Retargeting offers a number of advantages to real estate marketers, including increased lead generation and conversions.
- A retargeted ad, rather than going out to a general population with certain parameters (a specific search term, for example), is limited to those who have already visited your website.
- Customers need repeat visits or contacts with your brand to determine if they want to purchase or lease one of your properties.
- Retargeting makes it easier for you to connect with potential clients and get the results you need to grow your business.
As you set your real estate marketing strategy for 2019, you want to be sure that you aren’t missing out on any vital opportunities to reach potential customers. You’ve probably designed plans for your social media accounts, put together an email marketing list, and worked to improve your SEO — but have you considered retargeting as part of your real estate marketing strategy for 2019?
What is retargeting?
Retargeting allows you to focus your attention on people who have already visited your website. A retargeted ad, rather than going out to a general population with certain parameters (a specific search term, for example), is limited to those who have already visited your website. This allows you to generate more repeat traffic, which can, in turn, help with your conversion rates and, ultimately, your sales.
In order to set up ad retargeting, you start by inserting a specific piece of code into your website. Google ads have easy to follow tutorials on how to set up codes that link to your ads. The code has no impact on the way your site runs and, for the most part, it’s unnoticeable to potential clients. When they visit your website, however, the code attaches a cookie to the visitor. Then, when the visitor leaves your site and sees ads elsewhere on the internet, the cookie lets the ad provider know they’ve been to your site — and increases the likelihood the visitor will see one of your ads.
How does retargeting help?
As a real estate marketer, you may make contact with your clients in a variety of ways: via email, over the phone, in person, on social media, and through your website. When potential buyers visit your website, they only have about a 2% chance of converting, whether that means signing up for your email list or calling you about putting their house on the market.
The more they spot your brand, the more likely they are to remember your name and company, which increases the chance they will turn to you when they are ready to make a purchase. Customers need repeat visits or contacts with your brand to determine if they want to purchase or lease one of your properties. Retargeted ads ups the chances of a conversion by as much as 70%.
Is retargeting part of your strategy?
So, how do you actually incorporate retargeting into your real estate marketing strategy?
Adding retargeting to your paid search ads will increase the odds you will reach potential clients who have visited your site in the past, which raises the odds they are genuinely looking for a property in your area. Retargeting is also a highly effective way to connect with past clients when they have future property needs.
The simple strategy of remarketing can offer a number of advantages that will make it easier for you to connect with potential clients and get the results you need to grow your business.
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