With its primarily visual nature, Pinterest is a great tool for real estate professionals to use in their marketing and advertising campaigns. But with as many as 75 million active users of this platform in the U.S., it’s important to know how to maximize your profile’s chances of standing out from the crowd. We’ve gathered tips and asked experts to share their valuable insights on how to effectively use Pinterest for real estate marketing.
Here are the top 25 Pinterest real estate marketing tips from the pros.
1. Do a Competitor Analysis
Meg Hogan, MBA, Founder and Chief Strategist, Stunning Strategy
Think about a real estate agent or company that you know is doing well. Think big. Search for her/him/them on Pinterest, and make note of what they’re doing.
A few search results you should look for include what the top pin is for your location or the type of real estate you specialize in, what boards it’s pinned to, what else is on those boards, and who’s pinning that pin. Document your findings and use it as research for a marketing strategy. This will help you find ideas for your content (videos, blogs, slideshows, etc.), potential influencers and micro-influencers to partner with, and even emerging trends.
2. Leverage Pinterest as an SEO Tool
Kellen Kautzman, Owner, Send It Rising Internet Marketing
Any Pinterest image that is linked back to your website counts as a backlink, and that link can be measured in the Google Search console. Here are two easy steps pros can follow to use Pinterest for SEO gain:
- First, create an image-heavy blog that serves as a resource where your listing’s photos are appealing when seen independently, outside of the blog.
- Second, share the images from your blog on your Pinterest page and all relevant Pinterest boards, and link the image back to the blog post. These image links will appear as backlinks in Google Search console (also known as Google Webmaster Tools). Every time the image is repinned, that link will duplicate.
Google created an artificial intelligence platform in 2015 called RankBrain, and it accurately recognizes images. This means that a picture that is relevant to your business can create hundreds of backlinks, which is an SEO win-win.
3. Use Keywords When Creating Boards and Descriptions
Nichole Davidson, Digital Marketing Strategist, Zilker Media
Pinterest is on the cutting edge of useful platforms for real estate agents and agencies. We utilize Pinterest to create boards for residential listings. Once the boards are created, we use the new categories feature in each board to organize them based on price and/or location.
When creating Pinterest boards and pin descriptions, it is important to use the keywords from the guided search tool as SEO terms to build your descriptions. We encourage creating boards based on the agents’ community as a place to house events and favorite spots for families and locals. This gives their client base an added value proposition to return to their boards and content even after they have purchased a home.
4. Make Use of that Pinterest Search Bar to Know More About Your Demographics
Jessica Belton, Marketing Consultant, Jessica Belton Marketing
Optimizing a business’ pins is a high priority task for real estate businesses that wish to be found on Pinterest. To ensure your business is targeting the right people, you first need to know exactly who your target markets are for each piece of real estate being promoted. This information is of utmost importance when conducting keyword research for your pins.
Begin your search for keywords by utilizing the tool readily available to you and your target customers—the Pinterest search bar! Start typing in the keywords you think are relevant to your target market.
Much like Google Search, Pinterest shows you the most popular search terms and key phrases people enter when searching on the site. By adding these search terms to your pins and your board names, you can be assured you are reaching the right audience and gaining new customers!
5. Be Strategic with Your First Board
Joel Leslie, CEO, Propify
The first thing to consider when publishing (or pinning) properties to Pinterest is that the pin generally outlasts the property you are listing. I advise most real estate agents to not list the property buy or lease price in Pinterest, as over time, properties do change in price—sometimes considerably.
Next, you should identify the types of properties you sell and lease. Write them down, starting at the top. Do you have sales and leases in your portfolio? Or do you only lease holiday properties? Once you have identified the types of properties in your portfolio, you can now create your first board. Depending on your answers above, you may decide to break your boards into Commercial, Residential, and Industrial, or you may wish to create boards that showcase Sale, Lease, and Sold. You can have as many boards as you wish. However, it is good practice to keep your boards simple to enable users to navigate your portfolio with ease.
Once you have created your first board(s), create sections. This helps users further drill down on your content. Example sections could be 2 Bedroom Condos, 3 Bedroom Terraces, Penthouses, Studio Apartments. If you have more types of properties, add more sections.
6. Have a Pinterest Lifestyle Board for Each Listing
Cat Smith, Social Media Coach, Get Social with Cat
Your lifestyle board should include the closest schools, grocery store, gym, coffee shop, hiking trails, and other places for daily activities or needs.
First, have this handy at open houses on a tablet, so you can quickly show potential buyers the neighborhood around the property and the lifestyle attached (hence the name—lifestyle board).
Second, it shows the seller that you are tech savvy and promoting their listing on social media, while showing buyers how on top of it you are as a real estate agent—tempting them to work with you to find their dream home.
Finally, if a buyer from out of town is interested, you can go that extra mile of showing them not only the listing, but the community around it as well. Pro tip: Ask the sellers what their favorite nearby places/shops are, as they are already living that lifestyle!
7. Create Complementary Boards for Your Listings
Elizabeth Perea, MA, PhD, Real Estate Trainer & Coach, NYC Real Estate Advisors
Pinterest is a hidden gem for real estate agents. Seventy-two percent of people on Pinterest are “buyers.” They are in “buying-mode.” They may not be going on Pinterest to buy a home, but think about it—if you were thinking about buying a new home, what boards might you be looking at on Pinterest for ideas?
Every real estate agent should be on Pinterest and have numerous boards featuring the complementary kinds of items a home buyer would be interested in: interior design, furniture, apartment organizing ideas, artwork, baby cribs, etc. If I’m looking to buy and I like your style, you might be the agent I’ll call. Another bonus? Eighty percent of all pins are repinned! That’s literally free online promotion!
8. Give Your Boards Personality
Zvi Band, Founder, Contactually
Unlike other social media platforms, Pinterest is highly organized. Your boards, where you organize pins of the same theme, allow you to dive into different topics, which means that not every single item you pin has to be exactly related to your business
A board can be dedicated to a particular hobby, joke, food, and more. In an effort to humanize your business and brand, we recommend having a diverse range of boards that showcase your personality aside from displaying your listings. Keep in mind that boards focused on recipes, fashion, and gardening really do well, so show your audience what your interests are through images. The more boards you have, the more likely a user is going to repin one of your pins or follow one of your boards along with your profile.
9. Add Informational Text Overlays on Your Images
Nathan Garrett, Owner, Garretts Realty
We have always had great success with easy-to-follow guides and list posts on Pinterest. When promoting or sharing, consider using informational text overlays on the image—something catchy! This is a great way to engage the reader to get them to click on the article. Stay away from generic, free stock photos. This is one reason why we are dedicated to creating unique infographics that continue to get the most engagement. One of our most popular infographics on our website has gotten over 25,000 organic shares on Pinterest alone!
10. Add CTAs Directly Over the Images
Gregory Golinski, Digital Marketing Executive, YourParkingSpace
I suggest pinning professional-looking property pictures and adding a clear call to action directly over the images. This call to action should be concise and straight to the point. It should also be subtle, and not overpower the image. In my experience, pins with a short call to action lead to more conversions than pictures with no text on them. If you want to trigger a specific action, it’s a good idea to ask for it in your pins.
11. Add Testimonials and Reviews
Doug Fowler, President, Waypost Marketing
You’ll want to treat your Pinterest the same as your website’s blog with consistent, relevant, updated, and compelling content. Make sure you go above and beyond just posting listings.
One way you can do this is by adding a board for testimonials and reviews as you would on your website. Today’s homebuyer wants to make a connection before they commit to a purchase, so let them know a little bit about you right from the start. Add testimonials in the form of creative images such as a photo of the actual property with text overlay. By doing this, you improve your credibility and nurture a good reputation as a real estate professional in your area.
12. Run Promoted Pin Campaigns
Kelli Bhattacharjee, Owner, FreebieFindingMom.com
I would suggest running promoted pin campaigns to get your services in front of your desired target market. For instance, you could target people who are interested in home decor because those individuals may be considering moving. I would also make sure you are consistently pinning relevant real estate related topics to a variety of your own boards so you create the image that you are a real estate leader/authority. Also, be sure to create your own relevant content that links back to your site/sales page. Be sure to promote these pins to reach a wider audience.
13. Include Pinnable Images on Your Site, in Blogs, and with Each Listing
Lisa Travis, Founder, No Sugar Marketing
Make it easy for your site visitors to save your listings! Taller images work the best on Pinterest. Canva is an excellent, easy-to-use tool to help you create images specifically for Pinterest. On every listing page and in all of your blog posts, be sure to include an image specifically designed for Pinterest. When your images are saved to Pinterest, you’ll see an increase in traffic to your website and expose your business to a new set of prospects!
Having a business account in Pinterest provides a number of advantages that, as a real estate professional, can easily help you stand out. Aside from getting a “Pin It” button you can install on your website, you also get access to analytics that will help you identify and capitalize on your popular content. There’s also “Rich Pins,” a functionality that lets you add extra information directly on a pin, which will help you provide more value to your audience. One type of rich pin, called “place pin,” lets you include additional information (such as a map, address, and phone number) that works well when creating your listings.
An active Pinterest account makes all the difference when working on your visibility in the digital marketing scene. As a real estate professional using Pinterest, being an active user involves not only regular posting of your content. You also need to get involved and interact with your viewers and other Pinterest users. Comment on the pins of others, reply to remarks on your pins, and say “thank you” for a repin. Remember that building relationships widens the reach of your posts, making it possible to get more potential clients through endorsements in the form of likes and repins of your content.
Being in a digital space, it’s easy to be detached in an effort to stay professional when running a marketing campaign. But like any other social media account, your Pinterest profile will appeal more to your audience when they know who you are. Your target audience will appreciate knowing that they are dealing with a human being, so aside from engaging them in responses, create a real estate Pinterest board dedicated to helping your audience find out who you are as a person. For example, instead of using a studio shot, choose one that’s taken outdoors in natural lighting. Allowing your audience to meet who is behind the Pinterest account will make it easier to gain their trust and build leads.
Managing your online presence includes making sure that your valuable content is distributed consistently across all your social media platforms. This is where plug-ins become useful, as they allow you to link all your social media accounts on your website and make the job of posting your content an easy, seamless task.
And because a real estate business depends heavily on images to attract potential buyers and sellers, it’s important to be able to reach your target audience regardless of the social media platform they use. Your real estate website and other social media accounts can be automatically updated to show your recent pins, and your readers can quickly jump to your Pinterest profile by clicking on the images and vice versa.
By doing this, you maximize your visibility, reaching a wider audience that can turn into leads. It also ensures that you have a consistent visual brand that will easily be recognized by your potential customers.
When working with Pinterest, learning how group board works is an important key to maximizing your presence. Real estate group boards, in particular, help generate a larger audience that can easily help you gain more leads. Keep your content informative and interesting by posting your best images in a long, tall format. Keywords and hashtags are also important, so add them to your descriptions to help potential clients find and recognize your brand.
Standing out includes being prominent in terms of appearance. For your Pinterest images, think tall pins—tall rectangles compared to squares tend to get more shares because they are more visible, which is something your marketing efforts aim for. Use image editing tools like TurboCollage to create and customize your images to a size that will help your post stand out among other pins. This article will show you how to create tall pins on Pinterest.
If you’re trying to find more ways to create images for your Pinterest profile, try your hand at Canva. Canva has an online image editing tool that lets you upload your own images or create one using one of their many templates. It’s very easy to use with its pick-and-drop function and layered format that has an option specifically to create Pinterest images.
One of the first things every real estate Pinterest user should know how to do is to follow real estate professionals who are already successful on the platform. Aside from getting insights that are already proven effective in increasing a following on Pinterest, you have the opportunity to reach out to these individuals and ask them questions. They are likely more than willing to give you tips to get you started. Check out this article by Kyle Hiscock to learn more.
22. Showcase Your Sold Properties on a Dedicated Board
Neva Paule, Supervising Editor, Fit Small Business
When it comes to gauging real estate professionals skills, potential clients will also want to know about the selling history of a real estate agent. This gives a potential buyer an immediate good impression of the real estate professional — especially if he has a couple of successful transactions under his belt. This also lets the target audience quickly get an idea if the agent offers the type of properties they like. Creating a board for all your sold properties will be an easy way to showcase your portfolio and spark the interest of potential leads to take the first step in contacting you for their own requirements. Here are samples of Pinterest boards you can use for inspiration.
Aside from the “Save” button, Pinterest has more widgets available to its users in order to expand the reach of their content. For real estate professionals, these widgets give them more opportunity to connect with potential clients by allowing a seamless transition between their website to their Pinterest accounts. This guide will show you how to build your own Pinterest widgets, with detailed instructions for popular website hosts.
Your most successful pins were well-received by your audience for a reason, so it’s a good idea to repin them on occasion. It will help you bring them to the attention of your new followers and get additional repins in the process. This approach will get your followers into the habit of repinning your pins (blog posts included), which maximizes your business’ visibility within the platform.
There’s no reason to limit your Pinterest pins with static images. Your marketing videos can bring more diversity to attract your target market, so it’s important that you know how to add them to your real estate Pinterest boards. This article is a step-by-step guide to adding videos on Pinterest for both desktop and mobile.
Over to You
Most Pinterest users are there looking for ideas on something that they are about to buy, so you’re definitely missing out on your target market by overlooking this real estate social media marketing platform. Try our list of tips from the experts to maximize your real estate Pinterest boards and watch your leads grow.
Have any Pinterest real estate marketing tips to share? Tell us all about it in the comments!