LinkedIn is doing nothing for most London property and B2B businesses. Here's why.

For property companies and other B2B businesses, LinkedIn is often the most under-used channel available, largely because most attempts at it stall after a handful of posts. That's not a sign LinkedIn doesn't work for this kind of business. It's a sign the approach wasn't structured to keep going.

Why it stalls

Most business owners start posting personally, run out of ideas within a month, and quietly stop. Meanwhile, the businesses that do get consistent value from LinkedIn treat it the same way they'd treat any other channel: with a plan for who they're trying to reach, what those people actually want to see, and a schedule that doesn't depend on someone remembering to post between meetings.

What it should be doing instead

• Positioning the business (not just the founder) as credible to other decision-makers in the same industry
• Warming up introductions before a sales call happens, not replacing the sales call
• Sharing specific, real detail about the business's work rather than generic industry commentary

Done consistently, this becomes a quiet but reliable source of warmer introductions, particularly for property and construction businesses where trust and reputation move faster through professional networks than through paid advertising alone.