According to the National Association of Realtors (NAR), Pinterest is used only by 8% of realtors[1]. However, it can be a valuable tool for building an agent’s brand, promoting evergreen content, and generating traffic to a website and social media pages. Plus, with such a small percentage of agents staying active on the platform, the opportunity to generate traffic is even better. Learning how to use Pinterest for real estate is a relatively simple process, but it’s important to have the right tips and tools to be successful.
1. Optimize Your Pinterest Business Profile
Having a strong profile should be the foundation of your strategy on every real estate social media platform. To get the most out of Pinterest, ensure you create a business account, which is free and unlocks powerful analytics and promotional features. It allows you to track the performance of your pins and ads, making it easier to make data-driven decisions that improve your Pinterest real estate marketing.
To optimize your Pinterest real estate profile, see to it that you have these elements:
- High-quality realtor headshot
- Clear and compelling headline (this is what will show on pins you share)
- Bio that clearly defines your farm area, expertise, and your target clientele
- Link to your brokerage or personal real estate website
Example real estate agent Pinterest profile (Source: Pinterest)
For step-by-step tips on how to write a strong bio for every platform that generates leads, read our guide 14 Realtor Bio Tips (+ Examples & Free Template Download).
2. Define Your Target User
Understanding your ideal client is crucial for every business. To generate real estate leads from Pinterest, ensure that you know your target audience well enough to create content that resonates with them. Over 79.4% of Pinterest’s users are women, so keep this demographic in mind as you learn how to use Pinterest for real estate.
Defining your target audience is an important part of starting and growing a successful real estate business. If you haven’t already done so, spend time clarifying your target audience as part of your business plan. For example, you may want to work with families, first-time homebuyers, or first-time homesellers. With this information established, it will be easier to learn how to use Pinterest for realtors by posting and sharing content relevant to your specific audience.
Get all the details and a free template to create a simple yet thorough business plan in our guide How to Write a Real Estate Business Plan (+ Free Template).
Real estate business plan template (Source: Fit Small Business)
3. Build Strategic Pinterest Boards
With an understanding of your target audience, create a variety of Pinterest board topics that reflect the wants, needs, and interests of your audience. These topics may be different from what you’re personally interested in. For instance, you may be interested in real estate marketing strategies and social media templates, but those things won’t appeal to your audience. Using Pinterest for real estate agents should be different from using Pinterest as a user.
Example real estate agent Pinterest boards (Source: Pinterest)
Some board topics that may appeal to potential buyers and sellers could be:
- Decorating ideas
- Tips on downsizing
- How to buy a home
- Beautiful or historic homes in your farm area
- Landscaping ideas
- Moving tips and tricks
- Home staging tips and ideas
- Curb appeal ideas (even better if you can make it local)
- Renovations that increase a home’s value
4. Create Pins With Consistent Branding
Pinterest is a highly visual platform, which makes it a great tool to generate real estate brand recognition. When you keep your profile and pins cohesive with the same brand colors, logos, and fonts, users will start recognizing your content more consistently. This automatically builds their trust in you and can help generate leads more efficiently.
To create cohesive pins, you should have a branding kit ready to go with all your fonts, logos, brand colors, and templates for Pinterest and even other social media platforms. One of the best and most affordable ways to get branding done professionally is through Fiverr, where you can find a branding freelancer starting at just $5. You can search through a variety of freelancers to find one who fits your budget, uses a design style you like, and has a proven track record of positive feedback.
5. Use Keywords in Titles & Descriptions
Although Pinterest is usually considered a social media platform, it is sometimes more like a search engine. This means that the platform uses the text in pin titles, descriptions, and images to determine the topic and show it to people who make similar searches. Therefore, it’s important to use search engine optimization (SEO) strategies and keywords in each of your pin descriptions. This shows Pinterest what your content is about, and it helps your audience find your pins and click on them.
Clear title and description with real estate keywords (Source: Pinterest)
To learn more about SEO for real estate and find top keywords for your audience, read Real Estate SEO Guide + Top 82 Real Estate Keywords.
6. Repurpose Content From Other Platforms
One of the benefits of using Pinterest for real estate agents is that you don’t have to create all new content from scratch. In fact, Pinterest is an ideal platform for repurposing content because of its high pin longevity. One study showed that product orders were consistently generated from new Pinterest pins for about 3.75 months, while Facebook posts sometimes only last for 105 minutes and YouTube videos only 8.8 days.
Plus, Pinterest is great for photos, short and long-form videos, and image slideshows (called “idea pins”). This means that every single image or video you create for other real estate social networking sites can be used on Pinterest to increase your views and website traffic.
Real estate agent video repurposed on Pinterest (Source: Pinterest)
7. Include Resourceful Content on Your Pinterest Boards
Become a valuable resource for your audience. According to Pinterest, 85% of pinners say this is their go-to platform when planning any kind of project, including buying or selling a house. By sharing informative content that answers your specific audience’s questions and concerns, you’ll position yourself as an expert in the field and build their trust.
You can post content in a variety of ways on Pinterest to amplify your reach. Here are just a few ideas on Pinterest for realtors:
- Infographics
- Blog posts
- Videos from Instagram, TikTok, or YouTube
- Articles
- Still pictures with text (advice, inspiring quotes, or even real estate memes)
- Products (like furniture or appliances)
To easily create professional images, graphics, and videos—even if you have no design experience—try using Canva. It’s free software with thousands of premade design templates for Pinterest pins, idea pins, and even videos. It also comes with unlimited elements to add to your content, like images, GIFs, and fonts. Sign up for Canva today.
8. Schedule & Automate Pins
Like all marketing strategies, consistency is key to success. To stay consistent on Pinterest without manually logging on and posting content every day, schedule your pins ahead of time. With a business account, you can schedule a day and time for pins to go live without having to leave the platform at all.
Social media publishing and scheduling tools (Source: Constant Contact)
However, an even more effective way to manage your real estate social media posts on Pinterest and other platforms is by using a tool like Constant Contact. It provides features to plan content, optimize it at the ideal time of day, and publish it to multiple platforms automatically. There are also detailed analytics to help you continually learn more about how to use Pinterest for realtors.
9. Pin Content From Other Sources
Unlike most other social platforms, Pinterest real estate marketing should include sharing content from other businesses. Look for high-quality content that appeals to your audience and fits the topics of your boards. This content is important for increasing views to your Pinterest profile, even if it doesn’t directly generate traffic to your website or social pages. When a potential client finds your profile and sees that you have a variety of boards full of valuable and interesting content, they are extremely likely to follow you.
Real estate agent Pinterest board with multiple sources (Source: Pinterest)
10. Collaborate With Clients
The more engagement your account has, the higher your posts will show up on other people’s feeds. One way to increase your Pinterest engagement is by encouraging your friends, family, coworkers, and former clients to comment, pin your content, and collaborate on group boards. You can even create a group board for each of your clients to pin home ideas and share content. This interaction will help boost your content in the Pinterest algorithm and will build camaraderie between you and your clients.
Real estate group board (Source: Pinterest)
11. Increase Views With Pinterest Advertising
Consider investing in Pinterest advertising campaigns to boost your content’s reach, especially if you start seeing more website traffic and an increase in leads from this platform. Pinterest ads can generate a 32% higher rent on ad spend (ROAS) than other digital platforms, so it’s an affordable option to grow your business.
There are several different types of Pinterest ads, which include collections, video, carousels, idea ads, and promoted pins. If you’re new to real estate advertising, promoted pins are the simplest way to generate more views and traffic.
Example promoted pin on Pinterest (Source: Pinterest)
Frequently Asked Questions (FAQs)
Yes, Pinterest can be a valuable platform for real estate professionals. It offers a visually appealing way to share informative content, connect with potential clients, showcase properties, and build brand recognition. It also increases the reach of content from every other platform and can help users find you through search.
Using Pinterest for real estate agents is relatively simple but requires planning, strategy, and implementation. Start by optimizing your profile to appeal to your target client, then create resourceful content that addresses your audience’s questions and concerns. Ensure you engage with your audience by consistently sharing content, responding to comments, and collaborating on group boards.
Realtors should share images and videos of listings, homebuying checklists, infographics, market reports, local insights, home improvement ideas, and behind-the-scenes videos. There is a wide variety of real estate social media posts for Pinterest.
Bottom Line
Pinterest is a great platform for real estate agents to generate website traffic, increase brand awareness, find new leads, and engage with clients. Learning how to use Pinterest for real estate includes optimizing your profile, creating resourceful content, and sometimes promoting pins to boost traffic. Embrace the visual power of Pinterest, and watch as your real estate listings and services gain the attention they deserve in a highly competitive market.
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