If you’re a real estate agent trying to turn your LinkedIn connections into actual clients, you need to get your LinkedIn messaging strategy right. It’s that simple.
This might be overdue, but LinkedIn is not just about adding people to your network and hoping they magically reach out when they need an agent. Sadly, it doesn’t work like that for anyone.
Instead, you have to be intentional, strategic, and most importantly, human in your outreach. The key is personalizing your approach without being pushy, and then following up effectively without becoming annoying.
Personalization: The key to standing out
Personalization is everything when it comes to LinkedIn, especially messaging. The biggest mistake I see agents make is sending generic, copy-and-paste messages that scream, “I’m trying to sell you something.”
People can smell a sales pitch a mile away, and on a platform like LinkedIn, where professionals are bombarded with messages every second of the day, you will only stand out by being real.
Instead of leading with a sales pitch, start by engaging with their content. Like their posts, leave thoughtful comments, and show genuine interest in what they share. When you do reach out, reference something specific about their work, a post they made, their industry, or even a mutual connection.
A message that says, “Hi [Name], I saw your post about [topic] and really liked your perspective on it. I’d love to connect and hear more about what you do,” is a hundred times more effective than, “Hi, I’m a local real estate agent. Let me know if you’re looking to buy or sell.”
Keep the conversation warm. Build relationships, not just leads
Once you’ve made that initial connection, you need to keep the conversation warm. A lot of agents make the mistake of either ghosting new connections or jumping straight into a hard sell. Neither works.
Instead, think of LinkedIn as a networking event. (Because it is!) Would you walk up to someone, shove your business card in their hand, and demand they work with you? Of course not. You’d start a conversation, get to know them, and find common ground. Keep your messages light, engaging, and natural. Ask about their business, comment on industry trends, or share insights that might be valuable to them.
Find a way to assist them in something (other than buying a house!) If you know they have questions related to real estate processes, answer questions without looking for anything in return. If you can offer value upfront without pitching them, you’ll stay on their radar in a positive way.
Stay persistent without being pushy
When it comes to turning those connections into actual clients, LinkedIn messaging follow-up is where most agents drop the ball. Either they don’t follow up at all, or they follow up too aggressively and scare potential leads away. The sweet spot is somewhere in the middle. If someone responds positively to your initial message, keep the conversation going without forcing it.
If they don’t respond, don’t take it personally. Remember: people are busy. A simple follow-up a week later can work wonders. Something like, “Hi [Name], just wanted to circle back and see if you had any thoughts on [previous conversation topic]. No rush. I hope you’re having a great week!” keeps things casual and non-intrusive.
Timing is also crucial. You don’t want to follow up too soon and seem desperate, but you also don’t want to wait so long that they forget who you are. A good rule of thumb is to follow up after about a week if they haven’t responded, then again a few weeks later if there’s still no reply. If they continue to ignore your messages, it’s best to move on and not keep pushing. Desperation is a deal-breaker in real estate.
Adding value first is the best way to build trust
Another great way to stay top of mind is by continuing to engage with their content even if they don’t immediately respond to your messages. Liking and commenting on their posts keeps you visible without being intrusive. I do this all the time.
It shows that you still value them as a connection, even if they don’t work with you. And when the time comes for them to need a real estate agent, they’re much more likely to think of you because you’ve been consistently present in a non-pushy way.
If you’ve built some rapport and feel like there’s a real opportunity, you can transition the conversation toward business without it feeling forced. One way to do this is by offering something valuable.
Instead of asking, “Are you looking to buy or sell?” try, “I just put together a quick guide on the top neighborhoods for investment in [city]. Let me know if you’d like a copy!” This positions you as a helpful resource rather than just another agent trying to make a sale.
Effective LinkedIn messaging turns connections into real estate deals
The goal with LinkedIn messaging is to build trust, stay top of mind, and create opportunities for real conversations. If you focus on making real connections instead of treating people like leads, you’ll find that your network naturally starts turning into clients. People want to work with agents they know, like, and trust; and that starts with how you communicate.
Keep it personal, be consistent with your follow-ups, and always focus on adding value before asking for anything in return. If you can shift your mindset to treat LinkedIn messaging as a relationship-building tool rather than a sales tactic, your results will follow.
Are you a real estate agent who wants to turn LinkedIn connections into real leads without sounding like a sales robot? Let’s talk. Book a free consultation and we’ll look at a LinkedIn messaging strategy that actually works.