I have to assume that you are currently using some sort of social networking to promote your business online. Most of the time, if the real estate agent has to pick one social media platform, it most likely ends up being Facebook. There is nothing wrong with Facebook, in fact, it can be a very powerful lead generation tool, yet we should not forget about many other powerful alternatives. With digital marketing, it is important to diversify your online presence and not have all of your eggs in one basket. Did you know that you could almost effortlessly generate real estate leads with LinkedIn?
Using LinkedIn can prove to be a very potent and targeted lead generation platform if used correctly. According to the research conducted by Hubspot – LinkedIn can produce 277% more leads than Facebook and Twitter.
Many real estate agents overlook the opportunities available with LinkedIn which makes it less crowded than Facebook and more rewarding if you are willing to put some effort into it. Luckily, we have distilled the 10 proven and trusted real estate lead generation strategies/tips to easily generate real estate leads with LinkedIn.
1. Create an exhaustive Company Page
Filling the company profile/page on LinkedIn is not too different to completing a personal profile on any other social network. Items that are crucial to specify are:
- Your website URL
- Links to all your social accounts
- Your bio details including your experience in real estate and the areas you specialise in (e.g. houses, off the plan, units, first home buyer, property management, etc).
- You previous works experience, other agencies you’ve worked for.
- Certifications (if any)
Once you have completed the company profile, it is important to create a professional-looking image for your Company Page header. If you do not have a graphic design edge, then you can easily outsource it for as little as $30 on Fiverr. This may appear as not that important, yet having your online shop front looking professional will take you a long way in generating new real estate leads with LinkedIn.
Here is an example of what could your banner look like:
This will instantly give your Company Profile a professional feel and get more people stopping by.
It is also advisable to have something catchy in the banner image, for example – the highest sales your agency has achieved last year, the number of sales made in the area, awards or anything that creates the perceived value and makes your company stand out from the crowd.
In summary – the more perceived value you are able to demonstrate, the more likely you get considered by your potential customer.
Another great way to appear very distinct to the competitions is to add videos. Vimeo and YouTube videos that appear on your homepage are supported by LinkedIn. Alternatively you could resort to adding a SlideShare as a great alternative.
2. Create a Showcase Page
Showcase page is a different type of page you can create on LinkedIn. Unlike the Company page, the Showcase page is not generic and focuses on a particular offer or initiative. Those offers could be a free property appraisal, free consultations, free event or a seminar.
Here’s an example of a great showcase page from Adobe:
3. Advanced Search to find locals to connect with.
Advanced Search is a paid tool specifically designed for recruitment companies to source the right candidates. Yet, if you think of it – it is not too different for agents trying to generate more real estate leads with LinkedIn! The tool can be indispensable in finding the background information on current leads and to identify new prospects.
When you do find a person with signs of potential – do not hesitate to send them a personalised message. Being genuine and honest is the key to start a great relationship online. Tell them that you are always looking to connect with locals who may be in the market. Asking questions about the lead is a great way to start the relationship as most of us love talking about ourselves, a lot more than sales pitches.
Once you start searching for leads, you may find a need to group or tag the leads, for example as ‘warm’ or ‘cold’. Luckily, there is a great tag tool in LinkedIn to help you out. To access this feature:
- Move your cursor over ‘My Network’ tab at the top
- Select ‘Connections’
- Hover your mouse over the contact in the list and click Tag (below the contact’s information)
- To create a new tag – select the box next to an existing tag or click + Add New Tags. Type in the name and save.
4. Join or create groups to reach local community members.
You are probably aware of the concept of groups in Google+ and Facebook, yet not many people know that LinkedIn has it too. Becoming a member of a particular, targeted group could be a highly effective way to generate leads as group member usually share similar interests, plans or aspirations. Search LinkedIn for real estate–related groups, join and try to get engaged.
To find the relevant group – you could also reverse the approach. First – find your ideal customer who is likely to be interested in buying or selling real estate. Second – check the groups that he/she is part of. Third – engage with those groups to find more leads.
Researching the group members can reveal very interesting details, such as their income levels and links to their other social networks, which in turn can give you great insights into their personal lives. This may include their intention to buy or sell a house.
If you find that there are not any groups – the great alternative would be to start your own. Make it specific to your local area and start inviting people to join you using the Advanced Search discussed earlier. Starting a group has many benefits, but the most important one – it positions your business as an expert in the local area and represents one of the most powerful ways to generate new real estate leads with LinkedIn.
5. Share and publish great content
It is very likely that you are already posting and sharing great content on Facebook or on your blog, so why not share the same content on LinkedIn? It would bare take any additional effort (in fact you could even automate it), yet you open yourself up to a brand new audience and a marketing channel.
If you research some of the top real estate agents on LinkedIn – you will find that most of them regularly post news, blog posts, articles, opinions, curated pieces and even listings. Here is a good example of the real estate agency utilising some of the great benefits of LinkedIn – The Agency Real Estate Australia.
Alternatively, finding the great content from other industry resources and linking to them on your Company Page is also a great strategy. This demonstrates that you are providing value to your audience and hence building trust.
6. Allow your customers to share the content to drive more traffic
There are three main things that you need to do to allow social sharing of your LinkedIn content:
- Add a social share button for LinkedIn to your real estate website, posts and pages.
- Include links to your social profiles (including LinkedIn) in your email marketing.
- Add the social share button to your Company Page on Linked to your followers to easily share your content with others to increase traffic to your profile and real estate website.
7. Expand your reach with Sponsored Updates
An additional way to increase your real estate leads with LinkedIn is to use Sponsored Updates. It is a fancy name for paid advertising where you can personalise your content to specific groups within your audience. Here is a great step by step guide on how to set up you first Sponsored Updates campaign.
8. Review and improve
Generating Real Estate Leads with LinkedIn is not a set and forget thing. There are always things which could be done better, but to achieve that you need to analyse the data. Getting statistical data on links, impressions, clicks and user interactions with your posts and articles are made easy with Company Page Analytics The analysis helps you to understand how your posts and ads result in more followers as well as provides trends going forward. In summary – the tool helps you to understand what works and what does not.
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