Learn how you can use LinkedIn for your small business.

1. LinkedIn for
Real Estate
Jonathan F. Williams

2. LinkedIn for Real Estate
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Agent Gold
Introduction
LinkedIn is very much THE professional’s social media network. You're not likely to nd cute cat gifs, or other sorts
of fun, entertaining content on LinkedIn. The content you do nd on LinkedIn is likely to be driving a point on how to
better oneself as a professional, individual, or anything else from a self-help or self-learning platform. Content
about a product, job opportunity, and in particular, any sort of promotion of business-to-business type services are
what LinkedIn thrives on.
So with that in mind, we're going to go over different things to keep in mind for real estate professionals wanting to
create a presence on LinkedIn.
1) Create and ll out your LinkedIn Company Page
The rst thing you are going to need to do is to create your LinkedIn Company Page and fully populate it with the
relevant information. Make sure your locations are lled in and you have the correct contact information listed.
2) Be sure to have your company logo as your page
pro le image.
LinkedIn uses your page pro le images in more places than other social media platforms. Probably the most critical
area is in your employees’ pro les. When someone who works for you lists your company in their personal pro le,
LinkedIn will pull in your company’s page pro le image into their pro le. Therefore, have your logo as your
company’s page pro le, so that is what appears in all your employees’ pro les.
3) Focus on content that provides value to other
real estate professionals, or has a B2B mindset.
Therefore, when you're creating a business page, understand that if you are a residential real estate agent, this may
not be the best place to post content that would attract new customers. However, posting job opportunities or
providing information that will help other agents or mortgage brokers would be perfect for the LinkedIn platform.
However, if you are a real estate agent that serves commercial clients, LinkedIn might be the perfect place to look for
clients. Therefore, cater your content appropriately, ensuring you are providing value to others as your prospect.

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Agent Gold
4) Keep it professional.
LinkedIn is a professional network geared towards other professionals, or people in a professional industry. While
you can show personality, you need to keep your content geared towards these individuals if this is your target
audience.
5) Develop and use a content calendar.
Content calendars are a must for LinkedIn marketers just like the other platforms you operate on. When you are
crafting it, make sure that the content applies to your LinkedIn page and is relevant to your audience. As we’ve
mentioned before, your audience on LinkedIn will be a little different from Facebook and Instagram and other social
media platforms. Because of that, you may need to tailor your content a little differently depending on your industry
and topics that are relevant to your brand.
6) Share content from your founder/CEO, or any
other leadership at your company.
LinkedIn is a great place to build up the thought leadership roles of your Managing Broker, CEO, or any other
leadership position. Check out our whitepaper on thought leadership to get more details on how you can do this.
But in any case, make sure that in your content calendar and your overall content plan, you share content from your
CEO and the other leaders at your company to your company page. This will help you hit two birds with one stone -
by creating one piece of content that can be shared in multiple places.
7) Utilize LinkedIn’s native articles.
Going off the previous point, LinkedIn allows you to publish “articles” on the platform. These have to be from a
personal LinkedIn pro le (i.e., your CEO or Founder’s), but your LinkedIn Business Page can share it with your
company followers. Make sure you've utilized these articles because LinkedIn prioritizes them over linking out to
other websites.
These articles will quickly load for people, helping to keep them on the LinkedIn platform in the app. This is an
excellent feature to utilize to build your personal brand, as well.

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Agent Gold
Like many other social media platforms, LinkedIn is a platform where you can share content from other sources.
This may mean sharing news articles about your actual company. This may involve sharing information about where
you operate or the industry and how it'll affect that industry, but adding some commentary. Or this could be sharing
testimonial type content from people that use your brand.
8) Share relevant content from other sources.
9) Use hashtags (up to three.)
Like a lot of other platforms, LinkedIn, uses hashtags to help you join the broader conversation. By including
hashtags in your description, you will help potentially catapult your post into a broader conversation. We have seen
recommendations that you don't want to overwhelm your posts with hashtags, unlike Instagram or Twitter. LinkedIn
recommends using a max of three hashtags, so make sure you pick the three most relevant topics. Either include the
hashtags in the post itself, working within the sentences, or at the very end.
10) Tag relevant people & companies.
If you are talking about either a business partner, a fellow real estate agent, or your CEO, make sure you tag them
within the social text itself. Again, this will increase visibility and help people see your posts and give credit where
credit's due. This applies to other business and company pages. Be sure to tag them in your post as well.
11) Make sure all your employees have your
company listed as their place of work on LinkedIn.
So LinkedIn allows you to add to your personal pro le what company you work for. When you have created a
company pro le on LinkedIn, that means your employees will be able to pick your company and show that as their
actual place of work, linking their company pro le to yours. When they do that, this means that the person who
works for you will automatically be counted as followers for your page. This is a quick and easy way to get some
followers on your page by having all your employees make sure that they are listing your company as their
workplace.

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LinkedIn allows you to create these product pages to enable you to go into more details about your company’s
products. Depending on what you do, you may want to build these out to ensure that you cover all the different
things your company can do.
LinkedIn is very much a business networking platform. Therefore, many people use it as a place to nd a new job. It is
bene cial to make sure that your business posts all your job openings on LinkedIn so that they can be shared. Also,
consider boosting this post with advertising dollars as well.
13) Make sure you have product subpages built out.
12) Post job openings on LinkedIn through your
company page.