What to put in your link in bio as a real estate agent

A buyer scrolls past your Reel of a kitchen renovation, likes it, and taps your name. Your profile has one link. If it goes to your brokerage's generic team page, you just handed a warm lead back to a site that doesn't know who sent them. If it goes nowhere useful at all, they scroll on and forget you by the next video.

Real estate is one of the few link in bio use cases with actual rules attached to it. Beyond the usual "put your best stuff first" advice, you have a license to disclose and a Fair Housing standard to meet. Here's what belongs on the page, in what order, and what your state expects you to show.

Lead with the listing that's moving right now

Not a static "search all homes" button. The one property you most want eyes on this week: your newest listing, an open house this weekend, or the one with a price drop. Real estate content lives and dies on urgency, and your bio link should match whatever pulled someone in from your video or post.

If you're mid-launch on a listing, that's the top link. If your calendar is quieter, swap it for a home valuation form or a buyer's guide instead. The page should change with your pipeline, not sit frozen from the day you built it.

One link has to cover every app you post on

Most agents aren't posting to just one platform. NAR's 2026 Member Profile found 76 percent of Realtors professionally use Facebook, 57 percent use Instagram, and 55 percent use LinkedIn. That means the same bio link is doing duty on at least two or three profiles with different audiences: past clients on Facebook, prospective buyers on Instagram, referral partners on LinkedIn.

A page that works for all three doesn't try to be three different pages. It leads with what's universally relevant (the current listing or lead form) and lets a LinkedIn visitor scroll past the buyer content to find your brokerage info, rather than sending each platform to a different link. One address, kept current, beats juggling a Linktree for Instagram and a separate signature link for email.

Give them a way to ask a question, not only look

A link to your listings answers "what do you have." It doesn't capture anyone who isn't ready to call yet, and most people who see your Reels aren't. What converts scrollers into leads is a short form: name, email or phone, and one question like "buying, selling, or just looking." That's a request you can follow up on, instead of a view you'll never trace back to a person.

Keep it to a handful of fields. A ten-question intake form belongs in your CRM after the first conversation, not in front of someone who just discovered you exist. On Linky, a Form block does this: submissions land in your dashboard and export as a CSV, so a quick "interested buyer" capture doesn't need a separate landing page tool.

If you work a specific farm area, a Map block pinned to your service radius does something a text list of ZIP codes can't: it lets a visitor see at a glance whether you cover their neighborhood before they bother filling anything out. Pair it with a YouTube walkthrough of your top listing embedded right on the page, since a short video does more to sell a kitchen than three still photos, and a visitor who watches it has already qualified themselves as interested before they reach your form.

Put your name, brokerage and license where it's easy to find

This is the part general link in bio advice skips. Real estate advertising is regulated, and the rules follow you onto social media. The Federal Trade Commission's truth-in-advertising standards apply to every real estate post, and the Fair Housing Act prohibits any ad, including a bio link page, from expressing a preference or limitation based on race, religion, sex, disability, familial status or national origin, a standard the National Fair Housing Alliance applies to online advertising the same as print.

Most states also require your licensed name and your brokerage's name to appear in your marketing, and some go further. California requires an 8-digit DRE license number alongside your name and your responsible broker's name on materials that count as a consumer's first point of contact, in a font no smaller than the rest of the text, under Business and Professions Code sections 10140.5 and 10140.6, as summarized by IDX Central. Other states set their own thresholds for what has to be disclosed and where, and some ask for it on every post rather than the profile alone.

Ask your broker what your state requires before you publish anything, since the answer changes by state and your broker carries the liability alongside you. Put the disclosure in your page's header text or an About block where every visitor sees it on arrival, not buried three links deep where it technically exists but nobody will find it.

Show the proof, not only the pitch

A five-star review carries more weight than another photo of you in front of a sold sign. If a past client will let you quote them, a short line with their first name and neighborhood does more work than a testimonial page nobody scrolls to. Pair it with a "recently sold" line or two, specific street or neighborhood names rather than a vague "sold over asking," since specifics read as real and generic claims read as marketing.

Say you work a farm area of three ZIP codes and close 15 to 20 deals a year. You don't need a page with every listing you've ever touched, and a wall of past sales reads as clutter rather than proof. A short list of recent sales, one live listing, one lead form and your license line cover what a buyer or seller actually needs to decide whether to reach out. That's a small enough set to fit on a free plan, though most agents find the analytics on a paid plan worth it once they're posting regularly enough to want to see whether the page is actually getting visits.

A reaction block under your top listing, where visitors can tap an emoji, sounds like a small thing, but it gives you a read on which listing is actually landing before you find out from silence in your inbox. It costs the visitor nothing to tap, unlike a form, so it catches interest a lead form would miss entirely.

Keep it as current as your MLS feed

A bio link with a listing that went under contract two weeks ago tells a visitor your page is stale, and they'll assume your information is too. How often you should update your link in bio matters more in real estate than almost anywhere else, since your inventory turns over in days, not months.

Set a habit: touch the page every time a listing goes live, goes under contract, or closes. If you're using Linky, edits are quick enough to do from your phone in the driveway after a showing, which beats remembering to log into a separate website builder later that night.

What most agents actually need

If you're comparing this to general advice on what to put in your link in bio, real estate narrows the list rather than expanding it: one current listing or CTA, one lead form, your compliance line, and enough proof to make a stranger trust you before the first call. Event planners solve a similar problem with a portfolio, booking form and testimonials in that order, and the same shape works here because both jobs sell trust before they sell a transaction.

None of this replaces your brokerage's website or your MLS listings. It's the one link that has to work when someone's attention is a swipe from moving on, and it's worth five minutes after every showing to keep it that way. Linky's page for real estate agents has a starting layout built around the listing, the form and the proof, if you'd rather not build the order from scratch.