Erica Christoffer is a multimedia journalist and contributing editor with REALTOR® Magazine. In addition to writing print and online articles, Erica oversees the magazine's Broker to Broker content, co-manages the 30 Under 30 program, and manages the YPN Lounge. Connect with her via email: email@example.com.
Pinning For Your Brand
Pinterest can be a great visual tool to market your business and showcase your community. Here are five tips for creating pins to effectively engage with consumers.
August 18, 2015
Charlie Allred is an avid Pinterest user. Though the designated broker for Secure Real Estate in Phoenix admits that a green smoothie recipe was her most popular pin of all time (gaining more than 10,000 repins), her Pinterest page mainly serves as a resource for potential clients in her market.
Allred has grown her company’s brand and attracted local followers by pinning content related to her city, such as community events and local restaurant reviews. Today, approximately 50 percent of the traffic to her real estate website comes from her Pinterest page, and she trains agents on how to incorporate Pinterest in their social media and marketing plans, too.
“Pinterest allows the agent to showcase in one glance who they are and what they do for potential clients. That in itself is the most amazing marketing tool I have ever seen,” Allred says.
Her strategy is to write blog posts on extremely local topics, then create pins with highly searched keywords in the descriptions. She’ll link those pins back to her blog.
Other businesses are finding success with Pinterest as well. Adweek recently hosted a webinar, “Powerful Pins: How Brands Succeed on Pinterest,” examining how companies like the Container Store and Bank of America are developing Pinterest campaigns to connect with consumers. Here are five tips presented for successful pinning:
1. Is it helpful? Amy Vener, market developer at Pinterest and webinar participant, says helpful and informative pins do better. That requires a pin to have a compelling description, including keywords frequently searched for by your target audience, a practice Allred has also found to be successful. Google AdWords Keyword Planner is a great resource for deciphering what keywords your customers are using to search for real estate. Remember, you only get about 500 characters to describe your pins, so wear your editor cap as you write.
2. Brand tastefully. If you add a company logo to your pins, make sure it’s tasteful and subtle, such as an abbreviated branding in the lower right corner. Overtly branded pins look like ads and can be a turn-off, Vener says.
3. Follow seasonal trends. Cleaning and decluttering pins in the spring, curb appeal in the summer, DYI home projects in the fall, and tasteful holiday decor in the winter are just a few ideas for seasonal real estate pins. Stick to local topics, too, such as images from seasonal community events and sharable infographics of local market stats. Try plugging your data into a Piktochart template, publish your infographic on your blog, and then create a pin to share on Pinterest. Also, maximize your Pinterest real estate by using vertical pins, Verner says.
4. Cool it with the hashtags. They can be a clever way to reference trends or add a comedic element to a description, but hashtags don’t have the same functionality on Pinterest as they do on Twitter. You can’t click on the hashtag to get to similar pins, so adding a lot of hashtags can be distracting, Verner says.
5. Contribute thoughtfully to the Pinterest community. Share the best content others are putting out. Follow people and businesses relevant to your market — think mortgage companies, stagers, interior designers, or local garden centers. Engage by liking, commenting, and repinning other pins.