Tips on enhancing your LinkedIn profile
As a mortgage broker, having a strong personal brand is important. It helps current clients recognize you and potential clients find and differentiate you. As clients are looking for their perfect broker more and more online, via a quick Google search or social media, it’s becoming important to build an online profile that illustrates who you are – and how amazing you are.
A study of over 5,000 businesses found LinkedIn traffic generated the highest visitor-to-lead conversion rate; three times higher than both Facebook and Twitter. As the unofficial social network for professionals, LinkedIn has the potential to drive leads, grow your contacts database and optimize your brand. But there’s more to it than simply signing up for an account; it requires some effort. To start driving leads and referrals, you must first focus on your profile. Luckily, we have a team of marketing experts here at the bank that know a thing or two about building a great profile.
Tip #1: Take an up-to-date, clear photo
This might be the easiest, yet the strongest way to immediately boost the look of your LinkedIn profile. If your photo is outdated, poor quality or simply unprofessional (we know you love your dog, but maybe you should also be in the picture), it’s time for a new pic. Avoid the casual selfie and opt for a professional headshot.
Not photogenic? Take a picture that shows a part of your business. If you specialize in a specific neighbourhood, post a picture of a recognizable landmark (even better if you’re in it). Bonus points if you add a cover photo too – check out Unsplash for free stock images.
Tip #2: Write a summary that is you in a nutshell
Like your photo, your personal summary can quickly become out of date. It’s a good idea to refresh it every year with new experience, accomplishments and professional goals.
This is your 30 second elevator pitch. It’s the place to talk about what makes you great at what you do! Whether it’s your passion for helping people afford their dream home or your knowledge of the neighbourhoods you serve, you’re unique and your clients should know!
Tip #3: Fill out your experience, skills, education and accomplishments
When clients are vetting you, they dig deep into your profile. Provide details of your professional background and list your current brokerage (and link to the company page). Include a list of properties you typically help with and a success story/accomplishment. Focus on how you help your clients rather than a basic resume-style description, a little edge never hurt anyone. While being creative with your job descriptions is encouraged, there’s such a thing as too much – you still want clients to understand what you’re talking about.
Tip #4: Reach out for recommendations and endorsements
Many people overlook this section, but it’s a perfect way to demonstrate how people feel about you. Think of this section as your Google Reviews spot. It allows former clients or colleagues to write testimonials about their experience with you. To help strengthen your profile, try reaching out to colleagues and clients that have had positive interactions with you. It’ll show potential clients that they can trust you, making it easier to reach out. If you’re having trouble gaining recommendations or endorsements, consider leaving positive feedback on other peoples’ profiles, it’s reciprocated more often than not.
Tip #5: Create and contribute to content
This is the most impactful way to use your profile. Writing articles and commenting on other articles to share your expertise can help clients see the insights you bring to the table. Offer your opinion, knowledge or perspective on a variety of industry-related articles and it opens doors to potential leads. Educate and entertain your audience with original content about trends, financial advice or even local news. That same content you post optimizes your profile causing you to show up in more searches. Think about posting at least once per week.
If you want to grow your business, online is the way to go. It’s not a direct sales tool, but a relationship and brand-building tool. It’s cost efficient and – when you stay up-to-date – it’s a quick way to connect to potential clients in your area that you otherwise might not meet.
With over 500 million users worldwide, LinkedIn is an incredible tool. Professionals can share their experience, successes and referrals. Group pages provide industry news and advice, which are effective in establishing new connections.