LinkedIn Ghostwriter — UK Real Estate/PropTech Content (4 posts/week, ongoing)

JOB BRIEF: LinkedIn Ghostwriter — UK Real Estate/PropTech Content (4 posts per week, ongoing) ═══════════════════════════════════════ WHAT THIS JOB IS I run PropAtlas, a UK property technology marketplace (explorepropatlas.com). I need someone to research, write, and format 4 LinkedIn posts per week for my personal profile — ongoing, not a one-off project. My LinkedIn audience is mostly senior professionals at major UK real estate firms (Directors, Surveyors, Associates, Analysts at companies like Savills, JLL, CBRE, Knight Frank). They read a lot of market research and are quick to disengage from anything that reads like a sales pitch. Every post needs to read as genuine, well-researched market commentary — not marketing copy. You will handle sourcing the stories, verifying the facts, and writing the posts. I will do a final review before anything goes live. ═══════════════════════════════════════ THE 4 POSTS EACH WEEK ┌─────┬──────────────────────────────┬────────┬─────────────────────────────┐ │ DAY │ POST TYPE │ FORMAT │ PURPOSE │ ├─────┼──────────────────────────────┼────────┼─────────────────────────────┤ │ Mon │ Newsjack (current news + │ Text │ Build credibility. Roughly │ │ │ analysis) │ │ 1 in 4 of these can end │ │ │ │ │ with a soft mention of │ │ │ │ │ PropAtlas — not every time. │ ├─────┼──────────────────────────────┼────────┼─────────────────────────────┤ │ Tue │ Data Carousel (a stat from │ Image/ │ Drive traffic. ALWAYS ends │ │ │ PropAtlas's own vendor data) │ slides │ with a direct link to a │ │ │ │ │ specific PropAtlas page. │ ├─────┼──────────────────────────────┼────────┼─────────────────────────────┤ │ Wed │ Reality Check (a contrarian │ Text │ Build credibility. Rarely │ │ │ industry take) │ │ links out (about 1 in 5). │ ├─────┼──────────────────────────────┼────────┼─────────────────────────────┤ │ Thu/│ Vendor/Category Spotlight OR │ Image │ Drive traffic. ALWAYS ends │ │ Fri │ a second Newsjack │ or text│ with a direct link if │ │ │ │ │ Spotlight format. │ └─────┴──────────────────────────────┴────────┴─────────────────────────────┘ In short: 2 posts a week (Tuesday, Thursday/Friday) should always end with a specific link driving people to the site. The other 2 (Monday, Wednesday) are mainly about building my credibility as a knowledgeable voice in this space — they should only occasionally include a link, not every time. ═══════════════════════════════════════ WHAT YOU NEED TO DO EACH WEEK STEP 1 — Find 4 stories or topics: For Monday and Thursday/Friday (if doing a Newsjack): find a real UK real estate or property technology news story published within the LAST 2 WEEKS. Good places to check: Property Week, Letting Agent Today, Property Industry Eye, EG PropTech, Mortgage Solutions, the UK PropTech Association's news page, or a general search like "[topic] UK 2026." For Tuesday: pick one interesting stat or fact from PropAtlas's own directory (browse explorepropatlas.com — category counts, vendor totals, newly added categories, etc.) For Wednesday: pick one common belief or assumption in UK real estate/ proptech that's worth challenging — this doesn't need to be tied to a single news story, but should be grounded in something real and current For Thursday/Friday (if doing a Spotlight): pick one specific vendor or category from PropAtlas worth highlighting that week STEP 2 — VERIFY every fact before you use it (please don't skip this): Click into the actual article and check the real publish date yourself — do not just trust a search engine's "5 days ago" label without confirming Do not present anything older than 2-3 weeks as if it's current news Every number or stat in a post must come from one specific, named source with a real, working URL If you can't confirm a fact is real and accurate, leave it out of the post entirely. Please do not estimate, round up, or guess at a number to make a post sound more dramatic — this is the single most important rule in this brief. STEP 3 — Write the post following the structure below for that day's format STEP 4 — Send me all 4 posts together in one batch each week, formatted like this: POST # / DAY: [1-4, which day] FORMAT: [Text, or Image carousel — if image, describe what goes on each slide] [Your full post text, or slide-by-slide breakdown] LINK USED: [None this post / Soft mention / Direct link to: paste the actual URL] SOURCES: [What fact this supports] — [Source name], [URL], published [date] [What fact this supports] — [Source name], [URL], published [date] ═══════════════════════════════════════ HOW TO STRUCTURE EACH POST TYPE Monday and any text-based Newsjack — follow this 8-part shape: A specific, surprising opening fact or fact that contrasts with reputation A number that shows why this matters/is significant Brief background — what made this company or situation notable before now The specific turning point — what changed, with a date 2-3 more recent, concrete developments stacked together Zoom out — show this isn't an isolated case, with wider data A forward-looking point that's genuinely two-sided, not all doom or all hype A specific, two-sided closing question — never just "thoughts?" Tuesday Data Carousel — 3 to 5 slides: The headline stat, large and clear More context or a breakdown of that stat Your one-line interpretation of what it means A "see the full picture" slide with a direct link to the relevant page Wednesday Reality Check: State a common industry belief → explain why it's wrong or incomplete → give the sharper, more accurate version → end with a clear stance (not just a question) Thursday/Friday Spotlight — single image: One sentence on why this vendor or category matters right now, paired with one clean image (e.g. vendor logo and a one-line description, or a category icon with the vendor count), plus a direct link ═══════════════════════════════════════ VOICE AND STYLE — PLEASE FOLLOW CLOSELY Direct and confident — avoid hedging everything NEVER use words like "game-changing," "revolutionary," or "disruptive" — this specific audience is skeptical of hype and it will hurt credibility Short sentences and short paragraphs — this is read on mobile No exclamation points Text posts: 150-250 words Carousels: one clear idea per slide, don't cram multiple stats onto one slide No markdown headers (LinkedIn doesn't render them) — use line breaks instead No hashtags unless I specifically ask for them on a particular post ═══════════════════════════════════════ WRITING SAMPLES TO MATCH THE STYLE I'll share 3 example posts I've already written so you can see the exact tone, structure, and level of detail expected. Please study these closely before starting your first batch. ═══════════════════════════════════════ WHAT HAPPENS AFTER YOU SUBMIT A BATCH I will review every post and its sources before anything gets posted. I may come back with edits or questions, especially in the first few weeks while we get into a rhythm together. This isn't a reflection of your work — it's just part of how I'm running this, given how much the accuracy of these posts matters to my professional reputation. ═══════════════════════════════════════ PAYMENT £200/month, fixed rate, for 4 posts per week (about 17 posts per month). I'd like to start with a paid trial of one week (4 posts) before committing to the ongoing monthly arrangement, so we can both confirm it's a good fit. ═══════════════════════════════════════ TO APPLY Please include 2-3 writing samples, ideally LinkedIn posts or similar business-audience content, so I can see your natural style before we start the trial week.