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Pinterest and real estate marketing.

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Pinterest is a social media platform based on images; an essential factor for any real estate in Spain that want to exploit this functional characteristic. Images of the properties for sale or rent end up being the most significant call to action for a real estate.

Images have achieved a very important factor both on the real estate webs, or real estate blog or on any social media platform on Internet. They are a call to action to all users and a very high percentage of increase on the conversion level is also achieved through photos.

Taking this as a reference, Pinterest has become one of the most attractive and effective social media platforms for a real estate in Spain.

A real estate can structure its portfolio of properties for sale or rent in a simple way with the help of Pinterest, by using boards in order to segment different types of properties or the entire real estate product.

Let´s see some simple examples of boards that can be created by a real estate in Spain that wants to implement its strategy of real estate marketing on Pinterest:

  • Types of properties (apartments, villas, terraced houses, bungalows, houses, etc.)
  • Rentals (by season, long term, etc.)
  • Articles from the real estate blog
  • Photos of brand new properties
  • Press release as a complement to the real estate newsletter.

By segmenting the previous points, a real estate can create hundreds of boards. The number of board increases a lot when each board is split by languages.

There is a justified argument that Pinterest has a great potential for a real estate in Spain simply by taking this factor into consideration.

In the same time, we can also create boards for the real estate agents starting from the main account of the real estate. Real estate agents can also create their own accounts on Pinterest in order to strengthen the strategy of real estate marketing.

Characteristics of Pinterest for a real estate marketing.

pinterest

Geo-locate the properties for sale or rent.

Place Pins is a geolocation tool which allows the real estate to attach attributes to each property for sale or rent that is advertised on the boards.

Combined with Place Pins, Place Boards is an interactive map located inside a specific board which shows the Pin associated to a certain location. This one can also be used as another type of geolocation function.

With the help of Place Pins and Place Boards, a real estate can accurately create and modify its boards based on the geolocation of its product.
Offering visitors an exact location of the property for sale or rent seems to be a very effective function which improves the users´ experience and brings relevant info on the entire real estate product.

Through its official blog, Pinterest estimates an average of a million and a half of enquiries of geo-located images. They state that their platform has more than 700 million of geo-located Pins.

In order to configure the geolocation of a real estate product, a real estate or agent must access the board´s configuration and activate the button Add Map. A title can be configured and also a description of the product.

Example:

This is by far an excellent function when we want to implement a geo-located strategy of real estate marketing. It brings added value to the real estate, as it brings a map that offers users an exact location of the property with a description.

Follow button of the real estate on Pinterest.

Users of Pinterest had always had the possibility to follow other users or specific boards. Lately, this function has improved a lot.

A real estate can set its personalized button of Pinterest on its webpage or real estate blog. When a visitor clicks on that button, a pop in window will emerge.

This window shows to the visitor of the real estate web or blog a preview of the account on Pinterest.

The preview of the Pinterest account of a real estate or real estate agent brings the following info to the visitors:

  • Name of the account´s holder.
  • Images of the last shared Pins.
  • Description of the account.
  • Number of followers.
  • Quantity of Pins from the boards.

The main advantage of this function is that the visitors of the real estate web or real estate blog will not leave the site. In this way, the level of conversion is not lost.

In order to include a Pinterest button, we only need to copy and paste some lines of the code to the real estate web or blog.

Follow favorite categories on Pinterest.

Pinterest brings the possibility to follow a certain category. From this function, different contents related to that certain category can be visualized also.

By searching or visiting a certain category, the users of the platform will see related contents. This increases the visibility of the real estate.

Pinterest search button updates the user feed automatically, so the user can see contents of not-followed users, but which are linked to the category of the shared Pins.

That is why it is so important for the real estate to manage to get a good structure of the boards and to assign specific categories to its shared contents.

Moreover, its contents (properties for sale, blog articles, certain promotions or properties for rent) will be seen by any user of this platform, even if they are not followers of the account.

This function is also important for a real estate Content Curator, as he can filter (through a certain category) those contents that are mostly used by the members of the real estate.

Moreover, real estate agents can access updated contents of a category which is of their interest without the need to follow other users or to be linked to a certain network.

Instant messaging on Pinterest.

This is a function that complements the traditional characteristic of sharing contents to other users of the platform. The instant messaging system of Pinterest brings the possibility to create conversations and share info related to a specific content.

This functional characteristic of Pinterest has various utilities and starts from the passive mode of the sharing buttons to a proactive system of real time communication:

  • It allows the members of the real estate to collaborate with other users, counselling them towards a certain real estate product or offering additional info on the characteristics of a property for sale.
  • When a Pinterest user makes an enquiry on holiday rentals, the real estate agent can connect with him or forward him to the chat of the person who deals with rental management.
  • For a Community Manager, this tool strengthens its organizational role, as it brings the possibility to communicate in real time with all the members of the communities inside the real estate sector.
  • In the same time, this tool is good to increase the number of followers of the real estate account on Pinterest and he can use the group chat in order to generate positive and more effective synergies.

This function can target the increase of the productivity level of the real estate. Apart from the possibility to send Pins and messages to different users in the same time, this function brings the possibility to follow up the info interchange and structure it in an effective way.

When correctly used, this function brings the possibility to share the contents among the members of the real estate team, but it is also used as a way to support the project planning and management in order to interchange ideas and generate positive synergies inside the professional sector.

Pinterest is a platform with more than hundreds of registered users and it counts with 700 million of geo-located contents and its users make more than a million and a half of enquiries per day.

These are numbers that no real estate in Spain must underestimate, especially if we think on what we might achieve when sharing properties for sale or rent on this platform.

Sources: pinterest.com / business.pinterest.com

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