The social media revolution has ushered in a new era of advertisement for property managers. While Facebook and Instagram are mainstream mediums, others like Pinterest fall in the gray area.
Whether you use Pinterest or not is the question most property management teams have in mind. If you are looking for an answer, this article is for you.
While Pinterest is one of the most prominent social media platforms for advertisements, its effectiveness depends on your business’ niche. With over 454 million active users, Pinterest offers an advertisement medium to reach a wider audience via effective search engine optimized (SEO) ads and content.
The platform processes over 2 billion guided and text-based searches every month. Out of these, over 250 million queries are visual searches. Hence you can imagine the potential for multi-family property marketing.
However, using Pinterest is not only about signing up for an account and starting posting your ads. The critical challenge is to learn how to maintain a solid online presence on this platform. So, let us dive right in and look at Pinterest strategies that can help add value to your property brand awareness campaign.
#1 – Signing-up for a Business Account
In order to access and use the ads manager, you must first sign up for an account. However, you must create a business account to gain access to Pinterest’s ads manager and analytical tool. Fill out the form by providing your business’s full name and other relevant information. These may include the following
· Contact information
· Your apartment/building logo
· All amenities that you offer and would like to highlight
The more details you provide the better. Try to use trending terms, and for this, you will need a good SEO strategy.
#2 – Search Engine Optimization
Keywords are at the heart of all your Pinterest posts. Without them, your content and ads will be lost amongst millions of posts. Therefore, you must conduct thorough research on the trending topics, keywords, and keyphrases used in online searches related to your industry.
You must use a keyword in each pin’s title or description. This will increase the relevance of the pin and help it appear amongst the top results whenever a user searches for a keyword tagged on your pin.
If you are new to Pinterest, then a guided search tool will help you research what topics and keywords are currently trending in property management. For instance, as you type in the keyword, you will see semantically related modifiers to help you find out the most popular searches made about properties.
You can copy and paste these queries on a word file and use them to come up with future Pinterest content. The more property pins you will create based on trending topics and keywords, the higher chances for your property managements ads and content to appear amongst top searches.
#3– Learning to Use Pinterest Boards
Your Pinterest board will be your main area on the platform where you will organize all your posts and content. You will be able to see all your properties, showcase their rooms, features, and upcoming events. Additionally, the help is readily available as the board will also display useful tips and tricks on relevant topics.
Remember, these boards come with an expiration date if left inactive. Therefore, limit the number of boards you create to ensure that you can keep them all active. For instance, you can create the boards using a title for each category, such as
· Properties for rent
· Decorating tips for your apartment
· Space-saving hacks for apartment owners
· Tips to save money on your utility bills etc.
· DIY repair and maintenance to avoid costly bills
This will help you come up with new pins and post them in the right category.
#4- Consistency is the Key
Unlike other social networks, Pinterest is more about posting pictorial content. You cannot just post a picture and disappear. In order to stay relevant and appear amongst the active and trustworthy users, you must log in frequently and post pins with consistency.
Share your pins, check the analytics, and “re-pin” content from other Pinterest users. This will help you engage with your followers by offering continuous value. If you wish to establish a credible brand image, it is vital for you to appear active and involved on Pinterest. Doing so will certainly add value to your ad campaigns and brand awareness.
#5 – There is No Set Time
While there is no set formula on how many times you should post on Pinterest, a post a week is the minimum you must aim for. Similarly, there is no restriction on the maximum number of posts. You can post twice a day or more for every day of the month. However, you must ensure that you post these pins at different times.
According to Pew Research Centre, users’ traffic on Pinterest is highly dependent on the time of the day. Varying your posting time will ensure that you are reaching out to as many target audiences as possible as and when they log in. Try to be more active over the weekend during the afternoon and evening is a great time to gain maximum exposure amongst Pinterest users.
#6 – Pin Link Customization
Customization of your pin’s source link can help win organic traffic to your property’s official website. All you need to do is follow these simple steps.
· Open your pin and click on “Edit.”
· Now insert your official website’s link into the bracket saying “Source.”
· Create a captivating caption for the pin that may entice the user into clicking on the link and land on your website.
Remember, the more Pinterest users land on your webpage, the higher chances for you to generate potent leads. This will translate into a higher conversion rate and boost your return on investment (ROI).
Maximizing Pinterest Value for Your Property Management Team
Managing a multi-family property is a challenging affair, and so is maximizing the effectiveness of your advertisement. Pinterest seems to be the most underestimated and underutilized platform amongst all social networks used by property management industry.
However, with a little bit of research into SEO keywords and trends, you can create brand awareness on a broader scale. Do it right, and you will be able to maximize the value offered by this platform and promote your property management business in no time.
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