Pinterest is such an underutilized marketing platform for real estate agents. If you want to take advantage of this underrated marketing tool as a real estate agent, I’m going to share how you can take advantage of real estate marketing on Pinterest within your content marketing plan for 2024.
Why use pinterest marketing for real estate?
Pinterest is NOT just for saving recipes, planning weddings, or looking up DIY projects. Although those bloggers and companies are successfully utilizing it to grow brand awareness and monetize. As a user that may be what YOU are using Pinterest for. But let’s shift to a marketing perspective.
Pinterest is a marketing platform that brands, businesses, content creators, and service providers can use to grow brand awareness, grow their email lists, and increase website traffic and sales.
Monthly, there are 465 MILLION monthly Pinterest users. And the Pinterest users are in research mode. They are looking for information, products, and services. Equally important, many of these searches (97%) are unbranded, meaning they are looking for a solution, but they are not loyal to a brand for this solution yet.
This is where YOU come in. As a real estate agent, use Pinterest marketing to be discovered in Pinterest search while your future clients are early on in the research process. This is a great way to meet them BEFORE they are aware and talking to multiple real estate agents.
Pinterest is a platform where you get to drive traffic. This is one of the biggest differences between Pinterest and other marketing platforms. Now, let’s talk about WHERE you should be driving traffic.
content strategy
First, when you start real estate marketing on Pinterest, this is what your content funnel should look like:
- Get discovered on Pinterest using keywords
- Drive traffic to a high quality/authority building piece of content
- Convert that user to your email list with a lead magnet
- Nurture that client using email marketing and social media
- Sell and land the client!
So, if you don’t currently have high quality content in place or a lead magnet, you’re going to want to start a content marketing plan so that you can take full advantage of real estate marketing on Pinterest.
Manageable Content Plan
As a real estate agent, you should be making at least 2 pieces of long form content every single month. If your long form content is in the form of a video or video podcast, you now have the potential to have 4 long form pieces of content by repurposing those as blog posts as well!
This content can be broken down into 6-10 shorter form pieces of content (if you have video content, that can be doubled). With these shorter form content pieces, you have
Then, you drive traffic to each of these long form pieces of content with Pinterest. With my Pinterest strategy, I make 5 pins for each piece of content that I want to send traffic to. I use a few different sets of keywords for each pin to give the content multiple opportunities to be found in search.
Ultimately, all of the traffic and organic views of the content should be leading people to sign up with a client inquiry form or a lead magnet form. Once that happens, they’re on your email list.
From there, you can start emailing them to stay in touch and warm them up until they’re ready to hire you.
Ultimately, your goal with Pinterest is to meet potential clients. You are going to lead them to your content and nurture them until you convert them into a client down the road.
How to get started with real estate marketing on pinterest
The first step is finalize your content plan. What types of content do you have currently, or what do you need to make? If you need to start establishing authority building content, that’s the first step.
Next, you need to establish a Pinterest business account. You can either create a new Pinterest business account for free or convert your personal Pinterest profile to a business profile. You need a business profile so that you can track your analytics. If you convert your personal profile, I highly recommend that you make boards with content you’ve saved secret. This makes it so YOU can see that content, but anyone coming to your profile won’t see it.
Third, you need to do keyword research. With my Pinterest training, I teach you all the ways to do keyword research. This is what you’re going to use to know WHAT keywords and phrases you should be using when you publish your Pinterest graphics.
Once you’ve done keyword research, you need to optimize your profile. You do this by using Pinterest keywords in these locations:
- Pinterest profile name
- Account bio
- Board names & descriptions
- Your Pin titles & descriptions
All of these areas need to be optimized so that your account is able to be found when people use keywords that match your profile and content. Not only do you want to position your Pinterest pins & videos within search results, but also your boards and profile.
Pinterest Content
Once you’ve optimized your account, you can start publishing content and driving traffic with Pinterest. For the best chance to get found with real estate marketing on Pinterest, post a minimum of 30 Pins per month. This is a reasonable amount that can be posted taking about 1 hour/week.
For high performing graphic templates for Pin graphics, purchase a set of 30 branded Pinterest templates here. I will brand these with your colors and fonts. These Pinterest pin templates make it easy to customize for your Pins every month and not have to worry about your Pin designs.
Examples
How long does it take to see results when using pinterest for real estate?
Before you start real estate marketing on Pinterest, you need to know this is a long term strategy. You are not going to post a Pin tomorrow and have a client reach out to you and say, “Hey, I saw you on Pinterest and want to buy a house!”
You need to be in this for the long haul. Think about the long term focus of your business and what having a traffic driving platform does for you.
Now, realistically, you can expect to see a small increase in your impressions, engagements, and outbound clicks each month for the first three months. Then, in 3-6 months, you should see more consistent growth. After that, results start compounding.
Your biggest goals should be to get traffic from Pinterest to your authority content pieces, and drive traffic to your landing pages where you can collect contact information. From there, you can start nurturing them.
Next steps
Now that we’ve reviewed real estate marketing on Pinterest, it’s time to take action. The only way Pinterest will work as a marketing platform for you is to outline your strategy, create your profile, and start pinning! Remember, prioritize keywords and patience with this marketing strategy.
I’d love to know if you have any questions about Pinterest marketing for your real estate business. Feel free to leave a quick comment with your questions.
