How to build an engaging LinkedIn post

LinkedIn gives brokers a channel to be seen, heard and trusted. While it can feel corporate at times, it’s one of the best platform for positioning yourself as a thought leader and networking with clients, peers and partners.

To get the most out of LinkedIn, you should prioritise consistency and clarity. You don’t need a complicated strategy, just a few well-structured posts each month - written in your own voice and grounded in the real challenges your audience faces.

An effective way to build your online presence is by turning day-to-day conversations into relevant content.

Start with what people want to know 

Clients bring questions to your doorstep every day. These should form the basis of most - if not all - of your social posts. They reflect common concerns, misunderstandings and milestones that are likely to be relevant to your audience.

You might talk about:

• Common pain points first-time buyers face.
• How affordability checks are changing client outcomes.
• The conversations you’re having around product switching. 

keep it clear

The most engaging LinkedIn posts are professional, neutral and often sound like someone sharing a useful observation - showing you have your finger on the pulse of what’s actually happening in the sector.

Use a tone that sounds like you - straightforward, calm, knowledgeable - and avoid anything that sounds too sales-y. At this stage, it’s not about winning business, but helping people see what working with you is like.

Writing in short paragraphs and simple language means people will absorb your message more readily. When someone in your network shares your post, or mentions you in a conversation, your voice will already be familiar.

Once you’ve decided what you want to say, give your post a structure that makes it easy to follow. The best LinkedIn posts often follow a simple three-part format:

Building your post

1. Log in to LinkedIn and go to your home feed

Navigate to your homepage or profile to get started. At the top of your feed, you’ll see the option to ‘Start a post’. Click here to start writing - it’ll open a simple text editor where you can create your post.

2. Type your content in the box

• Start with a hook

This should be a single, impactful line that draws people in - it could be a statement, a question, or a common misconception, e.g. “A lot of people still think they need a 20% deposit to buy their first home” or, “Three clients this week asked the same thing.”

• Add your perspective

Once you’ve set the topic, give your take. Explain the situation in plain terms and share how you’d approach it. This is where you differentiate yourself. Aim to reassure, inform and reflect the way you support people in real conversations. 

• End with a gentle prompt

A closing line can encourage engagement. This might be a summary, a follow-up question, or an invitation to get in touch, e.g. “If you’ve been wondering the same thing, you’re not alone” or, “Every situation’s different,  but this is a good place to start.”

It’s good practice to add one or two relevant hashtags, as they’ll help your post appear in searches and topic feeds, making it easier for the right people to find your content.

3. Add a photo, image or video 

This isn’t required, but it’s often helpful to add some sort of visual content to help your post stand out. You could upload a branded visual or an image for a housing event, a PDF or checklist to help audiences visualise a complex idea, or a quick explainer video.

You’ll find the icons for these right below the text box. Just make sure the visual supports your text and keeps things professional.

4. Check your settings

Before posting, check the audience setting below your name. Make sure it’s set to ‘Anyone’ if you want the post to be visible to people outside your network,  such as introducers, potential clients or industry peers.

You can also choose ‘Connections only’ if you prefer a more limited reach.

5. Click post

Once you're happy, hit the Post button. Your update will appear on your feed and may also be shared in your network’s notifications if people engage with it.

Keep an eye on any comments or reactions. A short reply or thank-you can go a long way in building rapport.

6. review your post's performance

After a day or two, make sure to check up on your performance. You can see views, reactions, comments and more, which is a great way of seeing which topics are resonating, giving you ideas for future posts.

Keep it going

A single post is unlikely to make much of a dent, but posting in a steady rhythm will. Aim for a post a week to start, which may sound small, but over the months and years, it builds a clear picture of who you are and the kind of support you offer.

If you ever feel stuck on what to post, you don’t need to come up with everything from scratch. AI tools like ChatGPT can help you brainstorm ideas or turn a few bullet points into a clear, confident post. Try something simple, like: “Give me three LinkedIn post ideas for a UK mortgage broker who wants to educate first-time buyers,” or “Rewrite this so it sounds friendly and reassuring.”

Watch Chris Targett’s webinar, How to create a month’s content in 60 minutes here for more quick tips

LinkedIn is just one platform you should consider; Facebook and Instagram are also hugely useful, particularly in reaching potential clients. We’ve outlined the step-by-step process of creating posts for Facebook and Instagram here.