Easy to use and fun to browse, the popular social network Pinterest offers Realtors a creative new real estate marketing tool. Already a proven traffic-builder, the network’s phenomenal referral rate offers tremendous network-building potential. Named one of the Top 10 Social Networks by tracking firm Hitwise, Pinterest attracts more than 10 million unique visitors every month and drives more referral traffic than YouTube, Google+ or Reddit. And not only are more people visiting Pinterest, they’re staying longer. The average site visitor spends 100 minutes on Pinterest compared to 55 minutes on Facebook.
Pinterest offers real estate agents a creative solution to the problem of staying connected to former and prospective clients. People typically visit real estate sites only when they want to buy or sell a house. Because this is an infrequent occurrence in most people’s lives, years can pass between contacts. Real estate websites that typically focus their content on buying and selling tips, community information, and property listings offer clients little incentive to visit after the closing. Pinterest’s heavy design focus allows Realtors to tap into myriad housing-related interests — interior design, furnishings, landscaping, gardening, architectural design, etc. — to maintain and strengthen their connection with former clients during those lulls when their services are not needed.
For example, you could create multiple Pinterest boards on great kitchen layouts or cool master baths or patio design. By pinning photos from actual listings to illustrate your point, you accomplish three things:
- By appealing to housing-related interests, you maintain a professional real estate connection with clients while building a more personal relationship.
- Showcasing local listings photos keeps your expertise as a knowledgeable real estate agent front and center. Go big when pinning photos. Large, tall photos are repinned most frequently.
- Linking pinned photos to listing domains enhances marketing efforts.
- Creating boards on multiple subjects strengthens your reputation as a premier housing expert.
Encourage Pinterest traffic by adding a “Pin It” bookmark to your website and Facebook page and promoting your boards on Facebook and in email blasts.