How to Use Retargeting Ads in Real Estate: A Guide for Agents

As a real estate agent, you’re no stranger to the challenge of capturing leads and turning them into clients.

You’ve probably got a slick website, an active social media presence, and maybe even a blog that showcases your expertise and listings.

But have you ever wondered what happens to those potential clients who visit your site, look around, and then vanish into the digital ether?

This is where retargeting ads come in, a powerful tool to bring those lost leads back to your doorstep.

Let’s talk all about how you can use retargeting ads to boost your real estate business.

What Are Retargeting Ads?

(Photo from GroundTruth)

First things first, let’s clarify what retargeting ads are. Retargeting ads, also known as remarketing ads, are advertisements that target users who have previously visited your website or interacted with your content but haven’t taken a desired action, such as contacting you or signing up for your newsletter. These ads follow users as they browse other websites or social media platforms, gently reminding them of the properties they viewed or the services you offer.

Why Retargeting Ads Work

The beauty of retargeting ads lies in their precision. These ads are shown to people who have already shown interest in your listings or services, making them more likely to convert into clients. Here’s why retargeting ads are particularly effective in real estate:

1. Increased Visibility: Retargeting keeps your properties top-of-mind, ensuring potential clients don’t forget about that dream home they saw on your site.
2. Higher Engagement: Since these ads target users who’ve already shown interest, they tend to have higher engagement rates compared to standard display ads.
3. Better ROI: By focusing on warm leads, retargeting ads often deliver a higher return on investment (ROI) than broader marketing efforts.

Setting Up Retargeting Ads

(Photo from SleekFlow)

Now that you’re sold on the concept, let’s get down to the nitty-gritty of setting up your retargeting ads.

1. Install a Retargeting Pixel

A retargeting pixel is a small piece of code that you add to your website. This pixel tracks visitors and collects data on their behavior. Platforms like Google Ads and Facebook Ads provide easy-to-follow instructions for installing these pixels. Once installed, the pixel will start building an audience of users who can be targeted with your ads.

2. Define Your Audience Segments

Not all visitors are created equal. Segment your audience based on their behavior on your site. For example:

• Page Viewers: Target users who visited specific property pages.
• Time Spent: Focus on visitors who spent a significant amount of time on your site.
• Abandoned Forms: Retarget users who started but didn’t complete a contact form.

By segmenting your audience, you can tailor your ads to different groups, making them more relevant and effective.

3. Create Compelling Ad Creative

Your retargeting ads need to grab attention and encourage action. Use high-quality images of your properties, clear and concise messaging, and a strong call-to-action (CTA). For example:

• Property Ads: Showcase beautiful images of the properties visitors viewed, with a CTA like “Schedule a Viewing.”
• Service Ads: Highlight your expertise and services with a CTA such as “Contact Us for a Free Consultation.”

4. Set Up Your Campaign

Once your pixel is in place, audience segments are defined, and ads are created, it’s time to set up your campaign. Both Google Ads and Facebook Ads have user-friendly interfaces for campaign setup. Here’s a quick overview:

• Choose Your Objective: Whether it’s website traffic, lead generation, or brand awareness, select the objective that aligns with your goals.
• Set Your Budget: Decide on a daily or lifetime budget for your campaign. Start small, analyze performance, and scale up as needed.
• Select Your Audience: Choose the retargeting audience you’ve created, and set any additional targeting criteria (location, demographics, etc.).

5. Monitor and Optimize

Your work doesn’t stop once the ads are live. Regularly monitor the performance of your retargeting campaign. Key metrics to track include:

• Click-Through Rate (CTR): Measures how often people click on your ads.
• Conversion Rate: Tracks how many visitors take the desired action (e.g., contact you).
• Cost Per Click (CPC) and Cost Per Conversion: Helps you understand your ROI.

Based on these metrics, make data-driven adjustments to your campaign. This might involve tweaking your ad creative, adjusting your budget, or refining your audience segments.

Tips for Success

To maximize the effectiveness of your retargeting ads, keep these tips in mind:

• Frequency Capping: Avoid annoying potential clients by limiting how often they see your ads.
• A/B Testing: Experiment with different ad creatives, messaging, and CTAs to see what resonates best with your audience.
• Fresh Content: Regularly update your ads with new properties and information to keep them relevant and engaging.

Conclusion

(Photo from Spiralytics)

Retargeting ads are a game-changer for real estate agents looking to convert site visitors into clients. By strategically reminding potential clients of your properties and services, you stay top-of-mind and increase the likelihood of closing deals. So, get started with retargeting today, and watch your client list grow!

In the fast-paced world of real estate, staying ahead of the curve is crucial. With retargeting ads in your marketing arsenal, you’ll be well-equipped to capture and convert those elusive leads, turning browsers into buyers and prospects into profits. Happy retargeting!

As always, we here from Transactly would like to thank you guys so, so much for taking the time to read this blog post - your continuous support is always appreciated! For all the latest real estate content, latest news, and more to fuel your daily digest, stay tuned: we'll be getting new blog posts up every Monday, Wednesday, Friday, and Saturday.

We'd like to give credit where credit is due and list down the following websites that provided the inspiration behind this blog post - go give their articles a read!

Funnel.io: https://funnel.io/blog/retargeting

Hubspot Blog: https://blog.hubspot.com/marketing/retargeting-campaigns-beginner-guide

Instapage: https://instapage.com/blog/what-is-retargeting/

Mailchimp: https://mailchimp.com/resources/what-is-retargeting/