Real estate marketing is led by visual stimuli – namely, pictures of the houses you’re trying to sell. For this reason, it makes sense to use a visual-based social media channel to attract customers, engage with them and develop their interest in what you have to offer.
Photos generate double the interest of standalone text, which is why marketing channels such as Pinterest and Instagram frequently see high engagement levels. As real estate businesses realise this, more and more are starting to turn to this side of social media to boost their revenue.
What is Pinterest?
Pinterest is a social media platform based on users organising images and videos from all over the web. If it’s used correctly, Pinterest can be a seriously powerful tool in your lead generation arsenal. If you haven’t tried it out before, we strongly suggest that you give it a go.
Why Pinterest is One of the Most Perfect Real Estate Marketing Tools
How can Pinterest help with real estate marketing?
Real estate marketing is led by images, as they’re one of the best tools available for garnering an emotional response from an audience. If you can build an emotional connection between a prospect and one of your properties, the chances of them progressing down the sales funnel increases.
Similar to sharing on Facebook but more visible, other users on Pinterest can ‘re-pin’ content from the boards of other members. If you can create content engaging enough to make people want to re-pin it, you’re going to gain some serious exposure for your agency.
This exposure is likely to garner a large amount of attention to your listings and that’s invaluable, as this interest will result in hot business leads. By adding in a few hashtags that are relevant to your real estate agency, you’ll be able to further grow your target audience.
What sort of content should you be Pinning?
Good question. Although the content you can pin is essentially limitless, you should keep it focused on your target market. For example, if you specialise in waterfront properties valued at $300,000 or more, posting inner-city apartment photos isn’t going to do you many favours.
It’s all about creating unique content that will interest your target audience. Since you’re looking to attract the attention of prospective waterfront property buyers, for example, your pins should revolve around that. Start pinning photos of river, bay and beach views, throwing in a few photos of your best listings.
You shouldn’t focus all of your efforts on selling your properties. Instead, you should also work on selling the lifestyle that comes with them. Capture key moments in visual form and use them to sell the atmosphere of a particular neighbourhood.
Can you target multiple audiences
Absolutely. If you work with more than one niche, that isn’t a problem. Pinterest allows users to set up multiple boards, which is a useful way of categorising your different pins. While one board might focus on the lifestyle and properties in waterfront neighbourhoods, you can use another to attract a target audience for your inner-city listings. As we said, the possibilities really are limitless.
If you’re feeling daring and want to grow your followers quickly, you might even consider setting up a group board. With this, you can invite other users – perhaps your real estate colleagues – to add photos and videos of their own. Not only is this an excellent way of sourcing fresh content, it’ll also give your target audience a feel for your agency’s culture. By putting names and faces to your agency’s services, your audience will be much more likely to interact with you and choose you over your competitors.