With more than 482 million users exploring billions of Pins, Pinterest is a goldmine for anything home-related. That’s right, real estate agents, I’m looking at you. Pinterest isn’t just booming—it’s bursting with potential clients and opportunities to connect through Pinterest real estate marketing. I’ve seen agents killing it using Pinterest for real estate professionals. Want to know how they’re doing it? Well, stick with me for ideas to make your Pinterest a traffic-generating machine.
1. Optimize Your Profile for Brand Visibility
Start by setting up your profile to ensure your brand is on point on Pinterest. Your profile is your Pinterest handshake. It’s where you showcase who you are with a vibrant cover photo, authentic bio, and a pro headshot. Your cover image should tell a story about who you are and who you serve. Choose a cover image that’s striking yet simple.
Craft a bio that’s true to you, engaging, and tells your story at a glance. Include relevant keywords in your title and description to boost your search visibility. This step is how Pinners will find you and get to know you. And don’t forget to link to your website to guide that sweet, sweet traffic.
You’ll want to switch to a business account to utilize all the features like analytics and ads, which are pivotal for real estate marketing Pinterest strategies. It’s free to do and won’t take more than a few minutes. Using these Pinterest post ideas coupled with the analytics features will help you target your message perfectly for your audience. Then, claim your site by going to the business hub and clicking “Website not claimed” under your page title. That will take you to the Claimed Accounts page, where you can attach your website or Shopify account to your Pinterest business account. When you connect your account to your website, you’ll get the full analytics package, ensuring you get credit for the content shared by others.
2. Create Boards With Specific Themes That Inspire
If you want to make a big splash when focusing on Pinterest for real estate agents, create inspired boards that center around specific themes. Boards are your Pinterest treasure chests and organization system. Here, you can collect Pins you adore from other creators and your content. When you get ready to design your boards, think of highly specific niche topics. Surprisingly, the more tailored your boards are, the easier for your targeted audience to discover your brand, enhancing your Pinterest real estate marketing efforts.
Remember, the best Pins take people from inspiration to reality. Research shows that 85% of Pinners start a new project using Pinterest. So, share helpful information that gets them closer to making a buying decision in your board topics.
Consider topics that reflect various aspects of your brand and expertise and create boards that showcase them. For example:
- Social proof: Ask your clients to share videos or written testimonials and add them to a board. Your “Brag Board,” if you will.
- Home styles: Curate and create some Pins that display several different styles of homes in your area.
- Renos: Work with a lot of investors or do renovations? Renovations before and after make great Pins; you can build a board around them.
- Homebuying tips: Create a board with some great tips for buying a home, including some cautionary stories of home buying gone wrong.
- Home staging and design: Beautiful home staging photos are HUGE on Pinterest. I think it should go without saying that people love looking at gorg homes. This board will slay.
- Homes I want to live in: Collect some of the most impressive homes in your area. Again, people love looking at homes, especially the luxe ones they’ll never live in.
- Life in my town: You can create regional boards for your service area and share attractions, things to do, etc. You can even do separate boards for the best restaurants, shopping, golf, and other cool things to do in your city.
- Featured communities: Create a board highlighting different neighborhoods with info your future clients might want to know.
Think outside the box when creating your content. Don’t focus on individual listings—they’ll be useless once the property sells. Focus on answering questions for future clients, providing tips, and creating evergreen content that will stay relevant long after the Pin is published.
3. Design Visually Compelling Images & Graphics
Visual content reigns supreme in the realm of Pinterest real estate marketing. As a visual search engine and a social platform, Pinterest demands high-quality, engaging imagery. Ensure best practices by using sharp, eye-catching images, videos, and infographics designed for a mobile-centric audience. Most of your audience will see your content on their mobile devices, so create vertical content that slays on mobile.
A well-groomed feed will keep visitors engaged and returning for more, setting you apart in the competitive real estate marketing Pinterest landscape. We don’t mean to brag, but we think our Pinterest wall is stunning!
Pro tip: Your brand should come across your created Pins through your feed. Consistently use colors and fonts on your Pins so that visitors can recognize your handiwork.
I mentioned that 482 million people are scrolling through Pinterest every month, hunting for their next big inspiration, but did you know that most of them are women? That means you’ll want to cater your Pins and board content to a feminine aesthetic.
But what do women like? They like pretty things, which goes back to ensuring you use best practices: high-res images, colorful infographics, well-lit photos, and a well-organized and consistent page. Again, look at our Pinterest page—it’s absolutely gorg!
4. Unleash Your Secret Sauce With Keywords & Hashtags
Before hitting that publish button, sprinkle your Pins with relevant keywords and hashtags. Incorporate up to 10 topic tags per Pin to broaden your reach. These tags are invisible magic, helping the right eyes find your content.
And don’t stop at your Pins. Your board titles, descriptions, and categories should all be clear and loaded with keywords. It’s all about making your content discoverable in the vast sea of Pinterest search results and recommendations.
Need a little hashtag inspo? Don’t worry, we’ve got you covered. You can check out this article on real estate hashtags and this article going over real estate keywords. These should get you started in the right direction.
5. Include a CTA for Every Pin
Encourage your site visitors to engage with your Pins—ask them to save for later, follow you, leave a comment, and/or direct them to click a link to your real estate website. This is what makes Pinterest such a great lead generation tool—its ability to drive traffic from the platform to any landing page you desire. The lead generation alone makes Pinterest for real estate professionals a vital marketing boost.
6. Become the Hyperlocal Expert
Set yourself apart from your competition and become the digital mayor of your town. Promote the lifestyle around your city, featuring local attractions, communities, and all the things your future clients would need to know to make a decision, securing your status in real estate marketing on Pinterest.
Focus your content on answering your visitors’ questions and giving them the kind of information they need to make great decisions. Don’t post constant market updates or constantly ask if you can help them with their real estate needs. Those who deliver the goods with entertaining yet informative content will win all the eyeballs, no matter what platform they choose.
7. Incorporate Video
Video is where it’s at in social media, and Pinterest for real estate agents is no exception. Create native Pinterest real estate videos to showcase your individual processes, a day in the life, or homebuying and selling tips. Create GIFs and short videos to snag attention as folks scan their home page. Just remember to keep it short—between six and 15 seconds is the sweet spot for optimal engagement with realtor Pins.
When you create your videos in the app, spruce it up with music, filters, stickers, and more. Don’t forget to add text over the video since many scroll through their social feed with the sound off.
8. Study Pinterest Analytics
Study your analytics found inside the business hub. Discover what resonates with your audience and what they’re saving and interacting with the most. Use the feedback to craft more impactful content your audience will swoon over. Analytics are key to pinpointing the formats that best suit your style and strike a chord with your followers. On Pinterest, every format has the potential to perform brilliantly, but it’s all about finding the one that best aligns with your vision and connects with your audience.
9. Use Pinterest Ads to Target Your Audience
Use Pinterest Personas to target your audience precisely. Pinterest Personas allow you to laser-focus your posts to your target audience. Craft clear and concise titles and detailed descriptions, and include relevant keywords to boost your ad’s visibility in search results. According to Pinterest, your ads have a 2.3x more efficient cost per conversion rate than ads on social media. In other words, Pinterest ads work harder for you than Facebook or Instagram ads.
Not sure how to get started with ads on Pinterest? It offers an in-depth walk-through of how to use the platform to create your ads, create your personas, and create complex campaigns all inside the platform. And if you need additional help, they have a menu of partners to help you master your Pinterest ad game.
10. Engage With the Pinterest Community
Pinterest is about visuals, but it’s also about community. It’s a search engine, but it’s also a social media platform. When people see your Pins and save them or leave comments, engage with them like other social media platforms.
Mary Kay Ash said it best: “Pretend that every single person you meet has a sign around his or her neck that says, ‘Make me feel important.’” When you engage with those who have engaged with you, you’ll quickly build a following where you can build solid relationships.
Takes, or Pins in response to your Pins that link back to you, give your visitors even more ways to connect and engage with you. That’s an opportunity for you to highlight, lift up, and celebrate followers who created content inspired by you.
11. Create a Content Calendar
Pinterest users are constantly seeking fresh and inspirational content, making it essential for creators to stay in tune with the platform’s evolving trends. But even more important is consistency. Agents will get a lot of mileage out of a simple weekly cadence on Pinterest. Since your Pins live in perpetuity, your content will grow quickly while maintaining relevance.
Map out a calendar by studying the trends and insights tools, creating content in bulk (I love using Canva for this), and incorporating Pinterest into your regular social media marketing routine. Schedule 30 days’ worth of Pins inside the Pinterest scheduler. If you post to your website blog each week, make sure you post it on Pinterest as part of your regular routine after you publish, driving traffic to your website.
Publishing content weekly is ideal for Pinterest. But whatever your schedule is, make sure you stick to it. Pinterest makes it easier than ever to schedule your Pins in advance. It’s built right into the pin, so you can create several Pins at one time and schedule them for future publishing. The best part is you don’t have to go crazy with Pinterest—one post per week will give you ample lead generation bang for your buck.
12. Stay Updated With Pinterest Trends
What sets Pinterest apart from other platforms is its unique approach to content visibility, which is influenced by engagement and topics rather than chronological order. That means your content remains visible well past the day you post it.
Pinterest prioritizes Pins that spark interest and action, pushing Pins with higher engagement to the top of the search results. The number of saves a Pin collects is a key indicator of its appeal and impact on the audience. A Pin accumulating many saves will reach the top of Pinterest’s featured pages.
The cool thing is you don’t have to guess what topics will get the highest engagement on Pinterest. They give you what’s trending in a neat little tool so you can pick topics that resonate with you and will also be interesting to your audience. Check out each week’s trending topics or explore Pinterest Insights to see its predictions about topics coming up.
Why Use Pinterest for Real Estate?
Pinterest is often considered another social media network like Instagram and Facebook. But Pinterest is in a league of its own—it’s a visual search engine perfect for real estate marketing on Pinterest. Yes, you read that right. It focuses on visual content, making it an ideal platform for realtor Pins. The secret of how to use Pinterest for real estate is like a cross between YouTube and Google, but prettier.
So, how does that help real estate agents build their empires? Pinterest is a great traffic driver. When you create posts, or Pins, as they’re called on Pinterest, they live practically forever on your profile—or at least nearly four months. That means they continue working for you long after other social media posts have lost effectiveness.
- 96% of Pinterest searches are unbranded. That means even a newer agent starting out can get found with compelling content.
- 85% of Pinners use the platform when planning a new project, including buying or selling a house.
- Average viewable reach for Pinterest videos is 82%.
- Pinterest videos have 3x better viewability and a 2x better video completion rate than the average social media platform.
- The average half-life duration for Pinterest Pins is 164,270 minutes (3.75 months).
- Women reign supreme on Pinterest, making up 76.2% of the audience.
- Only 6% of real estate agents used Pinterest in their social media strategy in 2023.
And the best part is Pinterest is quietly over there building its content, tons and tons of it, and growing in size while everyone else focuses on Facebook, Instagram, and TikTok. Most agents aren’t utilizing this power tool in their marketing strategy. In fact, only 6% reported using Pinterest in 2023. So, the agents on the platform and putting in the effort are getting fantastic results. If you want a shot at doing the same, Pinterest should be a part of your real estate marketing plan starting now.
Best Pinterest Real Estate Examples We Love
Check out some of our favorite Pinners who are slaying it with Pinterest below.
Hilton & Hyland
Hilton & Hyland knows their audience and delivers exactly what they want–gorgeous images of luxury homes. Some of their featured Pins send visitors directly to a listing site, while others link back to even more images. H&H has taken tip #3 to heart.
Coffee & Contracts
If anyone on this list gets the aesthetics of Pinterest, it’s Coffee & Contracts. This Pinterest page keeps the brand colors, fonts, and overall look of the company front and center with every Pin. Way to show future Pinners how to brand!
The Floods Real Estate
Susan Flood of The Floods Real Estate is working hard at creating a community in Cleveland. I love her focus on local artists and the use of video to make the posts stand out.
Luxury SoCal Realty
The agents at Luxury SoCal Realty know that Pinterest favors home decor Pins and boards. They’ve seamlessly incorporated that aesthetic into their branding to boost their following to nearly 13 thousand.
Erica Richmond
Erica Richmond uses her marketing savvy to teach other agents, elevating her expertise. Erica’s doing everything right, including embedding video in her Pins.
Nicole Mickle
No one in real estate slays on Pinterest like Nicole Mickle. She has garnered nearly 85 thousand followers on her Pinterest account, with more than four million monthly views. Her Pinterest page should be your go-to if you’re looking to start up your own Pinterest account.
Frequently Asked Questions (FAQs)
Does Pinterest work for real estate agents?
Yes. In fact, Pinterest is great at driving traffic to your real estate website or a landing page. Take advantage of the fact Pins stay visible and searchable on the platform basically forever. It’s not so much the space to push your listings if you’re looking for a buyer like yesterday. But if you generate content specific to your region, create Pins and boards that showcase your brand and share useful content that your visitors will love, it’s a great way to find business.
How do I get real estate leads on Pinterest?
Pinterest is amazing at driving traffic. So, take advantage of that by setting up funnels with landing pages that capture visitors’ information. Create a lead magnet that your target audience would love. Or use one of ours at The Close, like these buyer agent checklists. Design a Pin around that lead magnet with an eye-catching image. Ensure you put the link in the Pin that sends your visitors to the lead magnet. Easy-peezy!
Here’s another way you can use Pinterest to drive your sales volume. Create a private board with a buyer client and have them fill it with the type of homes they want to buy in your area. You can develop a feel for what they’re looking for much more quickly and send them houses that perfectly match their needs. Creating private boards for your clients is a great way to build that personal connection—you can share ideas, muse over kitchen details, and build a relationship through the platform.
How do I advertise my real estate on Pinterest?
Since Pins on Pinterest are evergreen, it may not be the best use to post individual real estate listings like you might on Instagram or Facebook. But Pinterest is a great platform to build your brand and database, as well as drive traffic to your website, where you can direct them to more recent listings, blog posts, or lead magnets.
Think more categorically about your Pins. Instead of posting your listings, create content around styles of homes, the coolest kitchen ideas, or maybe something like “Here’s what $350K will get you” type of posts. If someone were to find your Pins four or five months after you posted it, would it still be relevant to the visitor? Keep that in mind when you’re creating your content strategy. Save the “Just Listed” posts for Facebook.
What is the most popular site for real estate?
Hands down, the most popular site for real estate is Zillow. But if you want to compete on the big stage with the big players, you should definitely use Pinterest to help drive traffic to your site. Pinterest is excellent for achieving visibility in a competitive market. If you’re consistently adding content your target audience loves and driving traffic to a landing page that can help build your database, you won’t need to worry about Zillow.
What type of marketing is best for real estate?
Branding should be your first goal on Pinterest as a real estate pro. Create Pins that capture your personal brand aesthetics and answer questions for your ideal clients. Remember that Pins are forever, so it’s probably not the best place to place your Just Listed digital posts. Save those for Facebook. Focus your Pins as part of your overall marketing strategy that showcases your real estate knowledge and your eye for design.
Pinterest is also a great place to get discovered. While branded companies flood some other social media feeds, Pinterest is focused on content. The more you create relevant content, the more your content will get pushed to the top of search results, making you stand out even if you haven’t been in the game as long as others.
Is it hard to sell on Pinterest?
Actually, it’s really easy to sell on Pinterest—it just doesn’t work like the other social media platforms. The best way to use Pinterest to sell real estate is as a search engine that drives traffic to your website. Share valuable information your future clients want and make it actionable with a call to action. Once your visitors click on the link, capture their contact information in exchange for the lead magnet you promised them.
Is Pinterest good for lead generation?
Pinterest is probably one of the most effective ways to drive traffic to help you generate more organic leads. The best part is the leads are free! So if you’re looking for a great way to generate more leads that you can convert to closed transactions, Pinterest is a great option.
Pinners typically scan through Pinterest, whether through their home page or a search, because they’re looking for something specific. When home shoppers start looking for information about how to buy a home, checklists for moving, or what a VA home loan looks like, you can be the one to show up in their searches. That’s a buyer with intent, which is a mid-funnel lead.
Bringing It All Together
I’ll be the first to admit that I thought of Pinterest as a stay-at-home-mom time-waster app. I didn’t even use the app for a long while. But when I joined The Close in 2022, I quickly learned that Pinterest generated more traffic organically for us than any other site or channel we were using. It’s still our number one traffic generator, continuously introducing new real estate agents to our site.
Want to know something cool? There aren’t a ton of real estate agents are taking advantage of Pinterest right now. So, if you want to dominate your market and get ahead of the rush, now is the time to jump on Pinterest, get to know more about the platform, and start using it before the secret gets out. Hint: If you’re reading this article, you’re already behind!
Have you used Pinterest for your real estate business? Are you using it in a different way than what I’ve mentioned? Tell me more about your Pinterest experience in the comments! I can’t wait to read them.
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