In the first BAM webinar of 2024, Tom Storey and Emma Pace broke down three free lead sources every agent should know about. 

Today, we’re talking about free lead source number two: LinkedIn. And if you’re wondering how LinkedIn even made the list, Emma summed it up with one question: 

Who wants leads that can actually afford to move in 2024?”

We don’t know anyone who would say no to that. And LinkedIn has an advantage when it comes to assessing whether a potential lead could realistically move within the next 12 months.

Curious? Emma Pace shares her strategy for reaching out to colder—but often more qualified—leads using LinkedIn. 

Read on for the steps and scripts you can use today to get more leads pouring into your funnel.

Why LinkedIn Works as a Lead Source

Emma identified three reasons LinkedIn works as a source of buyer and seller leads: 

  1. LinkedIn profiles provide hints as to whether each lead can afford to move. 
  2. LinkedIn typically has less competition compared to other social media platforms. 
  3. Emma’s LinkedIn strategy is easier to stick with than cold calling, door knocking, etc.

It’s not mercenary to spend more of your time on leads that have the means as well as the motivation to buy or sell a home this year. 

Every lead matters. But over the next 12 months, some leads will need more of your time and focused energy, while others will need more space (and time) to get closer to readiness. 

You can help both. But helping the latter shouldn’t take as much of your time as helping those who are ready to make a move in 2024. 

This is why strategies like this are so brilliant and vital to your business. Once you learn how to implement them, you can pinpoint tasks that can be automated or delegated, so you can spend more time on income-producing activities that no one else can do for you. 

Before we dive into the steps for lead generation, Emma recommends a two-step prep strategy. 

Two-Step prep strategy

Crediting Alex Hormozi for the idea, Emma broke down two important preparatory steps:

  1. Look at growing industries in your marketplace (ex: tech industry/software engineers)
  2. Build a high-value lead magnet custom to them—like “The Software Engineer’s Guide to Toronto.” 

A hack for that second step is creating a general lead magnet—The [Profession]’s Guide to Toronto—and customizing the title and profession-specific content once you identify key professions in your area. 

Two other hacks that come in handy for research:

  1. is a valuable data source
  2. Look for top high-paying and in-demand jobs for the future 

For example, if your market has a high demand for nurse practitioners or data scientists, more of those are likely to move into your area. And they’ll appreciate a city guide with information specific to their needs. 

Four-step LinkedIn lead generation strategy

Now that you’ve prepared your lead magnet and you know which professions you’ll be targeting on LinkedIn, use this four-step strategy to become the first agent these professionals think of when they’re ready to buy or sell a home. 

#1—Find your audience

First of all, find your audience on LinkedIn. You can do this with a simple search of the profession (or one of the professions you’re focusing on). Take a look at each profile to assess— 

  • Employment status and employer or most recent (regular) client
  • Level of activity on the platform
  • Interactions with other professionals

With every connection request, you have the option of sending it with or without a message. Always send a message. A blank request says nothing about why you want to connect with them. And in most cases, folks will either ignore or deny those requests. 

Don’t waste an opportunity to show you’re a human being consciously reaching out for a good reason. You’ll already stand out as a professional who sets them apart. 

And they’re more likely to return the favor. 

#2—Craft your message

In the interest of standing out as an intentional human being (not a bot automatically connecting with every account with a specific keyword), include some form of the following message in your connection request: 

“Hey, [Name], [Insert personal note.] I’m looking to network with more [insert job title] in [insert city]. Would love to connect!” 

If they accept your request, that’s when you’ll send message number two: 

“Hey, [Name], I’m glad we connected. I’m curious if you might be able to help me for two minutes—whenever you have a chance, of course. 

“I’ve worked with a few [insert job title] in [city] recently, and I’ve put together “The [insert job title]’s Guide to [insert city].” 

“Do you have any suggestions for content I could include to make it better?”

Emma shared five reasons this approach works so well: 

  1. Low time investment
  2. Low pressure
  3. Builds credibility (and shows you care about the needs and interests of people in their profession)
  4. Adds value
  5. They build your product

Depending on how they respond, your new connections can actually help you create your customized lead magnet, saving you time and providing insights you wouldn’t otherwise be able to include. 

Be the first to deliver value, and you’ll position yourself to deliver even more. 

#3—Send high-value lead magnet & get contact details

If they say yes, you can then ask, “Where’s the best place to share the PDF with you?

Don’t assume they would rather you just sent them the PDF in a LinkedIn message. They might, or they might prefer you send it to their email address. In the latter case, you’ll then have a way to reach them outside LinkedIn and stay top of mind. 

If they say no, you can respond with something like this: 

“I totally get it, [Name]. Your time is valuable, and I appreciate that you even responded. Do you know anyone else who might be able to help?”

Either way, you’ve given them a reason to think of you if and when they feel the need or desire to buy a home or sell the one they have. 

#4—Follow up

If they say yes but they don’t get back to you after you’ve sent the lead magnet, wait two or three days before sending a message like this one: 

“Hey, [Name], I know you’re probably really busy with [Insert something timely]. If you’re too busy to review the guide, I totally get it. I don’t want to bother you. 

“Curious to know if you would say [A, B, C] is the most important thing for [insert job title] to know.” 

You’re not asking them to take a chunk of time out of their day to review your guide and get back to you. You’re asking them to draw from their own knowledge and experience and make a quick reply. 

And because that would probably take less than a minute, they’re more likely to respond. 

Don’t expect them to invest more time in their connection with you than you’re willing to spend on them. 

Stay tuned for the third installment of the recap for Tom and Emma’s BAM webinar. Watch the full replay on BAMx

And don’t forget to sign up for the FREE 5-Day Lead Gen Challenge on January 29th! Join Tom Storey, Emma Pace, Byron Lazine, and The Broke Agent for a virtual event that will set you up for record gains in 2024.