Pinterest is not merely some repository of ideas but an engine for generating high-quality leads, especially for those in the home building sector. This often-overlooked social media platform, with its image-centric nature and an audience that actively plans future projects, provides an exceptional opportunity for home builders to display their craftsmanship and captivate potential clients. Here’s how you can leverage Pinterest effectively, backed by research.
Wait, do people still use Pinterest?
Yes, Pinterest is still used by around 498 million people on a monthly basis according to Statista 2024. This makes it a significant player in the world of social media. Here in Australia, it reaches over 4 million of us, mainly millennials. While it's not as popular as YouTube, audience behaviour and average user incomes are of significant interest for home builders:
- A third of users have been found to have an income over 100k (source: Pinterest)
- 85% of users use the platform to 'start a new project' (source: Pinterest)
- Over 50% of users are women, (source: Statista 2024) who tend to be influential in choosing a home builder or renovation company.
These numbers prove Pinterest is still a worthy contender within lead generation strategies for home builders and industry contractors.
Pinterest is stacked with planners
The user base of Pinterest is composed of those that like to plan. These individuals are not only dreaming about their next big life project, such as building a custom home, but are also actively seeking to turn these dreams into reality. By aligning your content with the aspirations of these future-focused individuals, you can cultivate leads that are already considering their next steps. Nice.
Craft Visual Stories That prove your expertise
Yes, Pinterest does demand visual excellence to work. If you're a home builder with quality imagery showcasing your work, this is where you want to put it. The influence of high-quality visual content on engagement and decision-making in digital spaces is significant. Published research highlights that people will engage with brands they form a relationship with. (McClure, 2016). These relationships are usually formed via engaging content. Invest in high-resolution, captivating images that not only showcase your projects but also tell a story of possibility.
Structure Boards Strategically
Organising your Pinterest presence pays off. Create dedicated boards for each project type or design aesthetic. Organising your boards not only enhances the user experience by simplifying navigation but also supports the platform's search algorithms, helping ensure your projects reach the desired audience. Here's some topic suggestions:
- Modern homes
- Traditional homes
- Eco-friendly design ideas
- Modern Minimalist designs
- Expansive outdoor areas
- [Location] Home Renovations
- Bathroom Inspiration
These board ideas can help a home building or renovation company maximise their Pinterest presence. Showcase your work, attract your target audience and engage with users at various stages of consideration in the housing market.
Master Pinterest SEO
The algorithmic underpinnings of Pinterest function much like a search engine, making SEO a part of maximizing it as a platform. Embedding relevant keywords in your pins, such as “sustainable home designs” or “luxury kitchens,” helps in elevating your content in Pinterest's search results.
Engage with Rich Pins
Rich Pins sync information directly from your website to your pins, providing richer content for users. Whether it’s pricing, location, or the architect’s insight, these pins help ensure onsite content and Pinterest content aligns, making them more engaging and therefore, more like to lead into you guessed it... leads.
Promote with Purpose
Pinterest ads can help expand your audience reach and make sure your business is seen. By targeting specific demographics through promoted pins, you can ensure that your projects are viewed by those most likely to be interested in your services. Effective advertising on Pinterest not only increases visibility but can also direct traffic back to your website, amplifying lead generation efforts.
Analyse to Optimize
Insight is invaluable. Pinterest’s analytics tools allow you to see which aspects of your content and advertising strategy are performing best—from which pins garner the most attention to understanding audience demographics better. This data is crucial for refining your approach (and spend) in order to focus your efforts where they count the most.
Collaborate with Influencers
Expand your reach by partnering with influencers in the home design space. Their endorsement can add a layer of credibility and broaden your audience base. Search for hashtags like #HomeDesign, #HomeBuilding and #Interior Design, and see which users are getting higher engagement. These are all potential, 'influencers'. Reach out with a personalised message proposing a collaboration.
Here's an example of a direct message you might use to reach out to a social media influencer you've identified on Pinterest:
Subject: Collaboration Opportunity with [Your Company Name]
Hi [Influencer's Name],
I’m [Your Name], and I represent [Your Company Name]. We've been following your Pinterest profile and are really impressed with your aesthetic and the engaging content you create around home design and lifestyle.
We believe that your passion for [specific interest relevant to their content, e.g., sustainable home building, interior design] aligns perfectly with our projects. We specialize in creating [briefly describe what makes your homes unique, e.g., eco-friendly homes, luxury custom designs] and are keen to reach a wider audience who appreciates high-quality, stylish living spaces.
We’d love to explore a potential collaboration where you could feature some of our latest projects on your boards, perhaps even a special series about the art of creating a dream home from the ground up. We think your followers would enjoy the insider look and find inspiration in the unique elements of our designs.
Would you be available for a brief call next week to discuss this further? We’d love to share more about our vision and hear about any ideas you have for a partnership.
Thank you for considering this opportunity. Looking forward to the possibility of working together!
Best regards,
[Your Full Name]
[Your Position]
[Your Company Name]
[Contact Information]
Social media influencers can enhance the visibility and attractiveness of your offerings and bonus - they usually have a presence across multiple platforms which helps take your brand recognition even further.
Maximise Pinterest in lead generation for home builders
Pinterest, with its vast potential for visual storytelling and engagement, offers an engaged, project-ready audience for home builders looking to expand their lead generation strategies. If you're ready to transform inspiration into action and turn browsers into buyers, now is your chance to harness the power of Pinterest before another builder does. Start crafting targeted, visually captivating content that resonates with the Pinterest audience.
