by Scott Gentry | Nov 29, 2024 | Getting Started, Lead Generation
Real estate agents often gravitate toward platforms like Instagram and Facebook, drawn to their visual appeal. Meanwhile, LinkedIn—quietly waiting with untapped potential—offers tools and a professional audience ideal for business growth. Think of LinkedIn as the networking event where everyone is serious about connections, deals, and partnerships. With the right strategy, you can transform your LinkedIn profile into a powerful hub for generating leads, building authority, and fostering valuable relationships. Here’s how.
Step 1: Optimize Your Profile – Make a Lasting First Impression
Your LinkedIn profile is your digital handshake. Make it count.
Professional Headshot
Invest in a high-quality headshot that says, “I’m confident, approachable, and ready to help you find your dream home.” (No selfies, please.)
Compelling Headline
Move beyond “Real Estate Agent.” Highlight your niche or unique expertise, like “Luxury Homes Specialist in Miami” or “Helping First-Time Buyers in Denver Find Their Perfect Home.”
Detailed Summary
Think of this as your elevator pitch with a bit more personality. Showcase your achievements, certifications, and what sets you apart. Sprinkle in relevant keywords like “real estate investment,” “luxury properties,” or “first-time buyers” to boost discoverability.
Experience & Skills
Detail your career milestones, specialized skills, and certifications. Don’t forget to include professional affiliations, like being a member of the National Association of Realtors.
Recommendations
Ask past clients or colleagues for testimonials. Authentic endorsements go a long way in establishing trust and credibility.
Featured Content
Use LinkedIn’s Featured section to highlight standout listings, blog posts, or market updates. This is your portfolio—make it shine.
Step 2: Build a Quality Network – Connect Strategically
LinkedIn isn’t about collecting connections; it’s about curating them.
Start with Your Existing Network
Connect with past clients, colleagues, and other industry professionals. A strong foundational network makes you more visible.
Expand with Targeted Connections
Use LinkedIn’s search tools to find potential leads in your target market. Filter by location, job title, or interests to identify individuals likely to need your services.
Send Personalized Requests
Skip the generic “I’d like to add you to my network” message. Instead, mention a shared connection, compliment their recent post, or reference something from their profile.
Engage with Their Content
Comment on, like, and share posts to stay top-of-mind. Engagement builds relationships and visibility.
Step 3: Post Like a Pro – Content Marketing for Real Estate Agents
Establish yourself as a thought leader by sharing valuable insights.
Post Regular Updates
Share market trends, property highlights, client success stories, and real estate tips. Use a mix of text, images, and videos to keep your content dynamic.
Write LinkedIn Articles
Go deeper with long-form articles on topics like “5 Mistakes First-Time Buyers Make” or “How to Navigate a Shifting Market.” These pieces position you as an expert.
Go Live
Use LinkedIn Live for Q&A sessions, virtual tours, or interviews with other professionals. Live video fosters real-time engagement.
Start a Newsletter
Keep your audience informed with regular newsletters featuring market insights and actionable advice.
Use Hashtags Wisely
Include relevant hashtags like #RealEstateTips, #LuxuryHomes, or #MarketTrends to increase discoverability.
Step 4: Join the Conversation – LinkedIn Groups
LinkedIn Groups are like mini conferences where your target audience gathers.
Find Relevant Groups
Join groups focused on real estate, local businesses, or your specific target market.
Contribute, Don’t Sell
Offer valuable insights, answer questions, and participate in discussions. Avoid overtly promoting yourself—build trust first.
Step 5: Utilize LinkedIn Premium Tools – Supercharge Your Efforts
For those ready to take their LinkedIn game to the next level, LinkedIn’s premium features are worth exploring.
Sales Navigator
This tool allows you to refine your lead search, track prospects, and craft personalized outreach.
LinkedIn Ads
Target specific audiences with ads promoting your services or high-value listings.
InMail
Send direct messages to potential clients or referral partners outside your network. Use InMail sparingly for personalized, meaningful outreach.
Step 6: Track and Refine – Stay on Top of Your Game
What gets measured gets improved.
Use LinkedIn Analytics
Track profile views, engagement rates, and follower demographics to understand what’s working.
Monitor Lead Generation
Use UTM codes to track traffic and leads from LinkedIn to your website.
Adjust Your Strategy
If one type of post isn’t performing, experiment with another. LinkedIn rewards consistency and adaptability.
Pro Tips for Real Estate Agents
- Highlight Luxury Listings: LinkedIn’s professional audience is ideal for showcasing high-value properties.
- Target Investors and Developers: Share content tailored to their interests, such as market analysis or investment opportunities.
- Showcase Community Involvement: Sharing your work with local charities or organizations builds trust and goodwill.
- Network with Industry Leaders: Build connections with real estate influencers and thought leaders to expand your reach.
Conclusion
LinkedIn is more than just a professional networking platform—it’s a powerful tool for real estate agents looking to generate leads, build authority, and foster long-term relationships. By optimizing your profile, creating valuable content, and strategically connecting with others, you can unlock its full potential and grow your business.
by Scott Gentry | Nov 28, 2024 | Lead Generation
Ah, social media ads—the modern-day billboards that not only catch your attention but also follow you wherever you go (minus the creepy factor, hopefully). Whether you’re a real estate pro or a newbie, creating effective social media ads can supercharge your lead generation efforts. Let’s dive into the essentials of crafting high-performing ads that convert casual scrollers into loyal clients.
Step 1: Understand Your Audience
Before creating any ad, you need a crystal-clear picture of your ideal audience. And no, “people who need homes” isn’t specific enough. Dig deeper into their characteristics and behaviors to tailor your messaging.
What to Define:
- Demographics: Age, gender, income, education level.
- Psychographics: Interests, values, lifestyle.
- Behavioral Data: Online activity, purchase habits, engagement patterns.
How to Gather This Data:
- Use tools like Facebook Audience Insights and Google Analytics to analyze your audience’s preferences.
- Survey your existing clients to discover what’s driving their decisions.
The more specific your audience definition, the better your ad targeting and results.
Step 2: Craft Copy That Clicks
Your ad copy needs to go beyond “Buy a house.” It should capture attention, address pain points, and offer solutions—all while inspiring action.
Ad Copy Formula:
- Headline: Grab attention.
Example: “Your Dream Home in [City] is Just a Click Away!”
- Body Text: Solve problems and provide value.
Example: “Tired of browsing endless listings? Let us help you find the perfect home that meets your needs and budget.”
- Call to Action (CTA): Guide the next step.
Example: “Click now to schedule your free consultation!”
Engage your audience with a conversational tone that feels relatable and actionable.
Step 3: Create Visuals That Stand Out
A great image or video can stop a scrolling thumb in its tracks. Use visuals that resonate with your audience and highlight the best features of your offering.
Tips for Engaging Visuals:
- High Quality: Blurry or poorly lit photos are a big no-no. Invest in professional photography or high-resolution images.
- Relevant Content: If it’s a family home, show a happy family enjoying the space.
- Engaging Formats: Use videos or 360-degree tours for more immersive experiences.
Pro Tip: Pair visuals with concise text overlays to emphasize key selling points, like “Move-In Ready!”
Step 4: Pick the Right Platform
Different platforms cater to different audiences, so choose the ones that align with your goals and target demographics.
Platform Breakdown:
- Facebook: Ideal for precise targeting and a wide-reaching audience.
- Instagram: Perfect for visual storytelling and younger demographics.
- LinkedIn: Best for luxury properties and professional networking.
- Pinterest: Excellent for visually stunning listings and driving website traffic.
- TikTok: Great for short, creative videos that showcase properties in unique ways.
Step 5: Level Up with Advanced Targeting
Basic targeting is a good start, but advanced techniques can help you zero in on your perfect audience.
Targeting Strategies:
- Lookalike Audiences: Use data from existing clients to find similar users who are likely to convert.
- Retargeting: Re-engage users who visited your site or interacted with previous ads but didn’t take action.
- Behavioral Targeting: Focus on users actively searching for real estate or related services.
Combine these tactics for a laser-focused approach that drives meaningful engagement.
Step 6: Test, Tweak, and Test Again (A/B Testing)
No ad is perfect right out of the gate. A/B testing helps you identify what resonates best with your audience.
How to Conduct A/B Testing:
- Create Variations: Test one element at a time, such as headlines, images, or CTAs.
- Run Simultaneously: Launch variations at the same time to compare performance in real time.
- Measure Metrics: Analyze click-through rates (CTR), conversion rates, and cost per lead (CPL).
- Refine Your Ads: Use the winning elements to optimize future campaigns.
Step 7: Budget Smarter, Not Harder
Your budget needs to align with your goals while ensuring you get the best bang for your buck.
Budgeting Tips:
- Set Clear Goals: Know what success looks like—whether it’s 100 new leads or 10 closed deals.
- Daily vs. Lifetime Budgets: Choose a daily budget for ongoing campaigns or a lifetime budget for short-term bursts.
- Bidding Strategies: Opt for cost-per-action (CPA) when your goal is lead generation. You only pay when someone completes your desired action.
Monitor your spending closely to ensure efficiency and effectiveness.
Step 8: Monitor, Analyze, and Optimize
Once your ads are live, the work doesn’t stop. Regularly analyze performance and make adjustments to improve results.
Metrics to Track:
- Click-Through Rate (CTR): Measures how engaging your ad is.
- Conversion Rate: Indicates how many viewers took the desired action.
- Cost Per Lead (CPL): Tracks your efficiency in acquiring leads.
Adjusting Based on Data:
- If your CTR is low, test new headlines or visuals.
- If conversions are lagging, refine your CTA or landing page.
- Continuously tweak targeting based on audience insights.
Final Thoughts: Turn Ads into Leads
Social media ads are more than just digital billboards—they’re dynamic tools to attract and convert potential clients. By understanding your audience, crafting engaging ads, leveraging advanced targeting, and optimizing performance, you can create campaigns that generate leads like clockwork.
So, get creative, test relentlessly, and watch as your social media ads transform into a lead-generation powerhouse. Now, go forth and conquer the digital landscape!
by Scott Gentry | Nov 28, 2024 | Lead Generation
Welcome, fellow realtors and aspiring social media moguls, to the most informative and slightly sarcastic guide on using social Welcome, real estate pros and future social media stars! If you think social media is just for vacation bragging and cat memes, think again. For realtors, these platforms are powerful tools to showcase your expertise, connect with clients, and close deals—all while having a little fun. Let’s explore how to use social media to dominate your local market without looking like your aunt sharing her 90th blurry sunset photo.
Picking Your Social Media Battlefields
Not all platforms are created equal, and you don’t need to conquer them all. Focus on the ones that align with your style and audience.
Facebook: The Neighborhood Town Hall
Facebook is like the friendly local diner—it’s been around forever and welcomes everyone. Here’s how to make it work for you:
- Set Up a Business Page: Keep your personal life and business separate. A professional page builds trust and gives you access to analytics tools to track performance.
- Join Community Groups: These groups are gold mines for local engagement. Share helpful content, answer questions, and subtly (or not-so-subtly) remind people you’re the real estate expert in the room.
- Invest in Ads: Facebook Ads let you target specific demographics—like homeowners thinking about selling or first-time buyers—so your message lands exactly where it’s needed.
Instagram: Where Your Listings Sparkle
Think of Instagram as your digital open house. It’s all about visual appeal and storytelling.
- High-Quality Photos: Use professional photography to showcase listings. Dimly lit, grainy photos? Hard pass.
- Reels and Stories: Show off quick tours, before-and-afters, or even the quirks of a property. Keep it authentic and engaging.
- Hashtags with Purpose: Use local and niche hashtags like #YourCityRealEstate or #DreamHomeGoals to expand your reach. Avoid turning your caption into a dictionary.
Twitter (X): Real-Time Market Insights
Twitter is your platform for quick, smart updates and engaging directly with your audience.
- Stay Active: Share bite-sized market updates, tips, and news. Keep it conversational but informative.
- Engage Directly: Respond to tweets and join real estate-related chats to build your reputation as the go-to expert.
LinkedIn: The Professional Powerhouse
LinkedIn is where you trade the casual vibes for polished professionalism.
- Polish Your Profile: Highlight your accomplishments, specialties, and even glowing client testimonials.
- Share Insightful Content: Post industry trends, market forecasts, and success stories to establish yourself as a thought leader.
Crafting Content that Converts
Now that you’ve picked your platforms, let’s talk about content. The goal? To be informative, engaging, and memorable.
Showcase Listings—With Personality
Don’t just post a generic “3-bed, 2-bath, must-see” caption. Highlight what makes the property special—a stunning view, a quirky feature, or the history behind it. Use professional photos, videos, and virtual tours to draw people in.
Be the Local Market Guru
Position yourself as the expert by sharing market insights. Whether it’s home price trends or tips for first-time buyers, make sure your audience learns something valuable with each post.
Share Relatable Tips
From “How to Declutter Before Selling” to “What to Know About VA Loans,” share content that solves your audience’s problems. Bonus points for humor or a personal anecdote—people love a good story.
Go Behind the Scenes
Show your human side! Post videos of prepping for an open house, celebrate client successes, or share the reality of juggling a dozen calls before noon.
Engagement: The Secret Sauce
Social media isn’t a one-way street. Engagement builds relationships and trust.
- Respond Promptly: Reply to comments and messages like you’re thrilled to help.
- Host Q&A Sessions: Use Stories or Lives to answer real estate questions in real-time. It’s a great way to connect and showcase your expertise.
- Contests and Polls: Ask fun questions or offer giveaways to increase interaction. People love sharing their opinions and winning free stuff.
Tracking Your Success
Social media isn’t a “set it and forget it” tool. Use analytics to refine your strategy.
- Track What Works: Look at engagement rates, reach, and clicks to see which posts resonate.
- Adjust Regularly: If videos perform better than photos, lean into them. Experiment with content types and posting times until you find your sweet spot.
Final Thoughts: Embrace the Fun
Social media doesn’t have to feel like a chore. It’s your chance to connect with people, build your brand, and maybe even laugh along the way. Be authentic, stay consistent, and remember: You’re not just selling houses—you’re creating homes and memories for your clients.
Now grab your phone, pick your platform, and start building your online empire. And yes, if it fits your vibe, a well-timed cat meme still works wonders.
by Scott Gentry | Oct 29, 2024 | Content Marketing, Market Mastery
As competition for online visibility increases, the traditional rules of SEO—like keyword optimization, backlinks, and metadata—are proving less effective on their own. Google’s algorithm, along with user behavior, has evolved, and video content is now at the forefront. Today’s successful SEO strategy is centered on engaging, video-rich content that spans platforms like YouTube, LinkedIn, and Facebook. This guide explains why the traditional SEO rulebook is outdated and how real estate professionals can use video to drive quality traffic and stay competitive.
Why Traditional SEO No Longer Works
1. Content Saturation and Algorithm Changes
With more content than ever available online, ranking through traditional SEO tactics alone is increasingly challenging. Google now prioritizes content that is engaging, valuable, and interactive, giving video a significant edge. Features like video snippets and visual search results reflect this shift, and websites that lack dynamic content risk lower rankings.
2. User Behavior Shifts to Video-First Content
Users now prefer videos over text, especially on mobile devices. This shift is reflected in Google’s search results, with video content receiving prime placement for relevant searches. Real estate is inherently visual, so creating video content allows you to cater to this preference while showcasing properties, neighborhood features, and expert advice.
Key Takeaway: SEO strategies that embrace video not only align with search engine priorities but also meet the preferences of a video-focused audience.
A New SEO Strategy: Embracing YouTube, LinkedIn, and Facebook Videos
Integrating video content across platforms isn’t just a trend; it’s a necessary strategy to drive organic growth and reach potential clients where they are most active. Here’s how each platform contributes uniquely to a powerful SEO approach.
1. YouTube: The Powerhouse for SEO
As the world’s second-largest search engine, YouTube is a vital tool for real estate professionals to increase visibility. Integrating video on YouTube not only makes content discoverable on YouTube’s platform but also boosts your reach on Google itself.
- Optimize Video Titles and Descriptions for Keywords: Keywords are still important on YouTube. Using terms like “first-time homebuyer tips,” “top neighborhoods in [city],” or “how to buy investment property” can help you rank higher.
- Use Playlists to Organize Content by Topic: Organizing videos into playlists around specific real estate topics, such as “Mortgage Tips” or “Property Tours,” helps YouTube categorize your channel and increases your chances of appearing in related searches.
- Encourage Comments and Engagement: YouTube prioritizes videos with high engagement. Prompting viewers to comment or share improves engagement metrics, signaling YouTube to boost your video’s visibility.
- Add Captions and Transcripts: Captions make videos accessible to a broader audience and improve SEO by providing extra context for YouTube’s algorithm to understand your content.
Pro Tip: Embed your YouTube videos on your website to keep visitors engaged for longer, enhancing both user experience and SEO performance.
2. LinkedIn: Ideal for Professional and Local Engagement
LinkedIn is perfect for real estate professionals targeting a professional, business-oriented audience. Using LinkedIn videos to share market insights, investment opportunities, and professional advice can build credibility and attract high-quality leads.
- Post Native Videos for Better Reach: LinkedIn’s algorithm favors native videos over external links. Upload videos directly to LinkedIn to increase your visibility and engagement within the platform.
- Share Short, Value-Driven Videos: LinkedIn users seek actionable insights. Videos that quickly deliver real estate tips, local market updates, or investment advice tend to perform well.
- Leverage Industry-Specific Hashtags: Using hashtags like #RealEstate, #FirstTimeBuyer, or #HomeBuyingTips helps your video reach LinkedIn users interested in real estate content.
- Tag Connections and Engage with Industry Leaders: Tagging connections or industry experts in your videos can expand reach and engagement, while also signaling to LinkedIn that your content is industry-relevant.
Pro Tip: Include captions on LinkedIn videos to increase accessibility and engagement, as many LinkedIn users watch videos with sound off.
3. Facebook: Broad Reach and Local Targeting
For real estate professionals, Facebook videos offer unique advantages for engaging with a local audience, from showcasing listings to offering virtual tours. With the platform’s emphasis on video, especially live content, Facebook videos can build brand awareness and drive leads.
- Use Facebook Live for Real-Time Engagement: Facebook Live content ranks well and encourages engagement. Hosting live events, like Q&A sessions or virtual open houses, allows you to connect with potential clients in real-time.
- Target Specific Demographics with Video Ads: Facebook’s advanced targeting allows you to tailor your video ads to demographics that match your client base, including location, age, income, and interests.
- Create Attention-Grabbing Short Videos: Use captions, strong headlines, and engaging visuals to capture attention quickly and hold viewers’ interest. Shorter, impactful videos perform best on Facebook.
- Encourage Sharing to Increase Reach: Facebook’s algorithm rewards high-engagement content, so encourage viewers to share videos they find helpful. This extends your reach and can lead to organic traffic growth.
Pro Tip: Post your videos in local Facebook Groups where your ideal clients are active. Videos about neighborhood highlights or homebuyer tips often resonate well in these groups.
Implementing a Cross-Platform Video SEO Strategy
Incorporating YouTube, LinkedIn, and Facebook videos into your SEO strategy offers exponential benefits. Here’s how to integrate these platforms for a seamless video-first SEO approach.
- Embed Videos on Your Website: Embedding videos, especially YouTube content, on high-traffic website pages—like landing pages, property listings, or blog posts—enhances user engagement. Pages with embedded video often have lower bounce rates, longer on-page times, and higher SEO rankings.
- Cross-Promote Content Across Platforms: Repurpose videos across platforms to reach different audiences while reinforcing brand presence. For instance, a neighborhood tour can be shared on YouTube, LinkedIn, and Facebook to increase visibility and engagement.
- Consistent Calls to Action (CTAs): Use a clear CTA across all video platforms to direct viewers to your website, schedule a consultation, or subscribe to your email list. Consistency in your CTA reinforces your brand’s goal and improves lead generation.
- Monitor and Refine Video Analytics: Each platform offers analytics to measure engagement, view duration, and click-through rates. Use these insights to refine your approach, focusing on what resonates most with your audience.
Moving Forward: Embracing a Video-First, Modern SEO Approach
Traditional SEO tactics alone are no longer sufficient to drive meaningful traffic. Today, Google and other search engines prioritize engaging, video-rich content, which has become essential for SEO. For real estate professionals, this transition is especially powerful—clients want to see properties, hear expert insights, and connect visually before reaching out. By leveraging YouTube, LinkedIn, and Facebook videos, you’ll not only increase your online visibility but also engage with clients more effectively, building authority and capturing qualified leads in a digital-first world.
This comprehensive approach meets modern SEO needs, leveraging the strengths of each platform while aligning with changing user preferences and search engine priorities. By embracing video content and engaging across YouTube, LinkedIn, and Facebook, you’re positioned to drive more traffic, grow your audience, and enhance your real estate business in today’s competitive landscape. Check out our 3 part series on leveraging video.