Making LinkedIn Work For You And How To Get Business From It.

If you think LinkedIn is more for C-level executives and business owners, you are wrong.  There are over 7 million real estate professionals taking advantage of the site and they are seeing great results when it comes to generating leads. LinkedIn has a high trust status with Google so your profile on there will help boost up your google ranking when people search for you online. With that being said, in order for you to have success yourself, you need to have an active presence.

Below are tips for generating leads from LinkedIn

It’s all in the details

Purchasing a home is one of the biggest decisions a person can make.  For this reason, there has to be a lot of trust and confidence between both parties.  Nowadays, potential buyers are online researching every step of the home buying process.  As a real estate agent, you want them to know you are capable and you have the experience to handle this important transaction for them.  Your goal is to make sure you have the absolute best realtor LinkedIn profile.  Make sure your profile is 100% complete listing all your experience and areas you specialize in.  The more detail you provide, the easier it will be for potential clients to find you when they do a search.

Have a strong profile

When it comes to popular keywords, “real estate” takes the cake.  This should definitely be somewhere in your headline.  You also want to properly optimize your LinkedIn profile URL as it really acts as your online business card.   For example, if you add “realtor” to your name, you will improve your profile’s ranking (i.e.

Create a great LinkedIn company page

One of the key reasons real estate agents use LinkedIn is because it lets people know that they are accredited and legitimate. In order for your page to stand out from your competitors you need to make sure you have the following details:

  • All details related to your business
  • Include all your relevant experience
  • Website URL
  • Links to your other social media accounts
  • Any areas of specialization 
  • Any certifications you hold

Your next step is to add a professional-looking banner image as your Company Page header.  Make sure it is high quality and that it includes any awards or honors your business has received (i.e. fastest growing real estate company). Basically anything that makes your business shine.

In addition to your company page header, you should also give thought to adding some informational visual content:

  • Photos of homes
  • Videos
  • Illustrations
  • Infographics

Create a showcase page

One of the great things about LinkedIn is that they provide you with Showcase Pages that you can post real estate listings on.  You can also use them to promote other things like your blog, any offers as well as any other business info you would want a visitor to know.

Search for and network with potential real estate leads

To get started with generating leads, you need to do the following:

  • Connect with clients, old contacts, your network of colleagues, alumni, friends and any members if you belong to an organization
  • Once you make that connection, you can start connecting with their connections
  • Take advantage of the search feature to find people that match your criteria.

You will quickly see that these connections will be a great source of referrals for you and as time goes on, may even become your clients.  If you have an existing email contact list, import it and start connecting with those individuals too!

Stay relevant by posting valuable information on a consistent basis

Realtors use LinkedIn for information that is of value to them as well as to stay abreast of the latest market trends.   The platform is a bit on the formal side so post accordingly.

Here are some ideas of things to post or share:

  • Any new construction projects in the area
  • State of the housing market 
  • Investment or financial news and tips
  • Local job opportunities
  • Helpful information about the neighborhood
  • Real estate marketing ideas

Here are some ideas of content you can post:

  • Links to blogs
  • Curated content
  • Videos/podcasts
  • Opinion pieces
  • Relevant articles

Once you have a routine going for your posts (3-4 times/week), be sure to publish every piece on your Company Page.  People appreciate great content and it’s also a way to keep you fresh in their mind.  Also take the time to check out other real estate profiles and be sure to like or comment on any posts you find interesting.

Leverage the LinkedIn real estate groups

These groups provide a perfect opportunity for you to promote your business and is one of the best places for social selling.  The key is to find groups that are full of potential customers and not your competitors. Once you join a community, go through the members to see if they represent what you look for in potential clients. Many times, their profiles give you a look into their personal lives (like if they are looking to buy or sell a home). When you find a fit, connect directly with them by answering questions.  This is a great way to show off your real estate expertise.

Use private messaging

If you come across someone of interest, be sure to always send a personalized message. Since they do not know you, you need to come across as honest and genuine.  Here are some things you can say:

  • You are always looking to connect with locals
  • You are interested in learning more about their business
  • You have heard of them from an event or conference
  • Inquire about sending referrals their way
  • Ask them to keep you in mind if they or people they know need your help

On a side note, have at least three interactions with someone before asking them for something like a referral.  LinkedIn is all about relationship building.

Ask for recommendations

The recommendations feature on LinkedIn is like having your very own referral machine. Take the time to provide some sort of outline so it is easier for them to right one for you and you will find your chances of receiving more go up.

Show your real estate expertise

LinkedIn’s publishing platform Pulse gives you a great opportunity to share content that will paint you as an authority on real estate.  Give your exposure a boost by posting white-papers, pdfs, images of upcoming projects, informative articles and more.  Your potential reach is high so this step is important.