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How estate and letting agents can benefit from LinkedIn

LinkedIn is a social media platform geared to business professionals. The platform, now with over 600 million members, is designed for you to connect with prospects and business associates, network and build your professional portfolio or help you find a new job or a new employee.

But how can this B2B platform work for estate and letting agents or other businesses in the property sector?

LinkedIn Marketing Services

Unlike other social networks like Facebook or Instagram, it is much harder to identify consumers on LinkedIn, therefore difficult to determine who are buyers or local vendors. So, don’t expect many leads from those segments via LinkedIn.

However, you can definitely utilise LinkedIn for what it’s good at – attracting business connections.

Those could include landlords with portfolios, developers, other agents, local business owners and influencers.

You can use the tool to showcase your knowledge of the housing market in order to develop meaningful relationships drive conversions.

Here are 4 things you can focus on to get the most out of LinkedIn:

Estate Agent LinkedIn Profile

1. Turn your profile into a lead magnet

    First impressions matter! And your profile is the first thing people will visit before they decide to connect with you. LinkedIn allows you to create your own personal brand and use that brand to build relationships with your customers and drive new leads and sales.

    So, you must invest some time in making it the best it can be.

    Most LinkedIn users see their profile as a glorified online CV. However, if you are a business owner, a business development manager or negotiator, your profile is your chance to tell new connections more about the benefits of working with you.

    You don’t want to be selling yourself as a candidate for a job. Instead, you should be positioning yourself as a solution provider or a strategic partner.

    LinkedIn profiles are typically the MOST underutilised tools when it comes to getting leads - but only if you set them up the right way. Do it the wrong way and you could actually be repelling your ideal prospects instead of attracting them.

Here are 5 things to consider:

  1. 1
    ​Your headline - the MOST critical part of your profile because, along with your name and profile photo, it is the first thing anyone will see when they find you in the search results or land on your profile. Try to include keywords you would like to be found for.
  2. 2
    ​Add a cover image – this is a great way to capture the attention of your viewers by telling them more about who you are and what you do.
  3. 3
    Write your summary - this is the perfect place for you to make a first great impression. Tell your readers about yourself, your expertise and your clientele. When writing your summary, speak to your audience directly, be it your ideal clients, strategic partners or employers.
  4. 4
    Ask for recommendations – this is a great social proof of your expertise. Are you as good as you say you are? Ask your clients, suppliers, business associates and even partners in business. Remember, this is YOUR profile based on your personal connections.
  5. 5
    Add a professional profile picture – no, not one of you on holiday in your swimsuit or with a pint in your hand looking half asleep. Your photo should be presenting you as someone one wants to do business with. You should be recognisable, professionally dressed, smiling and looking straight at the camera against a neutral background.

​NEED HELP?

​Find out how Art Division can help you get more out of LinkedIn.

LinkedIn Networking

2. Use LinkedIn to build relationships

Building relationships is what LinkedIn is all about. If you are a local estate agent, you should be building relationships with other local business owners or influencers in order to boost your profile within your local community. By sharing your knowledge about the local area or the local property market you have the opportunity to reach a wider, more relevant audience through those connections.

Finding the right people to connect with can be very simple.

  • You can utilise your existing database of contacts, which LinkedIn allows you to connect with. Go through your contacts and connect with anyone in your area. By doing so, LinkedIn will also suggest others who are similar, and you will be able to expand your network even further. When asking to connect with someone, it’s always better to write a little personal note as to why you want to connect with them.
  • ​LinkedIn’s groups cover a wide range of niches and topics. The property industry is one that has always relied on word of mouth, and this can also be used while on LinkedIn.

​LinkedIn allows agents to connect with landlords with portfolios, property investors and developers as well as other suppliers in the industry – like mortgage brokers, financial planners, lenders, etc. Think of LinkedIn groups as a networking event full of people from a specific niche.

You can use LinkedIn’s Sales Navigator (paid tool) to search and find the exact segments you are after and add them as connections.

Sharing content on LinkedIn

3. Share your expertise and post wisely

Whilst your goal with your content is to generate website traffic and gather leads, it is also to educate the reader. Creating valuable informative content helps with building trust and authority.

As a way of showing your credibility, especially in your local area, post status updates and LinkedIn Publisher articles.

If your prospects find your status updates valuable to them, they may want to check out your profile. That’s another reason why you’d want your profile to be fully optimised and client focused.

Posting regular status updates will help you get noticed by your network. When someone from your 1st-degree connections needs someone, who does what you do, they will be more likely to think of you.

When one of your 1st-degree connections comments or likes one of your posts, THEIR connections (your 2nd-degree connections) will see it too.

This will increase the social proof of your authority on the topic.

See what other agents are posting and what type of posts attract the highest engagement. This will give you an idea of what you can post to get the most out of it.

LinkedIn

​4. ​Join the conversation

LinkedIn has over 1.5million different groups on its platform, with almost every niche covered. There are over 10,000 LinkedIn groups dedicated to the property industry.

Join the conversation in groups that you find relevant for you and your agency in order to share your expertise, learn what others are doing and create new relationships. Groups are a great way to keep up to date with current trends and latest news from within the property industry.

While you are participating in conversations within LinkedIn’s groups, keep these tips in mind:

  • Stay on topic – Make sure your posts and discussions are relevant to the specific groups you are in
  • Keep the conversations going – Keep an eye on the conversations you are taking part in or have started.
  • Ask plenty of questions – ask relevant, though provoking questions to create educational conversations.

​Here are a few examples of property industry related groups you can join the conversation in:

  • UK Property Investors / Developers – 28,780 members – Click here
  • Property Week – 27,158 members – Click here
  • The London Property Network – 11,464 members – Click here

But be warned, if you start posting sales messages in those groups, you will be kicked out in no time.


If you need help creating or modifying your current lead generation or social lead generation strategy, you can book a strategy call with Nelly here...


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