The temptation to optimize every piece of content for the algorithm is the single biggest mistake premium brands make on this platform…
The temptation to optimize every piece of content for the algorithm is the single biggest mistake premium brands make on this platform.
The algorithm rewards what the median user engages with. The median user is not your buyer.
A luxury developer with a $5M+ price point is selling to roughly 0.1% of LinkedIn's active user base in a given metro area. If your content performs well by the algorithm's measure of "engagement from any user," it's almost certainly performing badly against the only audience that matters, the small slice of the user base that could actually buy.
The carousel below shows what content built for the buyer (not for the algorithm) looks like in practice. Eight slides, each making a specific architectural point. Engagement per slide will be lower than a generic "5 design tips" listicle. Engagement quality from the right audience will be measurably higher.
If you build content for the median user, you'll build a median brand. If you build content for the buyer, the buyer will eventually find you. The math compounds in only one of those two directions.
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