These builders know that homeowners are searching on Pinterest
A few weeks ago we profiled 10 building product companies that were utilizing Pinterest. Now we want to focus on that final step in the channel – the homebuilder. As a building products CMO, it’s critical to understand how this tool is being utilized by all of your channel partners. If you’re interested in creating a Pinterest account for your company and need an example of how builders are utilizing Pinterest, check out these 5 home builder’s Pinterest accounts.
1. Beazer Homes
- Pinterest: http://pinterest.com/beazerhomes/
- As one of the largest builders in America, Beazer utilizes most communication channels. They approach this visual medium by creating boards that are focused on the stage or life situation the homeowner has in their home; from empty nest to growing by 2 Feet (baby), Beazer does an excellent job of showcasing visually how they deliver for a homeowner. Beazer Homes also taps into Pinterest analytics to steer their content choices. By examining what pins capture the most attention, they adjust their designs and themes accordingly.
This data-driven approach helps them maintain and grow their follower engagement.
2. Lennar Homes
- Pinterest: http://pinterest.com/lennarhomes/
- Another large national builder with many boards on their Pinterest page. Lennar creates boards on the markets they serve as well as company information/history. Lennar utilizes many social channels, but typically have accounts by market, except here on Pinterest, where you can search all the markets on one site. Lennar Homes engages with potential buyers through active participation. They like and comment on related home décor pins and maintain a lively interaction with followers.
This active presence helps enhance their brand recognition across the platform.
- Pinterest: http://pinterest.com/highlandhomes/
- A builder out of Lakeland, Florida, Highland utilizes Pinterest by using images to showcase the floor plans of their homes as well as boards dedicated to key rooms in the homes like kitchens or master bedrooms. Majority of the pictures come from their homes or the markets they serve.
- Pinterest: http://pinterest.com/tollbrothers/
- As the current homebuilder of the year from Professional Builder Magazine, Toll Brothers is yet another national builder with a presence on Pinterest. Toll Brothers has created a number of boards based on seasonal applications around the home as well as the organizing their homes by their geographical region. As with most builders, they also have a green board. Toll Brothers integrates seasonal highlights to boost interaction. They share home décor tips for holidays and changing seasons.
These pins often cater to timely needs like fall maintenance or holiday decorations, drawing users looking for relevant ideas.
- Pinterest: http://pinterest.com/brookfieldsd/
- Brookfield Homes is a San Diego based builder that utilizes Pinterest as more as a consumer. Many of their boards are titled something ‘we love’. Could be landscaping or lighting or color schemes. Different approach than the others we’ve listed, but very well organized.
There are many other builders, both national and local with Pinterest pages. I’ve just highlighted some different approaches to this highly visual social channel. If you have yet created your business then visit this page to get started: http://business.pinterest.com
