When it comes to using social media for real estate, the first sites that often pop into mind are Twitter, Facebook, and perhaps even YouTube. However, there is another that should be on that list: Pinterest.
In fact, this specific social media site is a fantastic way to sell homes, market a professional and reach a wide range of potential clients - even though not a lot of real estate agents are using it in this way. Pinterest provides a vast array of options for users, and that makes it a great resource that shouldn't be passed up.
Keeping that in mind, here are some tips, tricks and crucial strategies to integrate Pinterest into any real estate marketing campaign:
Provide value to clients
One goal of social media for real estate is to demonstrate value to past, present and future clients. Real estate agents can share content that makes them look like an expert, and also create interest and traffic in their personal website. Ideally, this will lead to more contacts when it comes time to buy and sell a home.
Pinterest can be one such tool, even if that may sound surprising. Graham Wood, senior editor at Realtor Magazine, wrote about one real estate agent's methods for using this social media site. Lee Cuellar is a California-based agent, and he turns to Pinterest to show clients what he can do for them, by pinning flyers, brochures, home-tour videos and much more to his personal page.
Cuellar learned of the benefits of Pinterest for marketing at an industry meeting, and has been using the site ever since.
"They said to make it more of a destination," Cuellar told Graham. "I'd been using it as just another tool in the toolbox. I'm trying to get away from just sharing things solely on Facebook. … I hope by me pinning more, more people will come to my Web site."
In addition, Pinterest can be a great way to lead users to other sites. A pin of a video can take them to YouTube, Twitter and Facebook. Better yet, they'll end up on a real estate agent's personal site, and keep them in mind next time they need those specific services.
A great social media strategy requires some added information. Courthouse Retrieval System can provide that, with access to mortgage records, property data and much more. No longer do professionals have to sort through stacks of documents at the local courthouse.
Look into group boards
Simply using Pinterest to sell homes is good, but there is more to the site than meets the eye. Bill Gassett, a Massachusetts-based Realtor, wrote in an article for Inman News that group boards can take that strategy to the next level.
Group real estate boards on Pinterest can be used by multiple people, so more than one user can pin content to them. Therefore, a group of like-minded professionals, say a home appraisal expert, a home inspector and a Realtor, can share information. This creates a centralized location for clients to come and learn about the industry, which can be a big boost to any marketing strategy.
However, Gassett stressed that choosing the right people to collaborate with is important. In order to figure that out, it may help to pick professionals who share a similar audience, have expert knowledge within the industry and also have a fair chunk of current followers. It could also be beneficial to reach out to bloggers and other people with a large audience, even if they aren't technically professionals. As long as value is provided for clients, a Pinterest group board can be a great asset.