A recent study revealed that single women represent a much more fruitful source of leads than single men. They are buying homes at nearly twice the rate as single men, according to the 2012 National Association of Realtors Profile of Home Buyers and Sellers.
The obvious takeaway is that agents are well-advised to seek out bachelorettes. But how?
Try surfacing your brand on Pinterest, argues AdWerx.
The real estate marketing consultancy won Inman News’ latest #madREskillz contest by tweeting a link to a blog post that it penned about how to leverage Pinterest to reach women.
Women are nearly four times as likely as men to use Pinterest, and those women tend to skew affluent, according to a 2012 study conducted by the Pew Research Center cited by AdWerx.
What’s more, the consultancy said, a study produced by Simply Measured revealed that Pinterest drives more traffic to websites than Twitter, LinkedIn, Google Plus or YouTube.
“As fast as images go viral on Pinterest, you could get images of new listings out there in front of a LOT of women (buyers and sellers),” reads the AdWerx blog post. “You can create pin boards showcasing your listings and community, as well as pinboards boasting about your listing’s gourmet kitchen and incredible landscaping. Showcase your expertise in real estate with fun infographics and videos. Anything that shows you’re an expert in your field and understand your clients.”
Courtesy of AdWerx, here are three examples of templates that brokers and agents may use to hit the ground running. (A tip of the hat to Homes.com, which produced a Pinterest tutorial that AdWerx borrowed from for its recommendations.)
Pinterest pins with prices get 36 percent more likes than pins without them, according to a Shopify analysis.
Add the dollar sign and a number to automatically generate a price tag on a Pinterest image, and make it easier to find by infusing search-friendly metadata the image and adding both general and geotargeted hashtags, AdWerx said.
Look no further than Lakeshore Realty’s “Meet Our Team” board to learn how to create a compelling roster page. AdWerx notes that the board’s pins prudently include keyword-heavy text and link back to the broker’s website.
“The number one category on Pinterest is ‘Home’ and the #1 most popular board name is ‘For The Home.’ That means there are plenty of opportunities for you to gain engagement by pinning fun lifestyle photos related to homes,” AdWerx writes. “Examples: Dream Homes, Home Decor (as you get savvy, you can create a board for each individual space in the house like kitchen, bathroom, kid’s bedroom and garden), Seasonal Boards (i.e., home staging for summer, fall, winter and spring).”
AdWerx pointed to Susan Parker, who has gained 3,500 followers on Pinterest by pinning lifestyle-related content, as one agent who has successfully executed on this approach.