Most consumers do a lot of research shopping around before they buy, whether it’s a new TV or a house. You browse, compare prices and features, think about it, and maybe come back for another look. Online retailers use something called “retargeting” to make sure interested buyers come back and buy. Wouldn’t it be great if real estate agents could do the same thing to entice prospective buyers?
In the weeks when a consumer is thinking it over, you want to make sure your company or listing is in the running. Sometimes they need a little reminder. Real estate buying and selling are not an impulse kind of thing. Most consumers won’t click, call, or offer after one visit.
Repetition is key. Lots of advertising is lost in a sea of chatter and information that people ignore. A brand is built with repetition. A home seller looking for a local real estate expert to sell her house quick should keep seeing your ads and your name.
Retargeting makes buyers and sellers three times more likely to get in touch than people who’ve never heard of you before.
Have you ever browsed for coats on Amazon and then later keep seeing ads for similar coats everywhere you go? That’s retargeting.
Visitors who’ve visited your website are shown your ads as they surf the web and visit other sites. Companies like Adwerx, AdRoll, and Google, where you already have an ad, include a special tag on your website. Browser cookies are dropped when consumers visit you site, and when they’re on other unrelated sites the cookie will ensure your ad suddenly appears while the consumer is checking NFL scores, scanning news headlines, or posting a Facebook comment.
A buyer may look at lots of houses and sellers will research several agents, so retargeting is a great way to ensure that your company is top of mind when they narrow the choices and make a final decision.
Why is Retargeting Effective?
Marketing to a new lead cold with no previous interaction is challenging. They are more likely to dismiss your advertising as just more of the junk that inundates them every day. But marketing to someone who is not only interested in the product you’re selling, but has already expressed an interest in you specifically is like getting a head start. The first step is done.
A retargeting ad follows a customer online in the days after visiting your site. This targeting is anonymous and doesn’t collect visitor information like names and IP addresses.
So, you’ve decided to try retargeting. Now what? To improve this method, you want the relevant marketing information presented to customers. Segment your visitors in the ad retargeting platform to make sure the right ads are shown to the right people. For example, a buyer looking for a single-family home on your website should only be shown ads relevant to that search. You’ll want to segment buyers, sellers, location, and housing types. Serve up testimonials or “About Us” information to leads that are complete, while partial leads should get branding and lead capture content. As always, remember a clear call to action.
Your retargeting ads should lead visitors to a landing page with information specifically designed to convert that particular lead with their unique interests. Collect emails and ask them to sign up for a newsletter or to receive relevant listings in the area.
After you’ve launched your retargeting campaign, you’ll need to review the results and look for ways to improve and refine. Every 90 days, check your ad platform to track effectiveness. Switch out photos and tweak the copy to improve conversion.
The internet provides an array of interesting marketing tools, some more effective than others. But real estate professionals have found that retargeting can effectively refocus consumers on your brand at a critical point in the purchase process. Consider retargeting ads as a new, sophisticated instrument in your marketing arsenal.
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