In previous months we talked of how one of the best marketing tools you can have is a Facebook group and community report. Location is always critically important in real estate, so buyers and sellers want to know what’s going on in their neighborhood. If you’re going to spend $500,000, you don’t want to move into a bad neighborhood.
Facebook alone will make this strategy worthwhile, but there is another suitable platform for expanding this—Pinterest. Pinterest has been around for a while, and many realtors use it for effective lead generation. For starters, it has almost 50 million users in the US alone. While not as huge as Facebook, that’s still a whole lot of people.
However, as good as Pinterest is, if you’re already running a Facebook campaign, you probably won’t have time to run an entirely separate social media campaign on Pinterest. Given the choice between Facebook or Pinterest, the sheer popularity of Facebook makes it a better choice.
That said, real estate community groups can easily be converted to Pinterest for little extra effort, giving you almost double the social media coverage. By the way, if you don’t yet have a community report, you can download our blueprint for making one, here.
Pinterest is best described as a curation service. Items that interest you from over the internet can be gathered and “pinned” on a Pinterest board (similar to a Facebook page), defined by topic. For example, if you were to start a Pinterest on your local community, you might start a “Life in Palm Beach” board, collecting articles and photographs relevant to Palm Beach.
It’s the specific curated character of Pinterest that interests people. When searching for information on a location they’re looking at buying a house in, they can go to Pinterest and find information that someone else has already done the hard work in collecting, without having to filter through a million different Google results.
Because your Facebook community reports are in themselves a curated collection of information, they transfer to Pinterest very well. Here’s how.
Pinterest is extremely visual, so posting up purely text reports won’t work. Instead, start with infographics.
Pick 5-10 key areas from your community report, such as facilities, transport, and schools, and create infographics from them that state the key facts. Make these colorful and visually appealing so they stand out in a Pinterest search. These infographics will serve as the basis for your page.
The next step is to get some high quality photographs—taken by yourself—to show you’re actively involved in the community. For example, you might snap photos of the best restaurants, or the local schools, or luxury neighborhoods.
It’s this kind of effort that gives your Pinterest board the credibility of being a local expert. Instead of just a random collection of facts, you’re there in the neighborhood. This is the experience your leads will be looking for.
Once you have the graphics, the final step is to write a description of each infographic and photo. In particular, link to the source of the information—your Facebook report. This cross-linking will generate much more activity on both social platforms than either one alone.
Best of all, what is useful on Pinterest is useful on Facebook—Infographics and photos are very popular on either platform. Once you have everything setup, you only need to create one set of content that you can post on both accounts. In this way, you’ll expand your social media presence on two platforms for the price of one.