Innovation from the ground up
How Bovis used Pinterest to drive new buyers to their development
Bovis Homes saw some impressive results when it added our new AdReach Pinterest tool into the mix for its Sancerre Grange development in Stafford.
The housebuilder saw click-through rates more than a third above Pinterest’s benchmark figures property ads on the platform. The results show that Pinterest isn’t just a hunting ground for interiors inspo – it plays a big part in the house hunt itself too.
85% of the platform’s 10m UK visitors use it to plan life moments, with 43% of those planning on buying their dream home within the next five years.
The combination of Pinterest’s home-obsessed audience and our first-party audience data was the perfect way to connect Bovis’s development with high-intent homemovers.
Targeting high-intent home buyers
“We used AdReach’s Pinterest tool to target high-intent buyers for one of our developments in Staffordshire, and we were really impressed with the results,”the housebuilder said.
“Our campaign drove click-throughs that were 35% above industry benchmark for property campaigns on Pinterest, which we think demonstrates just how well the visuals of our homes translate on such an image-led platform.”
The missing puzzle piece
“Just four days into the campaign, one of our last development plots was reserved, and we’re sure Pinterest was the puzzle piece that helped get this plot over the line,” Bovis added.
“It’s great as a business for us to be at the forefront of this Zoopla innovation. It’s the perfect way to connect our developments with engaged, active content seekers who are eyeing up their next home move.
“It’ll certainly form a part of our marketing mix for future developments.”
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