DIGITAL MARKETING
You’re creating a virtual pinboard of your favourites sites and images for everyone to see and follow. You can group the board using clever, keyword rich structures, too! For instance, ‘Kensington Property for Sale’, or ‘Knightsbridge properties for Rent’. You get the idea. Most major websites have already
jumped on the bandwagon, placing ‘Pin It!’ buttons on their web pages. If you’ve not yet integrated your social media accounts with your website, then make sure to include a Pinterest hook-up as well! (If you still have no social accounts or no integration with your website, shame shame shame. In fact, if you write in to me –
tracy@streestmartsocial.com or to mail@
propertydrum.com, with your reasons for not being up-to-date or questions you have about setting up your social profiles – we’ll cover it in our very next article! Don’t be shy, we’ll keep it anonymous!)
AND LET THOSE HOUSES? It’s all about kerbside appeal. All estate agents know that outside of cost, image accounts for everything in attracting viewers to a property for rent, sale or investment. You labour tirelessly over photographing and composing property details and you integrate new and exciting ways to show these properties off to their full potential to possible customers every day. Vendors are constantly trying to push new ways of displaying and interacting with your property stock. So why not go with something that will help your business own more online real estate. Something that’s beautiful and free? Pinterest is easy and fuss free. It’s visually
stimulating. Unlike the old school social bookmarking sites, it ‘pins’ the exact images that you or your customers want to ‘save’ or share.
YOUR TARGET AUDIENCE Web traffic to Pinterest surged 50 per cent from January to February of 2012, enabling the invitation-only site to overtake LinkedIn, Tagged, and Google+ in total monthly visits, Experian reports. Moreover, visits to Pinterest reached
nearly 21.5 million during the week ended January 28, 2012, almost 30 times the number of total visits recorded six months earlier (week ended July 30, 2011). Pinterest continued to outpace its closest
competitor LinkedIn by a healthy margin in March 2012. If you’re a real stats person – you’ll be
ABOUT PINTEREST AND
surprised to see how much market share Pinterest has already gained without making a huge splash on the UK property marketing scene. Facebook: 7.0 billion Twitter: 182.2 million Pinterest: 104.4 million LinkedIn: 85.7 million
MAGAZINE… “Boomers and young adults (Boomerangs) were the groups most likely to visit Pinterest and sites in the Hobbies and Crafts category during the 12 weeks ended
ACCORDING TO FORBES
January 28. Such visitors (heavy Web users who spend time on house and garden, sports and fitness, and family- oriented websites) accounted for more than seven per cent of visits to Pinterest and three per cent to the Hobbies and Crafts category during the period. Reading between the lines, it’s clear to
see that the heaviest demographic by far on Pinterest is the female demographic. According to our informal poll of estate agents, in the category of ‘best customers’, the 30-40+ demographic leads as they have higher salaries, more disposable income, and are more inclined to trust peer
PROPERTYdrum JULY 2012 37 HOW WILL IT HELP ME SELL
WHO IS ON PINTEREST?
Well, some UK agents are up there with the trends, fi rst to come up in our search was Harris Bell Estate Agents in sunny Scarborough. They describe themselves as, “Progressive, forward thinking estate agent in Scarborough, always looking for new and innovative ways to help sell property.” And that is true! They have pins that show off the area, homes with sea views, country homes and more. Next up was Curchods, based in
Surrey, this agency is obviously keen to prove that although it may be 74 years-old, it’s still ahead of the game! A selection of very tasty properties is
up there on their Pinterest page. Third to wave the Pinterest fl ag – in our search that is – was Scott Fraser, an
Harris Bell could win the prize for most progressive agent in Yorkshire!
Oxfordshire agency which says, “Scottfraser have active Facebook, Twitter, Pinterest and LinkedIn accounts to enable us to interact with our customers on the move, at their convenience. We even have a student persona “Scottie Fraser” with her own Facebook page dedicated to providing advice and support to students looking to rent in Oxford. “We were the fi rst agent in Oxford to
have a Facebook property search tool providing up-to-date listings for potential tenants. And we were the fi rst agent to launch a Pinterest page.” So, congratulations to the Pinterest
pioneers! Let us know if you are pinning! Email:
Sheila@propertydrum.com
Pinterest will help you develop business. It’s beautiful and it’s free, what’s not to like?’
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