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Building Pinterest, Building Brand

Thursday, August 30, 2012 /

Has your home building company jumped on the Pinterest band wagon yet? If not, you should. Pinterest has over 12 million monthly users and is growing RAPIDLY. In fact, many potential home buyers have boards dedicated to their homes, outdoor spaces, kitchen, cooking, crafts and more.

If you still aren’t familiar with the site, Pinterest is a virtual pinboard that lets users organize and share links to things they like on the web. It is an addictive visual network that allows users to bookmark and scrapbook all things inspiring. Think of it as a digital collection or vision board that users share on a social network – Pinterest.

So what's the value to builders?

·         Build brand: Does your company have a cool tagline? Incorporate it into each of your board names. For example, Richmond, VA based S&A Homes has the saying, "Built for today. Built for tomorrow," so their board names include "Built for Affordability," "Built for Community," "Built for Forever" and so on.

·         Show off your stuff: Do your homes have cool or unique features? Show them off by pinning them to your boards. Pretty soon, you'll have repins from across the country, which equals more opportunities to reach potential buyers.

·         Drive traffic: Several studies have shown that Pinterest is a great way to drive traffic back to your blog or website. Pinners who are drawn in by your homes and communities will be able to click through and explore your site.

Pinteresting Tips for Your Brand:

·         Tracking: One of the best things about Pinterest is that brands can easily track what is being pinned from their sites, and engage with those pinners further. To track what is being pinned, brands can add their url to this link: . This will bring up all things pinned for their website. This is key because brands can like and comment on pins, which will give them better ranking and increase their reach. Brands can even follow promoters and encourage them to return to the site. Google Analytics also has Pinterest tracking ability so brands can see how much referral traffic is coming in.

·         Add a Pinterest “Follow” and/or “Pin It” Button: One important way to let users know about your brand’s presence on Pinterest is to encourage customers to pin your products onto Pinterest by adding a ‘follow’ or ‘Pin It’ button onto pages. It’s also a good idea to encourage pinning on other social networks such as Facebook and Twitter.

·         Use Keywords: When creating a description for a new pin, optimize the pin by adding keywords that users may be more likely to use if they’re searching for specific content on Pinterest.

·         Use Hashtags: Add hashtags of keywords at the end of your description.

·         Link Back to Your Website: To ensure people find you online, be sure to add your website and Twitter page on your Pinterest profile.

While it's great to pin your products, builders may also want to consider pinning images that aren't theirs, but are related to their brand. Once again, by creating a variety of pins, you'll attract more visitors to your boards, and hopefully, your site. If you do pin a photo that isn't yours, you'll want to make sure your give the original creator attribution.

Visual, Internet marketing is becoming a hot new tool for companies nationwide. For more information on building your home building company's brand through Pinterest, make sure to ASK Carol! East Coast Carol (aka Carol Morgan Flammer) can be reached at or West Coast Carol (aka Carol Ruiz) can be reached at

Published by : Ask Carol
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