There’s absolutely no question that social media is crucial for any real estate agent.
LinkedIn shouldn’t be overlooked.
That’s a pretty big deal. After all, Kyle just happens to be one of the top real estate bloggers and realtors in Rochester, NY.
It’s not just North American realtors like Kyle that’s cashing in on the value of being a real estate agent actively on LinkedIn.
So it’s safe to say that there’s value in real estate agents looking to hop on the LinkedIn train.
But before we jump too far ahead of ourselves, let’s walk you through how you can see results from being on LinkedIn just as Kyle and Xavier have.
By the end of reading this article not only will you be a confident agent on LinkedIn but you’ll also know exactly how to do the basics like:
- Setting up your LinkedIn profile for real estate
- Choosing the right profile photo
- Choosing the right cover photo
- Updating your profile’s bio page
- Adding your accolades and accomplishments
- Optimizing your LinkedIn page
- Building your LinkedIn network to generate real estate leads
- Knowing what to post and when to post to generate real estate leads
So let’s get started, shall we?
Setting Up Your LinkedIn Page for Real Estate
First thing’s first, you need a great profile page.
One so nice that it’ll stop any prospect or competitor real estate agent in their tracks and think to themselves “This is someone I need to connect with”.
Remember that little article we published on how to use Facebook for real estate?
Setting up your LinkedIn profile is quite similar to how you would set up your real estate business page on Facebook.
You’ll need to complete a few key things:
- a great profile photo
- a snazzy, eye-catching cover photo
- a bio that clearly lets prospects know who you are and what you’re about
- add your accolades and accomplishments
Let’s get to it.
Choosing the Right Profile Picture
There are a few factors to be considered when choosing the right profile picture for your LinkedIn profile.
The most important being that it should be a photo that looks professional and is consistent with your brand and your real estate business.
Maybe it’s the same photo that you’ve used throughout your other social media accounts or maybe it’s the photo you’ve used on your website.
Whichever it is that you decide, be sure that you look great and it’s recognizable.
Choose the same profile photo that you have used throughout your other social channels for consistency and to become recognizable to your prospects that are following on any given social media platform.
But before you slap a photo up as your profile picture, don’t forget that as any social platform, there are sizing restrictions. Don’t worry though, we’ve got you covered.
Choosing the Right Cover Photo
Unlike your profile photo, your cover photo is where you can get more creative and really showcase your real estate business.
Use this opportunity to highlight your accolades.
Whether you’ve won an award or you’re considered as the top agent in your marketplace, don’t be afraid to include that in your cover photo.
Not sure what we mean?
Check out the example below from Xavier De Buck.
Besides having a great profile photo, Xavier’s used a banner that notes the awards received by his respective brokerage firm.
This is a great way to let people know right off the hop that you’re legit and accredited.
Updating Your Profile’s Bio
Now that we’ve got you all set up with a dapper profile photo and a snazzy cover photo, let’s get to the nitty gritty. The part of your LinkedIn profile that really matters - your bio!
Rather than just telling you what you should and shouldn’t include, let’s show you a good example of real estate agent’s LinkedIn bio - Kyle Hiscock’s. Go ahead and read through it.
The best thing about Kyle’s bio is that by the end of reading it, we know exactly where Kyle’s expertise is - real estate in Rochester, NY.
Not only that but you get to really know Kyle.
Who he was before jumping into real estate, his interests, how long he’s been in real estate and how he can better serve his clients - through non-stop marketing.
If we were a prospective client looking for a realtor in Rochester, NY, we’d know by reading through Kyle’s bio that he’d be the realtor we’d seek out to purchase a home in the area.
Nice work, Kyle!
Adding your accolades and accomplishments
Unlike Facebook, one of the best things about LinkedIn is that it’s a place for professionals to network and showcase their accomplishments.
We’re not saying that Facebook isn’t a place to showcase your accomplishments but the difference between Facebook and LinkedIn is that your 16 year old niece who’s never worked a day in her life can hop onto Facebook to chat and share cat videos with her friends.
LinkedIn is for professionals looking to network and build their network of industry professionals.
So go ahead, take full advantage of LinkedIn and add:
- awards you or your brokerage have received
- your skills i.e. social media, real estate transactions and buyer representation (just to name a few)
- your education and certificates
- personal awards and acknowledgements you may have received whether they’re work related or not (it’ll give you that extra credibility)
LinkedIn has become the resume of the future.
Whatever information you’d feel comfortable to add to your resume, don’t be scared to add those to your LinkedIn profile.
2. Optimizing Your LinkedIn Page for Real Estate
So now that your page is looking legit and chocked full of information about you and your real estate expertise.
You’ve got a great profile photo and a cover photo, you’ll need to make sure your page is ready for the world wide web.
If you’ve read our article on how to use Facebook and the benefits of optimizing your Facebook page.
But if you haven’t, we’ll explain why optimizing your LinkedIn profile is so important.
By optimizing your LinkedIn profile with a proper profile URL it lets search engines like Google, Bing and Yahoo! access and pull up your profile when someone searches your name.
Need an example?
Let’s hop back over to Kyle Hiscock’s profile to show you what we mean.
If you have a look at the above photo of Kyle’s profile, it shows a URL which LinkedIn created when Kyle set up his profile page.
When Kyle initially set up his account, the URL would have had Kyle’s name followed by a number of characters - a combination of letters, numbers and special characters.
You can see that Kyle has changed this because he’s a smart guy.
The problem with leaving the URL as is with the combination of letters, numbers and special characters is that these in place your profile won’t trigger search engines to pull up your profile when your name is searched.
With a custom URL, when we search “Kyle Hiscock real estate” within Google, not only does Kyle’s LinkedIn profile come up but so do all of his other social media accounts and respective website.
To edit your profile URL, use these steps:
1. Go to your LinkedIn profile and select “Edit Profile”
2. In the right-hand column, you’ll see a section that says “Your Public Profile URL”, click on the pencil icon to edit the URL to your name without the series of numbers
3. Click “Save” and you're done!
3. Building Your LinkedIn Network to Generate Real Estate Leads
The success to LinkedIn is all about connections.
If you build them [connections], the leads will come, we’d like to think at least when it comes to LinkedIn for real estate agents.
To build your network quickly you can add connections from your existing email contact list or by importing a .csv, .txt, or .vcf. file.
Once you’ve imported or connected with contacts from your email database, you can start organically connecting with fellow agents, brokers and prospects.
Start by connecting with your own network of realtors and brokers, then connect with their connections and their connections and their connections… get it? Good.
If you’re wanting to find more qualified leads to connect with, you can use LinkedIn’s “Advanced Search” feature.
The “Advanced Search” feature was mainly created for recruiters and job seekers but that doesn’t mean that realtors can’t use the feature to really drill down the type of person they’d like to connect with.
From the “Advanced Search” page, you can specify keywords and the location of where you would like to search for connections.
So for example, if I’m Xavier De Buck and I’m searching for prospective clients in Johannesburg, South Africa who attended the same College as me who are working or interested in the tech industry (since this is what my current clients seem to work in) then my search might look like this:
You’ll notice an area that says “Relationships”.
What this means is how connected you are.
Here’s a quick breakdown:
1st degree connections are LinkedIn connections which are directly connected to as a result of accepted their invitation.
2nd degree connections means that these connections are connected to your 1st degree connections but you’re not directly connected to… yet!
3rd degree connections are people who are connected to your 2nd degree connections. Ripe for the pickin’!
4. Knowing What and When To Post on LinkedIn to Generate Real Estate Leads
We’re sorry to have to say this.
The easiest part about social media is setting up your account but that’s just a small piece of the social media puzzle.
The most important aspect of it is posting.
Not just posting but knowing what to post and when to post it.
Each social media platform is its own beast.
A piece of content posted at one time on one platform may not work for another.
Rest assured, there is a sweet spot - you’ll just need to play around with your content and posting times to find it.
We can tell you one thing right off the bat, you need to post content that’s relevant to your network and your connections or else why would they keep you as a connection in their network in the first place?
Kyle shared some thoughts on this when we chatted with him.
Thanks for tip, Kyle!
As a realtor reading this you might be thinking, ‘well if I can’t post my listings then what should I post?’
Xavier De Buck took a great approach and boy, did it pay off.
“For 2016, I wanted to personally write a minimum of a couple real estate blog articles per month. I found that there was quite a lot of engagement taking place in real estate groups like the “Real Estate for Professionals Group”
So how exactly did Xavier see the pay off?
Xavier posted a great article - “8 Reasons You Still Need A Real Estate Agent” in the group we mentioned above.
Over 750 shared on social media, a third of which came directly from LinkedIn. From that article spawned more attention to previous articles Xavier had posted which domino'd into more eyes from leads to his page.
As content producers (and promoters alike), we use LinkedIn groups heavily to publish and promote our blog articles.
One our favourites happens to be the same group which yielded the mass success that Xavier received from his article which is also moderated by Kyle Hiscock.
But before you go all willy nilly about posting your content in groups, Kyle shared a great tip which we’re more than happy to pass onto you.
But what if an agent has a great piece a content that they’d like to share multiple times?
That’s a tip, we’ve followed and will definitely stick by.
Final Tips for Real Estate Agents on LinkedIn
While we consider this entire article as tips for real estate agents getting into LinkedIn, we asked realtors Xavier and Kyle what they thought would help other agents.
Here’s what they said:
What about you, Kyle, what would be a tip you could share with agents?
Chomping at the bit to put these tips into practice? We figured as much.
Go ahead, get yourself a LinkedIn profile if you don’t already have one.
If you do already have a LinkedIn profile, put these tips into practice and comment below to let us know how well it’s been working for you!
Until next time…