How Real Estate Agents Can Use Pinterest to Build Their Brand

You may have heard that Pinterest is the next big thing. And you might be wondering: what does this mean for me and how can I add it to my social media strategy ?

As a real estate agent, it’s more important than ever to tap into popular social media platforms used by potential clients, and Pinterest is one of them. Here are 5 reasons you should be on Pinterest.

Five Reasons Why You Should be on Pinterest

1. Pinterest is the 3rd largest social media platform in the US

Pinterest has 66.3 million monthly users which makes it the third largest social media site in the US, just behind Facebook and Instagram.

Globally, Pinterest has 150 million monthly activity users who on average post 14 billion pins daily.

2. Pinterest users are amoung the largest segment of home buyers

Millennials and Gen Xers make up 48% of home buyers and are the largest and fastest growing segments of Pinterest users.

 In 2020 the number of Millennial users grew by 26% and 80% of Millennial women are on the site.

3. 49% of Pinterest users have an income over $100,000

Pinterest users have higher incomes. An American Express survey revealed that households with incomes of $100K or more spent 22% of their total time on Pinterest! Additionally, 62% of Millennial households with incomes over $100,000 use Pinterest

4. Pinterest users are highly engaged and try new brands

A recent study revealed that over 60% of unique visitors to Pinterest were active on a monthly basis and 40% visited more than once per day!

Two out of three users report using the site to find new products and ideas and 98% of users have tried something they have seen on Pinterest.

5. Users view Pinterest as a trusted, safe space

Pinterest is a trusted, safe space for any type of business. A recent study revealed that 91% of people view Pinterest as a place of positivity, so Pinterest users are 3x more likely to click through to learn more about a product or service than on other sites.

So now that you are interested, let’s take a look at how Pinterest works and what makes is different from other social media platforms.

How Pinterest Works

Pinterest is a social media site that primarily revolves around images and works like a visual search engine. This makes Pinterest different from Facebook and Instagram where posts are primarily text-based.

Images, referred to as a Pin, are pinned to boards by users and can be searched for and saved by other Pinterest users. Boards can be used to organize your pins by topic. The goal of Pinterest is for people to share or “pin” interesting things they find on the web, whether it’s an idea for dinner tonight or a picture of their dream home.

Pins can also have backlinks to websites, which makes them a powerful tool for marketing and makes it easy for users to find out more about a Pin that interests them. Pins also use hashtags, titles, and concise descriptions that feature keywords so a Pin will appear in relevant searches.

Here are a few key tips to help get you started thinking about how you can use Pinterest to drive traffic to your website.

Tips on Using Pinterest for Real Estate

First of all, Pinterest in not a place for selling your latest listing. Pins get shared and re-shared, so unlike other social media sites, Pins have a long shelf life. Posts should be evergreen, and should still be relevant for at least a year or two. 

Pinterest is great for building relationships, developing your brand and establishing yourself as a knowledgeable, friendly and helpful person who is also a great real estate agent.

Keep in mind people are going to Pinterest to be inspired so post high-quality photos that are interesting and appealing to others. Write captions with helpful information rather than just being promotional about your services. Focus on topics that will interest them.

One advantage you have as a real estate agent, is access to a large supply of beautiful high-quality images of homes to use in your posts. You can use these images to organize boards around popular topics such as home decorating styles, outdoor living, awe inspiring views, or themes for kids’ rooms.

Other potential themes for pins are creating community boards focusing on neighborhoods events, restaurants, and shopping. Lifestyle topics are also good ways to engage users and get repeat visits.

Another great way to connect with people is to include boards and pins focused on your hobbies. Include your favorite recipes, favorite hikes in San Diego or craft ideas.

Pinterest can also help your Blog posts get more exposure. When you post a blog, make sure you have a compelling image to post on Pinterest. Focus on helpful information such as tips for first time home buyers, best home renovations that add value to your home or tips on selecting a moving company.

Finally, to be successful on Pinterest, the basics of social media marketing you use on other sites still apply on Pinterest.

  • Be authentic and take a conversational tone.
  • Post on a regular basis. Ask for feedback and respond to comments in the comments section under Pins.
  • Engage with other users, re-Pin, comment on the posts and connect and follow other users.


If you are looking to build your brand and cultivate relationships, then Pinterest is a great platform to reach highly engaged users who are likely to be buying a home in the near future. By adding Pinterest to your social media marketing plan, you can increase traffic to your website and generate more leads.

Have you tried using Pinterest as part of your marketing strategy? We want to hear what strategies have worked well and why!

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