Zoopla is launching a Pinterest ads offering, powered by AdReach retargeting technology, with a view to allowing agents that list properties with the portal to get in front of more consumers in the form of Pinterest Pins.
The new ad capability is part of AdReach, Zoopla’s generation product that enables users to reach homemovers with targeted campaigns.
Advertising on Pinterest will support agents and housebuilders that market new homes with targeted campaigns that surface development details in the form of promoted pins to Pinterest users, who are actively using the site for home moving, homes and interiors inspiration.
The campaigns, which take advantage of Pinterest’s audiences and popularity among a wide range of people, are supported by AdReach’s retargeting capabilities.
The AdReach technology ensures that Pinterest users can be targeted and retargeted based on the buyer schemes, such as Help to Buy, that they have sought information on, specific locations that they have searched for, specific price bands and budgets that they have searched within, the IP location of their device, as well as leads submitted to Zoopla identifying themselves as ‘looking to buy’
The promoted pins will aim introduce developer brands to consumers in a highly visual way, consisting of single images, multiple images or videos, and are supported by captions that outline the development and developer’s details.
Users can save and share the pins, making it easy for them to follow up with the sales process once they’ve finished ‘saving’.
Each promoted pin can be targeted to surface in a user’s Pinterest home feed, within their search results, or in their related pins – appearing at opportune moments when pinners are in ‘search mode’ and looking for associated and inspired content.
Alex Rose, director of new homes at Zoopla, commented: “Pinterest is the ideal platform for inspiration for those with an interest in all things home. 85% of users use it to plan key life moments, and we know that it has become a hub of inspiration for homemovers – with 43% of users planning to purchase their dream home within the next five years. Pinterest is, quite simply, where the motivated homemovers are.
“But it’s also an untapped opportunity and presents genuine scope for the new homes industry to take a market leading position to target home hunters on Pinterest and Zoopla is proud to be at the forefront of this.”