New Ways to Build Your Personal Brand

Have you ever noticed that certain ads seem to follow you online? You visit a brand's site once, and then you see their ad on various places across the web for days or weeks after. This is called ad retargeting and it's one of the most effective forms of online advertising available today.

While online retailers have successfully used retargeting for several years, this technology was largely unavailable to the real estate industry--until recently. In late 2013, a company called Adwerx launched a tool that lets agents quickly and easily create ads that follow likely real estate consumers as they surf the web.

Before Adwerx's debut, agents were frequently limited to purchasing pricey advertising through their brokers or outside vendors. Many of these solutions had a steep learning curve that scared off all but the most tech savvy agents. And none offered agents the high ROI that results from retargeting's potent combination of repeat ad exposure and laser focus on audience.

But simply retargeting ads to the right consumer isn't enough to ensure success. What is being advertised is critical, as well. Adwerx discovered this through trial and error. In its early stages, the company served ads of individual listings. When that strategy produced lackluster results, the company pivoted and began offering ads for the real estate agents themselves, showcasing the agent's headshot and contact information. This updated focus gave agents a new channel to build their personal brand within their community.

Adwerx has grown by leaps and bounds since launching their agent branding solution. To learn more about how the company is shaking up advertising in real estate, we chatted with the man at the helm, Adwerx CEO Jed Carlson.