Many property management offices post on LinkedIn about once per week. However, have you ever wondered when the best day and time to post would be? Many property management businesses simply post as soon as their information is ready. Yet, analyzing LinkedIn users’ behavior, as well as testing your own results, can provide guidance on the best days and times for your posts to reach a larger potential office.
Broad Social Media User Patterns
Let’s start by looking at social media behavior in general. According to TrackMaven’s analysis of well over 17 million posts across 17,737 brands, it depends on the social channel for the best time to post. Across all industries, TrackMaven found that the best days/times to post on the various social media channels are as follows:
- LinkedIn – Wednesday at 9 am
- Facebook – Thursday at 8 pm
- Twitter – Thursday at 5 pm
- Instagram – Friday at 7 pm
- Pinterest – Friday at 1 am
The above days/times aren’t surprising. Many people check LinkedIn, during work hours, yet look at the more personal channels of Facebook, Twitter, etc, after work.
However, within the Real Estate Industry, TrackMaven found that the best days/times to post are as follows:
- LinkedIn – Wednesday at 3 pm
- Facebook – Thursday at 1 pm
- Twitter – Thursday at 10 am
- Instagram – Saturday at noon
- Pinterest – Monday at 11 am
This suggests that those interested in Real Estate are active in the middle of the week from 10 am to 3 pm. This is not surprising, either, as many who are interested in Real Estate will search during work hours, and later in the week when things have settled down a bit.
Now back to the focus on LinkedIn. Many property management marketers might look at the above stats and decide to start posting every Wednesday right at 3 pm. However, if you always post Wednesday at 3 pm, you may be reaching the same people each week, yet missing others. According to the Pew Research Center’s research, only 22% of LinkedIn users use the site daily and 30% weekly. This contrasts with Facebook users, 70% of whom use that site daily and 21% weekly. As such, a large number of people only check their LinkedIn feed once per week, and many may do so on a Monday morning. If so, and you only post Wednesdays at 3 pm, your posts might be buried in their feeds by this time. As such, it’s a good idea to vary the days/times of your posts. For example, you might have a monthly LinkedIn post schedule similar to the below:
Varying your posts will allow you to broaden your reach and catch those who only check once per week.
Testing Your Specific Audience
The above stats from TrackMaven provide an insight into social media user behavior within the Real Estate industry and provide a good starting point to begin testing what works well for your LinkedIn posts. However, your LinkedIn followers will be distinct, and so you should test various days and times, monitor results, and determine what the best days/times for your specific market and business. To do so, start by posting on Wednesdays at 3 pm. Do this for several weeks and record results to see whether you see any patterns for the number of likes, comments, and shares. Also look for whether the same people are interacting with your posts, which is often the case. Then change the time to 9 am, post for several weeks, and then compare results to the 3 pm posting results. Continue testing different days/times until you determine the best schedule to reach the largest audience for your posts.