If you put an ad out to the general public, close your eyes, and simply hope for the best, you probably aren’t going to get many clicks. Good advertising relies on a cornerstone of useful information about the people you’re targeting, and that’s where retargeting comes into play.
What is retargeting?
Retargeting is the process of putting your ads in front of people who have taken an action to indicate they’re interested in the home you’re selling or your services as a real estate agent. While submitting info into a lead ad counts as an action, the majority of retargeting refers to the concept of a tracking pixel. Both Google and Facebook allow you to use pixels, which let you track who has been to your website and retarget them with digital ads.
How exactly does a pixel work?
Simplistically, a pixel is exactly what it sounds like: It’s a tiny, basically invisible piece of screen real estate you can put on your website that lets you capture visitors’ IP addresses. A pixel enables retargeting as it basically logs that someone has been to your website. This allows you to retarget these same IP addresses when you have ads to run.
Have you ever gone to Amazon and searched for a pair of sandals, only to find that pair of sandals following you to every site you go to henceforth? That’s a pixel doing its job, and it’s the exact concept you want to recreate yourself as an advertiser.
Are there other ways to retarget?
Yes! When you get someone’s email address (for example, if you’re collecting email addresses at your open houses and other events), you can enter it back into Facebook and see if it matches anyone on the site. Targeting those users can be an excellent way to cement your presence and stay front of mind for them.
Why is retargeting useful?
Retargeting is immensely useful for two main reasons:
- When you retarget, you’re accessing already-established prospects. These people have already shown interest in you as a real estate agent or a listing you have, so the process is a form of optimization by accessing only high-quality and -intent leads. Your money is going to an interested contingent.
- The more you run ads to the same people, the more credibility you’re afforded. It’s a war of attrition in a way: Every impression you get from Prospective Client A, the more your credibility is cemented. You want him/her to think, “Oh wow, this person is everywhere. They must have the dedication, presence and wherewithal to run an ad campaign that’s reached me. I see him/her EVERYWHERE.”
Remember: People’s attention spans are short. It’s incredibly likely someone has visited your site briefly and then completely forgotten about it. Running an ad to those people and ensuring you’re always top of mind is a strategic way to capture their attention and turn browsers into clients.
Click here to learn how to set up a Facebook pixel.