Pinterest is often an overlooked platform in real estate marketing, yet it offers notable advantages over other social media channels.
Its audience is sizable and highly engaged, making the app a powerful tool for building up your brand image. It’s also cost-effective, offering higher than usual ROI. This is primarily because a large portion of people on it have an intent to buy, with much of the demographic being women of 25 to 45 years of age, who are either first-time buyers or homeowners interested in selling.
Most importantly, Pinterest is more of a visual search engine than a standard social media platform, which makes it ideal for real estate. However, you need to use it right, and we’ll tell you exactly how to do it through our five actionable tips.
Why Pinterest Matters for Real Estate Marketing
Being a visually-driven industry, real estate goes great with Pinterest, a platform that can fully complement that. Pinterest is designed for people who need a place where they can search for images to get ideas, get inspired, and find potential solutions.
It even has an advantage over other visual social media platforms, primarily Instagram. Instagram is more popular than Pinterest, with 2 billion monthly active users compared to Pinterest’s 537 million. However, it’s more for connecting with people, while users are there primarily for entertainment purposes, which is not the case on Pinterest.
The purchase intent on Pinterest is very clear, with as many as 85% of weekly users buying something based on a pin they saw. Moreover, Pinterest boasts a 32% higher return on ad spend compared to other platforms.
5 Essential Tips for Using Pinterest in Real Estate Marketing
If you’re getting ready to create a real estate marketing plan, you’ll want to see the tips we’ve prepared for properly using Pinterest in your marketing campaigns.
1. Optimize Your Profile for Local SEO
Using Pinterest in real estate marketing means having a properly optimized business account. If you have a personal account, it’s essential to switch to business because this unlocks tools like Pinterest Analytics, Rich Pins, and the option to run ads.
Once you start optimizing it, ensure you use long-form keywords that target your area and what your audience will want to see. Don’t just write Real Estate Agent, but Chicago Real Estate Agent, and add what you specialize in.
It’s also crucial to claim your website on Pinterest so that all pins from your site are actually connected to your business profile. Whenever someone saves your picture, your profile image will appear together with the Pin, and people will have the option to follow you on Pinterest.
Then you should also enable Rich Pins, which automatically pull additional crucial info from your website. This is a game-changer for the real estate industry because you can have listings with crucial real-time data like the price and address. Information like that will be essential for potential buyers.
2. Create Branded Boards That Reflect Your Niche
Pinterest boards are an important part of your profile as they let you organize your content and present your expertise to potential clients. However, you can’t just create regular boards like everyone else. It’s crucial to curate them for specific niches:
- You can create boards for specific neighborhoods, helping you position yourself as an expert in each.
- Create property type boards to help people actively searching for specific properties easily find your listings.
- You can also create boards offering evergreen content for home buyers and sellers, like checklists, tips, and DIY renovation suggestions.
It’s crucial to use consistent visual branding in these boards, like the same colors, naming conventions, and, of course, the same logo. This will help you stick out on people’s feeds and be seen as the professional that you are. That will, in turn, make you more trustworthy in their eyes.
Lastly, just as you would optimize your Pinterest profile with keywords, you should do the same with board descriptions. For example, a description like “A detailed guide for first-time home buyers in Miami” will lead your board to appear to people searching for such content.
3. Pin High-Quality Visuals (and Add Keywords)
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It goes without saying that having high-quality images and other graphics on Pinterest is a must. Every visual someone sees will leave a lasting first impression about your brand, so it had better be a good one.
It should also be branded appropriately. I.e. having a subtle watermark with your logo, and in line with what Pinterest favors, which are pins that are:
- Vertical
- 2:3 aspect ratio
- 1000x1500 pixels
Moreover, you should use different types of content in your visuals, like infographics, property tours, before and after images, and real estate tips.
Of course, having high-quality visuals won’t be enough unless you properly optimize them so people can find them. The title should be concise and keyword-focused, while the description needs to complement the title, further elaborating on it and having the right keywords and a call to action (CTA).
This combination of carefully written titles and descriptions with proper keywords and high-quality, branded visuals is key to success on Pinterest for any industry, including real estate.
4. Use Pinterest to Drive Traffic to Listings and Blog Content
We talked a lot about optimizing your Pinterest profile and content, but you shouldn’t neglect the fact that the ultimate goal of this is to drive traffic to your website, listings, and blog content.
The good news is that Pinterest does this more than well, and it’s all because each pin you make is a direct link to any destination you choose. In respect of the 4 Ps of marketing, you want to link them primarily to your listings. So, if a pin showcases a specific property, make the destination link the property’s listing page.
You can also link to blog posts. For instance, if a pin showcases a real estate tip, you can link it to a post on your website’s blog that offers more tips on the same subject.
If you have or want to create pins with checklists and infographics that also perform well on Pinterest, consider linking them to a page on your site where users can download the full resource by entering their email address. This will also get you a new lead for your email marketing campaigns.
Naturally, each pin description should have a strong CTA that tells the user what action to take. For example, a listing can have a CTA like “View more images” or “See this property”.
For all your linked pins, ensure you add UTM parameters, which allow you to track and then analyze traffic coming from Pinterest. That way, you’ll get to see what’s working and what isn’t, so you can later adjust your campaign and improve it.
5. Stay Consistent with Scheduling and Analytics
Pinterest favors accounts that consistently publish fresh and high-quality content. By being consistent with quality visuals, you’re viewed as a trustworthy source, which leads Pinterest to show more of your pins to a broader audience.
To remain consistent, you can use scheduling tools like Tailwind, which is an official Pinterest partner. It lets you batch create content and schedule when it’s released. In other words, it helps you stay consistent.
While you’re doing this, you should constantly consult the Pinterest Analytics dashboard. It shows the performance of your pins, so you can easily find the ones that work the best. Moreover, you can track the traffic being driven to your website (this is where the previously mentioned UTM parameters come into play) to determine the ROI on your pins.
The Analytics dashboard will also give you data on your audience, i.e. key demographics like age, location, and gender. That data will help you design pins that properly target your ideal customer.
Bottom Line
Once you learn how to use Pinterest for real estate marketing and start a proper campaign, you’ll eventually see how it drives content long-term. That’s because the ROI potential of Pinterest in marketing is massive.
Unlike most other social media platforms, where content is eventually forgotten and becomes practically useless, pins on Pinterest can deliver traffic for months and even years to come.
This means you need to stay consistent in dropping pins with high-quality visuals linked to your website and other landing pages. Optimize each pin and monitor the performance of your entire campaign through your Pinterest Analytics dashboard, continually improving to drive more traffic and increase your ROI.
If you need assistance with any of this, consider MAXA Designs. We can be your main marketing and design partner, helping you with social media marketing, including Pinterest campaigns. Contact us to learn what we can do for you.
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