Complete Guide to Lead Generation on LinkedIn for Real Estate Agents

Unlock the power of LinkedIn for real estate lead generation with our ultimate guide. Get expert insights and proven techniques for generating leads on LinkedIn.

Complete Guide to Lead Generation on LinkedIn for Real Estate Agents

The Ultimate Guide for Lead Generation on LinkedIn for Real Estate Agents

Linkedin Lead Generation for Real Estate Agents

For real estate professionals, lead generation is more than numbers – it's about building trust and becoming the neighborhood expert. In a world saturated with realtors, you must distinguish yourself.

LinkedIn is your secret weapon, fostering trust by sharing your expertise with quality leads ready to list their homes. If you're still using outdated marketing tactics, you're missing out. Modern customers seek realtors who understand their neighborhoods and home preferences.

LinkedIn offers cost-effective access to your ideal customers in your preferred area. In the pages ahead, we'll detail actionable steps to grow your network, generate leads, and secure listings. Plus, we'll introduce CoPilot AI, a LinkedIn tool for faster lead generation. Let's dive into your path to success on LinkedIn.

Step 1: Polish and Refine your LinkedIn Profile

In real estate marketing, perception is everything. The way prospects and buyers perceive you significantly impacts their choice to work with you.

A recent study unveiled the speed at which first impressions are formed – a mere 27 seconds. What shapes this impression?

Your facial expression, background, demeanor, and attire convey volumes. Research shows they influence judgments of trust and competence. Thus, crafting a profile that portrays you in the best light is the initial crucial move in our LinkedIn real estate lead generation strategy.

Let's delve into actionable steps to craft an outstanding LinkedIn profile.

1. Add a Headshot

Your photos, as a realtor, are a vital tool. When it comes to LinkedIn, your face should be the main focus. Capture a high-quality image and crop it from just below your shoulders to slightly above your head, ensuring your face occupies at least 60% of the frame.

Your facial expression matters too. Research on 800 profile pictures suggests that maintaining a smile conveys likability and competence (revealing your teeth enhances this effect).

Avoid using photos with sunglasses; they create an air of mystery that can negatively impact your impression.

Furthermore, update your profile photo whenever there's a significant change in your appearance, such as a new hair color. Consistency ensures your prospects have no doubts about you due to discrepancies in appearance.

2. Update the LinkedIn Banner Image

The LinkedIn banner image, a prominent rectangular photo atop your profile, offers an ideal canvas to showcase your brand and personality. Quality is key, with LinkedIn recommending dimensions of 1584 x 396 pixels. Here are some ideas for your banner image:

  1. Craft an e-business card highlighting your real estate services with a compelling call-to-action. *our top recommendation and more examples here.
  2. Feature a city skyline or iconic landmark.
  3. Showcase a property from your listings.
  4. Use your real estate company's banner.
  5. Opt for an image displaying an inspirational or personal motto.
  6. Feature yourself at work, perhaps during an open house event or while meeting with a client.
A LinkedIn realtor’s banner image with e-business card
A LinkedIn realtor’s profile with a skyline banner image
LinkedIn banner with a quote
LinkedIn banner image sample

Once you've chosen the perfect LinkedIn banner image, you can upload it to your profile by following these steps:

3. Create a Compelling Headline and Profile Summary

After your profile picture, the headline is the second most prominent part of your profile because it appears under every comment and post you make. It is a great place to describe what you do and how you can help your connections.

Consider this compelling headline example: "Unlocking Homeownership in California, One Client at a Time."

This headline not only communicates the commitment to personalized service and helping clients find their dream homes but also specifies the regional focus.

Here's another excellent headline example:

Keep in mind that your headline should not exceed 220 characters. Keep it short and straight to the point.

Next, you should update the summary. Expand on how you help customers find their dream homes and what differentiates you from other realtors. Keep your LinkedIn summary and title short, clear, and concise. Use simple language that people can easily relate to and avoid complex words.

Remember to include keywords so potential clients can find you when they search for realtors. Highlight your expertise, interests, and value proposition so that potential connections can find common ground to build a relationship.

Step 2: Set up CoPilot AI to Begin Growing your Network

With your profile ready, the next step is optimizing your real estate lead generation with two valuable tools: LinkedIn Sales Navigator and CoPilot AI.

LinkedIn Sales Navigator, a premium service, empowers real estate agents to pinpoint and connect with the right buyers. Subscribing provides access to advanced search filters for precise connections.

Imagine this scenario:
Sophie, a realtor in Denver, was struggling to meet her targets. Despite extensive manual research and cold outreach efforts, she was able to grow her network and get new listings. During an open house event, a colleague introduced her to LinkedIn Sales Navigator and CoPilot AI.

Using these tools, Sophie can set advanced filters to get personalized insights on potential leads who may be looking to sell a house in her neighborhood in Denver. Sales Navigator can even recommend leads based on their browsing history (real estate listings) and online activities. 

Sophie has 500 connections on Linkedin, so she sets up CoPilotAI to grow her network while she sleeps, after two months she has over 1000 high wealth individuals from her target demographic and local Denver neighborhoods. Sophie posts each week about home sales in the neighborhood and how to get top dollar using her targeted marketing strategy. Her network on linkedin sees her content and recognizes her as an expert and local real estate thought leader. Using a CoPilotAI Automated Campaign, she reaches out to her contacts one by one, offering her specialized services in their neighborhood. CoPilot even offers AI reply management taking the work out of crafting responses and booking meetings. 

Now Sophie’s calendar is booked full with in person meetings with potential clients thinking of listing their homes and Sophie is their Realtor of choice.

Sophie’s Approach in Summary:

  1. Optimize her Linkedin Profile
  2. Subscribe to Linkedin Sales Navigator
  3. Subscribe to CoPilot AI
  4. Set up filters to target her Ideal Customers, let CoPilot run its magic while she sleeps!
  5. Grow her Linkedin network from 500 to over 1000! Over 8 weeks
  6. Post content about her listings and specialized skills
  7. Set up automated outreach campaigns to book meetings with people from her growing network. 
  8. Exceed her sales targets!

Let’s Delve into Exactly how CoPilot AI works:

In short, CoPilot is a software platform that connects to your Linkedin Sales Navigator account. It uses filters to generate lists of your ideal customers and then sends automated messages (that feel very personalized) to each and every one of them, while you sleep. There is a host of AI baked into the software to ensure you are saying the right things, to the right people at the right time. CoPilot is Linkedin lead generation done right.

Getting a list of your ideal customers

Using Sales Navigator you can decide exactly who you want to reach out to, here are some examples of things you can filter by:

  • Current Job Title: CEO, CRO, President, Owner, VP ect (if High Net Worth individuals are your target)
  • Geography: Filter by Postal code, City, Town, State ect
  • Past Job Title
  • School
  • Industry
  • And LOTS more!

Here is an example of how you might use CoPilot AI:
You decide your Ideal Customer Profile (ICP) is any person who could be considered high net worth, so likely has an executive title and lives in one of six large neighborhoods that you specialize in. You enter these filters and it generates a list of 1000+ people.

Hi {Name}, I am a Realtor in San Diego and would love to be connected with you on Linkedin. I post local listings and updates about your neighborhood's real estate market each week on LInkedin. If we are connected you can stay up to date on how much homes in your area are selling for. Or feel free to reach out any time if you ever have any questions.”

Now CoPilot AI is smart, not only will it fill in the name for each person on your list of 1000+ it will seem like you have sent out this personalized message to everyone. It will also sort the list by those most likely to respond positively at the top (using a host of cool AI magic). 

CoPIlot AI will send about 100 connection requests each week using this message to stay under Linkedin’s radar and keep your profile safe. (note* other systems don’t do this and can actually get you flagged as spam)

Now you are finished with your set up and you can simply watch your network grow as 20 - 60 new ideal customers connect with you each week. If someone sends you a reply, as they often do, CoPilot AI can help you draft the perfect response in mere seconds using Smart Reply. CoPilot’s job is to make Linkedin prospecting faster, easier and better so you can focus on building your relationships in person. 

In the image above you can see the CoPilot AI funnel showing that 550 Connection Invitations were sent to only those that fit your Ideal Customer Profile, of these 550, 48% have agreed to connect! You made 261 new ideal connections in the last 30 days using CoPilot AI. Now of these 261 new connections, 49 even sent you a Linkedin in-mail message. This is the power of CoPilot AI. Next step, you reply and book some valuable meetings. 

Before you dive in and start using these tools you may want to prepare the following:

  • Build your Ideal Customer Profile: An ideal customer (client) profile (ICP) is a hypothetical representation of your ideal customer. It answers core questions about your typical customer, their age, location, job title, pain points, and goals. 
  • Pro Tip: Look at your best clients, who were they? What do they have in common? Use this to inform your ICP.
  • Consider what filters you might use to target your Ideal Customers: Once you have your ideal customer profile (ICP), consider how you might filter from the host of Sales Navigator filters to find these people.
  • Consider what sets you apart from your competition. What is your specialization, your differentiator? What makes you different?
  • Set up Sales Navigator on your Linkedin Account. This is an upgraded service for those serious about using Linkedin to drive business. It’s around $100/month and very much worth every penny once you see how powerful it is for finding the exact people you want to reach out to.

That's it! You are ready to begin!

Once you have Sales Navigator and CoPilot set up, you may want to create a strategy around content. Simply speaking your content is what you will post on Linkedin to establish yourself as a thought leader in your area of expertise.

Step 3: Create a Content Plan

Yes, you’re fired up to start your LinkedIn lead generation journey. Did you know your posts will be far more powerful and attract engagement IF you start with a plan? Having a great content plan gives you a sense of direction, maintains consistency, and monitors your progress. Below are two resources to get you started. Keep reading and we will walk you through the basics.

  1. Simple Starter Content Plan
  2. Detailed Company Content Plan Guidelines

Wait a minute! Before we begin, let's give some examples of Linkedin Content so we are all on the same page….
  • A first time buyers checklist
  • A new listing you are marketing
  • A blog about tips and tricks when preparing to sell
  • A comprehensive sellers preparation guide 
  • A picture of you with your family in a local hot spot
  • A picture of you winning an award for your services
  • Some more great content ideas for Real Estate Agents

The list goes on and on and your options are endless, remember each piece of content says something about you, make sure you are sharing the “you” that sets you apart from your competition in the right ways.

Creating an Effective Content Plan

1. Define your Content Goals:

  • What do you want to convey to your target audience? 
  • That you are a thought leader in your area of expertise? 
  • That you know more about their neighborhood than most other realtors? 
  • Maybe it's that you care and will give them personal attention if they work with you? Consider what you want to convey and create content that follows that theme. 

2. Engage in Other Posts

  • Engage in other people’s posts. Add thoughtful comments and support them as they post. This is how you show up more on your network’s linkedin feed. 

Sneaky tip! If you have a buddy or two with a good Linkedin network, ask them to like and comment on your posts as soon as you post, (do the same for them) this will boost your visibility. 

Sneaky tip! Try to post around the same time each day you post. While this isn't critical it can help people get used to seeing your regular content and subconsciously develop trust over time.

3. Brainstorm Content Ideas:

  • Consider the customer journey stages and what information potential buyers may need. 
  • Develop content around topics like property types, buying processes, and mortgage pre-approval. 
  • Explore diverse topics such as real estate trends and interior design hacks. 

The sky really is the limit. Pay attention to what kinds of posts get the most engagement and then do more like these. You will be testing your audience in the first few months to see what content they value, essentially they “vote” by liking and commenting, pay attention to this. 

4. Determine the Best Posting Schedule:

  • Analyze LinkedIn Insights to identify when your audience is most active. 
  • Monitor competitors' profiles to gauge posting engagement times. 
  • Experiment with different posting times and days,  recording and comparing engagement levels.

Crafting a content plan involves aligning goals, understanding your audience, generating ideas, and optimizing posting schedules. With these steps, you'll enhance your content strategy for effective LinkedIn engagement.

Keep Posting; 2-3 Times Per Week is ideal

Another crucial question to address when creating your content plan is, “How frequently will you be posting?” While it would be great to post every day of the week, your primary focus is consistency and quality. 

Choose what works for you, but if you really want to drive leads through Linkedin, ensure you can publish at least two to three posts per week. 

Content Types

Talking about content types, here are some of the basics you’ll find on LinkedIn today:


Sending out videos is a great way to boost engagement. You can share a short video of yourself speaking at an event, showing a real estate property, or even connecting with friends.

Ensure that the video is high resolution. Make the first six seconds count by using a high energy or engaging introduction. Also, keep the video short and ensure it passes a clear message across to the viewers. Adding subtitles to the video is a best practice these days as many watch videos on mute. Don’t forget to add a text introduction at the top of the post (with your video below) this “text caption” will introduce the video and encourage people to click play. You can see an example of this below. Or check out this article with great examples of Real Estate Agent Linkedin posts.

Remember sometimes just getting started is the hardest part, make a video and post it! See how people react, you will get better and better as you go. 

Text and Image

Text-based posts are arguably the most common types of posts you’ll find on LinkedIn. They are often the go-to when you want to share info or your opinion on a subject briefly. While they can stand alone, it is best to accompany text-based posts with some visual aids. 

Regardless of how you present text-based posts, never compromise on quality. Write clear and concise headlines that reflect the content of your posts. You should also break the content into short paragraphs and use bullet points so that your content is easy to scan through. Finally, proofread your piece and correct all grammar and punctuation errors.

More great posting ideas can be found here. There is no shortage of inspiration, you just need to decide how to make it your own.

Step 4: Be Intentional About Connecting

Unlock the power of LinkedIn lead generation by forging intentional and strategic connections. CoPilot is your ally in precisely targeting the right audience, but the journey doesn't stop at connection—it's just the beginning.

Engage Early and Actively on Others' Posts

Forge strong bonds with fellow LinkedIn creators to amplify your influence. By commenting early and consistently, you not only foster engagement but also open avenues for content reposts and tags, expanding your reach. Seek connections beyond direct competitors, engaging with professionals in complementary fields like landscape architects, interior designers, or real estate investors. Personalized messages and thoughtful interactions solidify these connections.

Participate in Groups and LinkedIn Events

Joining local Linkedin real estate groups is a goldmine for potential buyers and sellers. Actively contribute to conversations to establish thought leadership. Consistent engagement not only provides valuable tips but also nurtures a community of loyal followers and potential clients.

Elevate Your Presence with Webinars

Host webinars to position yourself as a thought leader. Collaborate with LinkedIn real estate influencers or renowned professionals to discuss relevant topics and address common challenges in the home buying or selling process. The ripple effect? You expand your network, foster trust with your audience, and generate leads from those ready to engage in real estate transactions.

Step 5: Create and Send Targeted Outreach Campaigns

While building connections is essential, our primary focus is on generating and converting real estate leads. Dive into the following steps to create impactful campaigns that will turn connections into in person meetings.

Remember, unlike some others on Linkedin you have CoPilot AI on your side, you will be able to send out hundreds of personalized outreach in-mails (personal messages) to those in your networks each month. 

Here is an example of a Campaign message:

Hi {name},

You may have seen my latest posts about home sales and recognized these are all in your neighborhood. I wanted to reach out personally and ask if you would be interested in seeing the full list of homes that have sold recently. My clients love to know what their home could be worth in today's market. If this is something you would be interested in, let me know and I'll send it over. Have a great week!


Once you get a positive reply, you send over that list of home sales and begin your conversation. Now getting from this point to an in person meeting is where your sales skills will need to shine, but now you are talking with your ideal client and they have established they want to know more about your area of expertise!

Step 6: Manage Prospects with CoPilot’s Smart Reply

With CoPIlot AI’s Smart Reply feature, you wont need to spend time responding to all the conversations that will be coming in after your campaign. CoPilot uses Artificial Intelligence to craft thoughtful and professional responses to any request. You can advise it on what you want it to say from a drop down of the common responses and in seconds you have a well crafted response. This saves you valuable time!

Step 7: Meet in Person and Close New Listings

Now this step is your bread and butter and without doubt you are far better than we are at meeting your ideal clients, selling your services and closing those listings. So if we have helped you get new leads that can drive more meetings, listings and home sales, then we have succeeded! We hope your journey using Linkedin and CoPilot AI to boost your sales is a great one!

Wrapping Up

To summarize everything we have covered, because we know it was a lot, here is a checklist you can follow:

     ✅ Optimize your Linkedin Profile

     ✅ Subscribe to Linkedin Sales Navigator

     ✅ Subscribe to CoPilot AI

     ✅ Develop your Ideal Customer Profile

     ✅ Set up your CoPilot Connection Request Campaign

     ✅ Define your differentiator

     ✅ Craft your content plan

     ✅ Begin posting

     ✅ Launch your CoPilot Outreach Campaign

     ✅ Use Smart Reply to book meetings

     ✅ Book your calendar with new listings!

Don’t forget to track and measure your performance over a period to determine your strategy's effectiveness. You can check CoPilot to get fresh insights on your campaigns and receive recommendations to get the best real estate leads. Book a demo today to get started with CoPilot AI.