Selling real estate on LinkedIn has become a regular and frequent activity in the real estate market. After all, a lot is heard these days about how important it is to use social networks in a good real estate marketing plan .
However, simply stating this is very superficial. After all, do you know exactly what to consider when preparing good material to post on your real estate’s LinkedIn?
In today’s text, we’re going to demystify these issues so that you can, even today, start producing specific, dedicated, rational and targeted content for your real estate’s LinkedIn.
But beyond that, let’s also understand a little better how this platform works, what it’s for and how people interact there.
Before even starting any type of content production for the internet, it is very important that you understand the difference between each of the networks and social media.
Simply duplicating content here and there is a method that is doomed to fail, for a simple reason: each space is unique and people, of course, also behave differently in each medium.
Blueworld City will make you understand all of this in our guide to selling real estate on LinkedIn, starting now.
Selling Real Estate on LinkedIn – Does It Really Work?
Yes, it works!
Selling real estate on LinkedIn can be a real source of income for your real estate company, as long as all this is done in a rational and targeted way.
Simply posting an ad there or boosting a post is not a guarantee of returns and you, when faced with this, may consider abandoning the platform.
That’s why it’s important to start right, so as not to create false impressions and even some kind of frustration with the platform.
So, the first step is to really understand how the social network works, who are the people there, what they like to see, hear and read and, most importantly, what they are likely to interact with.
Whenever you place your real estate on a social network, be aware that the process of maturing, building an audience and producing relevant content takes time.
This maturation time will be essential so that your sales funnel can also be built over time and, consequently, generate sales in the medium and long term.
Got confused? Do not worry. We have prepared a simple and practical step by step below. That way you can separate the important items to get started today and those that can be inserted into the process over time.
How to Sell Real Estate on LinkedIn – Some Important Considerations
To start selling real estate on LinkedIn, you first need to take a few steps back and understand where your real estate is located.
That is, understanding the context of the social network, how it works, what types of approaches to use, who are the people there, what are the best products to position, etc.
Of course, all this takes time, dedication and, above all, a content marketing plan that makes sense for the final product you want to sell.
That is, even before the sale takes place, there are many basic fundamentals that need to be considered and understood. Otherwise, your real estate agency will take too long to build a qualified, ready-to-buy audience.
To help you, we have separated a list of essential items on this journey. Thus, you will be able to sell properties on LinkedIn in a simpler and, above all, efficient way.
- Your profile will be step number one – Make it very complete;
- Understand LinkedIn’s target audience;
- Start by placing your real estate company well on the social network;
- Use content marketingto your advantage – Help before you sell;
- Use tools to capture real estate leadson LinkedIn;
- Paid ads can be a great tool – Explore them;
- Have a regular publishing schedule – This will create your authority;
- Speak and listen – An average between the two actions is essential;
- Have a team specialized in this work;
We’ll talk about each of these topics from now on to make everything clearer. Come on?
Your profile will be step number one – Make it very complete
First of all, you need to start filling out and building your LinkedIn profile in a user-efficient way. And for that, nothing better than using empathy .
In other words, if you were a consumer and prospect of your real estate agency, what would you like to see in the company’s profile? What data should be available? Which links should be visible?
Thinking about these aspects in a way the prospect would think will help you build a more complete initial profile.
After all, simply publishing content randomly on the social network will only create visual pollution and your real estate name will debut completely wrong.
Provide images, links, contacts, a text about your real estate and whatever else is necessary to leave the complete profile for when someone clicks on it, to have the company’s basic information.
Understand LinkedIn’s target audience
The second step you need to consider when selling real estate on LinkedIn is to understand the target audience for the social network itself. In other words, you can’t just go out publishing any kind of content, without even understanding who the people are on that social network.
And here, we come to a very important point: never classify social networks as “all the same”. After all, they aren’t.
As much as the objective of “bringing people together” is the same, understand that each of the sites has a specific objective and, therefore, people also behave in specific ways.
Facebook is different from Instagram, which is different from Twitter, which is different from LinkedIn.
The people who are on LinkedIn will generally be people who expect to consume content about work, personal development, training, the job market, and business.
While people on Instagram, for example, expect to consume more “day-to-day” content, such as photos, videos, vacations, achievements, backstage, etc.
Knowing how to differentiate the “tone” of each social network, you can make your content and your real estate come to life, audience and much relevance on the platform. Explore LinkedIn the smart way.
Start by placing your real estate company well on the social network
The digital positioning of your real estate agency will dictate the pace of organic and balanced growth. Furthermore, it is the positioning that will attract one type of audience or another to your community.
So, thinking about all the pillars that will support your brand to act on LinkedIn is important.
But what is “positioning” the real estate agency?
In this case, you should seek people’s attention in a way that they can understand the message or what your real estate agency wants to convey.
If you position your real estate to sell luxury real estate , it will attract a type of audience. Now, positioning itself for the sale of row houses will attract yet another type of audience.
To have a better assertiveness in the positioning you want, think about how the consumer should see your real estate.
What are your company’s values, concepts, fundamentals and vision? Trying to count it all in every post, ad, article, description can make all the difference. Positioning is championing a goal or cause.
Use content marketing to your advantage – Help before you sell
Have you ever heard of content marketing for real estate ? This is one of the most important, practical and effective tools to build large audiences on the internet, regardless of the channel or social network you are using.
Content marketing will be the “bridge” between you and your potential customers on LinkedIn. After all, this is what will help create placement, fundamentals, and target audience segmentation.
The first big step you can take to sell real estate on LinkedIn is, without a doubt, to offer quality content to the platform’s users and to your network of contacts and connections.
There is a very important concept in the middle of this whole process, which is: help before asking for help (sell) .
Every time you help a user in some way, with some content that teaches something, he will be, in some way, grateful for this help.
Even unconsciously, you will have this person’s special attention for the long term. And the feeling of “debt” can be converted, little by little, into a big prospecting and, in the end, a big sale.
And content marketing can help you with just that.
With assertive content, targeted, thought out and written in a rational way, you will be able to make people make a decision to move on and follow your real estate company more closely.
At this point, you’ve taken a step towards growing your audience and your future customers.
Use tools to capture real estate leads on LinkedIn
Now that we understand the most basic processes to start placing your real estate on LinkedIn, it’s time to move on to more practical situations.
Still within the example above, of content marketing, know that it is useless to build a gigantic audience if you do not have contact with these people in a more personal way, right?
And precisely because of this, the issues of prospect capture come into play. Which are nothing more than the famous real estate leads . When you manage to hold people’s attention, so that they offer their contact for you, know that at this moment you have generated a very powerful asset.
Capturing prospects on the internet is amazing. Because you can get a lot of important information about the person and, of course, you can use it all for sales that will happen in the future.
But how can this capture of contacts happen? There are several ways, and a simple step-by-step is as follows:
- Offer digital bait – Some valuable material;
- Ask for the person’s email or contact information so that you can send this material;
- There, you generated a prospect to work a sale “closer”;
Paid Ads Can Be A Great Tool – Explore Them
To sell real estate on LinkedIn you can, in addition to building an audience through valuable content, generate traffic to your real estate website through the paid advertisements that LinkedIn offers.
In other words, you can advertise to impact even more specific people, within a targeting and radius that you deem important.
The power of LinkedIn ads is so great that if you want to impact a specific person (even if you don’t know them), you can.
After all, through the information that the platform captures, it is possible to build an extremely specific segmentation. And this is great for you to be able to attract and build value for your property sales in the medium and long term.
As a supplement to reading to learn more about real estate ads, see this article: Find out how to advertise real estate to the right clients.
Have a regular publishing schedule – This will create your authority
Like other social networks, LinkedIn is also a tool that requires dedication, attention and care to do a great job.
And for that, it is essential that you have a schedule of regular publications. The more regular your “appearance” on people’s timelines, the more they will remember your real estate agency.
As a result, you will impact more people, and making a sale in the future will be easier.
This is also an authority building process. The more you can achieve brand penetration in a specific target, the more you will build relevance and the more people will trust your real estate brand.
Need to post every day? No. But having regularity is important.
It could be once a week, it could be twice a day. It does not matter. The important thing is to offer valuable content that adds to people’s lives. In time, the rest will be built. Focus on the long term.
Speak and listen – An average between the two actions is essential
And, finally, we cannot fail to mention something important: Speak up, yes. But, also listen.
What does this actually mean for LinkedIn? Publish content, but also interact with other people and other content. Remember you are on a social network. And a social network, of course, is an exchange of content and discussions. Always think about it.
Count on Ville Imob to help you with powerful tools that optimize the process of attracting prospects and help generate more valuable business.