A local real estate agent is an active LinkedIn member and wants reach more people looking to retire in a Southwest Florida home. While he routinely posts his new listings with high quality photos, he was not getting engagement from his target audience, retirees. To accommodate his small budget, the emphasis of our strategy was on the organic content.
Upon investigation, page insights indicated that, of the people who engaged with the post, about 60% of them were members with the job title ‘realtor’ instead of his intended audience. While new listings were intriguing to his real estate audience (who are already educated on the ins-and-outs of home buying), but it wasn’t what retirees were looking for.
While realtors were not an intended audience, it was still advantageous to include this audience since they may bring additional leads or look for partnership in their next sale. The routine listing posts were maintained and a portion future content was curated to this audience segment.
To attract and engage retirees, the LinkedIn profile itself was optimized with all credential information filled out and mention of specialty in soon-to-retire moving. Additional posts and articles were integrated into the schedule which focused on educating the audience on what to consider when buying a home in Florida, how to plan for it, and how to move forward once you’ve made a decision. Views from realtors on these posts decreased to under 30% while maintaining overall engagement rates.
