On a recent episode of the Over Ask Podcast, LinkedIn all-star Conor Murnane joined Matt Lionetti and The Broke Agent to discuss the power of LinkedIn for real estate agents. 

And, no, that wasn’t a typo. LinkedIn really is an under-utilized power tool for real estate professionals across the globe. 

Read on to see what you’ve been missing. 

Why should real estate agents be on LinkedIn?

Like every other social platform, LinkedIn has a steady flow of content. That said, for regular LinkedIn users—including Conor Murnane—some features do set this platform apart: 

  • LinkedIn is a social space designed for professionals
  • Only 1% of LinkedIn users post at least once a week

LinkedIn is the social app where everyone is interested in money and growth. Because content supply on LinkedIn is lacking in regards to both quantity and (in many cases) quality, it’s easy to stand out if your content is at least somewhat engaging. 

Plus, you can look forward to a more elevated conversation with LinkedIn comments. 

If you’re already spending time creating videos for other platforms, it takes only two or three taps to share your video content on LinkedIn. While your videos will get fewer views than they typically would on Instagram or TikTok, the depth of engagement is better. 

Plus, as The Broke Agent mentioned in the podcast, organic reach is crazy on LinkedIn. 

With all that in mind, what kind of content should you post to build your brand and grow your real estate business? 

Posting on LinkedIn

While Conor gets a lot of requests for help on how to do video—which you should definitely be creating for your business—images and text posts do well on LinkedIn, too. 

You can post the same content you create for other platforms on LinkedIn, as long as you keep your content inside Linkedin. 

Like every other social platform, LinkedIn doesn’t appreciate external links. 

So, if you’re a blogger, blog inside the post. Don’t just type in a teaser with a link to send followers to your blog to read the rest of it. Copy and paste your blog into the LinkedIn post. 

And don’t forget to wrap it up with a call to action. 

If you can get your readers to comment on your post, LinkedIn shows that post to everyone in their network, too. 

Also, real human faces do about ten times better on LinkedIn than business logos. So, if you’re posting content, post it from your personal profile and tag your business page. 

How do you build a following on LinkedIn?

For real estate agents getting started on LinkedIn, Conor recommended sending connection requests to every past client. That’s the first layer of your network. 

Next, reach out to other people you know in your database. Add other real estate professionals and anyone else in the industry who would be a valuable addition to your network. 

When sending a connection request, make it more personal with an engaging comment. Tell the recipient why you’d like to add them to your network. 

Example: I’ve enjoyed your video content on Instagram [or other platforms], and I’d love to connect with you here. I look forward to seeing your content in my feed.” 

The biggest mistakes agents make on video

One of the biggest mistakes Conor sees agents making with video is not being fast enough or having too long-winded of a message. Keep your messages tight and packed with value. 

An even bigger mistake is not having a strong enough hook at the beginning of your video. LinkedIn users—like browsers on every platform—scroll through their feeds, looking for content that immediately grabs their attention. 

Hook your audience with a question, a promise, or a comment that piques their curiosity. Give them a reason to keep watching. 

Your content doesn’t have to be all-star material to get started, either. If video creation is new territory for you, get started with what you have. Don’t compare your beginner content to industry pros who’ve been pumping out content for months or even years. 

Learn from them. Better yet, start to post consistently on all platforms. You’ll quickly learn what works for your style and audience and grow from there.