A couple of years ago, I sat in a meeting with an agency that specializes in social media and search engine optimization. As they went over the plan step-by-step, they had great details about two of the Big Three – namely Twitter and Facebook.
When it came to LinkedIn, however, their plan was “You have to be on LinkedIn, too.” There wasn’t much detail about how to use it effectively … what content we should post, whom to target, and most importantly, what kind of results we could expect.
The plan was to do a LinkedIn profile, send some requests to people, upload a picture, and put it on autopilot. The problem was that they couldn’t exactly tell which leads came from LinkedIn.
I will say this about that group, they did have one thing right: social media shouldn’t be used to sell. It should be used to enhance your brand, offer added value to the customer experience, and expand your reach.
Think of LinkedIn as your digital resume. Like a resume, you’ll be trying to communicate with those in the business, not necessarily potential customers. Even though you’re not directly speaking to clients, they will probably take a look at your profile to learn more about you. Take these steps to use LinkedIn effectively.
Make sure that your profile is complete
LinkedIn can be used in conjunction with all of your other promotion, including print and email. But bear in mind that it is not advertising. It does offer you the opportunity to attract leads based on the information on your profile. Start off by making sure that your headline is complete and detailed. If you specialize in an area of real estate, make sure to mention it along with your location to help in search.
LinkedIn Answers is the place to highlight your expertise as a REALTOR®. It gives you a great platform to strengthen your brand among colleagues. This allows you to build credibility by presenting yourself as a go-to resource for local real estate.
Join LinkedIn Groups
You can develop an interconnected group of contacts by joining real estate groups. Communicating with other REALTORS®, through LinkedIn Groups can help you develop business and referrals in the future. In addition to industry groups, join others such as alumni associations, local groups and others to expand your reach.
Word of mouth is the best form of advertising. LinkedIn encourages your connections to write short recommendations or testimonials regarding their experience working with you. As you do business with other prospects and even clients, ask them to share their experience working with you to let potential clients and colleagues know that you’re someone with whom they would like to do business.
If you’ve read something which colleagues and client may find valuable, by all means share it on LinkedIn. Bear in mind that LinkedIn is the most professional of all social media. Therefore, I recommend that anything you share be industry-related.
When you’re ready to learn more about how social media can enhance your real estate marketing, call the real estate marketing professionals at 800.458.8245 for a free consultation.