HOW TO USE LINKEDIN TO GET MORE INVESTOR CLIENTS

How to Use LinkedIn to Get More Investor Clients

Our guest today has a successful real estate business in South Perth, Western Australia, a membership and a highly engaged and supportive property management community called the PM Collective. I honestly don’t know how she does it all, but for those of you who don’t know who I’m talking about, it’s Ashley Goodchild and she’s the queen of collaboration over competition. And one thing I’ve learned as I’ve had the pleasure to get to know Ash more over the past few years, she just gets things done. She’s very considered, she’s very strategic and she’s absolutely generous with everything that she does from working with investors and educating them to mentoring her team, to sharing her knowledge and expertise with the industry as a whole. There’s a lot. This pocket rocket does that I am simply in Aura now. I love social media and building a personal profile to grow your business, but strap yourselves in as Ash shares her exact LinkedIn strategy that takes her less than 30 minutes a week and has secured her 300 managements in one year.

 

WHO ARE YOU AND WHAT DO YOU DO IN THE PROPERTY MANAGEMENT INDUSTRY?

“I’m Ashley Goodchild. I am easily Google. I always tell people just put my name into Google and find out what I’m doing. However, I have owned my real estate business for the last 18 years. So I started that when I was 23 years of age and that runs beautifully now. So we’ve got a great team, predominantly property management, a little bit of Strat, a little bit of commercial, a little bit of sales. And then I also run property profiling, which is an investor advocate service for interstate investors buying in Perth and helping them with choosing the right property. And then I also run PM Collective, which supports property managers in the industry just with motivation and support and education.”

 

WHAT DO WE NEED TO DO AS PROPERTY OWNERS OR PROPERTY MANAGERS TO START GENERATING LEADS USING LINKEDIN?

“So, LinkedIn is one of my favorite platforms. It’s where I would receive a good 90% of new managements through that platform. The second platform is just mentioning is YouTube, so that’s coming up quite a bit now as well. But with LinkedIn, I’ve started doing that actively about four years ago and I was doing some training over east, and I remember and I say old men, I think, I can’t remember who it was, but some old men said to me, you should do LinkedIn and that’s where the real estate industry’s going. And so I found that the platform itself is quite boring. It’s not something that I was really interested in, but I was spending some money on this training, so I thought, I am going to do what they say because what’s the point of paying for training if you’re not going to follow what their advice is? So, I started just running through the process, putting in posts, putting up hosts and sharing articles. And I’ve just consistently been doing that for the last four years and it probably has taken off more in the last two and a half years with finally the effort has paid off. So I would say at the moment, and to give people a context of what sort of leads we are doing at the moment, we are taking on and converting over 300 new managements per year, which is really wonderful in Perth. So 300 managements in Perth is what we are converting at the moment, which is really great. And like I said, probably about 90% of them coming from LinkedIn. And if I really was to bring it down to actually what it is on LinkedIn that we are doing that is bringing in those leads, it’s coming down to two focus points. One is humanizing and showing a personality and the other one is having an opinion. And I actually find that these are the two things that people are really lacking having the confidence to do as property managers. Like I see people have quite boring pages where they just share articles and post up their company’s stats for the month. You know what I mean? Those boring posts or this property’s for lease or this Google review. But there will find and good to have so that you’ve got some consistency when it comes to your page, but it’s actually the opinion and your face that really is what’s going to amplify your content.”

 

WHAT SORT OF CONTENT ARE YOU SHARING? IS IT MORE EDUCATIONAL, PERSONALITY OR PERSONAL?

“So, an example would be that I see all the time is people that might post 0.7% vacancy rate for WA or for whatever state you’re from and they share that stat, or they might share something in the newspaper. But what I think is really relevant is actually breaking that down so it’s easy for an investor to actually know how that 0.7% is going to affect them. For example, if one person could advertise a 0.7% vacancy rate in Perth, call us if you want your property rented or option two is saying Perth has a 0.7% vacancy rate. What does this mean to you as an investor? It means that there is a high chance that your home open is going to have over 50 people registered to book in. It also means that there is a very high chance that your property can be marketed a little bit more generously than what you normally would. It means that your property will be leased on average in one home open, or maybe it’s two home opens. But, breaking that down and explaining to them that as an investor with that vacancy rate, you should expect properties leased within one to two home opens at least 50 people through and a very high chance that there’s going to be applications that offer over and above the asking price. So that is an example of what people are doing now and how they could amplify that a little bit more to make it more consumer friendly. And another really great one would be to do, and I’m all for Google reviews, so I think that’s all really good to put on there as well. But also actually sharing case studies so case studies can be positive and also negative because both investors will relate to, to both of them. So of course good case studies, you want to have more of them and they will be very simple bullet formed case study and then mention a suburb and then actually put in there we had this many people through the home open, this is the number of applications we had, this is a price that it went for, maybe this is how much the investor had also purchased it for or something extra that might be relevant. People will resonate or investors will resonate with that because they’re going to say, oh, I was looking to buy in that area, that is what I should be expecting to get with the returns. But there’s also a chance that you can put in what I would call, it’s not a negative, a negative case study, but what it would do is it’ll allow investors to resignate. If they have a property that’s sitting vacant for a little bit longer and they’re thinking that they’ve got a property manager who’s not doing the right thing, then a negative case study can maybe go, oh my property’s vacant has been vacant for a little bit longer too.”

HOW DO YOU ACTUALLY GROW YOUR PROFILE OR A FOLLOWING ON INSTAGRAM? HOW DO YOU GET SEEN AMONGST ALL OF THE OTHER PEOPLE ON THERE?

“You mention on LinkedIn is my favorite on LinkedIn, I probably do it a little bit different to maybe what the experts would suggest. So I connect with people but I actually don’t send them a message. So I think that people should look at LinkedIn in a couple of different ways or in a different, for different purposes. So one purpose of LinkedIn is connecting with your existing clients. So your existing clients are the ones that have called you and they are wanting to wanting an appraisal of their home. I would go and connect with them straight away on LinkedIn. And so what that allows is for that client to want to be warmed up to you and what you offer and they will see it in consistently on LinkedIn. So that’s the first one. It’s about maintaining your clients and converting those cold leads to warmer hot leads. So that’s the first step. The second step is to actually make new connections with people that haven’t spoken to you before. And so that’s really just as simply as going to the search bar and putting in your connections there. Now the way that I see LinkedIn is that you need to activate your databases. So to put that into context, if I was to have bought in 300 new leads last year, I could confidently say that was probably from about 12 referring agents or referring people. So if we were to have taken on 300 new managements last year, of those 300 managements for me to have found them individually would mean that I would have to work out whether they are more likely to be plumbers, electricians, teachers. All of my investors are so different, I couldn’t actually find it who they are. So instead what we want to do is tap into our databases database. So those 12 people that had referred me, those 300 people are the ones that we should be focused on. So those 12 people can be made up of other sales agents that are referring to the business. They can be Eastern State property managers that are referring to you and they can also be finance brokers and buyers agents. So they’re really the ones that we are focusing on and trying to make sure that our content is suitable for them. So just to reiterate, it’s the databases database and if you can find those referrers into your business, it makes it so much easier because you’re marketing to potentially 12 people who will find you those 300. So that is the way that I use LinkedIn. So, the first way was maintaining people that have already contacted you, getting them connected. And then the second way is finding them, which is literally just by putting in a search bar, buyers’ agents and finance brokers for example. But there’s also a third one that I think is really important for people to understand that in this market where it’s probably should be quite easy to find leads at the moment, there is a chance that is, I’m not naive to know that it interstate investors aren’t always going to be the main source of my legion because they’re hot now, but they might not be hot in a few years. So I’ve got to make sure that I protect myself and making sure that I’ve also got the third option, which is connecting with people in my local community. So right now I don’t have a lot of investor activity in my local community, but I will in the future. So to stay in touch with those, that database, I would then be searching and connecting with people that work at local schools, local councils, and then the local businesses as well because those people are more likely to have connections in my area, which is South Perth. So while it’s not I, I think everyone needs to be like one step ahead. So make sure that you’ve got a couple of layers lined up so when the market changes or your referrals do change that you are not neglecting anybody, if that makes sense.”

 

HOW OFTEN DO YOU POST AND HOW LONG DOES IT TAKE FOR YOU WHEN YOU CREATE THAT CONTENT?

“So it absolutely does not take long at all. I would probably be doing the, I want to say 30 minutes a week on it. And to be honest, that’s probably a little bit too much. I, I could be a bit more sensible and really repurpose things and cut corners if I needed to. Half an hour a week is all I spent and that I used to do five posts per week. So every day now I’m probably doing, three posts per week. And that’s plenty. I think the idea is that if someone connects with you and they go look at your feed, they just want to see that you are active. So I think if as long as and see a post in the last couple of days, you’ll be fine. But to really amplify it, if you could aim for five per week, that would be ideal and that should be pretty easy to do, to be honest. By the time you do a Google review, a case study, an a opinion piece, a blog and I don’t know, something fun for the fifth day, it’s not hard. It’s not hard to do. So I would say that one of my favorite tips is when I connect with people on the phone, when they call me, I always get them to SMS me through their email address. And the reason why I do this is because then I immediately add them as a contact into my phone with their email address. And then what happens is that just is all connected with my LinkedIn. So when I go onto my LinkedIn, it’ll say you have new contacts to add. And then I just connect with those people that I’ve spoken to during the week. So I would connect with do that most days and I actually probably just do it when I am chatting to when I’m waiting for an appointment or something like that. So just do it in between my spare time. And then I would pop in buyer’s agents into the search bar and I’d probably, I would say connect with about 50 people per week on average. And I’ve currently got about over seven and a half thousand connections. So people just use those numbers as a comparison. And then I do use YouTube to put my videos on and then I share those videos onto LinkedIn so that I can also monitor the views that they’ve had and to also give people a comparison in terms of the views and impressions that I’m getting on my posts. It ranges between, um, between 1000 and 3000 per post. So that’s pretty good. I’m pretty happy with that. Any lesson that I think it’s not fabulous. But I would say to you that my most popular posts are definitely the ones where I’ve got a video or a photo of me. And it actually surprisingly is the raw video. So the very basic video, but professional, yeah, nothing too formal. Those ones are the most popular.”

 

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