Let’s be honest. Most real estate agents are either ignoring LinkedIn completely or treating it like a digital flyer board. And if you’re one of them, you’re leaving serious opportunities on the table.

That’s because, if you want real estate referrals, LinkedIn isn’t about posting your latest listing and hoping it goes viral. It’s about building a smart, strategic network of people who can open doors, send referrals, and help you grow, without having to beg for attention.

So let’s skip the fluff and get into the real stuff. That is, let’s talk about how to connect with the right people, stop wasting time on the wrong people, and how to actually engage with thought leaders who can send business your way.

Know who actually matters

Before you start clicking “Connect” like it’s a race, hit pause. You don’t need a huge network, you need a relevant one. Let’s repeat that:

You do not need a huge network, you need a relevant one.

The people who will help you grow your business aren’t just buyers and sellers. (This ain’t Facebook.) People who can provide real estate referrals are much more influential and offer long term value to your business. They’re the folks who talk to your future clients before you ever do.

Who are the people you should connect with? Think:

• Mortgage brokers
• Lenders
• Title reps
• Financial planners
• Estate attorneys
• Wealth managers
• HR folks (especially relocation managers)
• Real estate investors
• Remodeling and remediation companies
• Home security companies
• Other agents (in different markets)
  

These are just a few of your power players. Get in front of them and build relationships. They’re the ones who can refer you again and again, and their referrals come with built-in trust.

Stop sending “Let’s connect!” messages

If you’re firing off connection requests with no context, you’re blending in with the spam. LinkedIn isn’t Tinder. Nobody wants to connect with a stranger who doesn’t say why they’re reaching out.

Instead, make every connection request personal. Does it take a little more time? Yes. Does it pay off? In dividends! A few suggestions:

• Mention a mutual connection
• Reference something they posted
• Highlight what you have in common professionally
  

And a quick example:

“Hi Mike, I see you work with relocation clients in Atlanta. I’m based in Phoenix and I’ve had a few buyers head your way lately. I figured it makes sense to connect!”

It takes 30 extra seconds and makes a massive difference. When you do this, you’re not just another random face (i.e. a nobody) in their inbox.

“Once you have connected with some referral partners, it’s important that you continue the conversation and follow up after connecting. If a potential referral partner has taken the time to accept your connection request and respond to your personalized note, it’s important that you take advantage of this opportunity,” writes AgentCrate.

Need help on quickly coming up with connection notes? Download our free help sheet with a variety of ideas: 15 LinkedIn DM Scripts & Outreach Templates for Real Estate Agents.

Build the relationship before you need anything

This is where so many people go wrong. They connect… and then immediately ask for something. Don’t be that person! This is so disliked by LinkedIn members that there’s a term for it on the platform: Pitch slapping. 

Good networking on LinkedIn is kind of like dating: earn trust first. You wouldn’t propose on the first date, right? The same thing here.

So what do you do instead? Easy. Start interacting with them regularly and meaningfully. For example:

• Like their content
• Leave real comments (not just “Great post!”)
• Share their posts with your own take
• Send a DM just to say “Loved your insight on X”
  

You’re showing up, adding value, and making it clear you’re not just in it for yourself. That’s the long game, and it absolutely works.

Focus on connectors, not just big names

It’s tempting to chase the big “influencers,” but here’s the secret: you want connectors, not just content creators. 

A connector might not have 50,000 followers, but they consistently refer business, show up in conversations, and know all the right people. How do you recognize a connector over an influencer? Here’s a few tips.

Connectors are:

• Active posters who get engagement (especially thoughtful comments)
• Agents who are killing it in other cities
• Mortgage pros or planners who serve high-net-worth clients
• Industry pros who talk business, not just post selfies with some shallow content.
  

These are the people you want in your circle. Comment on their stuff. DM them. Set up Zoom “coffee chats.” Collaborate.

The goal? Don’t just be in their network. Be in their inner circle.

Post content that they want to engage with

If your feed is full of “Just listed!” and “Just sold!,”it’s time for a reset. Big time!

That kind of content might be fine for your local audience, or on other platforms, but it doesn’t move the needle with professionals or thought leaders on LinkedIn.

Instead, post content that sparks conversation, really shows your expertise, or helps others help you.

Some ideas:

• “3 Mistakes First-Time Investors Make When Buying in Nashville”
• “Why I Loop in Financial Advisors When Working with Downsizers”
• “How I Helped a Client Buy in LA Sight-Unseen (With Help From a Killer Agent There)”
  

See the difference? That type of content is useful, interesting, and it shows you know your stuff.

Need help turning ideas into great posts? Download our free help sheet: 30 ChatGPT Prompts for Real Estate Agents to Create Standout LinkedIn Content.

Bonus: if you tag potential real estate referral sources in relevant posts, you widen your reach and deepen those connections. Win-win. (Just don’t over do this.)

Create a real estate referral loop

Here’s the magic move that far too many people even in different industries fail to make: once you’ve built some rapport, go direct.

Don’t wait around and hope they think of you, because they probably won’t. Be proactive, without being pushy.

Try something like:

“Hi Rachel, I’ve got some clients eyeing a move to Chicago later this year. I’d love to learn more about your business so I can send them your way. Got 15 minutes for a Zoom next week?”

Now you’re not just another connection. You’re a referral partner. And if you’re sending leads their way first? Even better. People remember who helps them.

Stay top of mind, without being annoying

You don’t have to post every day, but you do need to be consistent.

Aim for:

• 2–3 posts a week
• Daily engagement (commenting, liking, DM’ing)
• Sharing wins and insights, not just listings
  

And don’t forget to celebrate other people’s success. Congratulate them on milestones, comment on promotions, shout them out when you learn something from them. And you can do this on a post of your own, not just as a comment on their post. This shows real camaraderie. 

Relationships are built in the little moments like these. That kind of small, authentic engagement goes a long way, and lasts a long time.

LinkedIn works if you work it

If you treat LinkedIn like a digital billboard, it’ll give you crickets.

But if you use it as it is intended, and treat it like a relationship platform, by showing up with intention; and if you focus on the right people, it becomes a real estate referral machine.

The key is not to overthink things. Start small. Pick five people this week to reach out to or reconnect with. Engage with them. Start a real conversation.

Remember: it’s not about who or how many people you know, it’s about who actually knows you (and trusts you with their referrals).

Make LinkedIn your place for real estate referrals!

Are you a real estate agent who wants to turn LinkedIn into a referral powerhouse? Let’s talk. Book a free consultation to discuss a LinkedIn engagement strategy that actually works.