Building brand visibility on LinkedIn is essential for B2B real estate pages. It may not be the most popular social network in the world, but it is the most trusted for business networking. It has a global audience of business professionals of 830 million members, which is nothing compared to Facebook's 3.58 billion monthly core product users.
Why Should You Build a Real Estate Business Page?
Here are some statistics that show LinkedIn's core values:
95 job applications are submitted every second (that's 342000 per hour);
over 50 million people use LinkedIn to search for jobs each week;
6 people are hired on LinkedIn per minute;
82% of B2B marketers realize their most tremendous success with LinkedIn compared to other social channels;
50+ million organizations have LinkedIn pages;
completed Pages see up to 30% more traffic plus a 5x lift in Page views, a 7x lift in average impressions per follower, and an 11x lift in clicks per follower.
You should know these statistics to understand why a real estate business page is a good idea.
What Is the Role of a Real Estate Business Page?
Unlike your personal LinkedIn profile, where you can inform and entertain, a company page has a different role. Use it to build brand authority, attract followers with a direct interest in your business, to inform, recruit, and communicate with leads and peers.
There are several ways to achieve your goals, but the typical posts on business pages will engage readers through storytelling and up to three hashtags.
Showcase B2B listings that may interest your followers. Not all listings are equal. For example, you could share posts about office spaces or coworking spaces, commercial spaces, employee apartment rentals, corporate housing, investment properties, and more.
Showcase your corporate culture: for example, highlight your employees, post pictures of your workspaces, update your followers on your participation in local community events, show your green initiatives, and demonstrate social responsibility.
Build thought leadership: post content on topics of interest in your niche. You could talk about taxes, proprety rights, how to be a real estate agent, help clients understand how to sell or purchase real estate, marketing, etc.
Tips for Real Estate LinkedIn Pages
It is not enough to set up your business page and complete it with the full information required - and yes, do it in full because you will get 30% more traffic and more user engagement. So, what else should you do after completing the page setup?
Post regularly - at least once a day, or if that's not possible, create a content schedule and choose the three working days you want to post. B2B posts are usually read when people are at work.
Use LinkedIn's Content Suggestions feature to discover trending topics, then build and share content around those topics to reach and engage more audiences.
Ask your employees to share posts straight from your Page with their audiences. Your reach will expand exponentially through your staff's networks of followers.
Promote your employee's most popular LinkedIn posts and articles on your Page. Social sharing goes both ways.
Respond to member comments timely and professionally, even when you disagree.
Use advertised promotions whenever you have something meaningful and want to expand your reach to gain more leads.
What's New With LinkedIn Pages?
The new features added this June make LinkedIn Pages more invaluable business tools. Here's what's new:
Lead Gen Forms on Pages: Add a form with a customized text and select from one of the available calls to action. Lead Gen Forms allow members visiting your Page to submit their contact information via an auto-filled form. In addition, you can download all your leads as a .csv file from the Lead Analytics section.
Respond as your Page: You can now react to or comment on public posts as your Page. This feature will help you gain brand exposure and more followers to your Page.
LinkedIn Articles & Newsletters: LinkedIn Articles enable you to establish your brand authority with long-form content. Use LinkedIn Newsletters to build a subscriber community and update the Page followers about new content available on your Page. You can use @mentions and #hashtags on both Articles and Newsletters.
Boosting for Events: Create Ad campaigns for your LinkedIn Events page and drive traffic to get more registrations.
LinkedIn Live: You can now use LinkedIn Live as well as plan and schedule LinkedIn Events from the same place. You can sponsor your live stream in advance to increase attendance, notify Page followers, and share saved Live content for maximum distribution.
Wrapping It Up
There's so much more you could do with Real Estate LinkedIn Pages: add polls to find out what buyers and professionals want to learn from you, add videos, and even allow employees to post to showcase their skills. Create a strategy that aligns with your business goals and train your Page admins to share posts that reflect your brand's voice and corporate values.
Mihaela Lica Butler is senior partner at Pamil Visions PR. She is a widely cited authority on public relations issues, with an experience of over 25 years in online PR, marketing, and SEO.She covers startups, online marketing, social media, SEO, and other topics of interest for Realty Biz News.