by Pauline A.

13 Tips for Agents to Elevate Lead Generation and Real Estate Marketing on LinkedIn

Before we explore the 13 distinct ways you can utilize LinkedIn for real estate marketing to generate leads and enhance your marketing and business strategies, let’s take a moment to highlight an important update from LinkedIn. This update could help you expand your reach, which is crucial for growing your real estate business through real estate marketing on LinkedIn.

LinkedIn has consistently been improving to better showcase the content and conversations to help in cultivating your networks. LinkedIn has recently implemented two significant changes to its feed algorithm.

Firstly, when you share a post on LinkedIn, there’s a greater chance that your followers will see it. This adjustment stems from research indicating that users prefer content that focuses on knowledge and insights, particularly from individuals they know.

Secondly, the platform now prioritizes posts that offer valuable knowledge and advice across its entire network. This serves as a balance to the first change, ensuring that posts containing valuable insights can reach a wider audience, even those who aren’t currently following you. Essentially, LinkedIn’s system now assesses whether a post provides valuable information or advice, and then shares it with users who are likely to benefit from it. These updates aim to enhance the overall user experience by delivering more relevant and valuable content to LinkedIn’s diverse user base.

LinkedIn’s algorithm now promises that if you craft high-quality content tailored to a specific audience, it will receive visibility. Now, your connections and followers take priority in viewing your posts. LinkedIn’s updated algorithm prioritizes posts rich in knowledge, extending their reach beyond the immediate network of the creator. Consequently, even users not directly connected may come across your valuable content. The revised LinkedIn system employs ranking signals to assess content based on its relevance, expertise, and level of engagement.

Real estate marketing on LinkedIn offers a powerful channel for agents seeking to generate leads and showcase their expertise. Although it may not be the fanciest social media platform, it is extremely useful for showcasing your expertise and positioning yourself as a frontrunner in the real estate industry.

Here are 13 distinct ways to leverage LinkedIn to generate real estate leads and significantly enhance your marketing and business strategies. For real estate agents, this platform facilitates becoming an industry authority, attracting not only more but also better leads.

Why use LinkedIn as a lead generation and marketing tool? Before we discuss real estate marketing on LinkedIn, let’s answer this important question about the platform.

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The Power of Real Estate Marketing on LinkedIn: Why It’s Essential for Lead Generation and Marketing Success

To begin with, in comparison with other social media platforms, LinkedIn takes the lead with a robust 2.74% conversion rate of visitors transforming into leads, surpassing Twitter at 0.69% and Facebook at 0.77%.

As a real estate agent, remember that many of your customers are college graduates seeking rentals or homes to purchase. Relevant statistics reveal that 77% of LinkedIn users are aged 30 or older, with half of this demographic holding college degrees. Understanding these demographic details can guide how you cater to potential clients in this group.

Furthermore, LinkedIn’s professional environment fosters connections with individuals in important life stages. These stages include job changes or relocations. These transitions can significantly influence real estate decisions, presenting valuable opportunities for marketing your services. By strategically tapping into this network, you can expand your reach and tap into a pool of motivated individuals actively seeking real estate solutions.

Real estate marketing trends can also provide invaluable insights and strategies to complement your efforts on LinkedIn, ensuring a comprehensive approach to lead generation and marketing.

The platform enables real estate agents to demonstrate their expertise, share valuable industry insights, and establish credibility.

We’ll discuss some effective strategies to help you use LinkedIn for real estate lead generation and marketing.

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1. Have a Winning Online Presence by Optimizing Your LinkedIn Profile

Real estate professionals seeking to generate leads need a well-crafted and powerful LinkedIn profile. Your digital introduction showcases expertise and builds trust with potential clients. Having a well-optimized profile sets you apart in the real estate market. It boosts visibility and attracts valuable connections, which can lead to successful transactions.

Use the following tips to optimize your LinkedIn profile.

  • Use a professional profile picture.
  • Write a concise, impactful profile heading.
  • Craft an excellent introduction that reflects your professional image.
  • Develop a compelling headline. Your headline should clearly explain why you are a valuable and desirable professional to work with.
  • Write a short, powerful summary that focuses on your work experience and skills. Be specific.
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2. Make your Company Page or Real Estate Business Page Stand Out

A LinkedIn personal profile and a business page are completely different entities on LinkedIn. While a personal profile is designed for individuals to showcase their skills, work experience, and education to their professional network, a business page is specifically created for entrepreneurs or business leaders to highlight their company’s products, services, and job opportunities.

It is highly suggested to have both a personal profile and a business page on LinkedIn to establish a strong online presence and network with other professionals in your industry.

Here are a few tips on making your business page stand out on LinkedIn:

  • Use a cover image that showcases your brand.
  • Craft a riveting story about your business.
  • Highlight company achievements and awards.

3. Create a Showcase Page to Share Additional Details About Your Business

A LinkedIn showcase page is an extension of a main company page. This allows companies to showcase products, services, events, and more. Businesses can direct followers to relevant showcase pages for a more targeted engagement. 

A showcase page is particularly beneficial for companies with diverse product lines. If your business has many types of products and you want to connect well with your target audience, showcase pages are very useful. You can use these pages to customize content for each product line. They highlight the special features and benefits of each offering.

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Your LinkedIn banner serves as the initial glimpse into what your company is all about. By thoughtfully creating a visually striking and informative banner, you can strengthen your brand and capture the interest of those who visit your profile.

It’s a chance to make a memorable first impression and connect with your audience which can yield higher engagement. It can create either a positive or negative impression, shaping perceptions of your brand.

Some tips on creating an effective banner:

  • Make it consistent with your branding.
  • Use only high-quality images for your banner image.
  • Write a clear and concise message.
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5. Network Strategically with Other Real Estate Professionals

In the realm of referral programs, expanding our influence is pivotal for success. LinkedIn stands out as an ideal platform for this purpose. The primary objective of having robust professional contacts becomes evident in this strategic approach.

To improve your real estate business, make connections with local agents and brokers. Connecting with professionals in your area can give you valuable information about local market trends and potential leads. While building relationships requires time and effort, the long-term payoff can be substantial.

As you progress, consider broadening your network to include agents and real estate investors from more distant locations. To broaden your network, connect with people in different real estate fields. To succeed, you need to build relationships with agents who have different skills. This helps you handle tasks and take advantage of opportunities.

Building a network of real estate agents and investors with different skills helps you adapt and handle various challenges in real estate.

A highly useful tip here is to use the Advanced Search feature to find other agents. The Advanced Search tool is widely employed by companies recruiting on LinkedIn. If you come across someone who piques your interest, don’t hesitate to reach out via email.

Being honest is helpful. Let people know you like connecting with people in local markets. Also, look at your own business or background to find shared interests to start conversations.

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6. Make Connections with Other LinkedIn Users

Professionals often connect within their field, but it’s important to expand your network beyond your industry. To find leads, it’s important to have a strong LinkedIn profile and a big network. The mindset of networking plays a pivotal role in lead generation.

Engaging with influencers on LinkedIn who are not necessarily within your specific sector, such as community influencers, non-profit leaders, and thought leaders, can be a valuable strategy for expanding your network and finding new prospects. Connecting with individuals outside your industry allows you to tap into diverse perspectives and potentially discover untapped markets or collaboration opportunities.

Moreover, this approach is about broadening your professional network and serves as a savvy marketing move. By interacting with influencers from different sectors, you position yourself and your brand as versatile and open to collaboration.

Once you connect with someone, you can see all their connections. The people in this network are called your second connections. They are marked “2nd” above their name.

The first connection is indicated below this, marking the initial link established. In your initial encounter, introducing yourself is a courteous practice. If you wish to extend your network further, you can easily send another connection invitation with a simple request.

7. Become a Member of LinkedIn Groups

Various groups on LinkedIn are small communities for people with shared interests. Individuals are encouraged to connect, discuss, and stay informed about the latest trends and features. There are hundreds, if not thousands of groups in the housing and property industry. 

Discovering groups to join is easily accomplished by using the search bar at the top of your homepage. To join groups, approval from the group administrator is required, as they oversee and manage the group’s activities.

8. Generate Interesting Content

Initiating your journey with sharing and posting is a simple and effective starting point, and dedicating time and energy to crafting engaging content for LinkedIn promises significant returns. It’s worth noting that if you have both a website and a blog, while your blog is accessible via LinkedIn, content created specifically for or originating from the platform often receives higher visibility and ranking. Given that the majority of LinkedIn users rarely share posts, those who consistently contribute content with hashtags may capture more interest.

Similar to the significance emphasized on the homepage, creating and sharing content plays a pivotal role in generating more leads.

Observe the practices of leading real estate agents on LinkedIn, and a consistent pattern emerges: they share links to blogs, editorials, news updates, and various content forms. You can start by featuring a compilation of the latest housing market statistics or promotion of an event. As LinkedIn primarily focuses on professional engagements, the platform is inclined towards curated business-related content.

9. Share Industry News

Sharing industry news on LinkedIn can help real estate professionals in multiple ways. It can increase their marketing presence and provide valuable strategies.

Consistently sharing your knowledge on specific real estate topics creates a positive network effect. The more you write about a subject, the more you learn, and the more others perceive you as an expert.

This expertise can attract clients and open up opportunities for your real estate business.

Being consistently visible in people’s feeds keeps you at the top of mind with your target audience. When individuals think about real estate, your name is more likely to come to mind due to your regular presence and valuable insights.

Regular content creation and engagement contribute to a more active and visible LinkedIn profile, potentially improving its appearance in search engine results related to real estate professionals.

10. Maximize the Use of Direct Sponsored Ads

Maximize the impact of your LinkedIn advertising with Direct Sponsored Ads, featuring compelling visuals such as single-image ads or engaging videos in a dynamic carousel format. These sponsored content prominently appears in your viewer’s newsfeed, making them one of LinkedIn’s most effective advertising options. These ads usually have the most clickthrough rates among all LinkedIn ads. Elevate their effectiveness by incorporating a personal touch by using striking, high-quality images and a compelling call-to-action message.

Optimize your advertising strategy by crafting concise, relevant, and authentic ads. This recommendation ensures your messaging resonates effectively with your audience, maximizing the impact of your marketing efforts.

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11. Maximize Your Reach with LinkedIn Messaging Ads

LinkedIn provides Messenger Ads tailored for effective advertising within private messages. LinkedIn Messaging Ads pop up in your LinkedIn inbox as sponsored messages. You get a friendly greeting, a message, and a button to take action.

Advertisers can aim these messages at certain groups—like specific jobs or industries—to hit the right audience. These ads are handy for snagging leads, promoting events, or spreading content.

12. Review your LinkedIn Analytics to Assess What is Effective and What is Not

LinkedIn Analytics records all your statistics on all your activities on the platform. LinkedIn Analytics offers a range of insights into the performance of both your LinkedIn profile and content.

LinkedIn Analytics can provide information on:

  • Profile Views
  • Post Views
  • Search Appearances
  • Connections
  • Engagement Metrics
  • Follower Demographics
  • Visitor Insights
  • Content Trends

LinkedIn Analytics can help you understand your audience and improve your marketing strategies. Leveraging LinkedIn Analytics allows you to identify your top-performing posts by assessing metrics like likes and comments. Additionally, it provides insights into the optimal times for posting.

Using all this information, you can refine your content strategy, ensuring it connects more effectively with your target audience. Find out the trends in your LinkedIn profile and modify your realtor marketing strategies to the platform.

13. Ask For Referrals and Recommendations

The terms referral and recommendation may be confusing. Let’s differentiate the two.

Referrals happen when someone in your network introduces you to a potential employer, client, or partner. They endorse you and say you’re suitable for the opportunity.

On the other hand, recommendations are positive endorsements about your work, skills, or character from individuals you’ve collaborated with or learned from.

Referrals are an effective way to obtain leads for a new property. New brokerages must seek out business opportunities in a crowded market. LinkedIn is one way to get referral traffic. LinkedIn provides an excellent tool for networking with aspiring buyers and sellers and identifying new clients.

It is unique and lets you get suggestions directly from a friend. It is invaluable to a property agent. You can ask past clients and friends for feedback in this section. A simple strategy to get more positive feedback is to write it to others to encourage them to reciprocate.

Engage with your professional network. Collaborate on projects, provide valuable insights, and maintain positive interactions. Build strong relationships.

When someone in your network is happy with your work, do not hesitate to ask them for a recommendation. You can emphasize specific parts of your collaboration.

Offer to reciprocate by providing recommendations for others in your network, creating a positive and supportive professional environment.

Summing It Up

LinkedIn stands as a powerful tool for real estate agents aiming to elevate their lead generation and marketing efforts. With 13 tactical strategies, real estate professionals can leverage this platform not only to attract a more significant quantity but also better quality leads.

LinkedIn’s robust conversion rate, demographic insights, and professional-focused environment make it a vitall real estate lead generation platform. Optimizing your profile, creating standout business and showcase pages, and strategically networking with industry professionals are foundational steps.

Content creation, sharing industry news, and utilizing LinkedIn’s advertising options further enhance visibility. The importance of reviewing LinkedIn Analytics cannot be overstated, providing valuable insights to refine strategies. Lastly, asking for referrals and recommendations completes the cycle, fostering a supportive professional network.

By adopting these tactics, real estate agents can traverse the dynamic landscape of LinkedIn, establishing themselves as industry authorities and driving success in their businesses. Additionally, you can also check out other ways to scale up using these marketing tools and marketing apps in articles on our blog.


Pauline A.

With a passion for real estate and a flair for words, Pauline brings a unique perspective to the industry. Armed with years of experience, she crafts insightful content for fellow professionals, blending her expertise in real estate with powerful marketing insights. When she's not penning compelling articles, Pauline enjoys quality time with her daughter, unwinding and recharging for her next creative endeavor.