgrades for even better results

• Add one branded hashtag only if you plan to use it on every post

• Use a short vanity URL that is easy to say on video and at open homes

• Rotate the call to action each season. Appraisal in spring. Suburb reports in winter.

• Add language for your niche. Examples are downsizers, first home, investors, prestige, acreage

• Include your licence number in the About highlight so trust stays visible without crowding the bio

Common mistakes to avoid

• No location stated which hurts local search

• Vague claims with no proof

• Three or more different calls to action which confuses the reader

• Large blocks of text with no line breaks

• Too many emojis that look messy

• Linking to a busy homepage with no clear next step

• Using insider jargon that buyers and sellers do not understand

How to test and improve your bio

• Create two versions and keep each live for one full week

• Track profile visits, link clicks, DMs, and enquiry forms

• Keep the version that brings more actions per 100 profile visits

• Ask five past clients to read your bio and tell you what they think you do

• Refresh the proof point every quarter with your latest stats or reviews

Copy and paste bio starters for fast results

Listing Focus
🏡 Move with confidence
Helping homeowners sell for more
Brisbane Northside
Book your free appraisal

Investor Focus
📈 Smart property decisions
Helping investors grow returns
Adelaide and Hills
Get your rent review

Open Homes Focus
📅 This week’s open homes
Mornington Peninsula
See times and addresses
Tap the link

Suburb Report Lead Magnet
📍 What is your home worth
Free suburb insights in 2 minutes
Canberra and surrounds
Get your report

Buyer’s Agent Focus
🗝️ Buy the right home first
Inner West specialist
Off market access
Start your brief

Property Management Focus
✅ Stress free management
Gold Coast and Hinterland
Low vacancy history
Request a rent appraisal

Your bio is a tiny space with a big job. Keep it simple. Make it clear who you help, where you work, and what to do next. Use one promise, one proof, one call to action, and one clean link. Update it every quarter so it always reflects your current goals and your strongest wins. When your bio is clear and helpful, more people will follow, click, and contact you.

Author Ken Hobson
ken@agentslibrary.com.au