Impact & Insight

Overview

The journey of enhancing broker presence on LinkedIn began over 3 years ago as an internal initiative at First Capital Property Group (FCPG), developed by Chelsea and her team. Initially designed to empower FCPG brokers by showcasing their expertise in commercial real estate (CRE) and expanding their networks, this innovative approach has since evolved. Today, these same services are offered under the Brandscape Creative banner to brokers across the industry.

Background & Evolution

Recognizing the need for brokers to:

• Increase visibility and industry reach,
• Establish themselves as trusted market experts, and
• Expand their professional network to drive lead generation,

Chelsea launched an internal LinkedIn management program. As the benefits became apparent—with enhanced brand awareness and increased engagement—the process was formalized, and continues to adapt to industry standards, LinkedIn platform updates, and social media best practices. As Chelsea has now launched Brandscape Creative from the combination of CRE knowledge, and hands-on experience, the proven strategies and best practices are now available to other brokers looking to grow their presence in their respective markets.

Objectives

The initiative is aimed to:

• Increase Platform Presence: Elevate the brokers’ visibility on LinkedIn.
• Showcase Expertise: Demonstrate deep market expertise in CRE.
• Highlight Deal Activity: Share closed deals, current projects, and available listings.
• Expand Networks: Connect brokers with industry partners and potential clients.

Strategic Planning

Initial LinkedIn Audit: Every new engagement starts with a comprehensive audit to optimize the broker’s profile.

Monthly Strategy Meetings: Chelsea’s team meets individually with each broker (or their team) to discuss updates, new listings, upcoming events, and market shifts. Together they form a custom 4-5 week content strategy.

Execution Process

Weekly Communication: Brokers receive weekly reminders for content approval or submission, with backfill posts available if planned content needs to be adjusted.

Content Scheduling: Posts—complete with tagging, hashtags, and multimedia elements—are scheduled by the team.

Clear Access Guidelines: Strict protocols ensure that while the team manages content posting, brokers retain full control over their accounts.

Content Creation

A diverse mix of content maintains engagement:

Content Categories: Posts include blog articles, new and current listings, market updates, transaction completions, event promotions, personal updates, and more.

Customization: Each post is tailored with the broker’s contact details, personal photos, and other branding elements.

Balanced Approach: An 80/20 mix of professional versus personal content is maintained and adjusted based on performance insights.

Performance Metrics & KPIs

Key success indicators include:

Enhanced Engagement: Overall interactions—including impressions, likes, comments, and shares—saw notable increases.

• One broker saw a 70% increase in impressions from 2023 to 2024! The average increase in impressions from 2023 to 2024 was 24.4%.

Network Growth: An average increase of over 400 new meaningful connections per broker per year.

Posting Frequency: Brokers average 39 posts per year, with some reaching as many as 86 posts a year.

Brand Awareness: The strongest impact was an enhanced market presence and recognition among industry peers.

Direct Impact: Measurable improvements in engagement and brand awareness are evident.

Challenges & Solutions

Personalized Approach: Each broker’s unique voice requires tailored strategies, achieved through consistent communication and iterative improvements.

Content Provision: Initial challenges in content delivery were overcome as brokers observed the tangible benefits of active LinkedIn engagement.

Access & Management: Strict guidelines ensure that while content is managed by the team, full account control remains with the brokers.

Client Feedback

The feedback from brokers has been overwhelmingly positive:

Dan Van Nada, CCIM, shared: “Chelsea and her team are truly exceptional at their craft. Their marketing and branding expertise has helped promote the strength of the FCPG brand… we rarely go to a networking event anymore where we don’t come back having at least one comment made ‘man, I see your stuff everywhere, you guys are really crushing it!’”

David Gritton commented: “Within hours of posting the ‘Site Selection’ update, I was already getting inquiries. Nice work!”

Ben Kuykendall stated: “Brandscape’s strategies for posting regularly on LinkedIn has been invaluable in establishing myself as a newer broker and has led to a number of opportunities to pitch new business. I don’t go to a coffee, lunch, or networking event without hearing some version of ‘Wow, looks like you’re killing it!’.”

Lessons Learned

Key insights from the project include:

Process Structure: A consistent process—from monthly planning to weekly execution—is essential for sustained success.

Content Strategy: Determining what to post, when, and how often is critical to engaging an audience effectively.

Brand Alignment: Aligning individual branding with corporate guidelines is a delicate balance achieved through ongoing communication.

Adaptive Learning: Flexibility and trial and error are integral to refining the strategy for maximum impact.

Conclusion

Managing LinkedIn accounts for brokers has proven to be a game changer in enhancing professional visibility and fostering valuable industry connections. Our case study demonstrates that a tailored LinkedIn strategy not only amplifies each broker’s personal brand but also drives measurable results—from increased engagement and lead generation to stronger client relationships. By curating compelling content and leveraging strategic networking, brokers can position themselves as trusted experts in their field, ultimately achieving a competitive edge in an ever-evolving marketplace.

Ready to Elevate Your LinkedIn Presence?

Your LinkedIn profile should work as hard as you do. If you’re a CRE broker looking to boost visibility, expand your network, and establish yourself as a market leader—without the hassle of managing it all yourself—Brandscape Creative has you covered.

Let’s craft a LinkedIn strategy that positions you for success. Reach out today to learn how we can help you maximize your presence and grow your business.