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New homes marketing is getting ‘pinteresting’, says Zoopla

Portal has added Pinterest advertising to its Adreach platform's capabilities to enable agents and developers to utilise the image sharing platform.

Nigel Lewis

zoopla

Estate agents and developers marketing new homes can now advertise their properties for sale on images sharing platform Pinterest via a new Zoopla service.

Pinterest, which is used by 15 million people in the UK every month for inspiration on a range of life projects including homes and interiors, has now been added to the portal’s Adreach lead generation service.

Zoopla reckons Pinterest is an untapped source of leads for both estate agents who market new homes and house builders because it is used by millions of people to search for their ideal home or interiors ‘look’.

It can also be used to target a local audience, an advantage for agents and developers looking to appeal to local buyers seeking to upsize or get on the property ladder.

Zoopla says its Adreach platform can be used to ‘retarget’ those on Pinterest who search for specific terms online generally including Help to Buy, location and price band. It can also offer up local new homes for sale based on their computer’s IP address.

The attraction of Pinterest is that ‘pinned images’ posted by users and ‘promoted pins’ look very similar and can include both images, multiple images and videos.

The property industry's movers & shakers“Pinterest is the ideal platform for inspiration for those with an interest in all things home,” says Alex Rose (pictured), Director of New Homes at Zoopla.

“85% of users [visit the site] to plan key life moments, and we know that it has become a hub of inspiration for home movers – with 43% of users planning to purchase their dream home within the next five years. Pinterest is, quite simply, where the motivated home movers are.”

Read more about social media’s role in agency marketing.

November 16, 2020

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