LinkedIn is one of the top social media platforms for real estate professionals. Agents should be using it to connect with prospects, existing clients, and even others in the industry. Though it may seem similar to other social media networks, your LinkedIn strategy should be unique. It is a more professional setting than Instagram or Twitter, with industry news and professional advice making up a large part of the content being shared. Here are a few LinkedIn marketing ideas for real estate agents to increase their overall engagement on the platform.
1. Launch a video series
Video is still one of the best ways to communicate with your audience on social media platforms, and LinkedIn is no exception. The social network places a high value on video posts, and creating short, engaging videos on market trends for your followers should be a part of your marketing strategy. A good rule of thumb is to quickly write down any common questions you get while speaking to your clients and turn those questions into videos. Cameras on most phones shoot high enough quality video to post online, and there are plenty of teleprompter apps you can use if you’re worried about forgetting a line or two.
Agents can upload and post video content hosted on LinkedIn, or they can simply share a link to a YouTube video and have it play directly on the social network. This is a benefit to using LinkedIn, as viewers can watch your YouTube videos in the feed, unlike on other social media platforms that take people offsite to watch YouTube videos. You’ll see more subscribers come into your channel and more views on your videos because of this setup.
2. Stay active after you post
Scheduling social media content can work well for busy agents who are on the go. However, when it comes to getting attention on LinkedIn, it’s never a bad idea to schedule your content to be delivered at a time when both you and your connections will be online.
It’s easy to understand why you want to post when your audience is online, as they can only like and engage with your content if they’re at a computer or on their mobile device. A Saturday at 11 am probably isn’t a good time to post (Monday through Thursday, 9 am to 4 pm would be optimal). On the other hand, it’s equally important that you are online for at least an hour after your post goes live on LinkedIn. Do the following in the hour after you post for optimal engagement:
-Like, comment, and engage with your connections posts on LinkedIn after you post. A good number of these people will reciprocate your engagement and head to your page to interact with your post.
-Respond to any comments on your post, and keep conversations going with your audience.
-Introduce people to others in your network if it’s relevant to them. Tagging people is a great way to get more attention to your posts. Only do this if it’s helpful to everyone involved - otherwise, it can be seen as spam.
Try the tips above, and you’ll quickly see the benefits of being online when your posts go live on LinkedIn. It’s a game-changer in terms of engagement.
3. Ask questions
We all tend to talk and post about ourselves on social media, but sometimes turning the tables around is the best course of action. On LinkedIn, asking questions both in your posts and in the comments section of your posts is a great way to get more engagement on your content.
If you want to go a step further, LinkedIn has a new “create a poll” feature that allows you not only to ask a question but solicit multiple-choice responses with up to four answers. LinkedIn polls can be set to run for a period between one day and two weeks, and they even notify those who interact with the survey of its final results. Create polls that ask professional, industry-related questions. You could ask your followers if they think the market is getting hotter, cooling off, or remaining steady, for example. These kinds of questions get a ton of interactions on LinkedIn, and they can even give you a bit of insight into your potential and existing clients, as you’ll be able to see their answers.
One final tip: If you make one of the answers to your LinkedIn polls, “Other - answer in the comments,” you’ll turbo-charge your comments and get more engagement overall. Test this strategy for yourself and engage with any answers right away to encourage more comments.
4. Write an article
LinkedIn allows individuals and business pages to also post articles on the website, a feature you won’t find on many other major social networks. There are several ways you can use this feature.
First, consider using LinkedIn as a place where you can repurpose your existing blog content. For example, if you write blogs for your business website about market trends, industry news, or general educational real estate content, go ahead and start posting these articles natively to LinkedIn as well. It won’t take you longer than a few minutes to repost your blog as a LinkedIn article, and it could open you up to hundreds or even thousands of new readers.
If you don’t currently have a blog, you should consider starting one. Check out our definitive guide to blogging for an overview. That being said, LinkedIn articles are a good substitute for a blog, as you’ll still be able to capture readers from LinkedIn and familiarize yourself with new audiences. The publishing process couldn’t be simpler, and LinkedIn articles also make it easy to insert videos from YouTube, links to other articles you’ve written, and even posts you’ve shared on the platform (which will get them even more attention).
Finally, you can use LinkedIn articles to pull people further into your sales funnel. Whenever you publish an article, add a call to action at the bottom of your LinkedIn articles and ask readers to subscribe to your newsletter, follow you on another social media platform like Instagram or Facebook, or browse current listings on your website.
5. Post on LinkedIn Stories
Last but not least, LinkedIn Stories function very similarly to Facebook and Instagram Stories, or Twitter Fleets. You can post content to LinkedIn Stories directly from your mobile device, making it the perfect tool for offering behind-the-scenes content both in and out of the office. Repurpose your Instagram Stories content for LinkedIn simply by saving and reuploading the videos to the platform, making any changes you see fit for a more professional audience. You can tag people, add stickers to your posts, and upload any photos or videos from your camera roll that you’d like. It’s nothing new in the world of social media, but it’s an easy way to get more eyeballs on your brand.
If you follow the five LinkedIn marketing tips above, you’ll be surprised by how many more views, interactions, and connection requests you receive on social media. LinkedIn offers analytics to give you immediate feedback - even only tackling a few of these items will make your brand more visible and grow your social media following. Test these LinkedIn marketing strategies out for yourself and watch your phone start buzzing more than usual.