Pinterest and Affluent Buyers: The Ideal set for selling your high-end home products and services

First, a few stats*:  

• Pinterest is the 15th largest social media platform, which may sound wimpy, but it’s VERY targeted.  
• 1 in 3 Pinterest shoppers have an income over $100k, which makes this a VERY affluent platform. 
• 85% of Pinners use the platform to start a new project. 
• 76% of users are women. 
• Pinterest delivers a 2-times better return on ad spend than other platforms, which we see with our clients month after month. 

If you haven’t jumped on the Pinterest train yet, Pinterest basically serves as a visual search engine. It’s a source of inspiration for a huge variety of products and services, especially for high-end home products.  

Let’s think about typical Pinners (that’s what people on Pinterest are called). Pinners are planners – they go to the platform with a goal in mind and something specific they’re looking for.  

So if someone is planning on redoing their kitchen, Pinterest is the most natural place to go for inspiration. Pinterest is full of amazing photos. We know affluent buyers respond well to high-end, professional photography. That’s Pinterest’s wheelhouse. When you’re able to tag those photos with product links, and the Pinner can save the photo to their board, it puts you ahead of everyone else in your space.  

If someone is searching for your product category, they’re planning to make a purchase either now or in the future. So even if they’re saving your content for the future, they’re still in your sales funnel.  And they are affluent buyers – the data tells us so.  

Pinterest Predicts 

Pinterest has a fantastic feature that companies in the building products industry can take advantage of, and that’s Pinterest Predicts. 

Pinterest tells us what they predict will be trending in the upcoming quarter based on user searches and behavior. You can then narrow it down based on age group and interests. The way you can use this can be a bit tricky, but once you get the hang of it, it’s a fantastic tool.  

Here’s an example: Right now “café core” is trending – its number one keyword is coffee bar styling. You may be thinking, “That’s great, but we don’t sell coffee or coffee makers – what does that have to do with my business?” Well, if you’re selling custom cabinetry, include a coffee bar in your next photoshoot, and use the café core tag when you upload it to Pinterest. Boom – you’re now actively participating in the trend with your products. 

Pinterest Ads 

Let’s talk a little about Pinterest Ads. We know, because we’ve seen it with our clients, that Pinterest Ads absolutely kill it for high-end home product and service businesses. In fact, after Pinterest ads get out of the learning phase, they tend to have a much higher ROI than any other digital platform.  

There are multiple types of ads you can run on Pinterest, with various objectives and targeting capabilities, and I encourage you or your marketing professional to investigate. We have a client that saw a 171% increase in outbound clicks to their website with a consistent, mid-sized ad spend. We targeted affluent buyers with gorgeous visuals and branded content, and were so happy with how well they did.  

What’s great about Pinterest ads is that Pinterest is very open about its stats and trends – it WANTS you to do well on the platform, no matter your budget.  

The two BEST ways to maximize your Pinterest ads are: 

• No. 1 – Make sure your content is branded. Pinners are more likely to see your logo in the graphic than they are in the caption. Also, start with a good bit of content. 4-6 pins per campaign.
• No. 2 – Commit to at least 3 months of running ads with a lifetime budget. This way Pinterest is able to optimize and serve your ads instead of ending the learning process at the end of one month. 

Maximizing Pinterest 

So how do you maximize your exposure on Pinterest when you’re in the high-end home product and service space? Let’s talk through 4 ways:  

• No. 1 – You have to have great visuals. Really focusing on high quality graphics, photos, and videos that showcase how your product looks in real life. We harp on it all the time, but high-quality visuals are non-negotiables for affluent buyers. 
• No. 2 – Invest the time implementing keywords for your searches and making your pins discoverable. Be sure to utilize captions and tags for your organic pins. 
• No. 3 – Know your audience. Yes, they are affluent buyers, but what else do you know about them? What is your end user searching for? Sometimes it’s obvious if they’re planning a remodel, but think outside the box. If they’re looking for landscaping ideas, they’re going to need lighting. Maybe they’re looking for fancy recipe ideas – a high-end stove can’t be far behind.  
• No. 4 – Utilize Pinterest Analytics to track performance and adjust strategies. 

 Let’s Recap 

Pinterest is a game changer when it comes to getting your high-end home products and services into the consideration set of affluent buyers.  

• Pinners are affluent. Pinners are planners. And they plan to buy. 
• Pinterest wants businesses and advertisers to succeed 
• Pinterest is visual, so great photos and design is key  
• Pinterest ads have an awesome ROI 
• Pinterest is ideal for building product businesses, whether you’re selling direct to the consumer or through dealers 

If you’re ready to start leveraging Pinterest for your brand, we’re here to help. Script helps luxury outdoor product and service businesses connect with and sell to affluent homeowners. 

*SproutSocial, March 27, 2024 study