Put a Pin in It: Should Real Estate Pros be on Pinterest?

Pinterest can offer a unique edge for your business...if you know how to use it

By now, most real estate businesses know they should have a presence on Facebook. More and more are coming around to Instagram, and most professionals are aware that LinkedIn is a powerful networking tool. But for real estate pros, other social media platforms can seem like yet another demand on your time. We’ve talked before about some of the more obscure social platforms that real estate pros may or may not benefit from, like Twitter and Snapchat.

But what about Pinterest? If you’re into crafting, cooking, or have planned a major life event like a wedding, odds are you’ve at least heard of Pinterest. Part social network, part search engine, Pinterest can be intimidate even the most social-savvy pros. But it can also offer a unique edge for your business...if you know how to use it.

What is Pinterest?

Let’s start with the basics - what the heck is Pinterest? If you’ve never used the platform, it can feel a little daunting at first glance since it operates differently from other networks. 

The best way to think of Pinterest is as a digital bulletin board. Users save content that they like or are interested in to “boards” and curate these boards based on topics, life events, goals, etc. 

You can also think of Pinterest as the love child of a search engine and a social network. People go on Pinterest looking to find new products, ideas, inspiration and more. While other social platforms are (in theory) centered on interactions between people, Pinterest is a land of discovery. 

It still falls into the “social” category since users can share their Pins and boards, and interact with friends. But while users go on other networks primarily to engage with each other, Pinners log on to find new products, recipes, craft instructions, and more. Which makes it a great place for (some) brands!

Pinterest: the happiest social platform?

Fun fact: Pinterest users are twice as likely to say their time on the platform is well-spent. In other words, unlike Facebook (which had such a rough few years that some 42% of Americans took a break from the platform in 2018) Pinterest users view their time-on-site positively overall. 

Why is this the case? Maybe it’s because Pinterest users are expecting to interact with companies and branded content. Pinners tend to view branded content favorably since they’re searching for instructions, products, etc. This makes it a unique opportunity for companies to engage with consumers while avoiding feeling overly invasive in social spaces. You're just giving the people what they want!

Terms to Know

Like most social platforms, Pinterest has its own unique terminology and culture. These are the main terms you’ll need to know if you decide to start pinning:

• Pins: Pins are the “posts” of Pinterest. They’re images or videos that users “pin” to their boards to save them for later or to share with their friends. Pins generally link to some form of web-based content and serve as a representation of that larger piece of content. 
• Boards: Think of a corkboard or pinboard, but virtual. Boards are what users create to save their Pins to. Boards are topic-specific and can be shared publicly, with friends, or kept private. So, for example, a board for planning your dream kitchen could be shared with friends so you could discuss ideas and get other’s feedback on your plans, while a board planning a surprise party could be kept private. 
• Repin: Repinning refers to when a user likes someone else’s Pin and choses to share it to their own board. Repinning is often a key marker of success/popularity. If you have a great Pin that people find particularly inspiring or useful, they’ll repin it, leading more users to see it and repin it as well. 
• Like: Pinterest also supports “liking” in a similar manner to Twitter. Liking a Pin isn't quite as high of an endorsement as a repin, but it means the user thought the content was interesting, even if it doesn’t fit any of their boards. 
• Pinners: This one’s simple - Pinners are Pinterest users!

Why would I use it?

Obviously, Pinterest would have a great deal of use for personal projects. But what about for your real estate business? There are quite a few compelling reasons to at least consider adding Pinterest to your digital strategy.

Pinterest has massive digital reach.

First, Pinterest is now the fourth most popular social platform in the US...ahead of LinkedIn, Twitter, and Snapchat. The platform is used by 77.4 million people in America each month. The user base tips steeply towards female, high-income, and highly-educated individuals. Pinterest also has substantial reach outside of the platform: while only 41 percent of American women report using Pinterest, it reaches 83% of US women aged 25-54 via Google image search (Hootsuite).

Pinterest is designed to connect brands with consumers.

Remember how we said Pinterest is a social platform/search engine hybrid? That means that unlike other platforms, Pinners are searching for ideas, answers, products, and more. 

In fact, approximately 90% of weekly Pinners (people who use the site every week) use the platform when deciding on a purchase. And some 98% of users go out and try the ideas they find on Pinterest. So while your content on Facebook or Instagram may feel disruptive to users trying to connect with friends, Pinners are expecting and appreciative of branded content (Hootsuite).

Arguably the most important aspect of Pinterest for real estate pros is a result of how users operate on the platform. Because boards are organized by topic, planning life events on Pinterest is one of its core tenants. This means that when someone is in the process planning to buy a home, they’d head to Pinterest for ideas for their dream house. In fact, some 86% of millennials use the platform when planning their life events. So if you’re working with millennial buyers, they’re probably on Pinterest! (In fact, click here to see our writer Kate's dream home board. If you can help her find all of these things in her budget, she's all ears!)

Also, you can run ads on Pinterest. So if someone is already on Pinterest pinning away their dream kitchen, they could be interested in clicking an ad for a real estate agent.

Why would I not use it?

While there are several reasons why you might want to add Pinterest into your marketing strategy, there are also two very important reasons to skip it...

Your customers aren’t there.

Obviously, if your target audience isn’t using Pinterest, it would be a pretty big waste of time to try to build up your presence on the platform. If you work primarily with older buyers, commercial properties, etc., Pinterest wouldn’t be a good fit. So before you start pinning, take some time to define your target audience, then head here to see if it matches with Pinterest’s user demographics.

You don’t have the time or resources.

Yes, Pinterest offers some unique opportunities. Yes, it could be a great place to get creative with your digital marketing. BUT you only have so much time in a day. Your best bet is to pick one or two platforms and excel at them, rather than stretching yourself too thin across every single one.

Pinterest, like Instagram, is a highly aesthetic platform and users expect content that’s both beautiful and useful. If you’re new to social marketing, focus on starting small and building up your presence where you’ll have the most impact. If that's Pinterest, great! If it's somewhere else, that's ok too. Find what works for you and your business.

How do I get started?

If you think Pinterest is a good fit for your brand, then get pinning! Your first step is to set up a business page. You can head here for step-by-step instructions on setting up your business account. For the initial signup, all you need to sign up is an email address, password, and the name and industry of your business. You should also fill out as much of your profile as possible, using the same branding as any other social platform you have a presence on (meaning the same profile picture, similar about sections, link to website, etc.).

Once you’re set up, Pinterest has a lot of helpful information for managing your business page. You can check out their business tips here. They also publish a list of the top 100 trends on the platform each year, which is a great place to go for inspiration. Like with any social media platform, planning and consistency is key...which is why we always recommend using a content calendar.

Bottom Line

One part social media, one part search engine, Pinterest is a unique online community that offers certain advantages for some businesses over other social networks. If your target audience matches Pinterest’s user base, then it could be a great way to set yourself and your brand apart from the pack. Once you’ve set up your account, head here for our tips for pinning and building your new business page!