Should Your Real Estate Marketing Include Pinterest?
This post originally aired as a podcast!
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Pinterest drives more people to my website more than any other form of marketing that I do.
As much as this podcast covers Instagram and social, Pinterest is my podcast’s marketing backbone. It’s the number one way I grow my email list. Because every day, more and more people find my content on Pinterest and download one of my freebies.
In fact, if you’re listening to this podcast, there’s a good chance you found me on Pinterest. And while I love Pinterest, could you get similar results with your real estate marketing?
So, in today’s episode, I’m going to cover why Pinterest works for real estate marketing and tips to evaluate if Pinterest will work for you as a real estate agent. Because, spoiler, Pinterest isn’t right for everyone and every market. But it just may be a significant opportunity for you!
🎧 Listen to the show on Apple Podcasts | Spotify
If you're a real estate professional looking to enhance your marketing efforts, you may be wondering about the potential of Pinterest. In this post, we’ll dive into how you can harness this powerful platform to reach home buyers and sellers effectively. Whether you're just starting out or looking to revamp your current strategy, there’s something here for everyone.
Understanding Pinterest as a Marketing Tool
Pinterest is often misunderstood as just a platform for finding inspiration for crafts, recipes, and fashion. However, it is so much more than that! It’s a visual search engine that can drive traffic and leads to your real estate business. The key is to create content that is both valuable and relevant to your audience.
Think about it: when people use Pinterest, they’re often in a planning or decision-making phase. They’re searching for information, tips, and inspiration. This presents an incredible opportunity for real estate professionals to position themselves as experts in their field.
Assessing Your Niche’s Viability on Pinterest
Before jumping into Pinterest marketing, it’s crucial to evaluate if your niche is relevant on the platform. Start by asking yourself some questions:
Is my target audience on Pinterest?
What type of content are they searching for?
How can I create engaging and helpful resources that meet their needs?
To answer these questions, open Pinterest and use the search bar to explore your local area. For example, if you live in Orlando, try searching for "Orlando real estate," "living in Orlando," or "moving to Orlando." Observe what types of content are trending and gaining traction. If you find that your specific area has little to no content, it may be a sign to broaden your search or consider how you can fill that gap.
Keyword Research: The Foundation of Your Strategy
Keyword research is vital for effective Pinterest marketing. Unlike Google, where you can dive into analytics to see how popular certain search terms are, Pinterest requires a more hands-on approach. As you conduct your research, keep these points in mind:
Search Related Keywords: Once you’ve typed in your main keyword (e.g., "living in Orlando"), look at the suggestions Pinterest provides. These are popular searches that people are making, so they give you insight into what content you should consider creating.
Identify Related Topics: Don’t just stick to one search term. Explore variations like "best neighborhoods in Orlando," "moving to Orlando with kids," and "Orlando home buying tips." These searches can yield a wealth of content ideas and help you gauge demand.
Evaluate the Competition: If you see other content creators addressing the topics you’re interested in, it’s a good sign. It indicates that there’s an audience looking for that information. Conversely, if you find very little content, it could be an opportunity for you to establish yourself as the go-to resource in that niche.
Creating Engaging Content for Pinterest
Now that you’ve assessed the viability of your niche and conducted keyword research, it’s time to create content that resonates with your audience. Here are a few tips for crafting engaging Pinterest posts:
1. Repurpose Existing Content
One of the lowest barriers to entry in Pinterest marketing is utilizing content you’ve already created. If you have videos or blog posts, turn them into eye-catching pins. This not only saves you time but also allows you to maximize the reach of your existing resources.
2. Develop Lead Capture Strategies
To effectively capture leads, your content should include a clear call to action. For example, if you have a blog about tips for sellers in Central Florida, offer a downloadable home-selling checklist in exchange for an email address. This strategy will help you build your email list and nurture leads over time.
3. Create Pinterest-Specific Content
While repurposing content is essential, you should also create original material specifically designed for Pinterest. This might include infographics, checklists, or guides tailored to the unique needs of home buyers and sellers in your area. High-quality visuals are key on Pinterest, so invest time in creating aesthetically pleasing pins that grab attention.
Leveraging the Power of Ads
If you’re looking to accelerate your results, consider using Pinterest ads. They are reasonably priced and can significantly enhance your visibility. Pinterest ads can help you reach a larger audience, especially if you’re targeting specific demographics or interests related to real estate.
Recognizing Pinterest as a Long-Term Strategy
It’s essential to understand that Pinterest marketing is a long-term strategy. Unlike other social media platforms where content can quickly fade into the background, pins can continue to drive traffic for months or even years. After you’ve created and published your content, it can keep working for you long after the initial post.
That being said, regular engagement and updates are still necessary. Stay active on the platform by pinning consistently, engaging with other users, and refining your strategy based on what resonates with your audience.
Understanding Your Ideal Customer
At the heart of effective Pinterest marketing lies the understanding of your ideal customer. Who are they? What challenges do they face in the home buying or selling process? Knowing these details will allow you to create content that genuinely provides value and connects with your audience on a deeper level.
Analyzing Success and Adjusting Your Strategy
As you implement your Pinterest marketing plan, it’s crucial to analyze your success continually. While Pinterest doesn’t offer the same analytics as Google, you can still assess your performance by tracking the engagement of your pins. Look for:
Which pins are driving the most traffic to your website?
What types of content are getting saved and shared?
Are there specific keywords or topics that are performing better than others?
Use this information to adjust your strategy, focusing on the types of content that resonate most with your audience.
Embrace the Opportunity of Pinterest
In summary, Pinterest presents a fantastic opportunity for real estate professionals willing to invest the time and effort into understanding the platform and creating valuable content. By assessing your niche, conducting thorough keyword research, and developing engaging content, you can tap into a steady stream of potential leads.
As you embark on your Pinterest journey, remember that it’s a long-term strategy. Your pins can work for you over time, driving traffic and leads to your business long after their initial publication. So, start exploring Pinterest today, see what’s trending in your area, and take advantage of this powerful marketing tool.
If you're interested in learning more about Pinterest marketing, feel free to reach out! I’m always here to help you navigate this untapped potential and elevate your real estate marketing efforts. Happy pinning!
UP NEXT:
It's time for seasonal marketing! Fall-themed real estate content and marketing on social media is not only trending, it also works in your Instagram Reels, posts, carousels, and more. The secret is to customize this content with photos and videos of you. So, in today's episode, let's plan an easy fall content shoot for you as a REALTOR to use in your marketing strategies this season!