LinkedIn for real estate professionals: How to attract real customers!

LinkedIn for real estate professionals: How to attract real customers!

More and more real estate professionals are using LinkedIn as a platform to market their services and products. Nevertheless, numerous experts report disturbing feelings that arise among recipients as a result of inauthentic appearances. This makes it clear that authenticity is a crucial success factor when using LinkedIn. Sonja Rösch, communications expert and managing director at PB3C, emphasizes how important it is to match appearance, target group and objectives. She notes that inconsistent representations can lead to an unpleasant impression.

The reasons for using LinkedIn are varied and range from recruiting new employees to presenting fund products to marketing commercial space. However, many real estate professionals show little understanding of the necessary aspects of the platform, which results in them turning away potential clients. Rösch recommends using social listening to find relevant content and better respond to the interests of the target group. Anyone who actively follows marketing managers and entrepreneurs to observe relevant topics also benefits from this strategy.

The right content is crucial

A clear thematic focus is essential to be perceived as an expert. Rösch recommends that 80 percent of published content be of a business nature, while 20 percent should be reserved for personal use. Typical mistakes on LinkedIn include appearing too promotional and needy. Social selling shouldn't feel like traditional selling; instead, content must be the focus.

A non-advertising approach is particularly important for target groups such as institutional investors who insist on reliable figures and trends. LinkedIn can provide a golden opportunity for B2B brands by sharing interesting and valuable content. If you want to be considered a thought leader in the industry, you should also create and distribute your own relevant content. The interpretation is clear: It must be made clear to interested parties that they are being offered real values ​​instead of solely focusing on their own business interests.

Build trust

Another aspect that is highlighted in the discussion about the use of social platforms is the avoidance of behavior that is too sales-oriented. Especially if you are new to the market on social networks, you should not start with social selling straight away. The most important thing is to build trust and create real value for followers. This is the only way to create a sustainable relationship that lays the foundation for future business relationships.

Overall, it shows that the art of social selling in the real estate sector requires much more than simply promoting products and services. Instead of flooding prospects, real estate professionals must learn to appear authentic and value-added to achieve long-term success on LinkedIn.

For more information read the article Haufe and learn more about social selling from LinkedIn.