How to use LinkedIn as a Real Estate Agent

In today's dynamic real estate market, establishing a strong online presence is a non-negotiable strategy for success. While social media platforms like Facebook and Instagram have been popular choices for real estate agents, LinkedIn often remains an untapped goldmine for many in the industry.

However, LinkedIn’s conversion rate is 227 times higher than Facebook’s. Those with a strong presence are able to build their network, establish themselves as experts in their field, and reach more potential sellers & buyers. In this how-to article, you will discover how to leverage LinkedIn to boost your real estate business.

Last updated on 04/10/2023

Why LinkedIn is key for Real Estate Agents

LinkedIn stands out from other social media platforms due to its business-focused nature. It's a space where professionals connect, share industry insights, and foster valuable relationships. For real estate agents, this presents a unique opportunity to connect with potential clients, partners, and industry experts in a context that's tailored to business.

Also, LinkedIn’s high engagement makes it an essential tool for Real Estate Agents to generate quality leads. The platform generates the highest visitor-to-lead conversion rate at 2.74%, almost 3 times higher (277%) than both Twitter (.69%) and Facebook (.77%).

Let’s get started

1. Create an Impressive Profile

Your LinkedIn profile serves as your digital business card. Ensure your profile is complete, accurate, and engaging. This includes a professional profile photo, a compelling headline that highlights your expertise , a well-crafted summary that outlines your strengths and accomplishments, and a detailed work history.

  • Choose a professional photograph. Including a personal picture is way better than using your company or agency logo. Keep that for the next one!
  • Add a banner image. Ideally a branded design including your logo or something easy to recognize such as a photo of a local landmark. If you have one on Facebook it can be the same! Or you can easily create a banner with Canva.
  • Create a catchy headline. Your job title under your name is what gets the most attention from viewers. Having a catchy and accurate headline will drive more people to your profile.
  • Write a complete summary. In the ‘About’ Section, include an overview of your professional experience and skills. It is a good opportunity to present yourself both professionally and personally. The goal is to attract attention, establish credibility, and differentiate your services from other real estate agents.
  • Recommendations. Having recommendations from former clients or colleagues is gold on LinkedIn. These are visible on your profile and serve as social proof. Such as the important reviews before buying a product, recommendations convince prospects to contact you.

Pro tip 💡

Include industry-specific related keywords in your headline and summary. The platform relies on keywords to help its users connect with other people, including a keyword on your headline will help prospects find your profile. When working on your profile, don't forget to include:

  • Popular keywords - These are the general real estate business keywords people are actively searching for. Such as real estate agent, real estate professional, and real estate advisor.
  • Specialty-related keywords - These highlight your expertise within the real estate industry. For example, residential real estate agent or luxury real estate agent.
  • Local keywords - These help filter your area of service. You can include them in your headline. For example, “Parisian Region real estate agent” or “Real Estate Consultant in London”.

2. Connect Strategically

Once your profile is good to go, it is time to build your network. Who can you connect with? Everyone! Homeowners, home sellers, fellow real estate agents and don’t forget that every single person on LinkedIn lives in a house and will probably at some point think about buying or selling. So start by connecting with current and former clients, friends, and colleagues. Our suggestion is to start targeting local connections first.

With LinkedIn’s advanced business tools, it is now super easy to find and connect with the right people. By searching for people with a keyword on their profile, and then filtering the search, you can get very good and refined results. You can filter by location, school, the company they work for, etc. Using the same method you can connect with CEOs, managing directors, and more.

Once you are connected with someone, they’ll automatically see your posts and updates. And also, every time a connection interacts with your post, it will be showcased to his network. So connecting with people and engaging with their content is a must on LinkedIn. You will slowly be showcased to people you haven’t even connected with yet.

Pro tip 💡

When you are starting, send 10 connection requests to people every day, and personalize connection requests with a brief message to explain your interest in connecting!

3. Start creating diverse and regular content

When it comes to posting on LinkedIn it is important to keep it different and consistent. There are different types of content you can share with your community. Make sure to come up with some diverse pieces and post them regularly!

Here are our top 5 ideas:

  • Valuable content for the real estate industry - such as market insights in your local area, articles you have read about current trends or tips for home buyers/sellers. By sharing your knowledge, you position yourself as an expert and build credibility in your network.
  • Wins & achievements - LinkedIn is the social media platform to share your professional wins. So don’t hesitate to use this space to post your wins with your network, such as a sold property, a certification you received, or even a professional challenge you overcame.
  • Showcase listings - Share an interesting description of the property along with images, videos, or even the link to a virtual tour of the property. Do this occasionally. One of the main mistakes agents make when using LinkedIn is using it ONLY to showcase properties.
  • LinkedIn Articles - You can also write and share your own articles on LinkedIn’s publishing platform. Such as your opinions and insights about the markets, personal challenges, or even customer cases to build up your social proof
  • Share content from your network - You don’t always need to work from scratch. When you find an interesting post made by someone in your network make sure to share it with your personal thoughts!

4. Join Relevant Groups

LinkedIn Groups are communities where professionals discuss industry-specific topics. This is an excellent way to broaden your network and stay updated on the latest trends. There are around 30,000 LinkedIn real estate groups you can join. **Simply start by searching for real estate-related groups and engage in conversations. Joining them helps you get more involved in the industry.

Pro tip 💡

Join at least 3 groups on LinkedIn and remain active on them. How? By participating weekly in discussions, or by starting discussions! Your name will be showcased to a lot of relevant people!

5. Use LinkedIn's Messaging

LinkedIn's messaging feature can be a powerful tool for building relationships. And a good way to replace cold emails. Reach out to potential clients, collaborators, and partners with personalized messages that showcase your value proposition. Remember to keep your messages professional and focused on how you can help them.


To sum up

Being the platform that generates the highest visitor-to-lead conversion rate, LinkedIn has become an essential tool for Real Estate Agents to generate quality leads.

How can you leverage Linkedin to boost your real estate business? In 5 simple steps!

  • Creating an impressive profile
  • Connecting strategically
  • Creating diverse content and being consistent
  • Joining groups and participating in discussion
  • Contacting people through Linkedin Messaging