Making the most of LinkedIn

Posted by Louise Germishuys in Social on 13 March 2015

Tags: branding, internet marketing, lead generation, online marketing, social media

LinkedIn is a social media platform with a strong business focus. Currently there are over 300million registered users. Many consider it an online CV and it is especially popular amoung those actively job hunting. LinkedIn allows you to connect with people in the same industry and gives you access to information relevant to your area of expertise.

There is a chance that your client might do a bit of an investigation before making use of your services. Your LinkedIn profile will rank well in Google and your client will be presented with enough information about you to make an informed decision.

A well constructed LinkedIn profile is a testament to your professionalism and will help you to position yourself a real estate expert.

LinkedIn allows you to create a personal profile as well as a company page. This post will focus on a personal profile.

1) Headline

Your headline appears under your name and acts as a short bio. In 120 characters you need to explain exactly what you can offer your potential client. Position yourself as a leader within the real estate industry by using real estate specific keywords.

• Use words that describe your skills to ensure that those searching LinkedIn for your specific skill set can find you
• Be honest about your skills

2) Summary

Your summary is a bit longer and you have 2000 characters to play around with. Your summary needs to be focused, so ask yourself these questions before starting:

• Who is your target audience?
• What do you want them to do?
• How do you want to make them feel?

Once you have set these goals for yourself, you can start writing. Include information about your accomplishments, passions and differentiations (what can you offer that other estate agents can't?). You can also include testimonials in this section.

3) Experience

In this section you should:

• Give a brief overview of your job. Explain in a few lines exactly what your job entails.
• Use action verbs. Action verbs are effective because they show results. Instead of saying what you are expected to do by your employer, focus on what you have done.
• Use keywords relevant to real estate and your skills.
• Highlight your achievements. LinkedIn allows you to add documents to this section. If you have supporting documentation, add it.

4) Profile Image

Your profile image has to match your professional profile. Having a picture of you taking a walk on the beach with your back to the camera might be a bad approach. Even though LinkedIn is a social media platform, it is more business orientated and you have to look professional.

• Your profile image should be a professional headshot of you and only you
• Use a high quality image to avoid a blurry and pixelated end result
• Make sure that your photo is recent

5) Custom URL

You can change your LinkedIn URL from a confusing string of letters and numbers to something a bit more representative of you. It is good practice to use your name and surname or variations thereof depending on availability. How to set it:

• Click on the link just below your profile picture
• Towards the right of the page you will see "Your public profile URL"
• Click on "edit" and simply adjust it

6) Link to your website

Linking back to your website is always a good idea. It is a great potential traffic driver and it increases brand exposure for your agency. In addition, those clicking on the link can find more information about you and all your listings.

LinkedIn allows you to add 3 website URLs and you can choose between:

• Personal website
• Company website
• Blog
• RSS Feed
• Portfolio
• Other

7) Get endorsed

When setting up your LinkedIn profile, you are asked to list your skills. These skills can be endorsed by other LinkedIn users. Not only does it look impressive, but it also shows potential clients that you are considered an expert in the real estate industry by other people.

• Endorsements have to be earned, don't ask strangers to endorse you
• List all your skills
• Ask your clients to endorse you if you have provided them with great service
• Don't list skills that you don't have

Let's recap. Having a LinkedIn profile as an estate Agent will benefit both you and your agency. On a personal level those searching for your name on Google or searching for professionals on LinkedIn with your skill set, will have full access to your basic information, achievements and client references. On an agency level, the links provided might aid in driving traffic to your website and promote brand exposure. Carefully construct each section of your profile and ensure that you define goals to give focus to your content.