LinkedIn is a great place to market your business, no matter what industry you are a part of. So whether you are brand new to LinkedIn, have a business page but haven’t used it, or you’re active on the platform but want to step up your LinkedIn game, you’ve come to the right place.
What stage of LinkedIn Real Estate Marketing are you in?
1. You don’t have a business profile, but want to get started on LinkedIn.
If your business is brand new to LinkedIn, take time to fully set up your profile before you dive into posting. Be sure to fill out all of your business information, add a cover and profile photo, and a tagline. One important thing to note, it is very difficult to change your business’s name on LinkedIn once you set it so triple-check that the name is accurate before you click save!
Once your profile is set up, it’s time to begin posting! Your first post should be about your business with a link to your website; state what real estate you are an expert in and the area you work in. From there, LinkedIn recommends you post up to once per day, and no less than 3 times per week. If you post more than once a day, engagement significantly drops.
Share industry articles, engage with companies you want to partner with, comment on other real estate listings in your area, and of course, share your listings. Include hashtags in your post to help expand reach, particularly in the beginning before you build your following. Common hashtags for real estate include:
- The town the listing is in, i.e. #willistonvt
- The state the listing is in, i.e. #vermont
- Your company’s name, i.e. #breezyhillmarketing
- Your company’s tagline if you have one
Once you are confident in your organic posting and beginning to see some activity on your page, launch an accompanying LinkedIn Ads program. Ads are created and managed through LinkedIn Campaign Manager. There are many ad types, goals, and targeting options to choose from to help you reach your business goals.
2. You have a business profile, but you haven’t used LinkedIn frequently.
First things first, make sure you fill out all of your business’s information on the LinkedIn profile. Next, check that your cover and profile image reflect your business’s current branding and update accordingly.
Once all of your information is updated and accurate, create a posting plan. LinkedIn recommends 3-7 times per week, but no more than once per day. You can share information ranging from home market trends to your company’s listings.
After establishing your cadence of posting, begin advertising on LinkedIn. This is done through LinkedIn Campaign Manager. Define your goals to determine what ad type and targeting options you should select.
3. You’re active on LinkedIn, but want to take your business profile to the next level.
Begin by conducting an audit of your LinkedIn profile. Use the Analytics tab on your LinkedIn business profile to gain insights about which posts perform well, who is viewing your content, and who is following your page.
After reviewing the data, determine if you need to shift your posting strategy. Do your Saturday posts consistently have 0 views? Shift your effort towards a different day of the week that does well. Do luxury listings perform better on Fridays, while commercial listings perform better on Sunday? Structure your social media calendar to reflect those learnings. Once you’ve completed your audit and restructured your organic social program, complete an audit for your LinkedIn Ads.
Review which ads performed well - look for a high click-through-rate and impressions. A high click-through-rate is dependent on what type of ads you are running and the audience you’re targeting, but these benchmarks can help you get started reviewing your metrics:
- Sponsored content or a single image ad
- 0.4%+ click-through-rate
- $7-11 cost per click
- Text ads
- 0.025%+ click-through-rate
- $3-6 cost per click
- Sponsored messaging
- 0.50%+ open rate
- 3-4% click-through-rate
- $23-58 cost per click
- To note: sponsored messaging should only be used for compelling and exclusive offers
Once you’ve completed your audit, begin to sponsor content and create ads based on what has performed well in the past. Experimenting is great in advertising, but while trying new things keep ads that consistently perform well running so you’re continuously driving good traffic to your website.
Define your LinkedIn Marketing goals
1. Marketing your listings
As real estate agents know, selling properties is all about people seeing the listings. LinkedIn is another avenue for people to see what is for sale and contact you about the listing. Tailor your language to be focused around business professionals, whether it is discussing working remotely from your dream location or buying a commercial property in a desirable area.
2. Attracting new talent
If you’re looking to add more agents to your business, LinkedIn is the perfect place to be. Showcase your listings, your staff, and your available jobs on the platform to attract potential new hires.
On your personal LinkedIn page, you can create a Recruiter profile. This allows you to search for people who are looking for a new job in your industry and area. You’ll be able to reach out to them directly and have a conversation about employment.
3. Reaching other real estate professionals
Targeting other real estate agents is a great way to get your listings seen. They might not have been aware of a particular listing prior to your post about it, and they might have the perfect client for it. It also helps you stay engaged in your industry and make connections in your community.
4. Showcasing your expertise
Are you an expert in a particular area of real estate or certain locations? Use LinkedIn to talk about market and industry trends that align with your expertise. You’ll be able to build your personal brand and your business’s brand by becoming the expert in your area.
LinkedIn can be a tricky platform to get right! With the number of targeting options in LinkedIn Campaign Manager and goals you can achieve across the platform, it can seem overwhelming. Partnering with a marketing agency that has expertise with LinkedIn can save you time and increase the effectiveness of your LinkedIn program.