Social media platforms are a key component of any targeted marketing strategy. Social media marketing has become an invaluable tool for brand awareness and is one of the best ways for real estate syndicators to attract accredited investors and drive business. While there are many social media platforms that work for business professionals, the best platform is LinkedIn for real estate syndicators attract accredited investors.
Why? For starters, LinkedIn is the only platform that focuses on reaching businesspeople, and members tend to view its posts as expert commentary rather than mere opinion. Since it is designed for professionals, the user demographics automatically define your audience as businesspeople; therefore, as compared to other platforms, there is less “noise” on LinkedIn to distract from your quality content. In addition, you can join relevant groups on LinkedIn that will connect you with people who may be interested in your specific content and who may even become leads.
Also, while LinkedIn won’t tell you who is looking at your posts or profile, when you reach a good level of views, it will indicate the viewers’ industry sector, title, and/or location, which can help inform your marketing efforts. A few tips for posting real estate social media content on LinkedIn to attract accredited investors include:
- Incorporate the right terminology
- Maximize mileage on your blogs
- Concentrate on educating – not selling
- Focus on expanding your reach and engagement
When setting up your business’ LinkedIn profile, remember that while it is different from your own personal LinkedIn profile in that it focuses on your company instead of just you, your business profile can borrow many elements from your personal profile, such as the company logo, descriptions of core competencies, and examples of clients served. You can also use your personal LinkedIn connections to help expand your reach (more on that later).
Here’s what we’ve learned about using LinkedIn for Real Estate posts effectively as part of a targeted social media marketing for real estate campaign:
The right terminology is key
There are many voices on social media clamoring for your audience’s attention; therefore, it’s critical to write your LinkedIn posts using language that will distinguish you from the crowd and make accredited investors want to read what you have to say.
It is especially important to craft eye-catching headlines that feature the right terminology – such as “alternative investments” or “wealth-building tools” – that speaks directly to the interests of accredited investors in real estate. For example, use headlines such as “The Wealth-Building Tools Investors Need to Have” or “How to Build Wealth Through Alternative Investments.”
Terms that resonate with accredited investors should also be incorporated into the posts themselves. These posts can be blogs that you have written, tips about real estate investing, or links to helpful articles about real estate investment that are written by other sources. It’s best to post regularly and frequently to build a following and increase readership of your posts.
When sharing a link, incorporate the right terminology, and always preface it with a brief explanation of why you think the article is valuable and how accredited investors might benefit from reading it.
Blogs can and should be repurposed
Blogs that you have written about the advantages of investing in real estate, or how to do so, make excellent content for LinkedIn posts. You can get extra mileage out of these blogs by breaking them up into smaller, easily digestible sections of information and posting each section separately over time on LinkedIn, linking back to the full blog on your website with each post.
Repurposing your blogs provides multiple benefits to your business. You are getting several pieces of content out of one project (i.e., more bang for your buck), you are reinforcing the messages in that blog and your status as an expert each time you post, and you are drawing accredited investors back to your website with each post, which helps further your marketing efforts.
An easy way to repurpose a blog effectively is by altering it slightly to address a specific investor audience.
For example, if you change “4 Tips for Smart Real Estate Investment” to “4 Tips for Smart Multifamily Real Estate Investment,” and adjust your lead to reflect the interests of multifamily investors, you have targeted a new group of potential clients. In fact, you could post the same blog several times if appropriately spaced apart by simply tweaking it minimally to align with the audience you want to reach.
Businesspeople turn to LinkedIn for Real Estate information, not ads
Your LinkedIn content is more likely to be read if it provides useful information about the subject matter than if it merely advertises your services. Accredited investors turn to real estate social media content to learn more about investing – where to place capital and why, how to evaluate deals, what pitfalls to avoid.
As an expert in the subject of real estate investing, you can and should provide this information in your LinkedIn posts. Tell accredited investors what real estate investment is, why it makes sense for their portfolios, and how to go about doing it. Educating your audience about real estate investment will reinforce your position as an expert rather than a salesperson, which will encourage them to seek you out when they want to learn more – and when they’re ready to invest.
Social media is all about reach and engagement
Two key goals in your LinkedIn posts should be expanding your reach to potential clients and increasing reader engagement with your posts. Focusing on reach and engagement helps build brand awareness and bring more eyes to your posts, both of which help attract accredited investors to your business.
One way to expand your reach is to look through your LinkedIn connections, determine where the gaps are, and add connections to fill in the gaps. For example, beyond real estate investors, connect with professionals in fields containing people who like to invest, such as doctors, bankers, and business owners. Similar to networking, professionals are typically open to connecting with people and businesses they don’t know – but might like to know – on LinkedIn.
Glean connections from your personal LinkedIn profile, and have your employees share your company’s LinkedIn posts on their profiles as well. Also, include hashtags in your posts. Use a search engine to determine the best hashtags for the accredited investors you’re hoping to reach.
Increasing reader engagement with your LinkedIn posts is important, as high engagement works with the platform’s algorithms to boost the number of people who see a post. While posts sometimes generate spontaneous engagement, such as a “Like” or comment, priming the pump with a call to action can be especially helpful in encouraging accredited investors to respond. For example, ask a question, set up a poll, or tell a joke or a funny story and ask what readers thought of it. Posts that are entertaining and/or unexpected often command attention and attract a positive reaction.
Tip when using LinkedIn for Real Estate
A final tip is to take advantage of LinkedIn’s “sharing” features so that others can share your web/newsletter content on their LinkedIn profile. This can increase both reach and engagement exponentially.
Social media marketing is an essential pillar in your company’s marketing strategy, and LinkedIn is the ideal social media platform for focusing these efforts. By incorporating the right terminology in your LinkedIn posts, maximizing the mileage on your blogs, concentrating on educating rather than selling, and focusing on expanding your reach and engagement, real estate syndicators can increasingly attract accredited investors and continue to drive their businesses forward. See here 4 Real Estate Marketing Strategies that you can start applying now!