Turning LinkedIn Connections into Real Estate Closings
Learn how real estate agents can build trust, referrals, and consistent closings using LinkedIn—even without fancy videos or a big audience.
The Overlooked Social Platform Agents Are Finally Taking Seriously
Let me guess.
You’ve spent hours trying to figure out what to post on Instagram. You’ve watched TikToks from other agents and thought, “Should I be doing that?” And maybe you’ve felt behind or stuck because short-form video doesn’t come naturally to you.
If that sounds familiar, here’s what I want you to hear clearly:
LinkedIn is the most underutilized—and overpowered—tool in your real estate business.
It’s not about trends, filters, or dancing on camera. It’s about relationships, referrals, and respect.
And most agents are ignoring it.
I’m Emily Terrell, the #1 Real Estate Coach and Speaker at Tom Ferry, the Top AI Coach, and a leading voice on systems, tech, and digital branding for real estate professionals. I work with agents who are ready to build a business with longevity—and that starts with showing up in the right places.
If you’ve been sleeping on LinkedIn, this post is your wake-up call. Let’s break it down together—step-by-step.
Why LinkedIn Works Differently (and Better) Than Instagram or TikTok
You don’t scroll LinkedIn looking for entertainment. You scroll it looking for information, insight, and connection.
That’s the entire mindset shift. People on LinkedIn are already thinking like professionals.
And that’s why:
- Your referral partners are there.
- Your future recruiting pipeline is there.
- Your next speaking opportunity, podcast guest spot, or relocation referral is there.
LinkedIn is where agents go to build authority—not just visibility. You don’t need to be flashy. You need to be strategic.
The CONNECT Framework: How I Teach Agents to Build a Real Estate Brand on LinkedIn
Here’s the exact framework I coach agents through when they want to build a referral engine using LinkedIn. It’s called CONNECT:
C — Clarify Your Profile
Your profile is more than a resume. It’s your storefront.
- Use a clear, friendly headshot.
- Add a banner with your brand, market, or specialty.
- Rewrite your headline to reflect your value—not your title.
“Helping Buyers Navigate San Diego’s Competitive Market | Local Expert | Trusted Advisor”
O — Optimize Your About Section
Tell your why. Be personal, but professional.
Write in first person. Include:
- What drives your passion for real estate
- What type of client you love working with
- What sets you apart (especially systems, tech, communication style)
This section is where connections become relationships.
N — Network with Intention
You are not randomly connecting. You are curating.
Build your list by:
- Searching for mortgage lenders, builders, and financial advisors in your city
- Connecting with out-of-area agents (referral partners!)
- Reaching out to local professionals in adjacent industries (estate planning, HR relocation, etc.)
Add a note. Be human. Something simple like:
“Hey! I’m a local real estate agent in Phoenix—would love to connect with other professionals in the area.”
N — Nurture the Relationships
Real estate is a long game. So is LinkedIn.
Don’t connect and forget. Engage:
- Comment thoughtfully on their posts
- Re-share content with your take
- Send a follow-up DM two weeks after connecting
The best agents I coach block 15 minutes a day to network. That’s it. And it works.
E — Establish Expertise
This is where most agents freeze—but it’s easier than you think.
Start with one post per week. Ideas that work:
- Local market updates with a one-paragraph breakdown
- Behind-the-scenes from an inspection or staging
- A “What I wish more buyers understood” take
- AI tools you use to speed up listing prep
You don’t need to go viral. You need to stay consistent.
C — Create Conversations
If someone likes your post, message them.
If someone views your profile, follow up.
If someone comments, thank them and ask a question back.
LinkedIn rewards two-way interaction. That’s what turns attention into opportunity.
T — Track What’s Working
Use the analytics tab on your posts and profile.
Look at:
- Who’s viewing your profile
- What industries they’re in
- What posts get the most engagement
Then tweak and repeat.
Real Agent Wins from LinkedIn (That Didn’t Involve Paid Ads)
Let me give you some examples from the agents I coach:
Hailey in Sydney
She ignored LinkedIn for years. After 90 days of posting weekly, she got 3 leads from financial advisors in her area—two of them turned into buyer clients. Her average price point doubled.
David in Brisbane
He decided to connect with every relocation specialist he could find. 6 months later, 40% of his listings were from relocation referrals—all from LinkedIn messages.
Ashley in Denver
She used LinkedIn to connect with past clients in professional roles. When she posted her local market update, three of them shared it. One brought her into their company to give a real estate workshop for employees. That turned into 4 new transactions.
None of these agents had huge audiences. What they had was a system.
How LinkedIn Fits Into Your Real Estate Social Strategy
You don’t need to ditch your other platforms. Just understand their roles:
| Platform | Purpose | Best Use Case |
| Lifestyle and visibility | Show your personality, day-to-day, closings | |
| TikTok | Creative discovery | Build brand quickly through short-form |
| Authority and referrals | Position as expert, build network | |
| YouTube | Depth and searchability | Long-form content, market reports |
| Sphere connection + groups | Stay top-of-mind with past clients |
Each platform works. But LinkedIn builds long-term business.
What to Post (Even If You Think You’re “Not a Content Person”)
Here’s a 4-week starter calendar for LinkedIn:
| Week | Post Idea | Format |
| 1 | “3 Things Buyers Need to Know in [Your City]” | Text Post |
| 2 | Quick story from a recent inspection or negotiation | Storytelling carousel |
| 3 | Share a local market stat + your take | Chart image + caption |
| 4 | Ask a question: “What’s one thing agents should automate in 2025?” | Text with poll or comments |
No hashtags required. No dancing necessary. Just value.
FAQs: What Agents Ask About LinkedIn
Q: How often should I post on LinkedIn as an agent?
A: Start with 2–3 times per week. That’s enough to build visibility and stay top-of-mind without burning out.
Q: What kind of content performs best for real estate?
A: Market breakdowns, real-life stories, client wins, and strategic takes on what’s happening in your area. Posts that teach and reflect your voice—not pure promotion.
Q: Do I need LinkedIn Premium?
A: Not to start. But if you’re actively building a referral network or recruiting, Premium tools like InMail and profile viewing insights can be worth it.
Q: How long until I see results?
A: If you’re consistent, you’ll start seeing profile views and DMs within 30–45 days. Many agents close deals within 90–120 days from first post.
Q: Can LinkedIn help with recruiting agents to my team?
A: Yes. It’s one of the best platforms for attracting professional, high-performing agents looking for culture and leadership—not just commission splits.
Additional Resources
Want to Go Deeper? Start Here:
- How to Use AI to Systemize Your Lead Generation
- Content Engine: How to Plan a Month of Posts in 30 Minutes
- My Favorite AI Prompts for Building Your Brand on LinkedIn
- Follow @coachemilyterrell on Instagram for weekly post ideas
- Visit www.coachemilyterrell.com for more resources
Final Word
LinkedIn won’t make you viral. It will make you visible to the right people.
The lenders. The advisors. The relocating executives. The agents across the country who need someone they trust in your market.
You don’t need to be the loudest to win on LinkedIn. You just need to be consistent, credible, and clear about your value.
And I can help you do exactly that.
Let me know if this resonated—or DM me what you’re trying on LinkedIn right now. I’d love to see what you’re building.