Beginner LinkedIn For Real Estate
Originally designed as a resource for recruitment agencies, LinkedIn is now coined as the Facebook of LinkedIn. There are over 345 million active users on LinkedIn, meaning one in every 3 people have a LinkedIn account. LinkedIn’s mission statement reads, “Connecting the world’s professionals to make them more productive and successful.”
Don’t think that LinkedIn is just used as a brand awareness beacon, increasingly, this platform is being used as the first point of reference by media, prospective employees, award organizers, researchers, and potential clients to find out more about a company and whether they wish to partner with the company.
As a professional or a business owner, if you expect your accreditation or your staff’s accreditation to be taken seriously among your esteemed colleagues, you need to put time into creating a network on LinkedIn and designing a business page. I cannot tell you how many times my profile has been viewed by new hires and prospective partners before they reached out and requested a connection.
Before I try to get too far into convincing you you need a LinkedIn profile and maybe your business does too, let’s have a look at the the top 5 countries in terms of members from www.statistica.com:
USA 107 million
EU 80 million
India 28 million
Brazil 19 million
UK 17 million
Canada 10 million
Curious about how these members use LinkedIn? Here are some fun facts:
•17 minutes – the average time a user spends on the site
•35% of users access site on a daily basis
•More than 1 billion endorsements are given to date
•41% of users access the website from a smart phone
•41% of members pay for LinkedIn
LinkedIn is different from Facebook and Twitter but it still offers a suite of products to enhance members experience on the site including Pulse, Target advertising, Show Case pages, Sales Navigating, and multiple apps. You see, LinkedIn is not just for big companies to show off their stats, it is for the everyday professional to connect.
Today, LinkedIn isn’t just about recruiting, showing the world what your team has, it is about creating meaningful content and sharing that content with like-minded, astute members on Pulse. It is about taking responsibility for your career and actively seeking out companies that align with your values and expertise. It is about looking at your sales funnel and realizing that the life of your brand depends on grassroots business development and the perks only the premium version of LinkedIn offers.
Never considered the premium option? Think of premium LinkedIn as getting a ‘pass go’ to use on millions of gatekeeper that stan din your way of decision makers and influential untouchables. Start a FREE trial today and watch as all the filter features and direct mail options open up to you.
Feel like Facebook is all you need? What about all those posts that you have been so avidly publishing on Facebook, and seem to go unnoticed by your audience. Facebook is NOT a breeding ground for B2B business development, net working, or recruiting – LinkedIn is. Don’t get me wrong, I have personally signed many contracts over Facebook but only small contracts. My portfolio of large clients came from LinkedIn, from CEO’s who don’t run their own social media, build their own website on WIX, or design their own logos. Are you barking up the wrong audience? Do you think maybe your content is a little ‘over the head’ of most of your viewers? If you have started a Facebook group and you are struggling to build engagement – perhaps launching a supplemental group on LinkedIn may be your next best move. We will go into greater detail on building a thriving LinkedIn group in “Twitter Advanced” so we will leave it there for now.
How To Set Up A LinkedIn Profile:
As with most social media sites, signing up and make a profile is very simple. What is unique about LinkedIn is when you create a personal [professional] profile, you are basically creating a glorified resume. But just like every other social website, you need to start what you finish, meaning, you cannot just half complete your profile – you need to complete your LinkedIn profile so that you reach ‘all star’ status. You will be required to complete the following sections: work experience (at least 2), projects, awards, schooling, skills (at least 3), bio, website URL, your industry, location, profile photo, and at least 50 connections.
Once your personal page is all set up, it is time for you create a company page (if you are starting your own realty group or brokerage). all of your company info is added, create a professional-looking banner image for your Company Page header. Or, if you don’t have the creative chops, hire a designer to develop one for you. Regardless of how you get one, the important thing is getting one. Look below at Realty One’s header image, which showcases its ranking as one of the top-growing companies nationwide, has 8,000 agents worldwide, 70+ offices, 164,000 homes bought or sold, and is an INC 500/500 company 7 years in a row:
Including a well-branded banner with information that is unique to your company’s or personal stats the more you can build your case that you’re a knowledgeable, experienced, hard-working real estate agent or company. As a brokerage, your LinkedIn is going to showcase your standing in the community, your staff, your office awards, and your value proposition. As an individual agent, LinkedIn is a fantastic way to connect with other professional in the industry, find out about industry events, educate prospective new clients with rich content, and participate in real estate groups.
Showcase Pages Versus Company Pages:
There are different types of pages you can set up on LinkedIn for your business — Company Pages and Showcase Pages. The best way to understand it is – Showcase Pages are the ‘Landing pages’ of LinkedIn and Company pages are the ‘website’ of LinkedIn. You can set up one or more Showcase Pages to promote your blog posts, promotional offers (ie. open houses, free buyer consultations), or any other pertinent information you want your audience to know. Showcase Pages are very useful when you are an individual realtor and you would like to have an official page that stops visitors in their tracks and makes them take note of you special offer.
Power Of Networking In Quality & Quantity:
Speaking with first hand experience – if you don’t start your LinkedIn profile with the goal of reaching a minimum of 500 contacts don’t bother even creating a profile. FYI, after 500, LinkedIn displays a ‘+’ because they wants to discourage people from collecting connections purely for the purpose of social narcissism. If you are sitting at anything less than 500 connections – most vigilante’s will simply dismiss your profile as being ‘not fully committed to your craft’.
LinkedIn Replaces The Business Card:
LinkedIn is a networking platform in the truest sense. Whenever you go to real estate conferences, open houses, buying/selling seminars, interior design shows, or meet anyone who has the ability to lead you to new realtors (if you are looking to build a team) or perhaps your next buyer – add them on LinkedIn. Gone are the days when you run around a room collecting business cards and then you sit at home, emailing each of the contacts. Now you have the opportunity to turn your LinkedIn Account into a powerful Black Book of resources that you can turn to under the following circumstances:
1) You are looking for a brokerage partner
2) You are looking for a new opportunity in the property industry
3) You want to collaborate with someone on a project
4) You are looking for a speaker for a property related event
5) You are looking for an investor to develop a piece of land
As you start to fill out your network, when you connect with someone on LinkedIn, you will see this:
Within the Relationship tab, you will see the following:
Note: I suggest you write how you met the person here and why you think you may be able to form a mutually beneficial relationship with them
Why Is Tagging, Notes, and Reminders Important?
You can ‘tag’ contacts much like you place people on Lists on Twitter. When you are tagging your contact, have a ‘Why’ in mind. Some examples of Why I tag people: they could be prospective new clients, speakers at an upcoming event of mine, or I may need their services in a few months. What ever your reason is for ‘tagging’ them, you want to remember why you wanted to ‘keep them in mind’ months down the road. Notes are are a great way to remind yourself how you met a contact, while reminders are helpful if you need a hand remembering to email a contact.
This feature is the equivalent to a testimonial on a website. Asking fellow realtors, old clients (buyers or sellers), teachers, etc, could not be easier. Simply go to the “Manage your recommendations portion of the website (as seen below) and go through the process to request a recommendation or to recommend someone else:
LinkedIn has made it ridiculously easy to endorse people for multiple skills, and because there is abolsutely not barriers to endorsing, many people question the relevance and validity of the feature all together. I am here to tell you, that it does carry weight. People are not handing out endorsements freely, and simply endorsing a connection does not mean you will get one in return. When was the last time you randomly went onto someones profile and endorsed them? Probably never right? So stop thinking that endorsements are a cesspool of reciprocity!
Just to recap, here are my top 10 suggestions on how to use LinkedIn for real estate, as a Beginner:
1) Complete your profile to ‘All-Star’ status
2) Start with the goal to make +500 connections or don’t start at all
3) Customise the tiny URL below your banner
4) Give & Request genuine recommendations from a variety of connections (peers, clients, boss’s)
5) Endorse others as much as you can
6) Take advantage of Pulse and Slideshare
7) Choose 3 LinkedIn groups and contribute to them on a weekly basis as a means of educating yourself in some areas, positioning yourself as an expert in other areas, and offering support when necessary
8) Optimise your social SEO
9) Use LinkedIn as a bona fide CRM when meeting new contacts at events
10) Try out Premium for at least a month (it’s FREE) and explore all the options paid LinkedIn has to offer
I know what you are thinking, this is going to take up a lot more time. I cannot be happier to tell you that you can still live a relatively passive presence on LinkedIn and still earn yourself a very lucrative living. Relationships matter – being authentic and honest matters. I always recommend LinkedIn to all my clients because I call it “no strings attached networking.” You can engage your audience through status updates, sharing important articles about the state of the local market, or simply being involved in relevant group conversations. You can even make yourself busy by finding your way around your contact’s profiles. This kind of networking pays off – I will show you how, in the next article: Advanced LinkedIn For Real Estate.
I challenge you to try something different and let us know how you get on! Don’t be shy, connect with us on social media, and comment below if you found any of these ideas helpful!
Love the article? Please share it. Still not convinced that new tactics should be tried? Chances are – you won’t even act on my advice and you will keep trying the same, tired old market strategies that just don’t work. Or maybe, you are different, you are going to heed this advice as though it was a real estate doctrine. Either way – I know you have an opinion so let me have it in the comments below!