How to Look Good on Pinterest: Best Practices for Builders and Property Businesses
In today's digital age, social media platforms have become indispensable tools for property businesses looking to reach a wider audience and connect with potential customers. Among these platforms, Pinterest stands out as a creative and visual haven, providing an ideal space for builders and property businesses to showcase their projects and captivate their target market.
The Property Republic team recently re-established the Pinterest strategy for our client, Carlisle Homes. Our research and analysis re-affirmed the many benefits the platform poses for builders and property businesses.
Let’s explore how you can effectively leverage Pinterest to attract customers, generate leads and achieve great online results.
Key Information About Pinterest
To help you understand the platform a little better, and decide if it’s suitable for your property business, here’s some key information about Pinterest.
Pinterest has more than 400 million active users worldwide. In Australia, there are a total of 3.45 million users as of 2023. This figure represents 13.1% of the country’s population.
Pinterest is mainly used for planning life moments. In fact, 85% of women use Pinterest to plan life moments, from weddings to furnishing their homes.
Millennials claim that Pinterest inspires them to make dreams a reality, more so than any other platform.
The average time spent on Pinterest is 4 minutes and 50 seconds.
85% of Pinterest users prefer reaching the platform via their smartphones, which makes mobile optimisation an extremely important consideration when creating a Pinterest strategy.
36% of Pinterest’s Australian users have an average of $100k+ household income.
Best Practices on Pinterest
Visual Storytelling
Pinterest revolves around visual content, making it an excellent platform for showcasing your property projects in the most captivating way possible. Use high-quality images of completed projects, before-and-after shots, and design inspirations to tell a visual story that engages your audience. Create boards that highlight different aspects of your work, such as "Knockdown Rebuilds," "Sustainable Materials," or "Interior Design Trends." This approach allows potential customers to envision their dream spaces and connects them to your brand's unique style.
Pin Consistently and Strategically
Consistency is key on any social media platform, and Pinterest is no exception. Regularly pin fresh content that resonates with your target audience. This could include project updates, design tips, industry insights, and even behind-the-scenes glimpses of your work process. However, it's not just about quantity; it's also about strategic pinning. Utilise relevant keywords in your pin descriptions and board titles to increase the visibility of your content in search results and attract users actively seeking inspiration.
Collaborate and Engage
Pinterest is a social platform, so engagement is crucial. Collaborate with other professionals in the field, such as interior designers, architects, and landscapers, to expand your reach and tap into new audiences. Repin, comment, and engage with your followers to foster a sense of community and build brand loyalty. Respond promptly to comments and messages to show that you value your audience's input.
Educate with Content
Position yourself as an industry expert by sharing valuable and educational content. Create pins that offer tips on home improvement, renovation or knockdown rebuild cost estimation, sustainable building practices, and more. By providing helpful information, you establish yourself as a trustworthy source and create a positive association between your brand and expertise.
Showcase Testimonials and Success Stories
Nothing speaks louder than satisfied customers. Showcase your work's quality and the positive experiences of your clients by sharing testimonials and success stories. Create pins that feature the process and progress of your projects, along with client reviews praising your craftsmanship. This social proof can instil confidence in potential customers and encourage them to choose your services.
Highlight Sustainability and Innovation
In the modern world, sustainability and innovation are highly valued. If your property business incorporates eco-friendly practices or utilises cutting-edge technology, make sure to highlight these aspects on your Pinterest boards. Create pins that showcase your green building initiatives, energy-efficient designs, and use of smart home technologies. This sets you apart from competitors and resonates with environmentally conscious customers.
How to Create an Effective Pinterest Business Profile
Write a description that accurately defines your brand and what your followers should expect.
Include your business name in the unique URL.
Highlight a few of your best boards as “Featured boards” to give people a glimpse of what you have to offer.
Create specific boards to share images of your company’s most helpful data visualizations and infographics if you have them for your audience to use as resources.
Use keywords throughout your profile, posts, Pins, and boards. This way, you’ll be more likely to organically appear in users’ feeds and searches. Keywords and phrases on Pinterest are related to specific niches being searched by users.
Categorise pins. By choosing the right category for your content to be shared in, your Pins and boards will become more searchable for users looking to discover content similar to that of your business.
Avoid excessive blank (or white) space in your images — images with 30% less blank space in the background are pinned most.
Pinterest is a powerful platform that can significantly benefit builders and property businesses by visually showcasing your work, engaging with your audience, and establishing yourself as an industry leader. By telling a compelling visual story, pinning strategically, and engaging actively with users, you can use Pinterest to attract customers, build a loyal following, and ultimately grow your property business in the digital age.