Adding a new social media channel to the array of platforms you’re already marketing on can feel risky, especially when you are unsure if the results will be worth the effort. That’s why the decision to embark into the unknown territory of an unfamiliar platform shouldn’t be a knee-jerk reaction (like buying tons of DogeCoin whenever Elon Musk tweets). With so many social channels out there, choosing the ones that will give you the best return on your investment requires a solid understanding of the site’s audience and purpose backed by recent data.
The platform we recommend homebuilders consider again is the site built to spread creativity and inspiration — our old friend — Pinterest. Although Pinterest has maintained a steady online presence for years, it is now one of the fastest-growing social media platforms. In fact, it was recently listed as the 14th largest social network in the world. In addition, Pinterest saw a massive surge in traffic during the pandemic as millions of people planned for their futures while stuck indoors. Boards for travel, weddings, and home design have exploded in popularity.
Although quarantine mandates and mask restrictions have been winding down in many places over the last few months, it looks like the heightened interest in Pinterest is here to stay. If you need further convincing to start pinning, here are some tantalizing stats to help you determine your potential ROI when it comes to joining Pinterest.
It’s Where Homebuyers Hang Out
In 2020, an additional 100 million active users joined Pinterest, skyrocketing their total amount of monthly pinners to a whopping 459 million. For a company looking to begin marketing on Pinterest, the expansion of the site’s user base is fantastic news. Years ago, Pinterest may have been seen as more of a “niche” social platform. However, now Pinterest’s base has increased to the point where one’s posts can reach nearly as many interested users as they would on one of the mega social networks.
Recent shifts in Pinterest’s demographics may even mean that homebuilders will see more interaction via their pins than they would with ads on sites like Twitter and Facebook. As of February 2021, 34% of adult Pinterest users were in the age range of 30-49, while 38% were 50-64. Since millennials typically buy their first home at 33, homebuilders looking to generate interest in communities geared toward first-time homebuyers will find Pinterest to be a major attraction for their ideal audience. The increase of Pinterest users in the 50-64 age range is also exciting, since the average age of repeat homebuyers is 55. In previous years, the best place to reach this audience would have been Facebook. Not only does Pinterest now have a significant slice of that user base, it’s also arguably better at showcasing home designs, since visual appeal is a foundational principle of the site. Another encouraging statistic for homebuilders is the fact that 45% of people in the US with a household income over $100,000 are active on Pinterest. There is therefore no shortage of users who are well within their means to buy instead of rent.
It’s a Way to Reach People First
While many users of Facebook, Twitter, or Instagram log on and look for products made by specific companies, 95% of the top Pinterest searches contain no reference to a specific brand. This data characterizes Pinterest as a platform driven by wandering searches and natural discovery. The implication here is that consumer interest on this site is not overwhelmingly guided by brand loyalty, but rather by the raw aesthetic appeal of a creator’s content. If your brand is regularly posting appealing content, users will be drawn to your page — no ad campaign required. And because people utilize Pinterest primarily for planning, your content can stick with prospective homebuyers throughout every stage of their customer journey.
Chameleon Design: A Pinterest Success Story
Get Community has been working with the Southern California-based interior design team, Chameleon Design, for the past few years. Since we began assisting them with their Pinterest marketing, the results have been thrilling. In 2020, 6 of the top 10 sources that brought people to their website were all pins, making Pinterest their highest driver of traffic. A few additional Pinterest metrics from a recent Analytics Report for Chameleon Design, include:
- 100% – Increase in Web Sessions
- 20% – Increase in Pins Saved
- 58% – Increase in Link Clicks
- 53% – Increase in User Engagement
- 34% – Increase in Impressions
- 14% – Increase in Engagement Rate
Although Chameleon Design is an interior design company, we believe the data makes it clear that homebuilders have a lot to gain from stepping into the world of Pinterest. In many ways, the platform is made for homebuilders, since prospective buyers can easily create boards where their favorite floorplans are all pinned — just like they’ve been doing for years with pins of Chameleon Design’s projects and blog posts.
If this article puts you in the mood to go on a pinning spree, we encourage you to reach out to us! We’d be more than happy to help your brand develop a game plan for making Pinterest part of your social media repertoire.