Your real estate agency’s website is up to date and well done. You have organized and planned the publication of new posts every week. You have created your Facebook page (of course!) And you are considering another social media that allows you to share your posts and give more visibility to your website. Have you tried to consider planning a real estate Pinterest strategy?
Your real estate Pinterest strategy
Buying, selling and renting houses are processed closely linked to the image. Precisely for this reason the Pinterest – Real estate agency binomial is getting stronger every day, to the point that the social network in question has proved to be a real trusted companion for professionals operating in the real estate market. In fact, by offering the possibility to show photos and content with attention to the smallest details, Pinterest can certainly make a significant contribution to the visibility of your brand. Thanks to the creation of boards, which is a set of pins grouped according to a common theme, and the sharing of high quality images, you can attract the attention of Pinterest users, and drive traffic to your website.
Using Pinterest in your business can be an efficient and effective way to build a personal relationship with your customer that is built on trust. Furthermore, this platform is widely populated by people looking for new ideas and new products to buy: in fact, 93% of users say they use the site to plan purchases.
For these reasons, Pinterest is an excellent platform, which must absolutely become part of your Social Media marketing strategy. Organizing a series of Pins (the equivalent of posts on Pinterest) to be published frequently during the day, can certainly help strengthen your presence on social networks, thus ensuring that all your new content is seen and shared within. of these platforms.
The steps to follow
Whether you are a completely new real estate agent or you are already quite experienced, we offer you a series of steps to follow to set up an effective real estate Pinterest strategy.
1. Define your target audience
The first step to take is to identify the niche to target within the vast real estate market. To do this, we advise you to answer a series of questions: what type of real estate agent do you identify with? Do you specialize in renting modern city skyscrapers or beachfront properties, or more? Defining your target will help you understand the most appropriate type of content, which is able to attract the attention of your customer. The fundamental element, in this case, is the maintenance of a common style in the publication of your images. For example, if you specialize in the sale of properties located in ski areas, it is important that you focus your attention on images that are as relevant as possible, such as beautiful views of snow-capped mountains, forest trails, warm atmospheres around a fireplace. with a good glass of hot chocolate.
2. Create the right boards
After creating a Pinterest account, before you even start pinning interesting content, you need to create Boards. The goal of these boards is to make potential customers discover interests they don’t even know they have. In this case, it is important to sell a real lifestyle, not just a product: don’t just show your customers your products or services, show them how all this can improve their lives.
It is therefore important to create boards that are in line with the tastes of your target. Take a look at your Pinterest page: would your Boards be able to spark interest in a Pinner and convince him to browse your Pins? Do you think your Pins are useful and valuable? If you can only give negative answers then it’s time to make some interesting changes! Follow a series of simple but extremely effective steps, which will allow you to highlight your real estate agency.
to. Make the titles of your boards obvious: even if creativity is a fundamental element, when it comes to choosing a title enter the keywords your target is looking for so that your board is shown in the search results of a potential customer.
b. Don’t overlook the description of your boards – Pinterest gives you the ability to use 500 characters, so make sure you make good use of your keywords here as well. This will help you to highlight your real estate agency, and therefore have a better chance of expanding your customer base.
c. Specify the category to which your boards belong: if you want your boards to be found by your target, you absolutely cannot forget this step! This will give you even more opportunities to increase your visibility in real estate searches.
d. Place your main boards at the forefront – the way you organize your boards can also have an effect on attracting new customers. 80% of Pinterest users use their smartphones to browse this social platform. For this reason, the organization of the Boards becomes a strategic aspect: put the Boards that you consider most important at the forefront, which can concern, for example, the services you offer or the list of houses for sale.
And. Organize your Boards based on topics: each board must have a different theme to ensure that visitors can find what they are looking for quickly and easily. To understand what are the best topics for your boards, start by defining the characteristics of your ideal client and then discover their problems and therefore also how they can be solved. Identify the questions that arise and give them an answer. Find out what motivates them and what gets their attention and… provide it.
That said, you can proceed with choosing the topics of the boards: it is important that your boards arouse interest in your target. Instead of just dwelling on the creation of the now overwhelming listings of properties, you can think of creating different and more stimulating types of content. Here are some examples to take inspiration from for your real estate Pinterest strategy:
– Interior decorations: images relating to rooms designed by famous architects or specific solutions to renovate, for example, a fireplace, or to create a bar area, or other.
– Kids Rooms: Collection of ultra colorful and fun kids rooms.
– Different boards are dedicated to individual rooms, with different furnishing solutions.
– Useful tips: small solutions or furnishing elements that will make your home more welcoming, or even suggestions to enhance small spaces or real renovation projects.
– My ideal home: photos of dream properties, with endless green meadows, picturesque bridges and natural streams that line the garden.
– Do it yourself: beautiful, efficient, fun but above all simple to make solutions.
– Cycle and recycling: useful ideas and tips for recycling things otherwise destined for the garbage.
– List of houses for sale or rent: obviously it is important to have a board that refers to houses for sale or rent. Use real images, which can attract the attention of your potential customers. You could also think about writing more lists based on the key elements of the various properties (eg houses with swimming pools, houses with modern furnishings, country houses, etc …).
–What’s beautiful about the neighborhood: this board cannot be missed and is linked to the previous one, showing everything you can do or see around a house (e.g. schools, the best restaurants, places to visit, shops, what to do in …).
– Houses sold: to show all your successes and your sales, preferably also accompanied by the testimonials of your customers (obviously in a short and effective way).
– Staff: real estate agencies develop a personal relationship with their clients, so not only do you need to know them in-depth, but they demand the same transparency from you. This allows you to increase the trust and solidity of the relationship. To build a board that talks about you and your team.
3. Collaborate with others
Pinterest, like any other social platform, is not just about you and your business. It is important to follow other people and share interesting pictures posted by other profiles. Don’t get stuck in your own little world, but become an active and sociable pinner! Once you’ve signed up and created your account, follow other people or specific boards that may interest you, belonging to your industry (e.g. other real estate agents) or related areas (food, travel, jewelry, DIY, decoration, etc…). This way you will get more visibility and therefore you will have a better chance of being found by potential customers.
Another tool you can use to expand your network is group boards specifically for real estate agencies. Within these boards, everyone who is part of the group can post pins. So what changes compared to the classic Boards? Simple: when a pin is added, all the followers of those who are part of the group can see it, thus expanding your presence on the social platform exponentially.
4. Connect your boards to your website and all your social profiles
What is all this brand promotion for if you don’t spread the word? Linking your Pinterest account to your website is essential. The main elements to consider to attract people to your real estate agency’s website through Pinterest are basically two:
to. The content published on your blog: it is important to give users something worth clicking on, so share content with a good title, able to capture the attention of your target.
b. The image used: as repeatedly reiterated, being Pinterest a social network based on the sharing of images, these are certainly the most important element, able to whet the attention of potential customers. So you have to choose a high-quality image and link it to your blog post. To do this, you can follow two ways: share the post directly from your website, thus using the images contained therein, or create an ad hoc Pin within one of your Boards with a new and captivating image and insert the link to your website. We personally recommend this second option. Be careful though, do not use images taken from Google or other sites related to the real estate market, as this is a potential copyright infringement. To overcome this problem, we recommend paying a monthly subscription to specific websites, such as Shutterstock or iStockPhoto, which allow you to find compelling images without violating any rules.
In addition to all of this, make sure you connect Pinterest to other social media as well, such as Twitter or Facebook. This way you can, for example, use the popularity of your Facebook account to attract followers on Pinterest and use Pinterest to drive traffic to your Twitter profile.
A study carried out by Hubspot has shown that Pins are more likely to go viral, for example than tweets: more than 80% of pins are reposted, while only 1.4% of tweets are re-tweeted. This once again underlines the importance of Pinterest as a brand promotion platform.
5. Get involved
It’s time to post your Pins. In this case, you have two options: share content posted by people you follow, who you find interesting and relevant to your business and the services you offer, or publish completely new Pins. As in the case of boards, a description can be added for each pin. Instead of seeing it as one more thing to do, consider it as a way to optimize your search engine presence and gain more exposure. Write a description that contains your keywords and that catches the attention of visitors, also adding some hashtags, and a link to your website. For each of these Pins, it is then important to define the board they belong to on the basis of the topic dealt with.
Here are some tips for making the most of your Pins’ potential:
to. Posting Pins that are particularly interesting and that have a high-quality image or video: blurry, poor, and boring images or videos do not attract anyone’s attention and therefore have almost no chance of being shared.
b. Use the so-called ” Rich Pin “: this type of Pin can really make a difference. Their main features are bold title and a better web link, which make it super effective and super visible.
c. Keep Pins descriptions simple and engaging – people are on Pinterest to look at photos, not to read novels. So as we pointed out earlier, try to write a description keyword-rich and short. You could even ask questions, to make the user feel more involved and thus encourage him to comment (eg “Can you picture yourself in this house?”).
d. Add the link to your website to the description: this not only serves to redirect your followers to your site but also to make sure that even when the Pin is shared, other users can reach you. Furthermore, directing potential customers to your website ensures that they can obtain more information, which will be decisive for their eventual conversion.
And. Make friends with hashtags: Enter hashtags that are relevant and relevant to the services you offer and to your account.
Last, but not least, you need to interact with your followers. Comment on Pins posted by others, reply to comments on your Pins and thank those who shared your Pins. As in all other social media, your Pinterest real estate strategy must be based on building relationships with your potential clients or other real estate agents.
There are thousands of types of businesses that populate Pinterest – if you want to stand out from the crowd, share what makes you unique! By following our advice you will succeed: with a little effort and in a short time, you will be able to use Pinterest in the best possible way, to reach all your potential customers. But be careful: as with all social media, you must have a constant and active presence on Pinterest, to reply to comments, to comment on other Pins and to share new and interesting content on your boards. Only in this way can you develop a truly effective real estate Pinterest strategy to increase the web reputation of your real estate brand.