Using LinkedIn for Property Managers and Real Estate Agents in 2022 

Article by PropertyMe 25 April 2022

With more than 11 million users in Australia alone, LinkedIn is one of the most powerful social media platforms for businesses. It’s the world’s largest professional network on the internet, which allows users to find the right job, connect and even strengthen professional relationships with clients, colleagues and professionals in the industry.

While LinkedIn is an essential tool for any professional’s marketing toolkit, it is especially important for Property Managers and Real Estate Agents due to its exceptional lead generation capabilities. According to HubSpot, LinkedIn is 277% more effective at generating leads than Facebook and Twitter, with almost half of all marketers on the platform claiming they have sourced at least one customer from LinkedIn.

If this isn’t enough to convince you that LinkedIn is a must-have social media tool for any Property Manager or Real Estate Agent, then perhaps you’ll be interested to know that the platform is ideal for establishing yourself as a thought leader in the industry. Thought leadership is the expression of ideas that demonstrate you have expertise in a particular field, area, or topic. In this instance, Property Managers can utilise carefully-crafted content on LinkedIn as a means of showcasing their expertise about the property management or real estate industry. This is particularly important if you’re using LinkedIn for lead generation, brand recognition or recruitment. The average LinkedIn user is on the site specifically for professionally-geared content, which means they’re already seeking out information to help grow their businesses or personal brand, so you should meet them where they are…on LinkedIn.

Today, we’ll discuss the key reasons you should be using LinkedIn to succeed with your marketing efforts, as well as how to utilise the tool to achieve your business goals and more. Let’s dive right in.

Why you should be using LinkedIn for business

As the world’s premier professional networking site, with over 770 million users worldwide, using LinkedIn is a necessity in today’s age of social media and the internet. While we previously highlighted the platform’s superior lead generation capabilities, the professional networking site also allows you to connect with other professionals and local businesses, network within LinkedIn groups, share the latest news and wins and recruit the best talent.

Whether it’s through organic posts, optimising your page or paid advertising, LinkedIn allows Property Managers to grow your professional network even on a small budget. One of the most powerful things about the LinkedIn platform is its search capability, as the recruitment function allows you to filter by keywords, location, job title, skills, languages, years of experience and more to find ideal prospects. However, there are additional functions Property Managers can leverage on the platform to get the most out of the tool – which we will cover next.

How Property Managers can use LinkedIn

Although LinkedIn boasts an array of features and functionalities that can make the platform seem daunting for first-time users, Property Managers and Real Estate Agents can prioritise based on business goals: lead generation thought leadership and recruitment.

Lead generation

As an effective lead generation tool, Property Managers can generate leads in several ways. These include ensuring you have a strong LinkedIn presence, joining relevant industry groups on the platform, sharing valuable content and updates regularly and utilising paid advertising to extend your reach and attract new prospects. However, it’s crucial to make sure you establish alignment between your marketing team and Property Managers, as this will ensure that you can seal the deal once the prospect is ready to make contact.

Thought leadership

Property Managers and Real Estate Agents can establish themselves as experts in the field by sharing valuable content on LinkedIn, such as LinkedIn articles that speak to market trends in the area, trend reports, opinion pieces, informational guides and even repurposing content from your business’s website. This will increase your visibility in user’s news feeds, while also reaching new audiences as users begin to engage with your content through likes, comments and shares. 

Recruitment

Before you even think about recruiting new talent for your business, you must ensure that you have a strong LinkedIn page and presence. Then, you can start advertising your job openings on LinkedIn on a pay-for-performance basis to get them in front of the right candidates, while also asking colleagues to amplify the listings by sharing them with their own networks. Alternatively, you can leverage the Recruiter tool to find the best talent yourself.

Best practice tips for LinkedIn

1. Use filtering to search for highly-targeted highly targeted customers and connections. For example, if you are selling property management software to small businesses in Australia, then you can configure your advertisement to only be displayed to Australian companies with less than a hundred employees, with the job title Property Manager.
2. Join property management or real estate LinkedIn groups to network with other professionals in your industry, share insights, learn about networking events and more.
3. Connect your email contacts to LinkedIn to help to grow your professional network with colleagues, clients, prospects and local businesses.
4. Stay on your prospects’ radar by introducing yourself to customers via InMail, posting regular updates and sharing LinkedIn blog posts that appear in prospects’ feeds.
5. Create your own LinkedIn group to help find potential prospects and invite members of similar groups and from your network to join.

Which social media tools are best for property managers?

Although it can be tempting to create a business profile on every social media platform, the platforms you choose should be driven by your business goals and your target audience. This means that you’ll need to do some research into your existing customers and target audience to ensure that you are engaging with them on a platform they use. Similarly, you will need to tailor your content to meet their needs and drive engagement. For example, if your target audience is Baby Boomers then you would be best sharing content on Facebook and LinkedIn, rather than a video-sharing app like TikTok.

Let us know your thoughts by emailing [email protected].