There are few social media sites that are more valuable to real estate agents right now than Pinterest.
Whether you have heard of the site or not, if you are an agent and you have yet to establish yourself on Pinterest, the time to start is now. Based around visualization, Pinterest offers the ideal stage for presenting everything you have to offer as an agent.
Of course, like all tools to expand your web presence, Pinterest requires some effort on your part.
You need to participate regularly, and do so in a way that contributes to the community, if you hope to build relationships and engage with users. Knowing what to do, and what to avoid, is key to making Pinterest work for you.
We asked Bill Gassett, a top Realtor in Franklin Massachusetts to share his expertise with us. Bill has a strong grasp of how a real estate agent can master Pinterest so we are happy he is sharing his knowledge on this social media topic.
Take it away, Bill!
Reaching your prime audience
From a U.S. president to the average home cook, this social media site boasts users from across all walks of life. More importantly, though, the most active users on Pinterest are comprised of your ideal client. According to B2C, women make up 83% of Pinterest users, with 45% between the ages of 35 and 54. Even better, the average user on Pinterest earns a six-figure annual household income. When you market yourself well on Pinterest, you are speaking to the people who buy and sell homes.
1. Getting Started on Pinterest
Like any social media platform, learning to use Pinterest takes some time. While it is easy to get started, mastering the system and the way communities interact will take practice, especially if you want to find the sweet spot of promoting yourself without coming across as heavy-handed.
The basics of Pinterest for real estate agents are relatively straightforward:
- Create some boards. Pinterest is built around image boards, where you “pin” images. You can have numerous boards devoted to different categories.
- Focus on great images. The whole site is built around images. You need to find images that excite you and that you are sure will excite others.
- Pin things that will be shared. It's social media. You want shares. Pin images that will be shared by others.
- Limit blatant marketing. There are thousands of Realtors filling up boards on Pinterest with their listings. Few of these are ever re-pinned. If you were an average user, would you want to share a home listing? Much less one from another area? Unless all of your listings are the mansions of Hollywood stars, you won't get much traction with only listings.
- Diversify. It's okay to put up your listings, but you need to make them only a small part of what you offer. Make sure you create a variety of boards, such as home design, interior decorating, kitchen renovations, and of course your best real estate articles!
- Become a resource. You are a real estate agent, which means you have a lot to offer people in your area. You can offer information about neighborhoods, awesome homes in your market, what to do and not to due surrounding home sales, etc.
2. Understand Group Boards
Once you get some traction on Pinterest, you are going to want to leverage it to its full potential. To do this, you will need to understand and join group boards. Group boards are areas where all members can post images on a certain topic. You'll notice them by the little icon that looks like three little heads, found at the top of the board.
The person that created the board is the one in charge, and has ultimate say over what images stay and who can participate on the board. Group boards are one of the best ways to reach a big audience, and should be your first goal after you get the basics down.
You can apply to participate in an existing group board, or you can start your own. Both are worth doing. There are a number of fantastic real estate group boards worth joining. Here is a shameless plug for one of the largest real estate group boards. Feel free to email me to join the board if you are interested in growing your exposure tremendously.
3. Getting The Most Out Of Group Boards
Getting the most out of real estate group boards takes a little practice, but it is definitely worth your while to figure out. There are several ways you can start out strong with group boards, including:
- Deliver the best you have. You are sharing this with a bigger audience, so make sure it is your best. This means valuable content, your best images, and the more relevant things you can deliver. Long and skinny pictures tend to stand out, and make sure to avoid images that are too small.
- Short and sweet descriptions. Keywords are important, but people are looking at images here, not reading a book.
- Utilize hashtags. The “#” symbol, followed by a word or term that people will look for, is important if you want to show up in searches. #realestate, for instance, will make your image show up in searches for real estate.
- Create boards to attract potential clients. If you are focused on selling homes, a board on staging, or on organization, might be ideal. If you want to attract buyers, a “dream home” board might be useful. Be creative.
4. Using Pinterest For Social Media Exposure
When you want to increase your real estate social media exposure, Pinterest offers the perfect platform. You can participate in boards, and create boards, that will help make you a prime resource for buyers, sellers, and even other agents.
There are a few things to keep in mind if you want to maximize social media exposure when it comes to Pinterest, including:
- Make it valuable. The first thing most agents want to pin up are their listings, which is the last thing you want to do. As previously mentioned, listings are the final step in a social media presence, not the first. Instead, focus on bringing something unique and valuable to the table. There are plenty of real estate community boards you can participate in, where your unique knowledge is useful. And you can always share articles – both your own and the work of others. It doesn't matter if you wrote it, it matters if it is useful to the people on the board.
- Make it easy to share. Users on Pinterest can re-pin things endlessly, perfect when you are trying to increase your exposure. Give them something worth re-pinning. Unlike other social platforms where your content can be shared at ton at first and taper off quickly, this is not the case with Pinterest!
- Be organized. The longer you use Pinterest, the more important it is to be organized. Determine the needs of your ideal client, and create boards around those needs.
- Collaborate. Social media is sharing, especially on Pinterest. Join group boards, and participate. Create your own group boards. Get involved with other users when you can both benefit.
Bonus: Take Your Real Estate Marketing To The Next Level
Pinterest makes it so easy to increase your exposure to potential clients. But you have to use it correctly if you want to get the most out of it. Get started today, and see what Pinterest can do for you and your real estate business. Make sure you take a look at each of the links in the article, as they share a wealth of information on how a Realtor can crush it with Pinterest. By following this advice you will be on your way to mastering this popular social media venue.
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