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The Magic of Retargeting for Real Estate

Some would say, being a Marketing Director is a lot like being a magician. You have to have a lot of tricks up your sleeve to grow your audience. Today’s rabbit in a hat that I will cover is the magic of retargeting.

Retargeting is a way to reach out to prospects who already have visited your website to help re-engage them and create brand awareness. Allow me to illustrate an example:

I come to your brokerage site to look for a three bedroom condo in the heart of downtown. I view some properties, then leave your site without taking any further action. Later on, I am on a blog site, reading the latest celebrity gossip (just admit it, we all do this) and what do I see on the right-hand side? An advertisement for that three bedroom condo in the heart of downtown. Moving to downtown is now back in mind, and I click on your display ad and poof, now I am back on your site. That is the magic of retargeting.

It really is magic, isn’t it?

Well, no, but it certainly does work like magic. The man behind the curtain is a pixel that is placed into the backend of your site. When a potential buyer or seller comes to your site, that pixel starts tracking each visitor and places retargeting “cookies” to other sites that your potential customer visits.

You can also create lists of specific leads you want to target. List-based retargeting works once you have someone’s contact information in your database. List based retargeting is perfect for reaching out to an audience on a social media platform via Twitter website tags or Facebook custom audiences.

What else can retargeting do for me?

Above, I talked more about lead conversion, but retargeting also has another trick up its sleeve: branding and awareness. As we discovered in a recent study, the online real estate sales cycle can last anywhere from 12 to 24 months. That’s a long time, right? Displaying your ads with your visitors preferences can help keep you top of mind and maybe even close that gap from “just looking” to interested lead.

Retargeting gets to the right people, at the right moment. I guess you can say it’s magic.

Collaborative
Formed in 2004, Boston Logic is an online marketing and software firm focused on the real estate industry, providing software, online marketing, and design services to real estate companies. Boston Logic helps works with real estate developers, brokers, and agents to help them grow and succeed by leveraging technology, marketing services and the web.
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