Real estate agents, like any other sales-related industry, are constantly looking for innovative methods to improve leads and sales. As you look for ways to improve your marketing, retargeting ads could have caught your eye when you were looking for innovative solutions — that’s because it’s new and timely to today’s highly digital world, Google has even said that it has increased the chance of converting someone into a buyer by 70% once they see retargeted content. Yet, because it is such a complicated advertising idea, it could not have been obvious if it would be advantageous. This article will discuss retargeting, how to utilize it on platforms like Instagram and YouTube, how it links to your Facebook and Google advertising, and more.
Â
To show you how you can use retargeting, we’ll be discussing top ideas for retargeting ads and examples of successful campaigns and will tackle what you’re probably here for in the first place: do retargeting ads actually work?Â
Modern Advertising
Since the concept of advertising has been around for a long time, most advertising strategies and concepts have become overused. The target audience has begun to skip advertisements, ignore them and even block them altogether. This change in audience’s behavior caused advertising strategies to become less and less effective.
Â
The good news is, unlike others, retargeting has actually become more effective ever since everyone made the shift to go digital. However, it takes knowing the right retargeting strategies to become effective. Once you apply the different strategies for each specific platform (Facebook, YouTube, Instagram and Google), you’ll be able to see a direct translation of your retargeting efforts into sales as customers become more likely to make a purchase. So, get ready to take your lead generation to the next level with real estate retargeting ads — the right move forward for real estate agents everywhere.Â
YOU’RE RUNNING OUT OF WAYS TO GENERATE LEADS BUT WE HAVE A SIMPLE SOLUTION
In this free workbook, you’ll discover:
- Where to start creating your first Facebook ads
- How to run Facebook ads without any additional special tech
- How to create a super simple plan to maintain your Facebook ads
Whenever you are ready, click the RED button below that says “Grab my workbook now”
What is "retargeting" in real estate?
The concept of ads in itself is that you release content targeted to a specific audience already, right? Well, retargeting is taking it one step further. After your ads are initially shown to anyone using the social media platform who fit the criteria you set, you can now retarget your ads towards those who engaged with your content the first time around.
Retargeting, also known as remarketing, is a form of advertising that enables you to focus on customers who have previously interacted with your first ad release. By establishing permanency, you increase the likelihood that the leads will turn into paying customers. Retargeting advertising for those who have previously expressed interest in buying or selling in your region might be used for real estate.
So what does it look like in action?Â
Most preferred social networking sites can track their users to some extent. When someone visits your website and interacts with your content, you can produce a small digital imprint that stays in their browser long after they leave it. This enables the code to track their internet behavior with reference to your particular service, which is anything to do with real estate.
Once the code sees how these people act on real estate content they consume, you can now create ads for Facebook, Google, Instagram and Youtube to be shown specifically for those people that your lines of code observed to be interested in real estate. The ads will build permanence for them, reintroducing your services, promotions you may have and any other marketing tactics that would entice them to directly contacting you for more information.
Retargeting is a successful strategy for establishing permanence in your audience’s mind and influencing them to consider contacting you for your services. It’s cost-efficient and more likely to succeed because this time, you’re targeting people who have already shown interest with your services in the first place since they lingered and engaged with your previous ads.
In the sections that follow, we’ll go into more detail about real estate retargeting on various platforms and provide you with some great tips and case studies to help you with your upcoming campaign. Stay tuned, then!
The Difference between real estate retargeting on Facebook Ads vs. Google Ads
It makes sense that these two platforms are the ones that are most commonly used for retargeting campaigns overall, given that Facebook and Google are perhaps the two most well-known websites in the whole globe. They perform quite differently from one another when utilized for real estate advertisements, though. It’s crucial to have two different methods since even the tiniest mistake might have a big influence on your strategy and results.
Â
Let’s start with Facebook. You can select your target audience using Facebook retargeting based on their web behavior as well as their demographics, interests, and other traits. By building customized audiences based on certain behaviors, like them visiting a property page or submitting a contact form, you may run adverts on Facebook, Instagram, and the Audience Network that would work in getting their interest.Â
Â
Another difference is the format of the ads. Facebook retargeting offers a variety of ad formats, such as carousel ads, single image ads, video ads, and collection ads. You can use these formats to showcase multiple properties, highlight features, and encourage engagement. Google retargeting, on the other hand, mainly uses text or display ads, which are less visually engaging but can be highly effective for capturing intent-driven leads.
Â
Both platforms use a bidding system to determine how much you spend per click or impression when it comes to pricing. However compared to Google, Facebook often has cheaper CPC (cost per click) and CPM (cost per thousand impressions) costs per thousand impressions, which might make retargeting advertising more feasible.
Â
So, where can you employ your retargeting strategy, what platform should you use for your real estate ads?Â
Â
In the end, it all depends on your objectives, target market, and financial constraints. Facebook retargeting would be the better option if you’re looking for directly connecting. You can use its feature for instant conversations/prompts to target leads who have already engaged with your content while the latter would be more successful for those who utilize search engines for their purchase. It may be a fantastic alternative if you’re trying to connect with customers who have already expressed interest in your company and its properties. Google retargeting would be more successful if you’re targeting customers who are actively looking for phrases connected to real estate. Every time they search on search engines, you’ll be there to establish permanence. While any of the two is in itself effective, it’s still a good idea to try both platforms to see which one works best for your company.
Retargeting, also known as remarketing, is a form of advertising that enables you to focus on customers who have previously interacted with your first ad release. By establishing permanency, you increase the likelihood that the leads will turn into paying customers. Retargeting advertising for those who have previously expressed interest in buying or selling in your region might be used for real estate.
So what does it look like in action?Â
Most preferred social networking sites can track their users to some extent. When someone visits your website and interacts with your content, you can produce a small digital imprint that stays in their browser long after they leave it. This enables the code to track their internet behavior with reference to your particular service, which is anything to do with real estate.
Once the code sees how these people act on real estate content they consume, you can now create ads for Facebook, Google, Instagram and Youtube to be shown specifically for those people that your lines of code observed to be interested in real estate. The ads will build permanence for them, reintroducing your services, promotions you may have and any other marketing tactics that would entice them to directly contacting you for more information.
Retargeting is a successful strategy for establishing permanence in your audience’s mind and influencing them to consider contacting you for your services. It’s cost-efficient and more likely to succeed because this time, you’re targeting people who have already shown interest with your services in the first place since they lingered and engaged with your previous ads.
In the sections that follow, we’ll go into more detail about real estate retargeting on various platforms and provide you with some great tips and case studies to help you with your upcoming campaign. Stay tuned, then!
LEARN HOW WE’VE GENERATED OVER 100,000 LEADS FOR OUR REAL ESTATE CLIENTS LAST YEAR
Marketing Strategy – create inbound strategies to better position you for the long game.
Systems Implementation – we design and implement systems for you to buy back your time.
Brand Building – position you as the thought leader and authority in your community.
Real estate retargeting on Instagram
Like Facebook, Instagram is a widely-used social media platform that has since been commercialized — something you as a real estate agent can use to your advantage. With more than 1 billion active users, Instagram is a well-known social networking website where r eal estate agents may exhibit their properties and interact with potential clients on this site quite effectively. Targeting individuals who have expressed interest in real estate listings but have not yet taken any action may be done with the aid of Instagram advertisements. Given that Facebook owns Instagram, retargeting advertisements on Instagram function similarly to those on Facebook.
Â
You must first register an Instagram Business account and link it to your Facebook Business Manager account in order to set up retargeting advertisements on Instagram. You may build unique audiences based on your website traffic, Instagram interaction, or client lists after linking your accounts.
Permanence is key. You make a lasting impact on customers with your advertising efforts being shown to users who have already connected with your Instagram account or even those who visited your website —yep, instagram’s able to track this for you — using Instagram retargeting ads. For instance, you can show an advertisement to website visitors who have looked at a certain listing but have not gotten in touch with you to show them a promo that will entice them to reach out.Â
Â
Retargeting advertisements on Instagram could take the shape of images, videos, stories, or carousel ads. You must make sure that your advertisements have a clear call to action and are aesthetically attractive. Furthermore, you could specify your target audience using Instagram’s ad targeting options, which include location, hobbies, and social media purchasing behaviors.
Real estate retargeting on Youtube
Let’s keep it going by using every popular website you can use to your advantage, With over two billion active viewers, YouTube is the second-largest search engine in the world and a great place to promote your real estate company. Retargeting advertising on YouTube may be a useful tool for connecting with prospective customers who have already expressed an interest in your company (like the other platforms) but this time, you’ll be appealing to those who interacted with your short-form video contents.Â
Â
Like the other websites, you may target people who have previously visited your website, viewed your videos, or interacted with your brand on social media using YouTube retargeting advertising. Since youtube is used for entertainment and educational purposes, even if they visited the website to watch videos unrelated to real estate, your advertising can target those who interacted with your content before and be viewed by individuals who have a higher probability to be interested in your services by being shown before or after (sometimes even during) any video they watch on youtube.
Â
The fact that YouTube retargeting advertisements provide a variety of targeting choices to help you find your target audience is one of its most important benefits. Compared to the other websites and platforms discussed above, It is simpler to reach potential customers who are most likely to buy when you target viewers based on their demographics, interests, and habits while they’re on youtube, since they’re already there with the mindset that they’ll be watching and spending their time on videos — the likelihood that your content will be watched from start to finish is more likely in YouTube.
Â
Another advantage of using YouTube retargeting advertisements is that producing video material to highlight your real estate offerings gives you so much space for creativity. Your videos can be used to showcase a home’s attributes, give client recommendations, or impart important knowledge about the real estate industry — what you can tackle in the video is limitless. By using videos that are packaged to be informative and entertaining, you can create a unique approach that would make the audience stop on their tracks and gain their trust , allowing you to establish your company as a real estate authority.
Â
In order to create and launch effective YouTube retargeting advertising material, you must first establish your target audience and the type of content that would appeal to them. You can make the most of YouTube advertising if you have a well-defined marketing strategy that includes your goals, target audience, and messaging.
You must first register an Instagram Business account and link it to your Facebook Business Manager account in order to set up retargeting advertisements on Instagram. You may build unique audiences based on your website traffic, Instagram interaction, or client lists after linking your accounts.
Permanence is key. You make a lasting impact on customers with your advertising efforts being shown to users who have already connected with your Instagram account or even those who visited your website —yep, instagram’s able to track this for you — using Instagram retargeting ads. For instance, you can show an advertisement to website visitors who have looked at a certain listing but have not gotten in touch with you to show them a promo that will entice them to reach out.Â
Retargeting advertisements on Instagram could take the shape of images, videos, stories, or carousel ads. You must make sure that your advertisements have a clear call to action and are aesthetically attractive. Furthermore, you could specify your target audience using Instagram’s ad targeting options, which include location, hobbies, and social media purchasing behaviors.
Top ideas for retargeting ads
Real estate agents may increase their lead generation and sale closing rates by applying all that we’ve discussed so far. To make sure retargeting works for you, these are some of the best tips when using different websites and platforms to show retargeted content:
- Showcase your best properties: Use retargeting ads to showcase your best properties to potential buyers. For example, you could create ads that show photos of your most luxurious homes or highlight the unique features of a property that makes it stand out from the rest.
- Highlight local events: If you are targeting potential buyers in a specific area, consider creating retargeting ads that highlight local events or attractions. For example, you could create ads that promote the annual town fair or the nearby hiking trails to show potential buyers the benefits of living in that area.
- Offer incentives: Offering incentives such as a free consultation, a discount on closing costs, or a gift card for a local home goods store can be a great way to entice potential buyers to take action.
- Provide valuable content: Create retargeting advertisements that provide prospective buyers useful information, including home-buying advice or details on the neighborhood real estate market. This may keep potential customers interested in your brand and position you as a competent and reliable expert — everyone trusts an expert!
- Use dynamic retargeting: With dynamic retargeting, you can display adverts to prospective buyers that highlight certain homes they have already looked at on your website making the whole experience personal for them. This may be a very powerful strategy for reminding potential buyers about homes they might already be interested in and giving them the push they need to go and proceed with the purchase.Â
You can boost the effectiveness of your advertising and get more leads for your real estate company by adding these concepts into your retargeting ad campaigns, ultimately driving your business to success without the pricey cost of an all-out marketing campaign that you’re not even sure will reach the right audience!
YOUR WEBSITE ISN'T GENERATING ANY LEADS BUT WE HAVE A SOLUTION​
In this free 20 minute video training you'll discover:
- 3 key secrets to restructuring your real estate business for growth
- Understanding the strategy of specialization
- A new approach to positioning yourself in real estate
- How to address your messaging to properly acquire prospects
Whenever you are ready, click the RED button below that says "Grab my training now"
What are some retargeting ads examples?
After going over the basics of real estate retargeting advertisements, let’s look at some real-world samples so you can have a better understanding of how to go about applying it to your own advertising strategy:Â
- Abandoned Cart Retargeting: This type of retargeting ad targets visitors who left items in their shopping cart but didn’t complete the purchase. These ads typically feature a reminder of the abandoned items and sometimes offer a discount to incentivize the user to complete their purchase.
- Website Retargeting: With website retargeting, you can simply give ads to website visitors based on the pages they have already viewed. For instance, if someone went to the listings page on your website, they can be retargeted with an advertisement for a highlighted property that fits their search.
- Search Retargeting: In search retargeting, Users are shown advertisements using their own search engine behavior.The ads will depend on the internet search terms they have entered. For example, you as a real estate agent with properties available in Los Angeles may retarget someone who looked for “real estate agents in Los Angeles” with an advertisement to encourage them to contact you.
- Email Retargeting: Email retargeting targets users who have opened or clicked on a certain email campaign. For instance, you might display an advertisement for that property to those who opened or clicked on an email you sent containing the same property but this time, with a call to action or other marketing tactics to get them to act on their interest.
- Social Media Retargeting: When it comes to interactive platforms, users who have connected with your social network profiles or content are shown adverts using social media retargeting. In this case, you may retarget someone who viewed a video tour of a property on your Facebook page with an advertisement that’s more personalized for the individual who watched the initial ad.Â
The main point of this article in general is that in the real estate sector, retargeting advertisements may be an effective technique for lead development and conversion. By using these examples as a basis, you could build your own successful retargeting advertisements to reach potential customers through the right means at the right time, giving you a closed deal in no time.Â
Do retargeting ads still work?
Yup! Retargeting continues to be one of the most effective methods for connecting with potential clients and generating leads as more individuals incorporate social media platforms and other websites into their everyday life. Retargeting advertising increases conversion rates by up to 70%, as was mentioned at the beginning of this article; this results in a significant increase in revenue for the relatively low cost required to launch retargeted content.
Retargeting benefits sales-related businesses because it concentrates on clients who have previously shown an interest in products or services. As a result, they are already in the buying process, saving you the hassle of having to develop a need for them to be interested in. These folks are more likely to become leads or customers than someone who has never heard of your business since they are already intrigued.
What’s the catch?
Retargeting advertising can, however, lose their effectiveness if they are not properly executed, so keep that in mind when creating your content. For instance, if you constantly show the same ad to the same individual, they can feel frustrated and start to alienate them from your content. To avoid bombarding your audience with the same message, it’s crucial to switch up your ad campaigns and monitor your ad frequency — based on data you see, remove and/or increase ads that your audience positively and negatively react to.Â
The audience you’re targeting might also have an effect on how effective your retargeting advertising are. Retargeting should only be done for customers who have already expressed interest in your company, such as those who have visited your website or interacted with your social media posts. Make sure you tap into an already interested market so that your efforts won’t be moot.Â
One last piece of advice?
It takes more than just one campaign to turn leads into actual customers. A solid overall marketing plan that uses strategies like content marketing, SEO, and social media marketing is essential to maximizing the impact of your retargeting advertising — if you use retargeting alone, it may just be a shot in the dark.Â
As long as you use it correctly and according to your marketing plan, retargeting advertisements is a viable technique to improve conversions and create leads. You will be able to boost the likelihood that someone will become a lead or client by knowing who to approach and what kind of content to show them.
Real estate retargeting KPI
Because we know that If you do choose to use retargeting as a strategy you’ll undoubtedly spend a lot of effort learning how to do retargeting advertisements, so it’s only right that there should be numbers for you to see the success for yourself.Â
To assess the conversion rate along with other success indicators of using retargeting in your advertising strategy, We have a key performance indicators (KPIs) outlined below to gauge the success of your real estate retargeting campaigns in generating leads and converting them into sales:Â
KPIs to consider:
Conversion rates – You should be able to see a conversion of leads if there is an increase in your sales. Your conversion rate will be determined by people who received your targeted ads that proceed to make a purchase.
Click-through rates – a click-through rate is the number of clicks on the links or resources you put on your advertisements coupled with the amount of people who actually view your page. If there is a spike in your advertisement clicks and site visits, you’ll know that your retargeting efforts are paying off.
Engagement rates – engagement is any and all interaction that your audience has with you on social media. Likes, comments, clicks and other forms of interacting with your content can be used to see if the kind of content you’re using for retargeting is working or if you’ll have to change it up.
Return on Investment – paying for retargeted advertisement efforts is an investment. All the social media platforms and websites we stated above require a few for you to be able to launch ads, if you get back the same amount you shell or (or more) from lead conversion income, you’ll know that it’s effective for you!
By observing the data that each platform will conveniently produce for you as you launch your advertisements, you’ll be able to assess the performance of your retargeting efforts using the KPIs above With a solid basis, you’ll be making it a risk-free experiment for you to try out while you explore for methods to enhance your sales.Â
Now that we’ve tackled retargeting advertising and how it can be applied to your business as a real estate agent, you can go on ahead and consider incorporating it into your marketing strategy to use as a low-cost, high-yield way of lead generation and conversions in just a few clicks.
