LinkedIn Audit — March 2026

LinkedIn
Audit.

Three profiles. 22% average readiness.
Here's what to fix — and how to grow from here.

Dean Nixon
12%
Critical
Bjorn Peterson
27%
Poor
Company Page
19%
Poor
860
Dean's followers — doing nothing right now
12
Company page followers at launch
0
Original posts from either founder, all year
4mo
Since Dean's last LinkedIn activity
Quick Wins

Five fixes. Under an hour each.

📸
Dean
Add a professional headshot
15 min
✏️
Dean
Rewrite headline with role + value
20 min
🗑️
Bjorn
Remove Blockchain Africa featured post
5 min
⚠️
Company
Fix category: Market Research → Software Development
5 min
🖼️
Company
Upload branded banner (1128×191px)
30 min
Launch Roadmap

Three weeks to launch-ready.

Week 1

Profile Fixes

Dean: photo, headline, About section
Bjorn: remove blockchain post, rewrite headline
Company: fix category, add banner, add website link
Company: write About section (origin story)
Week 2

Content Setup

Pre-write first 4 company posts
Dean: draft first 3 personal posts
Bjorn: draft first 3 personal posts
Schedule Week 1 posts in advance
Week 3

Go Live

Dean publishes first post
Bjorn publishes first post
Company page: first content live
Start engagement routine (3x/week)
What's next

Growth experts have been briefed.

Five design and content briefs are in flight. Here's what's coming.

Brief 01

LinkedIn Banners

Branded banners for company page and both founder profiles (1128×191px).

In Design
Brief 02

Profile Copy Rewrites

Headlines, About sections, and Featured content for Dean, Bjorn, and Company page.

In Progress
Brief 03

First Posts Session

Interview-style session with Dean and Bjorn — we extract the stories, you approve them.

To Schedule
Brief 04

Content Calendar

6-week posting schedule across all three profiles, aligned to eBox product milestones.

To Schedule
Brief 05

Engagement Setup

Target account list (Controllers, CFOs), connection request templates, comment strategy.

To Schedule
Profile Audit

Dean Nixon

CTO — eBox Software

25 years in real estate tech. 860 followers with no recent content. This profile is invisible to buyers.

12%
Launch Readiness
Critical
Profile Analysis

What buyers see right now.

Dean Nixon LinkedIn profile screenshot
1
No profile photo Grey silhouette. Signals inactive account. Gets 21× fewer views than profiles with photos.
2
Job-title headline "Director of Enterprise Consulting" says what you are, not what you do for a buyer.
3
About section: three words "Specialties: MRI Technical Consultancy" is not an About section. There is no story, no hook, no credibility.
4
No activity in 4+ months 860 followers and no content. LinkedIn's algorithm has stopped showing this profile.
5
No featured section First-impression real estate is empty. No case studies, no links to eBox, no demos.
Profile Fixes

What to change and what to write.

Field Currently Rewrite to
Headline
Director of Enterprise Consulting
25 years in real estate tech. CTO at eBox. I help finance teams get more out of MRI Software.
Photo
Grey silhouette (no photo)
Professional headshot, good light, plain background. Same photo across LinkedIn and company site.
About
Specialties: MRI Technical Consultancy
25 years inside real estate tech. Built MRI integrations for SEGRO and enterprise clients across the UK. Now CTO at eBox — we build the automation layer that sits on top of MRI, so your team stops doing manual imports. Two products: eForms and eConnect. Drop me a message if you're trying to fix your MRI workflow.
Featured
Empty
Add: eBox website link + eForms product demo (when live)
Banner
Generic grey
eBox branded banner with tagline and product visual
Content Pillars

Three things Dean posts about.

🏗️

The 25-year insider

Dean has seen real estate tech from the inside for longer than most people have worked in it. That perspective is rare and credible — write from it plainly.

  • What nobody tells you about MRI integrations
  • The manual process I've seen survive 25 years of "digital transformation"
  • Why the same mistakes keep happening in real estate finance software
🔍

What buyers get wrong

Finance teams think they have a data problem. They have a workflow problem. Dean can name the exact moments where it breaks — and what fixing one thing actually changes.

  • The spreadsheet workaround that never actually goes away
  • Software built for the demo, not the real workflow
  • The moment a Controller realises the import is the last step, not the only one
?

Personal — your unique angle

What is only true for you? What would you say to your 25-years-ago self? What has building for one industry at depth actually taught you?

Growth experts will work with you to find this — one post every two weeks is all you need.

Posting Ideas

Topics worth posting about — your call.

Click anything that resonates. We'll use the question underneath to draw out your specific take before writing anything.

✓
Observation
The MRI journal entry loop that never ends
Walk me through what month-end close actually looks like for a real estate finance team on MRI — step by step. Where does it break?
✓
Client Story
Month-end close: 6 hours to 23 minutes
Tell me about the client where this happened. What was it like before? What was the one thing that changed?
✓
Hot Take
Real estate finance teams don't have a data problem
What's the thing most people get wrong when they diagnose this? What do they try first — and why doesn't it work?
✓
Credibility
What SEGRO-scale real estate finance actually looks like
What surprised you most about working at enterprise scale vs. what you expected? What did you see that smaller clients never show you?
✓
Honest Admission
25 years. The software changed. The workarounds didn't.
What's the thing you've seen teams do for 20+ years that still hasn't been properly solved? Why do you think that is?
✓
Education
What real-time validation actually catches
Give me a concrete example of an error that real-time validation catches that wouldn't show up until the import fails. What does that cost the team?
✓
Behind the Build
The architectural decision on eForms we nearly got wrong
What was the decision, what did you almost do, and what made you change direction? What would have gone wrong if you hadn't?
✓
Industry Pattern
The one thing teams that fix MRI workflows do differently
After 50+ client conversations, what's the common denominator in the teams that actually make the change stick vs. the ones that don't?
Profile Audit

Bjorn Peterson

Director of Products — eBox Software

More active than Dean, but positioned wrong. Blockchain featured post undermines credibility with UK real estate buyers.

27%
Launch Readiness
Poor
Profile Analysis

What buyers see right now.

Bjorn Peterson LinkedIn profile screenshot
1
Blockchain Africa Conference featured post Pinned to the top of Bjorn's profile. A UK real estate CFO visiting this page will not understand why this is here.
2
Headline too generic "Director of Products at eBox Software" — no value proposition, no industry signal, no reason to keep reading.
3
About section: SaaS generic Reads like every other PropTech founder. No MRI context, no real estate finance specifics, no client-facing proof.
4
Activity = reposts only Reposting without commentary signals no original thought. Buyers vet founders before a demo call — this doesn't help.
5
Photo and banner present Good baseline. Keep the photo. Update the banner to align with eBox visual identity.
Profile Fixes

What to change and what to write.

Field Currently Rewrite to
Featured
Blockchain Africa Conference post
Remove immediately. Replace with eBox website or eForms demo link.
Headline
Director of Products at eBox Software
Building PropTech for real estate finance teams | Director of Products at eBox
About
Generic SaaS / PropTech description
I build product for real estate finance teams who live inside MRI Software. 50+ client conversations have shaped two things: eForms (structured data entry that imports cleanly) and eConnect (workflow automation across the MRI stack). Based in Cape Town. Building for the UK market. If you're a Controller or VP Ops managing MRI workflows, I'd like to hear what's broken.
Activity
Reposts only, no commentary
1 original post per week minimum. When reposting, add 2–3 sentences of your perspective.
Positioning
"FinTech / PropTech" generalist
MRI Software specialist. Real estate finance ops. Specific industry, specific product.
Content Pillars

Three things Bjorn posts about.

💼

What customers actually need

50+ client conversations. Bjorn hears what finance teams are dealing with before they ask for software. That makes his take different from every other product person in the space.

  • What real estate finance teams want vs. what vendors assume they want
  • Talking to a VP Operations vs. a Controller about the same workflow
  • The approval process still running on email chains in 2025
🛠️

Building the right product

As Director of Products, Bjorn owns what gets built — and why. What he changed his mind about. What the product does now that it didn't do before, and why that matters to a Controller.

  • Why form design matters more than most PropTech founders realise
  • The thing we changed based on what clients kept saying
  • Errors don't happen at import. They happen at entry.
?

Personal — your unique angle

Building PropTech from Cape Town for the UK market is a genuinely interesting story. What's the gap you keep seeing? What did you expect that turned out to be wrong?

Growth experts will work with you to find this — one post every two weeks is all you need.

Posting Ideas

Topics worth posting about — your call.

Click anything that resonates. We'll use the question underneath to draw out your specific take before writing anything.

✓
Honest Admission
What I got wrong about building for MRI users
What did you assume when you started that turned out to be completely off? When did you realise it, and what changed in the product because of it?
✓
Customer Insight
What property finance teams want vs. what we assumed
After 50+ client conversations, what's the thing that kept coming up that you didn't expect? What did you think they cared about that they actually didn't?
✓
Behind the Build
Why form design matters more than most PropTech founders think
Explain the chain: bad form → bad data entry → failed MRI import. What's the concrete consequence a Controller actually feels when this goes wrong?
✓
Observation
The approval workflow running on email chains
Describe what this actually looks like in practice. How many people are in the chain? What happens when someone's on leave? When did it break for a real client?
✓
Two Conversations
VP Ops vs. Controller — same workflow, completely different conversation
What does the VP care about that the Controller doesn't? What does the Controller notice that the VP misses? Give me a real example of where the same problem was described completely differently.
✓
Founder Story
Building PropTech from Cape Town for UK real estate
What's the gap you keep finding between how you expected UK real estate finance to work and how it actually works? What did you have to unlearn?
✓
Product Direction
The decision that changed what we built
Was there a specific client conversation or moment where you realised you needed to change the product direction? What was that conversation, and what did you decide?
✓
Hot Take
The PropTech product built for admins, not the people using it daily
Which part of the industry does this most? What does a product look like when it's optimised for the buyer, not the actual user? What does that cost the team?
⚠
Category set to: Market Research Fix this before launch. Every buyer who visits your page sees the wrong industry. Change to: Software Development
Fix First ↑
Company Page Audit

eBox Software

LinkedIn Company Page

12 followers. Wrong industry category. No banner. No content. This needs to be functional before the website goes live.

19%
Launch Readiness
Poor
Page Analysis

What visitors see today.

eBox LinkedIn company page screenshot
1
Category: Market Research This is the single most damaging issue. Buyers find companies through category. You're invisible to real estate software searches.
2
No banner image First impression is grey void. A 1128×191px branded banner takes 30 minutes to create and makes the page look active.
3
12 followers — no content posted With no posts, there's no reason for anyone who visits to follow. Organic growth requires activity.
4
About section is minimal No origin story, no product description, no mention of MRI partnership or client results. Rewrite before launch.
5
No website link visible Every inbound visitor should have a clear path to ebox.software. Add the link in company details.
Copy Recommendations

What the page should say.

Company Tagline (shown under logo)

Automation for real estate finance teams running on MRI Software.

Short, specific, jargon-free. The current tagline has no industry signal.

About Section (300 characters, shown on page preview)

We build the automation layer that sits on top of MRI Software. eForms eliminates manual data entry. eConnect automates approvals and workflows. Built for real estate finance teams in the UK. MRI Certified Technology Partner.

Lead with the product category, not the company name. End with the credential.

Specialties / Keywords (LinkedIn search discovery)

MRI Software, real estate finance automation, PropTech, journal entry automation, approval workflow, property management software, eForms, eConnect, UK real estate

These are the terms your buyers search. All of them should appear on the page.

Banner Text Suggestion (1128×191px graphic)

eBox Software · Automation for MRI real estate finance teams · ebox.software

Brief. Include URL. Keep background clean — dark green or white on dark green.

Content Strategy

What the company page posts about.

Post mix by content type — target distribution for first 6 months.

Educational / how-to
30%
Relatable / humour
20%
Industry news + POV
20%
Social proof
15%
Product / promotional
10%
Polls / community
5%
Topic Brainstorm

What the company page can talk about.

Not a calendar — a pool of ideas to draw from. Pick what fits the moment.

eBox Company Page
Educational
What real-time MRI validation actually catches
What is eConnect? The layer most MRI stacks are missing
Before/after: old approval workflow vs. new one
The eBox stack — explained simply
What MRI Certified Technology Partner actually means
Relatable
Things said in real estate finance offices
The spreadsheet that somehow never goes away
Things that should be automated but still aren't in 2025
The "quick fix" that became a 3-year workaround
News + POV
MRI Software release — what it changes (and what it doesn't)
IREM / BOMA trends — our take
PropTech news that matters to real estate finance teams
Social Proof
Month-end close: 6 hours → 23 minutes
Client wins (anonymised, specific numbers)
MRI Certified Technology Partner credential
Product
eForms: form to MRI import in under 5 minutes
eConnect: what it automates that email can't
New feature or update — why we built it this way
Polls
How long does your month-end close take?
What's your biggest MRI pain point right now?
Does your approval workflow run on email?
Company Post Bank

10 posts drafted from the strategy.

Origin 25 years ago real estate finance teams were doing this by hand. They still are.
Education What real-time validation in MRI actually catches before the import fails.
Before/After The old MRI approval workflow. And what replaced it.
Social Proof A Controller's month-end close: 6 hours → 23 minutes. One change.
Product eForms: from form build to MRI import in under 5 minutes.
Relatable Things said in real estate finance offices, ranked by how much they make us wince.
Education What is eConnect? The communication layer missing from most MRI stacks.
Hot Take The feature that sounds useful in a demo and causes chaos in production.
Credibility MRI Certified Technology Partner. What that actually means for your team.
Poll How long does your month-end close take? (Under 2 days / 3–4 days / 5+ days / It depends)
eBox · LinkedIn Founders Guide

Post like a
founder.
Not a brand.

Who you're writing for. What to say. How to say it without sounding like a company announcement.

8×
more engagement than company pages
61%
of buyers engage after founder content first
1×
post per week is enough to build authority
90
minutes a week is all it takes
Ideal Customer Profile

Two buyers. One post has to land for both.

The Practitioner

Controller / AP Manager / Senior Accountant

Opens MRI every day. Feels the friction personally.
Champions tools internally before passing to their boss
Scrolls LinkedIn 10–15 minutes a day, usually on mobile
Stops for posts that name their exact frustration
Shares content that makes them look informed
Trusts peers over vendors — wants to see proof, not claims
The Economic Buyer

CFO / VP Operations / Regional Director

Owns the cost of the inefficiency. Signs off on new tools.
Doesn't open MRI — but knows it's causing pain
Vets founders before agreeing to a demo call
Trusts what their team has already championed
Scans LinkedIn for 5–10 min, desktop or mobile
Responds to data, peer validation, and specific outcomes

"The best B2B posts make the reader think:
that's exactly what my team does."

The only metric that matters is recognition

Writing Rules

What the copy must do — and must not do.

Specific numbers ("6 hours to 23 minutes")
Vague claims ("significantly faster")
Write for one specific person
"Real estate finance professionals"
Max 3 lines per paragraph on mobile
Walls of text
Hook that works without brand context
"We are excited to share..."
End with one action or question
Lists of options and multiple CTAs
Read it aloud before posting
Post if it sounds like a brochure
Direct positive assertions: "This works because..."
"It's not about X — it's about Y" contrast patterns
Sentence case in headings everywhere
Title Case On Every Word Like This
Post Formats

Six formats that work for this audience.

Relatable observation

Highest engagement. No image needed. Best for reach.
"The MRI journal entry process: build it, format it, check it, import it, fix the errors, rebuild it. Someone decided this was fine."

Before / after

Carousel or side-by-side. Strong visual story with proof.
"Month-end close, April: 6 hours. Month-end close, July: 23 minutes. One thing changed. Here's what."

Poll

Fastest to create. High comment rate. Post Mon or Thu.
"How long does your month-end close take? Under 2 days / 3–4 days / 5+ days / Depends on the quarter"

Hot take

Drives comments. Builds reach. Must have a specific assertion.
"Real estate finance teams don't have a data problem. They have a process problem that looks like a data problem."

Client story

Anonymised, specific numbers. Strongest for pipeline influence.
"A Controller told us month-end close took 6 hours of journal entry work. Last quarter: 23 minutes."

Industry news + POV

News headline + your take + one question. Shows active thinking.
"MRI just released [X]. Here's what it changes — and what it still doesn't solve."

Engagement Routine

Three actions per week. Non-negotiable.

3×
Comment on MRI Software, IREM, or BOMA posts per week — substantive, not just "great post"
5+
Targeted connection requests per week to Controllers, AP Managers, and CFOs in UK real estate
1×
Original post per founder per week — post Tuesday or Thursday for best organic reach
Founder Posting Formula

What every post must contain.

1
Hook: name a specific person, moment, or observation Not "many people" or "real estate finance teams." Name the role, the scenario, the moment. The reader must feel seen.
2
Body: one insight — not three Lists of things dilute the point. Make one claim, explain it, own it.
3
Include a specific number or concrete detail 23 minutes. 6 hours. 50+ clients. SEGRO. One number makes the whole post more credible.
4
Close with one action or forward-looking statement Ask one question or state what you're working on next. No sign-off. No "feel free to comment."
5
Read it aloud before posting If it sounds like a press release or a brochure, rewrite it. It should sound like you talking, not a company announcement.