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Real estate marketing on Pinterest.

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Pinterest is an excellent platform for implementing a real estate marketing strategy.

Pinterest is a social media platform based on images; an essential factor for any real estate 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.

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 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 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.

Features of Pinterest for marketing. 

pinterest real estate

  • Geolocate 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 geolocated images. They state that their platform has more than 700 million of geolocated 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.

  • Title: Rentals in Spain.
  • Geolocation: assign an accurate location of the property on the map.

This is by far an excellent function when we want to implement a geolocated 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.

Pinterest image search engine.

The search engine of Pinterest has been improved along the years and it is now updated with other functions that have been introduced to the platform in order to increase its effectiveness.

A search engine must satisfy the users´ necessities. Pinterest´s search engine is a very effective one.

Although Pinterest is a social media platform based on the most important images on the world, in terms of the active users and the trend towards this type of contents, Google is the dominator among the search engines on Internet.

There are other search browsers such as Microsoft Bing, Yandex which uses the database and the source code of Google, DuckDuckGo (which tries to increase the relevance of the searched and protect the privacy of the users) and several others that are not that important in terms of users.

However, Google still maintains the domain on searches made by the users on Internet and the image searched are also one of the strongest feature of this search engine.

Nevertheless, as Pinterest is a social media platform targeting images as main content, it offers a very specific search engine to its users.

If we search on Google by keywords or specific phrases, the results of the images are general. This does not happen with Pinterest.

The search results showed to the users of interest are better structured and in a more precise way than on Google.

In the same time, it is important to highlight that the majority of the users of the Google search engine do not use sentences, so their searches must be precise.

Functions of Pinterest image search engine.

At the moment of searching contents by images, users´ behaviors on Internet tend to be lineal. However, not everyone will search in the same way, neither all users will employ the same level of specificity of the search results.

In this way, when offering a series of extra functions to its users (such as geographic location, tags, categories, etc.), Pinterest eases the collection of precise results, although the searches are made in a general way.

  • Attach attributes to the image.

WordPress allows us to attach attributes to the image, titles and descriptions, both for the images of a real estate webpage as for a real estate blog.

However, it does not allow us to locate the images or assign them categories so Google could index them with those attributes.

  • Sitemap of the images.

On the other hand, the real estate can generate a specific sitemap of the images from the real estate blog or website, in order to be indexed by Google.

The intention of this article is not to compare search engines on Internet, nor their algorithms or business models.

We cannot compare a search engine as Google, which is open, with Pinterest which is limited to the search inside it.

  • Google search commands.

Anyway, when Google makes some searches or uses specific commands (search operators), it offers the results of the contents shared on Pinterest.

We must take into consideration that Google segments the contents through its algorithm and it associates them to the searched made by the users, depending if they are general results or segmented by images or videos.

There are also other categories to share the results such as News, Books, etc.

As we clarified the previous info, we must focus on Pinterest as an image search engine and not as a search engine based on general subjects.

Pinterest searches only inside its data base and the type of the archives searched by its users is images.

Characteristics of the images search engine of Pinterest.

The image search engine of Pinterest does not provide a broad search as Google does. However, it is way more precise.

The specificity of the search results made by the users on Internet is a very important factor, taking into consideration the high volume of data that exist daily on Internet.

At the moment of making searches based on images, Pinterest eases the search of its users, leaving aside the irrelevant results.

Pinterest searcher is much more intuitive than the image searcher of Google and it does not require special sentences or specific terms in order to find the images.

On the other hand, the image searcher of Pinterest offers some features that Google does not use yet.

For example, Pinterest searcher offers more defined search options to its users, more intuitive options and a more descriptive visual interface, related images, an advanced content update feed, the possibility to share the results with other users, etc.

However, no matter the functions of Pinterest search engine, we cannot say it might replace Google in any way.

In any case, we can state Pinterest is an excellent complement when searching images and a good complementary tool for Google.

These are some of the basic functions of the image searchers of Pinterest,

  • Keywords.

When writing a term on the searcher, Pinterest shows the keywords linked and the categories associated to that term.

  • Filters.

The descriptive guides allow us to filter the results and get more precise searches.

  • Browse the categories.

The navigation on the general categories reduces a lot the number of the irrelevant results.

  • Duplicate results.

The results of the images searched on Pinterest do not repeat. There are no duplicated results!

  • Search example.

“Short term rental of apartments in Orihuela Costa”. Pinterest will only show a great quantity of images related to the term searched, without repeating any of them.

For the same search, Google shows duplicated and mixed results, not segmented literally, nor associated or linked between them.

  • Most viewed images.

Pinterest offers the possibility to access the most seen images on the platform in a direct way, without the necessity to search through the feed. Also, the user can see the search trends, too.

  • News feed.

The news feed is useful as a filter to find updated images, if we configure it according to the necessities and the interests of the user.

  • Shared images.

Shared images on Pinterest must be attractive and of high quality, as this is a social media platform based on this type of archives. Google does not ask for quality images, as the search engine of Google is based on other type of contents such as texts, videos, etc.

  • Share images in other networks.

The results of the searches made on Pinterest can be easily shared through other platforms (Facebook and Twitter) or by email.

  • Preferences of the users.

Google makes a follow up of the search preferences of the users. However, Pinterest allows us to configure those preferences manually by approving or disapproving certain contents.

In conclusion, Pinterest is a very important social media platform for a real estate, due to its number of active users and the type of contents (images) shared.

Properties for sale or for rent, adjusted to quality images and proper attributes will be an excellent call to action for all the users of Pinterest.

In the same time, those images could be indexed by the different search engines on Internet (Google, Bing, etc.) in an effective way.

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