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Linkedin for Real Estate Agents
- 1. For Real Estate How to Get Leads and Referrals
- 2. AGENDA • Setting Up Your Profile • Building Your Network • Posting Content • Advanced Tips from the Pro’s • Bonus Ideas For Real Estate How to Get Leads and Referrals
- 6. How to Set Up Your Personal Profile
- 10. Use Your Headline to Show off Your Real Estate Mojo.
- 13. Choose a Background Image That Works With Your Headshot.
- 15. Fill Out Your Work Experience, Skills, Education & Accomplishments.
- 16. Reach Out for Recommendations & Skill Endorsements.
- 24. How to Build a Network on LinkedIn for Real Estate Leads in 5 Steps
- 25. Allow LinkedIn to Connect With Your Email Contacts Automatically.
- 27. Send a Direct Connect Request.
- 29. Join Local LinkedIn Real Estate or Professional Groups.
- 30. Use LinkedIn’s ‘People You May Know’ Feature.
- 31. Add a Public Profile Badge to Your Website & Email Signature.
- 32. Basic LinkedIn Networking for Real Estate Agents: Degrees of Connection
- 34. Advanced LinkedIn Networking for Real Estate Agents: 5 Tips From the Pros
- 35. Connect With Out-of-Town Agents to Build a Referral Network. Ralph Fox, Partner & Broker, Fox Marin Associates
- 36. Have a New Listing? Try Circle Prospecting With LinkedIn. Timothy McMullen, Realtor, Gueco Real Estate Group
- 37. Follow up With Prospects After They Post. Bill Corbett Jr., President, Corbett Public Relations, Inc.
- 38. Post Content Weekly. Scott Bishop, CEO & President, Up and Social
- 40. Stay Ahead of New Large Businesses Coming to Your City. Jlyne Hanback, Realtor, Keller Williams Realty
- 41. BONUS IDEAS
- 43. Create a Home Valuation Landing Page.
- 45. For Real Estate How to Get Leads and Referrals
Editor's Notes
- But do you take advantage of all that LinkedIn has to offer? The unofficial social network for professionals is actually an excellent real estate lead generation tool. Not convinced? Well, just look at the stats:
- A HubSpot report compiled from more than 5,000 companies found LinkedIn produced 277% more leads than Facebook and Twitter. That’s not to say you shouldn’t use those platforms to generate real estate leads, but it does mean you at least need a professional and active presence on LinkedIn.
- There is more to LinkedIn than simply signing up for an account, though. Real estate lead generation on this platform requires effort – like anything. Luckily, for you we have lots of real estate lead generation ideas for LinkedIn that can grow your database, leads and referrals. Are you ready to get started?
- So just like Facebook and Instagram, LinkedIn allows you to have both a Personal Profile and a Company Page. Two of the most frequently asked questions when it comes to LinkedIn are: 1) “How do I get more followers?” 2) “What’s the difference between a LinkedIn Company Page and a Personal Profile?” Unless you’re a Brokerage you likely won’t have a need for a Company Page. If you work for a franchise like KW/Re/Max, you can just link your Personal Profile to your franchise’s company page. But for most Agents, your Personal Profile is where your focus will be. That’s because most people search for YOU, not your company. Unless you’re the broker/owner LinkedIn company pages are mostly passive. Personal profiles are active. Make sense?
- Ok let’s get into how to set up your Personal Profile. This is where you tell us about who you are, what you do, who you help, and your past accomplishments.
- Your LinkedIn profile starts with five critical elements. 1) Your Profile Picture 2) Your Headline 3) Your Custom URL / Website Link 4) Your Background Image 5) Write a Compelling Bio/Summary Let’s take a closer look at each one.
- 1) Your headshot. If you’re trying to get leads and referrals through LinkedIn, first focus on your profile. Your headshot is likely the first thing your leads see on your profile page, in search results or when you invite them to connect, so a great headshot is crucial. Use a headshot that shows leads that you’re confident, competent and likable enough to connect with and eventually hire. The image should also be high-resolution and professional — not a grainy image, not a photo obviously taken at a bar or a picture that doesn’t reflect who you are as a real estate agent. After you upload your headshot to LinkedIn, make sure to preview your profile to make sure it’s cropped properly.
- One way to make sure your headshot is LinkedIn worthy is to use Photofeeler. Photofeeler puts your headshot in front of thousands of people who anonymously rank it for competence, likability, and influence. You can upload a few different versions of your headshot and use the one that users rank the best on LinkedIn. Check out PhotoFeeler.com
- 2) Your Headline. After your headshot, your headline is the second-most important element of your LinkedIn profile. Your headline on LinkedIn is a short, 100-character max description of your role, job title and expertise but you can and should get creative with it to stand out and create a connection. This example from Valerie Fitzgerald showcases her specialty and results. Is there any question that she’s a luxury agent in Beverly Hills? Maybe you love surfing. Make a headline like “Malibu Area Realtor Since 2006 | Surfer since 1986.” Feel free to mention accomplishments (“#1 Team”) or highlight your focus area (“Malibu Waterfront Homes”). You can edit and change your headline anytime as needed. Cool?
- 3) Your custom URL: When you first set up your LinkedIn profile, they assigned you a random URL address for your profile. You want to edit this URL and change it to your own name if you can. This will help Google and others to more easily find you in a search query and it's a small detail that adds to making your complete profile looking professional.
- To edit your Custom URL just Go to EDIT PROFILE, CLICK the PENCIL ICON edit link next to your URL Address.
- 4) Your Background Image: You don’t have to choose a real estate-related background photo like Zach Knapp here. But it might help attract potential leads. Either way, choose an image that’s attractive, professional, and doesn’t look too busy. If you don’t have a great picture ready to go, you can either download a background photo from a site like use a site like Canva. They have background templates ready to go. Or hire a freelancer on Fiverr.com.
- 5) Your Bio/Summary: After you add a professional headshot, background and headline to your profile, its time to write a compelling bio/summary. For your profile summary, draft a concise description of your approach to real estate, details about your specialty, areas you served – you can even post links to videos here. As you can see, Valerie Fitzgerald is also highlighting her results. See her Highlights?
- 6) When leads are truly vetting you, they dig deep into your profile and review your work experience, skills, education and accomplishments. To provide a complete picture of your professional background and skills, complete those sections of your LinkedIn profile in detail. Try to focus on how you helped your clients rather than a rote resume-like description of your job duties. Once again we have Valerie Fitzgerald as our example showing her experience, education and work history.
- LinkedIn provides a recommendations section that allows clients or colleagues to write up testimonials and endorsements about your services. To strengthen your profile, reach out to colleagues and past clients after connecting to see if you can get recommendations from them. Recommendations like these are the LinkedIn version of online reviews and show potential clients that they can trust you.
- To ask for a recommendation just click where it says: “ask for recommendation” by the pencil icon.
- After you click “ask for a recommendation, a box will appear and you’ll be prompted to type in that person’s name who you want to request a recommendation from. LinkedIn will walk you through the rest of the process. Note that only FIRST DEGREE connections can recommend you. We’ll cover “connection degrees” in just a few moments. To build your LinkedIn endorsements page, consider leaving recommendations for your colleagues and other connections. When you give, you receive. So start off by leaving endorsements and recommendations for others and you’ll get some in return. You with me?
- The Dashboard on your LinkedIn profile is a source of information, to which only you are privy. It provides you with information on three main areas: Who viewed your profile, Post views, and Search appearances. This area of your profile should be visited often to gauge your engagement and growth on LinkedIn.
- To access this feature, click the words Who's viewed your profile on the left side of your home page. If you're on the free account you'll see some of the details on the last five people who looked at your profile.
- The information you’ll see first when you click on Who viewed your profile is the trend of visits you’ve had in the past 90 days. For basic members, you’ll see the most recent five people who’ve visited your profile. LinkedIn kindly gives you the option to upgrade to a premium account (of course they do) so you can see beyond the most recent five visitors and see everyone who viewed your profile in the past 90 days.
- As you continue to scroll down and view your profile; you’ll see where your articles and activity appear. It’s important to be somewhat active on LinkedIn with relevant content. You can publish content about market advice, updates and trends, notable recent closings, neighborhood news or anything else that you think will educate or entertain your potential leads and followers. You can even post videos and infographics to your LinkedIn page.
- To publish a post on LinkedIn, it’s like most other social platforms. When you log in to your LinkedIn account, you are on your homepage. From there you first see the option of sharing an article, posting an image or uploading a video. The beauty of LinkedIn is once you hit publish, your connections may receive notifications (depending on your connection level and their account settings) You want to post 1-2 times per week and comment on others posts. Content doesn’t move as fast on LinkedIn as it does on Facebook or Instagram so you can get away with a little less frequency. And of course you can always re-purpose your LinkedIn content to other social platforms like Facebook (for example). You with me?
- OK so now lets talk about how to build a network on LinkedIn to help you get leads. Who here wants more leads?
- When you first join LinkedIn and build out your profile, you’ll be prompted to allow LinkedIn access to your email contact list to invite them to connect with you on LinkedIn. This may not be the most personal way to build your network, but it’s quick, efficient and automatic.
- This is what that looks like when you allow LinkedIn to access your email contact list. Just put in your email address, and follow the steps. That means every single person in your email contacts list can be invited to join your LinkedIn network and connect with you for free. After you go through this process, LinkedIn will let you select from dozens or maybe even hundreds of people you know but haven’t yet connected to. Once a contact accepts your invitation to connect, send a quick thank you message or re-introduce yourself if you haven’t spoken in a while. If you already have an established relationship with a contact, then consider asking them to endorse you for one of your skills or, better yet, leave a recommendation on LinkedIn for you.
- You can ask someone to join your professional network by sending them an invitation to connect. If they accept your invitation, they'll become a 1st degree connection.
- Here’s how to see a list of every person you’ve sent a connection request to: Click the “My Network” icon then “See All”
- LinkedIn also offers local real estate and professional groups that are a great resource for networking events, industry insight and more. You can search for Groups to join either by name or keyword: In the Search bar at the top of your homepage, type keywords or group names and click Search. You can search for groups by name, industry or by searching local keywords from your LinkedIn homepage. For example, try top-level searches for your city and see what kinds of groups show up. Once you join a group, you may also be able to connect with people outside your network. Make the most out of LinkedIn by strategically choosing groups that are well-suited to your business.
- The “People You May Know“ feature on your My Network page suggests LinkedIn members for you to connect with. These recommendations are based on commonalities between you and other LinkedIn members, as well as contacts you’ve imported from your email and mobile address books.
- Another great way to build up your network is to create LinkedIn public profile badges that you can add to your website and email signature. These personalized badges give prospects a way to link directly to your LinkedIn profile. LinkedIn automatically creates several badge options and provides script you can copy and paste anywhere on your website or in your email. To set up a public profile badge, just go edit your profile and you’ll find the next steps under settings.
- When using LinkedIn effectively to increase real estate leads, you need to understand the basic principles behind networking. People in your network are called first-degree connections, while others are labeled second degree or third degree depending on their relationships. Build your network by adding second-degree connections and using the InMail feature to expand your reach. Unlike Facebook or Twitter where you can add or follow almost anyone, LinkedIn restricts your networking options dramatically based on your degree of connection. Your goal as a real estate agent on LinkedIn is to get as many local connections as possible, as quickly as possible, so understanding how these connections work on LinkedIn is crucial. The three degrees of LinkedIn connections are:
- LinkedIn connections are separated into 1st, 2nd and 3rd-degree connections. 1st-degree connections are those people who are directly in your network. 2nd-degree connections are people who are connected to someone in your network. 3rd-degree connections are people who are connected to your 2nd-degree connections.
- When looking for leads on LinkedIn, it can be beneficial to network with other agents outside of your area. Ralph Fox is an agent who lives in Toronto. By making a strong impression on LinkedIn with an agent from Vancouver, he was at the top of her mind when one of her clients was looking to invest in Toronto – outside of her area. Her referral led to a fantastic sale and a new client relationship — all because he connected with her through LinkedIn and had a strong profile that gave her confidence.
- LinkedIn is a powerful tool for generating leads for one very specific reason; you can geotarget your leads. You can target a geo specific location — an employer, building or office. This is ideal for finding buyers for a property. Being in the downtown metropolis of San Francisco, Tim McMullen follows a very simple protocol using LinkedIn to generate a wealth of potential buyers: First he creates a walkthrough video of the property Next he targets five companies located within a few blocks of the listing using LinkedIn’s search capabilities. Then he sends a connect request and a direct message with a short introduction and link to the video walkthrough Following this procedure, he generates between 5 to 10 genuine real estate conversation for each listing.
- Studies have shown that quick action creates results. Sandler Sales Training found that people are 100 percent more likely to positively respond to a call or message if they are called or communicated with within 5 minutes of posting on LinkedIn. So if you’re posting content or commenting on LinkedIn, don’t “post and bail.” Engage, comment back and connect with someone in a timely manner with anyone who engages with your content.
- Again, content consistently is key. Posting at least 1-2 times per week minimum is required if you expect to build real engagement and growth with your network on LinkedIn.
- Two tools you want to check out that will allow you to schedule your posts to LinkedIn and other social platforms are Buffer and HootSuite. They have free trials and very affordable plans. Look into either to help you manage, schedule and track your social media posts.
- One of the things that LinkedIn enables me to do as a real estate agent is to target specific areas geographically. WhenJylne Hanback of Keller Williams first found out that Toyota was moving its headquarters from Torrance, CA to her community of Plano, Texas, she immediately used LinkedIn to do a search for current Toyota employees that were based in Torrance, California. She sent connection requests to many of them with her real estate information as well as helpful information about Plano TX, should they be moving with their company to the area. This sehelped her build solid relationships with these Toyota employees, which led to subsequent referrals — and closed business.
- bio outlining your experience in real estate and the areas you specialize in (like selling certain types of homes or working in a certain price range). Did you work at other agencies or brokerages in the past? Do you have one or more Realtor certifications? Add those details as well. Your header image should include unique information about your business. Perhaps you had the highest sales volume at your agency in the past year, helped close the largest deal in your community, or have some amazing listings you’ve helped sell. Anything that separates you from the pack and makes your business look like the cream of the crop should be incorporated into your banner image. Even your real estate agent headshot with a text overlay featuring your contact information works well. The more you can build your case that you’re a knowledgeable, experienced, hard-working real estate agent, the more likely a local lead searching LinkedIn for real estate representation will consider you.
- LinkedIn says that video is the fastest-growing format on its platform, so they’re doubling-down by giving people the ability to share video in a different and highly-requested way. Introducing LinkedIn LIVE video! Think “behind the scenes” “coming soon listing” “exclusive luxury showing” showcasing community happenings and events. Right now, LinkedIn LIVE is available for a limited number of members. You can apply to be approved for LinkedIn live on their website.
- One way to add credibility to your LinkedIn profile and capture leads directly from LinkedIn is offering a link to a home evaluation landing page. This will allow you to direct LinkedIn leads directly to your lead capture form.
- At Movement Mortgage, we can help you set up a free home valuation landing page to capture leads from LinkedIn or any other source.
- Ok so in closing, did you get some good ideas today? Glad you came? If you apply everything you’ve learned, you should have a great LinkedIn profile and be well on your way to building a targeted LinkedIn network, engaging with your audience and seeing the results of your LinkedIn activity. Did I earn the right to take two minutes and share what makes Movement Mortgage different?
- Ok so let’s wrap it up! (Hand out feedback forms) Please take a moment and let us know how you liked today’s class. Who wants a copy of the slides? The email address you provide will be where we send a link To download your slides from today’s class.
- Thank you for coming!