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:

  1. Banner – include a Call To Action
  2. Profile photo – use a professional shot
  3. Headline
    1. Address your target audience, their dream goal and how you can help
  4. Featured section
  5. About section
    1. Use first person
    2. Start from your audience, not yourself
    3. Talk about their problems and your solutions
  6. Experience
    1. Not a CV/job description
    2. How do you support clients?
    3. Use media (videos or projects)
  7. Skills
    1. Prioritise and curate your list
  8. 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

Related articles on personal brands and LinkedIn

Getting the most from LinkedIn – Kim Tasso

How to create and promote your personal brand – Kim Tasso

Power of three – Writing and presentation basics (Video))

Book review: Unleash the power of storytelling by Rob Biesenbach)

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

Sales Targeting Toolbox for Professional Services Firms

Buy in – Influence and Persuasion Toolbox – Kim Tasso

create a digital marketing strategy in a professional services firm

Connected leadership – How professional relationships

The psychology of successful women by Shona Rowan

Book review – Great networking by Alisa Grafton

Introduction to networking skills (Video)

Book review of Will Kintish’s Business Networking – a survivor’s guide

Confidence to overcome a fear of failure – Kim Tasso

Rainmaking best practice in professional services firms (Selling)