LinkedIn personal branding for women in real estate

June 2, 2025|Kim's Blog, Marketing, Property, Relationship Management, Social Media|

Beatrice Ronchetti - Diversity Talks Real Estate - Personal branding for women in real estate on LinkedIn

Diversity Talks Real Estate – Home finds and promotes female real estate speakers. And organises appropriate training. In May, I joined them for a 1.5 hour training webinar on LinkedIn personal branding for women in real estate. The training aimed to build confidence, help attendees position themselves as industry leaders and use LinkedIn strategically to enhance their personal brand (using the CLEAR framework). Whether the goal is career progression, business development, or increasing visibility.

Liz Waller | LinkedIn was the host. She introduced Beatrice Ronchetti | LinkedIn – a personal branding consultant for property and construction professionals. Italian Beatrice had previously been an architect. And she won Best Marketing and Personal Branding Expert 2024 (UK) and Most innovative Property Marketing Expert 2024 (Greater London Enterprise Awards 2024). She used the CLEAR framework.

I’ve provided a short summary as many of the LinkedIn issues were covered earlier in May in another session by Chloe Christine Getting the most from LinkedIn – Kim Tasso. And I wrote previously about personal branding How to create and promote your personal brand – Kim Tasso

Reasons to use LinkedIn for personal branding

Beatrice used Voting – Mentimeter to poll the delegates. The first question was “What’s your dream outcome from building your personal brand on LinkedIn?”. Responses included:

Attract clients and talent
Build reputation
Generate work
Increase confidence
Influence
Network
Promote our business
Raise profile
Reach new clients
Visibility

She also asked what has been holding people back from being active on LinkedIn:

I don’t know what to post
I don’t want to look silly
I don’t have time
I don’t really get the platform

What is a personal brand?

Delegates were asked about their three key words (Power of three – Writing and presentation basics (Video)) that they would like people to think about when they saw them on LinkedIn:

Professional
Approachable
Expert
Effective
Thought leader
Knowledgeable
Insightful
Trusted
Quality service
Competence
Inspiring
Original
Wow

Discussing “What is a personal brand?”, there were various suggestions:

What people say about you when you’re not in the room (but what if people don’t know you exist)
Who knows you and what they know about you
The reason you get chosen over someone else
The mix of all the unique things that make up you and your blend of projects/work

She talked about these attributed of a personal brand

Visible
Memorable
Right reasons
Right audience

We talked about owning the narrative to ensure that your communicate the messages you want know (This book is helpful in formulating your personal story: Book review: Unleash the power of storytelling by Rob Biesenbach)

People with a strong personal brand:

Come up in conversation
Attract a lot of the right opportunities
They are in demand (and can command higher fees)

We discussed the attention economy. And noted that everyone has a personal brand. And that there is a cost to not managing your personal brand. She offered some evidence

Content has +561% reach if shared by individuals
Conversion 7 times higher for leads developed from personal branding

How to create and promote your personal brand – Kim Tasso

Future Marketing/BD Manager – Build your personal brand

Building a personal brand – Key Person of Influence

Brand Basics (Video) – What is a brand?

Book review – Managing Brands

Build your brand advantage with PM Forum and Sholto

The CLEAR Framework

Beatrice walked us through the CLEAR framework

Client – Understand your target audience and what they need
- Who are they? Be specific and go beyond the job title Sales Targeting Toolbox for Professional Services Firms
- What are their pain points and goals?
- What transformation do they seek?
- There was a useful template (ideal client, challenge one and how I can help them) to reframe your positioning
Link up – Find and connect with them on LinkedIn
Expose and Educate – Share content that adds value and makes you the expert
Activate – Engage and interact with your target clients
Reach out – Introduce yourself and convert

Your personal brand on LinkedIn

She provided some LinkedIn facts:

1 billion users and 27 million companies
22% growth in 2024 (its 20 years old)
Allows precision targeting
The platform with the highest ROI for B2B
Only 1% of users post regularly

And then guided us on how to develop an ideal LinkedIn profile with points on:

Banner – include a Call To Action
Profile photo – use a professional shot
Headline
1. Address your target audience, their dream goal and how you can help
Featured section
About section
1. Use first person
2. Start from your audience, not yourself
3. Talk about their problems and your solutions
Experience
1. Not a CV/job description
2. How do you support clients?
3. Use media (videos or projects)
Skills
1. Prioritise and curate your list
Recommendations
1. These are powerful
2. Clients, current team, colleagues
3. If you don’t ask, you don’t get

There was guidance on how to obtain the QR code for your LinkedIn profile. So people can scan and connect.

Sharing content on LinkedIn

The aim is to build trust and become the go-to expert, stay on their radar and increase your conversion rate. Google data indicates that buyers generally spend seven hours before making a purchase so it is important to build a relationship. She offered a model for content which included:

Pain – Content that speaks to audience’s challenges
Proof – Evidence of what you deliver
Peek – Behind the scenes