Pinterest’s community of over 53 million monthly users is not simply made up of people searching for recipes and fashion, but also homes and interior design. The social network’s user base is 80% women, and the vast majority of those women have a household income of over $100,000. Furthermore, 42% of online women use Pinterest. It goes without saying that if your home building company doesn’t capture Pinterest’s active audience, someone else will! Read below to find out how to use this awesome social media platform to generate real leads for your home building company!
Pin Your Blog Posts
If your homebuilding company is going to capture the attention of Pinterest users on a daily basis, you are going to need an effective strategy. A strategy with a proven track record is one that revolves around the creation of custom web content, and a good content strategy starts with blog posts. Consistent blog posts with helpful, interesting information will keep potential home buyers coming back for more while establishing your home building company as a knowledgeable authority in the industry.
Here are some examples of effective blog post topics for home builders:
- “5 Functional Home Designs with Timeless Style”
- “(Enter Your Company Here)’s Favorite Homes of 2014”
- “10 Important Features to Consider When Choosing Your Home”
Implement Calls-to-Action in Your Pinned Blog Posts
CTAs or “Calls to Action” are simply eye catching combinations of images and text which describe a content offer that your home building company has made available. They should be included in each of your pinned blog posts. Why? When CTAs are linked to a landing page, a potential home buyer can then fill out a form to download the content offer on hand. Once you have information from this form, you can follow up with the user. In this way, implementing CTAs in your pinned blog posts helps with lead generation from Pinterest. Effective CTAs are also important because they give potential home buyers who may be reading your blog the opportunity to seek further information regarding the home buying process.
Speaking of Content Offers…
To use a CTA, you need a content offer that the CTA can link to. Like generating blog content, your home building company should attempt to create content offers that are helpful to potential home buyers.
- “First Time Home Buyers Guide”
- “What to Expect When Building Your Custom Luxury Home”
- “Complete Guide to (Enter Your Town or City) Schools”
The information and insight your home building company provides in its content offers may seem simple to you, but can prove to be extremely helpful for potential home buyers. Potential home buyers who download your helpful content will continue to view your company as THE industry authority in your local market, thus strengthening your relationship with them and improving the chance that they look to you when building a new home.
After your content offer has been created, make it available to potential home buyers upon their completion of a form on a landing page that your CTA will link directly to. If your content is interesting and helpful, they will gladly provide you with a brief amount of contact information.
Suggested Landing Page Form Fields:
- First and Last Name
- Email Address
- Phone Number
- One Qualifying Question such as, “How soon do you plan on buying a home?”
How Does This Strategy Generate Leads?
Once you have created your blog posts, CTAs, and content offers, simply pin each blog post to your own Pinterest board as we mentioned. The more active your home building company becomes on Pinterest, the faster your boards will gain traction and followers. Be sure to select wonderful photos of your various homes and couple them with intriguing text with each and every pin. You only get one chance to make a first impression and each pin represents that opportunity in the world of Pinterest. Potential home buyers who are simply looking for various home designs on the social media platform will be attracted to your website via pinned blog posts and then converted into leads via CTAs and content offers.
Follow Up with Your Leads
Just because potential home buyers might not be ready to purchase their new home immediately, doesn’t mean you should simply ignore them. Use the contact information you obtained in the content offer’s landing page form to provide them with new content offers and blog posts on a consistent basis via email.
Creating and nurturing the relationship between your home building company and potential home buyers is extremely important in turning your Pinterest traffic into clients.