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Sign into your accountHow Does Retargeting for Real Estate Marketing Work?
July 25 2016
Imagine you're thinking about a new car. You wander a dealer's lot and a certain little red convertible catches your eye. You kick the tires, open the trunk and even sit in the driver's seat. But you're not quite ready to buy, so you leave.
Later that day, you see that same red convertible in your parking lot at work. Then it's driving in the lane next to you on the way home. Then it's parked along your street.
What in the world is going on?
This is the real world version of the digital tool called retargeting. You expressed interest in that car, and so the dealer is making sure you see it again to encourage you to return and buy. And the numbers show that it works.
Retargeting is a powerful tool for real estate agents, too. Studies show there is about a two week window when consumers are researching for home-buying related activities, be it for listings, movers or school districts. And in that time, they may visit your site. But only 2% will actually "convert," or contact you. You need to encourage the other 98% to come back.
Meet the pixel
Retargeting works by showing your online ads to those viewers who have visited your website. As your potential customers continue to search the web after they've left your site, they will find your ad 'following' them based on the searches they conduct.