Attract Buyers with Pinterest

If you’re a homebuilder who hasn’t starting pinning yet, you’re missing out. According to the latest Pew Internet data, Pinterest has practically caught up with Twitter in terms of users, with 15 percent of adult social media users now on this addicting site (compared with 16 percent on Twitter). Even more important is that women, especially college educated women, are five times more likely to be on Pinterest. Since it is a well-known fact that women make the vast majority of home buying decisions and that home buyers love to see photos before they buy, Pinterest is the perfect way to brand your home building business.

If you aren’t familiar with Pinterest, it is a digital scrapbook that lets users organize and share links their favorite images from across the web. Popular board themes include ideas for recipes, working out, fashion and home decorating.

I already mentioned that one of the top reasons builders should be pinning is due to the site’s demographic, but other reasons include the ability to build brand by incorporating your company’s tagline into your board name, show off the cool features of your homes and communities and of course, drive traffic back to your website or blog, since when clicked, images link back to the website they came from.

Other tips for your Pinterest page include:

  • Add a Pinterest “Follow” and/or “Pin It” button to your website. This encourages your website’s visitors to include your images on their own dream boards and also lets them know that you are already on the site.
  • Want to know who’s pinning your content? Add in your url to and you will see what has been pinned and who has pinned it from your website.
  • When writing out descriptions for your images, be sure to use keywords and hashtags to help make your content appear in search results.
  • You can’t drive traffic unless you make sure that your pins link back to your website or blog. Also, make sure your profile includes links to your website and Twitter pages.
  • Check your Google Analytics report to see just how effective your Pinterest profile is.

While I encourage homebuilders to pin their own homes, features and communities, you should also pin images (with proper credit) to boards related to your brand including recipes, local attractions or even a board dedicated to pets. This will not only diversify your content, but will also bring in more traffic.

Visual Internet marketing is one of the hottest tools for builders right now, so make sure you’re taking advantage of buyers’ visual nature.

Carol Morgan

Carol Morgan is the managing partner of mRELEVANCE and the visionary behind the nationally-ranked, award-winning She is the author of Social Media 3.0 and has in her 20 years of experience established herself as the “go to” for real estate and construction products public relations and social media.