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Puzzled By LinkedIn



Sign up and fuggedaboutit

Not sure if it was at REBarCamp or at Inman Connect a couple of weeks ago…but the discussion was about social networks and how they each have their own personality and should be used differently. Someone suggested that LinkedIn is an easy one to participate in because you don’t have to participate. You put your resume-type stuff in and forget it. You should check in once in awhile to approve connections but there isn’t much more to it. It struck me at the time as odd because everything else I heard that week screamed ‘ENGAGE!’ but that, apparently, is not a requirement for using LinkedIn. You’re just supposed to be there. If this is true, then what exactly is the point of ‘being there’? Just in case someone does a search for services in your area? I don’t get it.

Then today I happened to read an article someone sent to me awhile back that says LinkedIn users have higher incomes. This article describes the demographic of the users and the correlation between income, number of connections and job responsibilities that often include purchasing, decision-making and senior levels within companies. Hmmm. Now you have my attention! Let’s work with that.

The nuts & bolts of creating your profile…and?

Guy Kawasaki lists some ways to use LinkedIn for business and this site lists 100 ways to use LinkedIn. And this Active Rain post discusses how to actively use LinkedIn as a REALTOR(R). These articles are all great how-to articles on how to enhance your profile and use some of the features like Q & A and Recommendations, and I guess these are great starting points. But this does not make me love LinkedIn nor does it show me what to do, or why. It’s just not clicking for me. Perhaps we need to think about who we are talking to and what they need from us.

Capitalizing on how LinkedIn is different

I keep going back to the demographic of LinkedIn and wonder if there is more opportunity here than my untrained eye can see. Instead of participating in whatever features the site offers as just ‘a real estate agent’, shouldn’t we be offering something more specific? Does the fact that you have all of these movers and shakers in one place, Fortune 500 companies, consultant-types with huge networks of connections, for example, change how you present yourself and the things you do on the site? Certainly there is a different strategy and attitude expectation than on, say, Facebook with it’s poking and sheep throwing.

Who would not like to be the go-to real estate agent for a company’s human resources or relocation departments? I imagine acquiring large accounts like this would require you to change the way you present yourself online and on LinkedIn specifically. Illustrate your ability to handle relocating employees and how you can make these kinds of transactions smoother and easier for the relocating employee and the company. Elaborate on the support you have through your company’s offerings or via personal assistants. Talk about your activities related to relo’s via your status updates. How about a digital relocation package? Link to that.

What about foreclosure/REO accounts? Are there opportunities to get in front of decision makers at owner-banks and servicing companies? How can you target these contacts and communicate your value proposition to them?

I have not figured all this out yet, so I’d love to hear how you’ve been using this network.

What is your game plan?

Just like in our blogging efforts and our participation in other networks, I’m pretty sure we need to be thinking about our audience on LinkedIn, what  they need, what kind of things they respond to and how we can engage them. But it hasn’t gelled for me.

Be a Genius and share your strategies on LinkedIn in the comments! Please? 🙂

photo credit

Lisa sells residential real estate in the Pocono Mountains of Northeastern PA, and authors The Poconos Real Estate Blog. Being a strong believer in community participation, she currently serves as President of a 1700 home Property Owners' Association and Secretary of the Board of the local REALTOR Association for 2009. Her most challenging and fulfilling role, though, is that of Mom to two teenage girls, and her main hope for them is that they learn to appreciate the abundant joys of a life lived with a positive attitude. You can connect with Lisa on Twitter, Facebook and/or LinkedIn.

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  1. Brandie Young

    January 20, 2009 at 9:02 pm

    Lisa – GREAT post!

    As LinkedIn has evolved there are so many great features, but since they don’t seem to announce them, or have an easy-to-find tutorial it’s easy to miss them. (there’s that stealth marketing) It’s hard to shift to LinkedIn if you Twitter b/c you don’t get the immediate gratification of a back and forth conversation.

    That being said, coming from the corporate world I LOVE LinkedIn. I can easily connect with subject matter experts in a variety of areas – and typically they are just one degree away. I’ve recruited from LinkedIn and found web development and graphic design vendors.

    You hit it on the head – it is a more “professional” venue (no sheep throwing) so in many cases one may want to be a bit more mindful of presentation. But that doesn’t mean you need to lose your personality.

    As a test, ask a question to see the response. A real question, not one that’s a bait to get customers. I believe there is the need for the same authenticity and relationship building as places like Twitter, so it may not be the best idea to go in pitching!


  2. Brandie Young

    January 20, 2009 at 9:04 pm

    p.s. Real Estate Connect has an active group on LinkedIn. There are currently about 500 discussions going on in that group!

  3. Elaine Reese

    January 21, 2009 at 8:22 am

    I treat LinkedIN much differently than Realtor-type sites. Connecting with other agents is not my priority there. I set up a group for my former corporate company, and use it to stay in touch. IMO, it’s not a place to blast self-promo ads all over the place. It’s far more professional than that. Afterall, if we’re connected with clients (and thus, their peers/bosses), we don’t want to embarrass them.

  4. Brian Brady

    January 21, 2009 at 9:16 am

    Best LinkedIn Practices can be learned here. As a 5 year member of LinkedIn and a serial user, this is one of the best FREE training calls you’ll hear:

  5. Nicole Boynton

    January 21, 2009 at 11:50 am

    Hi Lisa –
    I update my status on LinkedIn but haven’t done much more than that. It does come in handy if you need to find other people for speaking events but I haven’t yet had a client find me from there. I will check out some of the posts you mentioned. Thanks for the information.

  6. Laura Olesen

    January 21, 2009 at 6:47 pm

    Thanks, Lisa, for the article and, everyone for the comments. I have been guilty of posting and more or less ignoring LinkedIn. I love knowing where people are and being able to find them but have missed many of the features. I look forward to checking it out anew.

    PS Does anyone see any value to Plaxo?

  7. Missy Caulk

    January 22, 2009 at 6:51 am

    Lisa, LinkedIn is changing to keep up with how all the other social networks work.

    It was first and then IMO lost relevance except to have a profile there.

    Now we can bring our posts in etc…

    Laura, I love Plaxo too, keeps all my contacts updated automatically.

  8. Lisa Sanderson

    January 22, 2009 at 11:06 am

    Brandie: Thanks for your input. I guess I need to go and spend some time there. Honestly, I have not done that.

    Elaine: Act like you’re wearing a suit on LinkedIn…got it! 🙂

    Brian: Thanks for the resource!

  9. Lisa Sanderson

    January 22, 2009 at 11:10 am

    Nicole: Please come back and share any insights you gain…I’m looking for help!

    Laura: Never used Plaxo. I will check it out.

    Missy: Yes, I’ve noticed some changes and added a couple apps. I think I need to participate in some groups to mix it up a little.

  10. Paula Henry

    January 22, 2009 at 5:04 pm

    A few months ago, I started searching for ways to join local groups and was surprised to find so many. The local Chamber has a group, as do many businesses, so I joined. I haven’t been refused an invtation yet. I also found the groups to be quite active.

  11. Eric- New Orleans Condos and Lofts

    January 22, 2009 at 8:10 pm

    I think they are changing as well to become a more active and more interactive network. I do not go there as often but tend to see the same realtors in all these places.

  12. Faina Sechzer, Princeton NJ

    January 24, 2009 at 6:16 am

    Lisa, you are raising a very good question about what LinkedIn is or could be for real estate professionals. I have been pondering the same. The original intent was to help people find jobs through networking. Not in the way of “chit chat” on Twitter or FB, but more of finding and connecting with people that could help one find a job opportunity. To me this means somehow connecting with them personally. The same could apply to a real estate agents. Could we helps others find connections in the corporate world? This is different then trying to pitch our services. My plan is to start a local networking LinkedIn group for Princeton with the same objective – networking for jobs. My 2c.

  13. David Markley

    January 25, 2009 at 10:50 am

    Lisa, while I’m not in your line of business (I’m a Financial Advisor), I have been using LinkedIn heavily for the past six months or so and it has increased my business tremendously. I use it to get introductions to the people I can help the most. I use LinkedIn fairly aggressively in that whenever I have a meeting with someone, I always ask if they are on LinkedIn and get connected with them before I meet. I always ask for introductions and usually get introduce to between three and ten people. I’m not saying you would necessarily use it the same way, but if you put the time into and develop a strategy, I’m confident it will pay dividends! Hope this helps!

  14. Claudia Jordan

    May 6, 2009 at 12:46 pm

    Thanks for the post. I’m fairly new to social networking and have a new blog. For LinkedIN, I was invited by a friend and only filled out the bare minumum info and ignored it. Then I saw that LinkedIN was referring a good number of people to my webiste / blog. I have gone back to LinkedIN and beefed up my profile and discovered I could link to my blog. Very cool! One question: when other people want to link to me and I don’t know them, should I say yes or no?

  15. Lani Rosales

    May 6, 2009 at 12:51 pm

    Claudia, each individual is different, but my personal practice is to remain much more guarded with Linked-In as it is my professional face and my online resume. I allow almost anyone on Twitter and to a degree on Facebook, but Linked-In stays with me forever and the risk outweighs the reward with collecting “connections” just to appear “connected.”

    If you know them online or have spoken on the phone and trust the association does you good, then have at it, but if it’s a stranger, I don’t support collecting connections in that professional environment. Hope this helps! 🙂

  16. Kevin Sandridge

    May 27, 2009 at 11:58 am

    Have to echo Missy’s take. LinkedIn seemed a bit limited initially. They have done a great job integrating other social media/blogging streams since then.

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Business Marketing

Ghost Reply has us asking: Should you shame a recruiter who ghosted you?

(BUSINESS MARKETING) Ghost Reply will send an anonymous “kind reminder” to recruiters who ghost job candidates, but is the sweet taste of temporary catharsis worth it?



Stressed woman at a laptop with hands on head, considering if she should send a Ghost Reply.

People hate to get “ghosted” in any situation, personal or professional. But for job seekers who may already be struggling with self-esteem, it can be particularly devastating. Ghost Reply is a new online service that will help you compose and send an email nudge to the ghoster, sending a “kind reminder” telling them how unprofessional it is to leave someone hanging like that.

Ghost Reply wants to help you reach catharsis in all of this stressful mess of finding a job. Almost all of the problems and feelings are compounded by this confounded pandemic that has decimated areas of the workforce and taken jobs and threatened people’s financial security. It is understandable to want to lash out at those in power, and sending a Ghost Reply email to the recruiter or HR person may make you feel better in the short term.

In the long run, though, will it solve anything? Ghost Reply suggests it may make the HR person or recruiter reevaluate their hiring processes, indicating this type of email may help them see the error of their ways and start replying to all potential candidates. If it helps them reassess and be more considerate in the future and helps you find closure in the application/interview process, that would be the ideal outcome on all fronts. It is not likely this will happen, though.

The Ghost Reply sample email has the subject line “You have a message from a candidate!” Then it begins, “Hi, (name), You’re receiving this email because a past candidate feels like you ghosted them unfairly.” It then has a space for said candidate to add on any personal notes regarding the recruiter or process while remaining anonymous.

I get it. It’s upsetting to have someone disappear after you’ve spent time and energy applying, possibly even interviewing, only to hear nothing but crickets back from the recruiter or HR person you interacted with. It’s happened to me more than once, and it’s no bueno. We all want to be seen. We all want to be valued. Ghosting is hurtful. The frustration and disappointment, even anger, that you feel is certainly relatable. According to several sources, being ghosted after applying for a job is one of the top complaints from job seekers on the market today.

Will an anonymous, passive-aggressive email achieve your end? Will the chastened company representative suddenly have a lightbulb go off over their heads, creating a wave of change in company policy? I don’t see it. The first sentence of the sample email, in fact, is not going to be well received by HR.

When you start talking about what’s “unfair,” most HR people will tune out immediately. That kind of language in itself is unprofessional and is a red flag to many people. Once you work at a company and know its culture and have built relationships, then, maybe, just maybe, can you start talking about your work-related feelings. I believe in talking about our feelings, but rarely is a work scenario the best place to do so (I speak from experience). Calling it unprofessional is better, less about you and more about the other person’s behavior.

However, it’s unclear how productive Ghost Reply actually is. Or how anonymous, frankly. By process of deduction, the recipient of the email may be able to figure out who sent it, if it even makes it through the company’s spam filters. Even if they cannot pinpoint the exact person, it may cast doubts on several applicants or leave a bad taste in the recruiter’s mouth. It sounds like sour grapes, which is never a good thing.

There may be any number of reasons you didn’t get the job offer or interview, and they may or may not have something to do with you. Recruiters answer your burning questions, including why you may have been ghosted in this recent article in The American Genius.

Ultimately, you will never know why they ghosted you. If it makes you feel better or at least see the issue from both sides, the amount of job candidates ghosting recruiters after applying and even interviewing is equally high. Some people simply either have awful time management skills or awful manners, and at the end of the day, there’s not much you can do about that.

Focus on your own survival while job hunting, instead of these disappointing moments or the person who ghosts you. It will serve you better in the long run than some anonymous revenge email. There are other ways to deal with your frustration and anger when you do get ghosted, though. Try the classic punching your pillow. Try taking a walk around the block. If it helps to put your frustration into words, and it very well may, then do so. Write it on a piece of paper, then burn it. Or type it all in an email and delete it. For your own sake, do NOT put their email address in the “To” line, lest you accidentally hit “Send.”

The sooner you can let it go, the sooner you can move on to finding a better job fit for you.

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Business Marketing

Free shipping is everywhere… how can small businesses keep up?

[BUSINESS MARKETING] Would you rather pay less but still pay for shipping, or pay more with free shipping? They may cost the same, but one appeals more than the other.



Person standing over pacakge, sealing with masking tape.

When it comes to competing with huge corporations like Amazon, there are plenty of hurdles that smaller businesses have to cross. Corporations can (and do) undercut the competition, not to mention garner a much larger marketing reach than most small businesses could ever dream of achieving. But this time, we want to focus on something that most people have probably chosen recently: Free shipping.

How important is free shipping to consumers? Well, in a 2018 survey, Internet Retailer discovered that over 50% of respondents said that free shipping was the most important part of online shopping. In fact, when given a choice between fast or costless shipping, a whopping 88% of those surveyed chose the latter option.

Part of this has to do with the fact that shipping costs are often perceived as additional fees, not unlike taxes or a processing fee. In fact, according to Ravi Dhar, director of Yale’s Center for Customer Insights, if it’s between a discounted item with a shipping fee or a marked up item with free shipping, individuals are more likely to choose the latter – even if both options cost exactly the same amount.

If you’re interested in learning more, Dhar refers to the economic principle of “pain of paying,” but the short answer is simply that humans are weird.

So, how do you recapture the business of an audience that’s obsessed with free shipping?

The knee jerk reaction is to simply provide better products that the competition. And sure, that works… to some extent. Unfortunately, in a world where algorithms can have a large effect on business, making quality products might not always cut it. For instance, Etsy recently implemented a change in algorithm to prioritize sellers that offer free shipping.

Another solution is to eat the costs and offer free shipping, but unless that creates a massive increase in products sold, you’re going to end up with lower profits. This might work if it’s between lower profits and none, but it’s certainly not ideal. That’s why many sellers have started to include shipping prices in the product’s overall price – instead of a $20 necklace with $5 shipping, a seller would offer a $25 necklace with free shipping.

This is a tactic that the big businesses use and it works. If you can’t beat ‘em, join ‘em, right?

That said, not everyone can join in. Maybe, for instance, a product is too big to reasonably merge shipping and product prices. If, for whatever reason, you can’t join in, it’s also worth finding a niche audience and pushing a marketing campaign. What do you offer that might be more attractive than the alluring free shipping? Are you eco-friendly? Do you provide handmade goods? Whatever it is that makes your business special, capitalize on it.

Finally, if you’re feeling down about the free shipping predicament, remember that corporations have access to other tricks. Amazon’s “free” prime shipping comes at an annual cost. Wal-Mart can take a hit when item pricing doesn’t work out. Even if your business isn’t doing as well as you hoped, take heart: You’re facing giants.

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Business Marketing

How many hours of the work week are actually efficient?

(BUSINESS MARKETING) Working more for that paycheck, more hours each week, on the weekends, on holidays can actually hurt productivity. So don’t do that, stay efficient.



Clock pointed to 5:50 on a plain white wall, well tracked during the week.

Social media is always flooded with promises to get in shape, eat healthier and… hustle?

In hustle culture, it seems as though there’s no such thing as too much work. Nights, weekends and holidays are really just more time to be pushing towards your dreams and hobbies are just side hustles waiting to be monetized. Plus, with freelancing on the rise, there really is nothing stopping someone from making the most out of their 24 hours.

Hustle culture will have you believe that a full-time job isn’t enough. Is that true?

Although it’s a bit outdated, Gallup’s 2014 report on full-time US workers gives us an alarming glimpse into the effects of the hustle. For starters, 50% of full-time workers reported working over 40 hours a week – in fact, the average weekly hours for salaried employees was up to 49 hours.

So, what’s the deal with 40 hours anyway? The 40 hour work-week actually started with labor rights activists in the 1800s pushing for an 8 hour workday. In 1817, Robert Owen, a Welsh activist, reasoned this workday provided: “eight hours labor, eight hours recreation, eight hours rest.”

If you do the math, that’s a whopping 66% of the day devoted to personal needs, rather than labor!

Of course, it’s only natural to be skeptical of logic from two centuries ago coloring the way we do business in the 21st century. For starters, there’s plenty of labor to be done outside of the labor you’re paid to do. Meal prep, house cleaning, child care… that’s all work that needs to be done. It’s also all work that some of your favorite influencers are paying to get done while they pursue the “hustle.” For the average human, that would all be additional work to fall in the ‘recreation’ category.

But I digress. Is 40 hours a week really enough in the modern age? After all, average hours in the United States have increased.

Well… probably not. In fact, when hours are reduced (France, for instance, limited maximum hours to 35 hours a week, instead of 40), workers are not only more likely to be healthier and happier, but more efficient and less likely to miss work!

So, instead of following through with the goal to work more this year, maybe consider slowing the hustle. It might actually be more effective in the long run!

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