Using pinterest for real esate

How to Use Pinterest for Real Estate Marketing

Real estate may be a financial investment, but for your clients it’s all about the visuals – with a huge emotional and psychological component to decision-making. Where better than Pinterest – the “online scrapbook” – to market your homes for sale and everything else “real estate”? Pinterest is perfect to build your brand as The Agent of Choice. If you aren’t up to speed with Pinterest and still secretly suspect it’s only for moms sharing “fluffy” photos, you are in for a big surprise here. And even if you’re already using Pinterest to market your real estate business, there are always things you can do to expand or enhance your Pinterest presence. More than 80% of Pinterest users are indeed women. Nearly half of them are between 35 and 54 years old. Better yet, average household income of Pinterest users is in the six figures. These are your people. Pinterest makes it easy to establish yourself as a comprehensive resource for prospective and existing homeowners. You can also use it to collaborate (and cross-promote) with other real estate agents and complementary local businesses. What you do with Pinterest will drive traffic to your website and give you more things to share with friends and fans on other social media sites. It’s golden. Different boards for different things. Just as your webpages present different types of information for visitors, you can create multiple Pinterest boards reflecting all the various aspects of buying, selling and owning a home. The broader your board selection, the more likely you are to connect with new prospects and develop a strong Pinterest following. So what kinds of boards should you create? This is where those marketing personas you created come into play. (You did develop a persona for each of your key targets, yes? Tedious as it may seem to do that, your personas are your BFFs when it comes to knowing what content to create and how to present it to attract maximum SEO and response.) Consider each persona – what are they most interested in or concerned about as it relates to your business? What do they like to do when they aren’t at home? Each answer gives you a potential topic for a Pinterest board – you’re helping them solve a problem, inspiring them to get creative with their home, encouraging them to learn more about the local community. Like all content, you should shoot for a mix of beautiful, interesting, surprising, entertaining and, above all, useful. You can create boards for:
  • Current listings.
  • Sold homes.
  • Each neighborhood you specialize in or were you want to gain traction.
  • Home buying and home selling – tips, articles on current trends in real estate, etc.
  • Home improvement ideas and/or how-to.
  • Home decoration ideas and/or how-to.
  • Landscaping and outdoor living ideas.
  • Tips on moving, downsizing or choosing the right neighborhood.
  • Your people. You put your picture on business cards for a reason, and Pinterest makes it easy to expand on the personalization theme by creating a board that introduces your entire team. This builds a sense of familiarity, the first step toward trust.
Collaborate on Pinterest. Create group boards by allowing others to contribute to certain boards. This is a great way to collaborate with other real estate agents or cross-promote with complementary local businesses such as interior decorators, “artistic” painters, landscape designers and so on, because it enables you to share on their boards, too. Choose your partners carefully, because what others pin on your boards reflects on you. You can collaborate with recent clients and/or prospects, too. Create a board inviting new buyers to pin a picture of the first thing they changed to make the new home “theirs.” Or a board where clients can pin shots of their garden or their dream kitchen. Turn it into a contest and ask people to vote on their favorites by repining them. Best practices. It may be “all about” the visuals, but there are other elements of a pin that make it work for you. You can pin any visual – photos, a video link, infographics, drawings – but each one is a mechanism to attract attention, not an end in itself.  Each pin should link to some deeper content – a web page or a blog article, for instance – that provides value for your visitor.
  • Connect your Pinterest account to your other social media pages for easy, widespread sharing and broader reach.
  • Make descriptions short and snappy. Include keywords and hashtags for SEO and your website URL so viewers can instantly click through to a related page.
  • Make sure every photo you pin is tip-top quality, because your pins reflect on your professionalism.
  • Always double-check links in your pins and repins, to be sure they work as expected.
  • Like and repin images from other users.
  • Follow other users. (You can search your Facebook contacts or search within Pinterest to find folks to follow.)
  • Investigate how you might use Rich Pins in the place, article or product categories to boost the visual power and value of certain images.
  • Use Pinterest Places to map pins on some of your boards. This is a no-brainer for listings, but boards that depict local where-to-eat favorites, etc. are perfect or Places, too.
  • Promote your Pinterest boards. Make it easy for your website visitors to pin specific images by adding a Pin It button. Every time someone re-pins your visuals it increases your visibility. Add a Board Widget to your site, too, inviting visitors to check out your boards. And include the Pinterest bug on your blog, email, business cards, etc.
You have to work it. Pinterest posts live long, helping you prosper. Whereas the typical post on Facebook, Twitter or wherever flares out in a day or two, pins are permanent and can be shared repeatedly and indefinitely. But Pinterest is like a living organism – it requires care and feeding to grow and evolve. So make a plan to spend just a few minutes with it each day, and watch your investment grow.
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