Pinterest drives more referral traffic than Twitter, LinkedIn, and Reddit combined. For home improvement contractors, it is a goldmine most competitors are ignoring.
When contractors think about social media marketing, they typically think about Facebook, Instagram, or maybe LinkedIn. Pinterest rarely comes up — and that is exactly why it represents such a significant opportunity. Pinterest has over 450 million active users, and its content has a lifespan measured in months rather than hours. A pin you create today can still be driving traffic to your website two years from now.
Why Pinterest Works for Home Service Contractors
Pinterest is fundamentally a visual search engine, not a social network. Users come to Pinterest specifically to look for ideas and inspiration — including home improvement ideas. When a homeowner in Portland starts thinking about remodeling their kitchen, they go to Pinterest. When someone in Eugene wants to see what a bathroom remodel could look like, they go to Pinterest. This intent-driven behavior makes Pinterest users some of the most qualified prospects for home service contractors.
Pinterest statistics relevant to contractors:
- 97% of Pinterest searches are unbranded — users are looking for ideas, not specific companies
- 85% of Pinterest users have made a purchase based on pins they have seen
- Home improvement is one of the top 5 categories on Pinterest
- Pinterest users have 40% higher household income than the average internet user
- Pins have an average lifespan of 3.5 months vs 24 minutes for a Facebook post
How to Get Started on Pinterest as a Contractor
Pinterest setup for contractors:
- 1Create a Pinterest Business account and verify your website
- 2Create boards for each of your service categories: Kitchen Remodeling, Bathroom Renovation, Deck Building, etc.
- 3Pin your best project photos with keyword-rich descriptions
- 4Include a link back to the relevant page on your website in every pin
- 5Repin relevant content from other sources to build your boards
- 6Post consistently — aim for 5-10 pins per week
Want to add Pinterest to your contractor marketing mix? Our social media team can set up and manage your Pinterest presence as part of a comprehensive social media strategy.
Learn About Social Media MarketingJocelyn is a certified AEO specialist and web designer at Optimize Media Marketing, focused on helping Oregon contractors get found in AI-generated search results.