We did a blog a couple weeks ago on Making it Rain with Facebook but one thing we didn’t explain as much is that Facebook isn’t for everyone. You know your friends, your colleagues and the business you are trying to attract better than any marketer. Part of a good marketing strategy is figuring out which social media sites are right for you, because nobody has time to do them all effectively at the same time.
Facebook is by far the biggest social media site in the world but that means that marketing on it is often like taking the shotgun approach when many marketing strategies call for a sniper’s accuracy… this is true especially when your marketing plan is more detailed, or you are going after a higher end clientele.
Enter LinkedIn. Founded in 2002 (shocker! its older than Facebook), the social networking site for “professionals” now has over 259 million users…. users who boast an average income of almost double that of any other social network*.
There are many features that make LinkedIn an ideal place for real estate marketers. In this blog we will lay out some of the top ways we have seen real estate professionals grow their businesses with LinkedIn.
First things first: It’s not the same as Facebook
The biggest mistake I see people make when they start marketing on LinkedIn is that they treat it the same way they do Facebook or god forbid….. Twitter. The first thing to understand is that LI is for professionals and it should be treated as if you were headed to a professional meeting… don’t be the guy who shows up in a Hawaiian shirt and flip flops. Second, different social media sites exist for a reason, don’t just recycle posts from one place to another. Sure you can convey the same messages across social media sites but at least make an effort to talk to your audience.
Fact 1: It’s powerful… LI has a very high Google page rank which means that when you Google your name your LI profile may pop up very close to the top. For Realtors who don’t already have their own websites you want to make sure your profile reflects what you want people to see when they Google you, which they will do!
Newbie Tip: Always proofread, grammar and spelling mistakes aren’t as cute on LI as they are on Twitter, and they will re-emerge to haunt you when you are applying for that executive job next year. Please forgive the grammar and spelling errors in this article. Sent from iphone (joke).
Tips for What Realtors Can do on LinkedIn to Attract Business and Brand Themselves
1. Be complete and throw out details in your profile: When you are coming up with your profile you need to create a bio that sells yourself without sounding like an over confident jerk. Show your personality! Talk about hobbies, the more details you use the better chance one of these details will resonate with someone.
2. Add all of your past employers/schools: Don’t omit a past employer just because it wasn’t in the same field. People will find you based on past employers and especially if you are in real estate sales, your relationships at past jobs are lead sources!
3. Profile Pics: Choose a good one and no don’t use a cheesy selfie. Your profile pic on LI should be a professional representation of you that fits the industries you are active in. This is not the place for family pics and pictures of you at a Halloween party.
3.1 Pro Tip: Change your profile picture every 3 months so your profile pops up more in the news feeds of your connections.
4. Be Social, Join Groups: Since groups on LinkedIn are created by users there are groups for just about everything. I have gotten leads and new connections through groups from everything from my grade school, to people who like to try new restaurants in my city. Once you join groups, post and comment– don’t just be a spammer.
4.1 Pro Tip: Now that you are in these groups tie your blogs into them. Every time you blog, share it to a group that it relates to. These groups are also great for finding out about local networking events.
5. Its for Interacting not Collecting– Many people use LI as if it were just a big Rolodex with changing pictures for collecting connections. This is a waste of time. The real value is posting, and interacting! Its not Facebook so don’t post what you ate for dinner, but rather post things about your industry. Comment and engage with your connections to establish open communication.
6. Publish Posts— In the past 3 months i started publishing posts on LI and it has been huge. It is like a private blogging platform on LI with its own built in distribution model– your contacts and their friends. The more that it seems to be going viral the more LI will push your content out to other people. This is a great way to establish yourself as an expert in your industry. To publish a post on LI go to where you would normally type a status/update and click the pencil symbol. This will bring you to a page that has a WYSIWYG editor.
6.1 Pro Tip: Do a published post on LI that is contains a link to your website or blog. If its good content people will click through. Don’t do this every time because it could get annoying but getting lots of traffic to your website is great for SEO and more lead conversion.
7. Messaging-– we talked about this with Facebook in our previous article but the same strategy works great on LI as well. Go through your connections and message everyone individually, 10 people a day. Get them to ask you how you are doing then mention something positive about real estate, its about getting your name and profession out there without pitching.
7.1 Pro Tip: LI is great because it shows you people’s job titles. Look at their title and see how it relates to what you do/sell. For instance if they are a professor or work in the wedding industry maybe they are interacting daily with clients who should be buying a home soon? Do they work with retirees, and can refer you people needing to sell a home or buy vacation home? Look for buying/selling signs in the profiles of your colleagues.
7.2 Pro Tip: Warning! When you go on someone’s profile on LI, they can see that you went on their profile. This is usually a good thing because it shows people you are interested and may lead to them going to your profile.
8. Collect Recommendations and Give Them! Recommendations on LI are powerful because they are job specific and because many people do not collect them. Sometimes the easiest way to get recommendations is to recommend others first, LI will then prompt them to return the favor. These are invaluable when people go to compare you to other professionals or when you are applying for a new job.
That’s it for now– I think you all should have enough LinkedIn marketing for real estate to keep busy for at least a year. Remember, LinkedIn and other internet marketing can change in an instant to stay on top of current trends email firstname.lastname@example.org to set up a free real estate marketing consultation.
If you enjoyed this article check out our post on making it rain with Facebook: Realtor Edition!
about the author:
Matt Muscat is a real estate marketing expert, professor and public speaker based in Grand Rapids, MI. He has spoken at numerous real estate conferences on topics including SEO, digital marketing, real estate lead management and many others. Through his work at Treadstone Funding, Matt provides local area Realtors with marketing advice, tips and training.