Building a community of design lovers

Homepolish is an interior design start-up bringing affordable design to clients at a flat hourly rate. Pinterest is a natural fit for Homepolish, a company founded on bridging tech savviness with an eye for design.

“Homepolish is a very visual brand, and Pinterest lets us distribute and amplify our unique imagery and content to design lovers who might be interested in our services” said Will Nathan, co-founder and Chairman of Homepolish.

10 %
of traffic comes from Pinterest
75 %
of people referred from Pinterest are new visitors

Homepolish attracts design enthusiasts, inspires current clients and engages new ones with Pins that showcase chic work spaces and cool bachelor pads. They build attractive boards with a balance of original content and repins from design-savvy sources in order to create the ultimate design experience for followers.

“We pay attention to which images resonate with our clients, which rooms they care about and what styles pique their interest,” said Kate Haberbusch, Digital and Content Marketing Lead. “For example, we've learned that our audience likes clever DIY ideas like using hangers as a magazine rack. They're also fans of our Light & Bright board that features white, open spaces.”

Pinterest also acts as a visual communication tool between Homepolish and their clients. They encourage customers to share their aesthetic and style through Pinterest to match them with the perfect designer.

Kate Haberbusch
Digital and Content Marketing Lead, Homepolish
“Pinterest's inherent virality lets us easily express our brand's aesthetic to a broader audience.”
Growing a start-up with style

Homepolish rapidly gained more than 26,000 followers after creating stylish boards as well as using several Pinterest tools. They integrated the Save button on their website so visitors could easily save design ideas. Now more than 6,000 Pins of beachy bedrooms and cozy kitchens are saved from their website each month.

“The Save button set up a great cyclical flow of traffic to our site. Our customers share Pins with their friends and followers, who in turn visit our site and save more Pins. We saw 100,000 Pins saved in the past month alone!” Haberbusch said. “Pinterest's inherent virality allows us to easily express our brand's aesthetic to a broader audience”.

After tracking Pinterest Analytics on engagement and referral traffic, Homepolish established an optimum schedule and cadence for saving Pins. At least 10% of the site’s referral traffic consistently comes from Pinterest and 75% of those visitors are uniquely new to their brand. They also use Analytics to decide which content to feature in their magazine and which images might perform best in ads.

Additionally, Homepolish discovered that collaborating with similar brands is an effective way to amplify their message. “Our guest board with Etsy on home trends was one of our highest performing boards” Haberbusch said. “This joint collaboration let us re-purpose one piece of content over the course of an entire year and created a very focused and engaged following”.

Suggestions from Homepolish
  • Add the Save button to increase referral traffic and brand awareness
  • Collaborate with similar brands on group boards to boost engagement
  • Save great ideas from other sources to create the best experience for people on Pinterest