Why REALTORS® Should Take an Interest in Pinterest

 Bubba Mills  |    October 06, 2016

One of the fun things about working in real estate in the 21st century is technology. Every few months, another tool emerges that makes marketing yourself and selling homes easier.

One that’s catching the industry’s attention is Pinterest, the visual social media site that lets you post or “pin” photos, videos or ideas — really any information you like — on a board that’s shared with your followers. 

It’s simple to use: just visit Pinterest.com, click the “Join Pinterest” button and create an account. You can “re-pin” pictures already on Pinterest or find your own pictures elsewhere.

Just this summer, Pinterest started giving REALTORS® and others in sales ways to target pinners based on the type of content they like and what they search for. Now you can target users who’ve shown an interest in what you’ve pinned. So if one of your followers has saved one of your pins, clicked on one or just tapped on one for a closer look — you can now better target those folks.

What’s more, Pinterest is taking its “Lookalikes” audience offering — which can be used to help brands reach groups of people who look and act similar to their own audience — and renaming it “Actalikes.”

Plus, you can target local geographic areas with your promoted pins, which are ads you can buy, and ensure locals see your content. At last count, I heard promoted pins can be targeted to 210 U.S. cities.

Since rolling out the features, Pinterest says brands have seen an 80 percent increase in their click-through rates. This means more and more people are gathering around Pinterest — and you should be too. 

Here’s how some REALTORS® are using Pinterest to their, and their clients’, advantage:

  1. To attract — and help — prospective sellers: REALTORS® are creating Pinterest boards that help prospective sellers with pins that show examples of great staging, low-cost renovation ideas and curb appeal tips. REALTORS® are also creating a board for each home they’re selling and asking sellers for permission and content to upload to the home’s board. Many REALTORS® are having success with before-and-after shots to show improvements. Others are using photos of the seller enjoying the home hosting a party in the backyard or lounging in a living room watching a football game. Sellers also can pin directly to the REALTOR®’s boards so the sellers can add their own photos and videos.
  2. To attract — and help — prospective buyers: REALTORS® are making themselves the experts on their farm areas by creating boards that detail all their farm area has to offer buyers, with information on schools, shopping and recreation. Agents are also pinning service providers in the area like mortgage brokers, painters, carpenters, landscapers and restaurants. In essence, they’re setting up a network and partnering with other businesses that can promote real estate professionals as well. Some REALTORS® ask buyers to compile must-have lists for their new homes with information like furnishings, appliances and amenities, and what represents their ideal home. The old days of buyers ripping out pictures from magazines are being replaced with buyers building virtual pinboards of their wish lists. Just remember, keep your pins useful and interesting. Your goal with Pinterest is the same as your other social media channels: to become top-of-mind with your target audience. 
  3. To help prospective buyers and sellers get to know them: REALTORS® are using Pinterest as a tool to forge relationships and share information about their lives. Many have found that humor — just a funny photo of you doing your favorite hobby, for example — often gets shared. Others share recipes, favorite quotes, songs, books or movies. 

We all know real estate is a relationship business, and Pinterest is proving to be a great tool to make new friends and strengthen current friendships. Reminder: pinning or use of photos from the Internet is subject to copyright law, and the owner’s consent may be required. Happy pinning!

Bubba Mills is the executive vice president of Corcoran Consulting and Coaching Inc., an international consulting and coaching company that specializes in performance coaching and the implementation of sound business systems into real estate companies, mortgage companies and small businesses.

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