The Ultimate Guide to LinkedIn for Real Estate Agents

The Ultimate Guide to LinkedIn for Real Estate Agents

August 26, 2019 1 By Luis Garrison


(inspiring music) – [Steve] Hi Colin, how are you? – Very good, thank you. – Excellent, thank you
for your time today. Now, why should a real
estate agent use LinkedIn? – Look, LinkedIn right
now, it is the number one business-to-business platform,
so the way I kind of frame it is that just like you use
Google to find websites today, LinkedIn is the way to find human beings. It is the biggest directory
of people out there. So, if you are dealing or
selling to professionals or other businesses, LinkedIn
is the only platform to be on. The second one is just absolute daylight. There is nothing there right now. – Okay, good, now I did ask
you if you could put together five golden tips for real
estate agents to get started, or if they are already started
to obviously improve their profile on LinkedIn, and you
are going to walk through each of these five, so hit
us with tip number one, Col. – Yes, absolutely, so tip number one, and the most important
thing on all of LinkedIn, is actually your photo. So actually having a nice
photo where you are smiling, approachable, generally from
kind of your chest upwards, like this kind of frame,
and not a busy background. Just wear what you normally
wear to a meeting with a client. So that photo, and as soon
as you do that, you are 86% more likely to be found on LinkedIn. – [Steve] Is that right? – Now with the picture,
face on, sidewards, what is your recommendation? – Look, face on performs the best by far. Right down to the fact
that people trust you more if they can see your eyes
and identify you clearly, when you turn up to their home, or you are going to talk to them, knowing they can identify you easily. You might meet at a cafe. So that face-on one is the winner. – Okay, that is interesting. And what about attire? Tie or no tie? What is the thinking on that? – Look, for a real estate
agent, I definitely would be recommending a tie and a jacket. If they wear glasses
normally, wear your glasses. So just exactly what they
would wear to a client meeting. Definitely err on the side
of professional (mumbles) so some of the worst
photos are the party shots or the ones with multiple
people in them or out of focus. So these are the ones that
users dislike the most. – Excellent, okay, so big tick, if you get the picture right, are you 86% more likely to be found? Is that right, 86? – Yeah, absolutely, and also
just when you’re reaching out to connect with others on LinkedIn, if you don’t have a photo,
I think it is something like only 10% of people will
accept your connexion request, so there is no trust conferred
if there is no photo. – Yeah, interesting fact. So tip number two? – Yeah, tip number two is
quite an unknown one actually. There is a section just
below your name on LinkedIn called Your Headline. – [Steve] Yeah. – You get exactly 120 characters, so it’s about eight to 10 words. This sentence, 120
characters, carries with you across the entire
internet, so when your name gets Google searched or
when they are looking for a real estate agent in Brisbane, this is what gets searched,
so these keywords and names are in your headline. And so what I strongly
recommend is update that one. Best practise, the two
best ways to approach it. Number one is have your
title, so if you are a real estate agent at, name your agency, so it might be (mumbles),
and then I would recommend having a few keywords for
exactly what you are best at. Do you do property sales? Do you do residential rental? Do you focus on this suburb or area like the South of Brisbane
or that kind of thing so that when people are typing into Google they will find you. – Got it. So the headline is the
statement about you, and what you are saying is, don’t be dull, don’t be boring, try and really bring it to life. – Absolutely, so if you
believe that a book is judged by its cover, it is
your photo and this headline that are the two things that come up. Your point is perfect. It is all about your personal brand. So exactly, it is your name, your face, and exactly what it is about you as an individual that stands out. So the way I often encourage
people to think about it is if you were to be a front
page article about you in a newspaper, and there was
a headline to that article about you, what would it
read, and that’s your answer. – Excellent. And you’ve got a certain
number of characters to use. Good stuff. So, picture, headline,
what is number three Col? – Number three is probably my
favourite, is actually just below the number of connexions you’ve got, so if you’ve got 500-plus
or 100, just below there is a section called Contact Details. From this point on, I recommend
to all real estate agents that this is their virtual business card, and so in that section,
your current phone number, generally a mobile,
your work email address, and your actual physical address
of your office or agency. You’ve also got an opportunity to put your website there as well. The moment you do that,
the ranking of your profile will skyrocket, because
LinkedIn’s algorithm basically says yep, they’re
legitimate, they’re real, they’ve got a physical address,
they’re a real business, a real person, and so they elevate you. But much more importantly
is that when people actually want to contact
them to sell their home, the details are right there. They don’t have to Google
search and find a website and call the office, they
can contact you directly. – Yeah, that is interesting. Now, just talk to me, before
we go on to tip four and five, just talk to me about algorithm. So how does an agent get
to the top of the search in LinkedIn when you put their
name into the search box. – Yeah, so there’s about 86
elements in a LinkedIn profile if you sat there and filled them all in. These first five are five of
the critical ones to update, but there’s about 10
that if you go and update and fill in those fields,
I can almost guarantee there will be a top 5%
LinkedIn profile in Australia and definitely show up first, and so a few of the big factors,
definitely photo, headline, contact details, your number of connexions is super important, we’ll
talk about that one shortly, and also how much content you
post, interact with, like, and comment on, so LinkedIn
is literally ranking you or assessing you against your peers in the area of real estate. They are looking at your
performance, your activity, and the completeness of your profile,
and that is what will rank you both at the top of LinkedIn and Google. – Got it, got it, okay,
that’s really good. So I am going to repeat that
because that is important. So performance, completeness,
and your level of activity. – Correct. Yeah, it’s a great statement. They’re the three, kind of umbrellas. – [Steve] If you want to get to the top. – Yeah. – Okay, when you put Steve Carroll in, there is always an author from America. I am determined to get above him. So what about number four? – Number four is actually a little bit of an unknown section in LinkedIn. It is called your summary
or professional summary. It is the only place on
LinkedIn where you get 2,000 characters to write
whatever you’d like. So 2,000 characters is about
three or four paragraphs, as an indication, and what I recommend that people use this for
is imagine that there’s 100 of your best prospects lined
up at the door of the room you are in right now, and
you are going to write them an open letter, and so
what I really recommend, some of the best I’ve seen
in the real estate industry, is that first paragraph
might say something like are you looking to sell your home, or are you thinking of
moving, or would you like to pick up an investment
property, or a number of their needs or triggers
where they might speak to you. Number two is definitely about
that individual’s experience, so they might have 16
years experience selling residential real estate. Paragraph three would just about always be about the company and
the brand they work with, so it might be McGraw Group,
and the fourth and final is definitely the contact
details, to say if you would like to speak more about your
home, here is my phone number, email address, or message me on LinkedIn. – Yeah, got it. Key question Col, so that
summary, do you write it in the first person so I
this, I that, or do you write it Steve Carroll has
done this and Steve Carroll has done that, what is etiquette,
what would you recommend? – Yeah, the one that
performs about twice as well as the other one is
definitely the first person. – Okay, so I do this. – Yeah, absolutely, so if
you talk about yourself, your personal brand, your
passion, your motivation, your enthusiasm, these
profiles perform much better. A little bit of an oddity
about LinkedIn is that it is actually prohibited
that somebody else does log into your account,
and so what this means is if I am going to write
in Colin Anstie does this or thinks like this, they should know that I am writing that about
myself, so the first person is definitely the one, yeah. – Is the way to go. So just in that description
of yourself, do you include, I mean clearly, if you
are a real estate agent, you’re talking about your experience, the areas that you dominate, your successes, your
involvement with the community. What about your personal interests? Would you recommend that
an agent talks about their personal interests in
that part of that profile on LinkedIn or is that
not the place to do it? – Yeah, look, I’ll be really blunt. In the noise and the busyness
of the world we are in today, it is critical to stand out. Right now, we are talking
about the personal brand of each of these real
estate agents, and probably it is one of the key industries
that your personal brand really matters, is that
I do recommend that they share things about themselves
that makes them stand out, – Okay, yeah. – And so when I get to
read profiles and they talk about their children or
their mountain biking or their walking or their
cooking, it really gives so much more depth to
somebody, and I think, ah look, I really like mountain
biking, this is a guy I probably want to meet with. – That is good, excellent,
a lot of good tips there. And so the fifth one, the fifth tip, what would that be Col? – Yeah, so this is the most
important one out of that LinkedIn algorithm, the
fifth one is connexions. And so if you’ve got a
profile that has just got 23 connexions, that is a good start. The average connexions in
Australia on a LinkedIn profile is 237, so what you want to
be doing is getting to that 500 mark of connexions, and
there’s two really important parts to this, so number
one is go and connect with everybody you know, so
primary school, high school, work, family, friends,
influences, supplies, customers, I call them your inner circle. So connect with all of them, and this will really boost your profile. Number two, and probably much
more importantly, is about your prospects, it’s the
exact people you’d like to work with or like to deal
with, and so going in and search your name in LinkedIn using the advanced search feature. You’ve got a beautiful search
engine to find accountants or lawyers or CEOs. – So let’s just talk
about the advanced search in a bit more detail. Is that free with LinkedIn,
you don’t have to have an extra special subscription or anything? – Yeah, it is definitely
free, so zero dollars. – Okay, so imagine I am
agent, Col, and the suburbs I look after are in the
western suburbs of Brisbane, am I able through LinkedIn
to target professional people living in those suburbs? – Yeah, absolutely, and I think
this is actually LinkedIn’s number one value is exactly
this, so what I’d do is click on advanced search at the top. So with the philtres, I’d
actually type in the post code and I’d say within a 20-kilometer
radius of this post code, and then if I was after
professionals, so if you are a real estate agent, I would
start typing things into the title field and actually look
for owners, entrepreneurs, CEOs, someone with a title
director, and so I can look for certain job areas,
or an alternative route, I can actually select the years
of experience they’ve got, so if they’re 10 years-plus
experience, and even I can select the company they
work for, so if there is a certain group of people
that I think would be great for my services, or a big
organisation is based in the western suburbs, so, there’s
a number of options to tag on location and definitely
the professions they are in, so it is magic for that. – Yeah, okay, excellent,
so let’s just recap then. So the first tip was picture,
second tip was headline, the third tip was just remind me. – Contact details. – The contact details, which
you were very passionate about. The fourth tip was. – The summary, so the open letter. – The open letter, and then
the fifth and final was just building up your
database, I suppose, and proactively doing it as
opposed to just waiting for people to request to connect with you. – Yeah, absolutely, so,
LinkedIn has shifted from being a kind of resume tool to get
your next job to really being a business development tool,
and building your database or prospect list is key. – Yeah, excellent, now Colin,
there’s two other things that I would like to talk to you about. One is around recommendations,
the other is around video. Now, we’ll kick off with video
because I understand by 2020, 80% of all content on the
internet will be video. How important is video on
LinkedIn, and how should agents use video effectively? – Yeah, look, I absolutely
agree, so video, even right now, so I think 53% of all seconds
on the internet are spent watching video, and so it is
the number one content type, and so video is by far and
away the best performing. And so, on LinkedIn, if you’ve got video, and even right down to a 30-second video, two minutes is kind of
getting to the top end. – Is that right, so
two minutes is the max? – You can have as long as you
like, but the amount of time people actually watch it is pretty low. And so short, sharp, quick topical videos and the ones that perform
best are always professional, but more importantly, education. – Yeah. – If you are a real estate
agent, and you are talking about the best things to
do when you are looking for someone to rent your
home, how to prepare your home for sale, what is the best
thing to do, how do you choose a real estate agent,
these types of things are just eaten up, so
video, if at all possible, is my number one choice. – Yeah, absolutely, and I think
if you make a contribution you call it education, but
if you make a contribution to that person’s life, then
you’re going to get a big tick. – [Col] Yeah. – I would like to talk about
recommendations, so there’s two forms of recommendations,
and you may be able to talk through those, so obviously
one is someone physically makes a recommendations and
writes something really nice about you, and the second one
is someone just endorses you for a particular skill. Can you just talk about
the two and talk about the importance of those please Col? – Yeah, absolutely. So the first one is
recommendations, and these are just like 10 years ago, you used
to get a written reference for a job, so LinkedIn took
that concept where somebody you know would write
something nice about you, but LinkedIn is a lot more
accountable, so you can see who actually wrote it, but
look, if you have three to five of these, the more the
better, on your current role, the rank of your profile will skyrocket. So LinkedIn loves these,
and, by far and away, the best-performing ones
are ones from clients. Either current clients or
future clients potentially, so not your mom and your dad. – Yeah, excellent, just walk
me through the other four, which is kind of the endorsement,
so you get endorsed for marketing or endorsed for sales or IT, just talk through that? – Yeah, so the second
one, you are spot on. It is a one-click endorsement,
so it pops up and I can click and endorse someone. Look, these, in my opinion,
are a lot more tacky, a lot cheaper, and LinkedIn
does value them quite highly, so if you’ve got one girl
with 99 recommendations for marketing and one
with 10 recommendations, the one with a 99 is going
to get ranked much better. – Is that right? – Definitely, yeah, so
LinkedIn values them highly. I don’t recommend to spend
a lot of time on them. I would be investing more
time in the first one, which is the recommendations. – Yeah, that is great. Colin, great speaking
to you this afternoon. You and your business are
experts in this field, and I really respect the
fact that you have given realestate.com.au and me your time today, so I really appreciate that, thank you. – It’s an absolute
pleasure, thanks so much. (ambient music)