How to Use LinkedIn to Generate Leads

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Generating leads is the most crucial part of any mortgage or real estate professional’s career. As time goes on, it has become clear that social media is an incredibly useful tool for building your network. LinkedIn is emerging as a great place to build a professional online presence. But how do you maximize LinkedIn to expand your business?  Here are some tips for creating a great LinkedIn profile to help you get leads.

Your Profile

The first place to start is by creating a fantastic profile. Your main goal should be professionalism, but you also want to showcase what sets you apart from your competitors.

Profile Picture

Your profile picture is people’s first impression of you, so it should look professional. Low-quality photos make you look less put together. Remember, you should never have a photo of yourself with others or out partying as your profile picture. This is your business persona, so your picture should reflect that; think headshots or professionally-done photos. On the flip side, you absolutely should have an image attached to your profile. Profiles with photos are much more likely to see traffic.


Your headline is arguably an essential part of your profile. You only have 120 characters, so you have to get creative and precise. Instead of simply stating what you do, you should follow this formula. “What can I do for you, and how will I do it?” Your headline should answer, “what are you good at?” and “what sets you apart?”

Personal Summary

Next, you should explain who you are in your personal summary. It is your sales pitch.  You should be authentic (yet professional) in your personal summary. Update it often, write in the first person, and write how you speak. This is where people get to know you. No one wants to work with a person without any personality.

Endorsements and Recommendations

Gather endorsements and recommendations from your past clients. This is proof that you can do what you say you can do.

An endorsement is where someone endorses one of your skills. This is a reinforcement of your ability. A recommendation is a testimonial where someone praises working with you.

It’s a great way to build trust between you and your connections. The more people recommend your work, the more comfortable people will be with working with you.

Online Engagement

Not only should you have a fantastic profile, but you should also be active in the LinkedIn community. The bigger your online presence, the more leads you will generate.


The easiest mistake to make with LinkedIn is to post updates and achievements only, and not content. You should be posting tips, insight, or any knowledge you have that is worth sharing. It not only proves that you are knowledgeable about your field, but it builds trust between you and your connections. If you only post updates, it becomes too much like Facebook or a laundry list of achievements. While you should post those things, you should post content in conjunction with that to make your insight and profile even more valuable.

Connect with the right people

Start by connecting with your real-life friends. Then move on to your past and current clients. From there, connect with both other mortgage and real estate brokers who you want to learn from and potential clients. When you send a connection request, be sure to include a personalized message. Building a relationship with them from the beginning will move them from a connection to a client.

In that same vein, don’t connect with just anyone. If you get a connection request, look at their profile. Would their services or experience help you? Or would they be a good client? If the answer is no, don’t connect with them. While it may look good to have a big online network, it can get overwhelming and water down your personal ability to turn your connections to clients.

Private Messaging

Private messaging is an excellent way to introduce yourself to other people online. To let them know what services you can provide them. But don’t be too aggressive; this is not the place to make a hard sell. Be chill and gentle, simply letting them know who you are and what you can do. If you’re using Premium, you can expand that to 2nd and 3rd connections as well.

Doing all these things will create trust between you and your audience and will increase your leads.

Utilizing social media to grow your network is an incredibly valuable tool. As LinkedIn grows in professional relevance, it is crucial to start building your online presence today.

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