LinkedIn Overview

LinkedIn was launched in 2003 as a professional networking platform. The platform primarily serves individuals seeking career opportunities, by allowing users to post accomplishments, job histories, and other supporting material. However, it also provides multiple opportunities for businesses to post jobs, showcase their services, and grow their professional networks.

Module Outline and Objectives:

  • History of LinkedIn and why the platform was started

  • The different between a LinkedIn personal profile and company page

  • How to brand YOUrself to stand out on LinkedIn

  • Understanding how ads and analytics work on LinkedIn

  • Four simple ways to start generating business on LinkedIn, for Free

For a business owner, LinkedIn is a powerful and effective tool to share best practices, advice, events, and targeted activities. LinkedIn gives you the ability to participate in groups, similar to Facebook Groups, to expand your network and position yourself as a leader in your specific neighborhoods.

About LinkedIn

LinkedIn is the world’s largest professional network with more than 610 million users in more than 200 countries and territories worldwide.


Create economic opportunity for every member of the global workforce.


The mission of LinkedIn is simple: connect the world’s professionals to make them more productive and successful.


LinkedIn began in a living room in 2002 and was officially launched on May 5, 2003. LinkedIn leads a diversified business with revenues coming from membership subscriptions, ads and recruitment solutions. In 2016, Microsoft acquired LinkedIn, merging the world’s leading professional cloud and the world’s leading professional network.

LinkedIn Personal Profile

Your personal profile serves as a professional landing page for you to manage your own, personal brand. It is a great way for you to tell people who you are, what you do and why it should matter to them. LinkedIn gives you the ability to display your work history, professional experiences, achievements and more.

Rather than looking at your personal profile as a typical resume, take advantage of the assortment of resources LinkedIn provides. Leveraging the multiple features allows you to leverage your profile and connect you with more opportunities.

How do you brand yourself without sounding like everyone else? What's the secret to writing a good LinkedIn profile? Simple. Don’t write a bad one.

If you are super motivated about you real estate career, passionate about serving your clients, and are super creative when it comes to marketing, then we’ve got news for you: so is everyone else.

According to LinkedIn, here are the top 10 words you shouldn’t use on your LinkedIn profile:











Branding YOUrself


You promise to review your profile and take out those meaningless words, right? That’s where to start! However, don’t navigate to a thesaurus and replace one word with another.

Instead of telling people how motivated you are, tell them how your motivation leads to results. Showcase those results in your summary.

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Profile Photo

A profile with a photo is viewed 14 times more, according to LinkedIn. But, don’t stop there!

Does your photo reflect the image and brand you want to portray? Do you have cohesive and consistent branding across your other social media profile photos?

You are you. Don’t look like everyone else.

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Get straight to the point, yet, entice people to want to learn about you.

For example, “John Smith: Realtor” only goes so far. Adding a buzzword up above is not going to help you in this section, so don’t think about it. Instead, use something like, “ John Smith: Navigating you through life’s biggest investment, Real Estate”. Does that make you want to read more?

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Philanthropy and Causes

What better way to portray how motivated you are than by showcasing your philanthropy experience and the greater causes you help support? 41% of people in the U.S., according to LinkedIn, stated that when they evaluate someone to hire, they consider volunteer work equally as valuable as work experience.


We have a lot of stats for you. Here’s another one: adding your skills on your profile makes you 13 times more likely to be viewed on LinkedIn. Think of your skills are an overview of you and your brand — a simple, yet effective way to show what you can do for others.

Advice: Add a range of high level, broad and niche skills to ensure you show up in search results.

Your Tribe

No one can better vouch for you than the people who have already worked with you. Asking for a recommendation is a great way to show potential clients you can achieve the same results for them. When asking for a recommendation, a rule of thumb is to ask that person to provide a specific example of your skills and talents. Again, you want to showcase YOUrself.

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LinkedIn Business Profile

In order to establish your business/company on LinkedIn, you’ll need to create a Company Page. This is a great way to build brand awareness and promote your services to potential prospects.

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Advice: Think outside of the box! Your company page can be an assortment of things, like: Your podcast page, your team page, a community page and more. Similar to a Facebook Page, you can create a “company” page on LinkedIn. (Hint, most people don’t.)

Getting a Company Page started is quick and easy. Click on the Work dropdown from the menu and select Create a Company Page + at the bottom. Just like your other social media pages, upload a logo and cover image for your page. Post your company/podcast/team/etc. updates to your page.

More on this in the LinkedIn Business Profile module.

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LinkedIn Advertising

Getting your company message out there is a great way to attract new clients. LinkedIn ads are a great way to enhance the effectiveness of your message to reach your target audience. As you’ve heard us say above, don’t stop there.

There are unique advantages to the LinkedIn advertising platform that can’t be found elsewhere, like, LinkedIn Matched Audiences, which help you retarget website visitors, tailor your marketing messages to your database, reach decision-makers at targeted companies, and more.

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Analyzing and Understanding Metrics

You have a business profile, you’ve update it, you are running ads and you’ve even added video. But, let’s be honest, you are doing this with a goal in mind, right? To grow your business.

In order to measure if all of this is working, you need to understand how to leverage key metrics on your LinkedIn company page against the pages of your competition.

To start, here are a few suggestions:

  • Tracking your follower data

    • Using the LinkedIn analytics tool, you can assess your company page and the total number of your page followers over time. Use these numbers to track what does or doesn’t grow your page.

  • Engagement data

    • Impressions, clicks, comments, shares, and more can be found and analyzed. Use this data to identify what techniques or types of content are getting you the best results.

Four Ways to Generate Leads on your LinkedIn Business Page

Facts are great. Business is better. Here are five easy ways to generate business through your page.

  1. Start from the basics and showcase your value proposition

    • You are more than a real estate team. Write a company summary that makes your potential clients feel like you understand their biggest issues, fears and problems, and you have the solutions they seek. In order to help them you have to gain their trust. This is where you start.

  2. Deliver relevant content that establishes your brand

    • You are not a real estate expert. If you call yourself that you are lying to yourself and your prospects. You are, however, and expert in a specific area. Demonstrate what sets you apart from the generalists. Let your content showcase what makes you unique, what knowledge you have to share and what makes you stand out among the noise. If you’re for everyone, you’re for no one.

  3. Conversation dos and donts

    • Don’t reach out to people on LinkedIn with a line that starts like, “Hi, I noticed we are connected on LinkedIn and now….” Please. Don’t. Instead, when reaching out for the first time, give the prospect some context.

      1. For example, maybe you posted something regarding interest rates and that person left a comment intending they are planning to purchase a home this year. You could reach out saying, “Hi (Name), my name is John Smith and navigating the noisy real estate space is what I do, but I am more than a real estate agent. I wanted to reach out and see if you had any questions that I can answer or point you in the right direction.” That type of sentence gets someone thinking, “more than a real estate agent… what else does she/he do…. that’s interesting…”.

  4. Special occasions are a great way to connect

    • LinkedIn gives you the ability to view work anniversaries, birthdays, promotions, and more. Use these opportunities to sincerely congratulate and reach out. Sincerely. Once that person sees your name, summary, valuable content, allow them to start a business conversation if there is one to be had.

In Conclusion

LinkedIn is a great place for professionals, but it’s also a great place for business owners and people like you. Leverage the available tools and features on LinkedIn to get your profile and company pages to stand out among the crowded real estate space. But, don’t fall victim to using the same words that adds you to the noise.

Do you already have a company page set up on LinkedIn? Are you using other features on your personal profile? Do you have other advice to add? Let us know in the comments below. First five people to comment get a personalized review of their LinkedIn profile and company page.

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