WEBINAR: Retargeting for real estate

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What do real estate agents have in common with Amazon and Zappos? You can all retarget your customers!

Retargeting for real estate uses cookies to stay in front of your previous site visitors. When someone visits your website, a few lines of code will drop an anonymous browser cookie. This cookie is a small file that stores information. The cookie will store the site visit, but does not store any sensitive information. This information would be the site visitor’s name, address or any other piece of information that might personally identify the visitor. This entire process is automated and occurs within a fraction of a second. By the time the page loads, the ad space will have been purchased and your ad will appear alongside the page content.

In the early days of the web, you would find a web site whose demographic matched the people you were trying to reach. So as real estate agents, you might reach out to your local newspaper web site or something else that was highly localized. Then you’d buy ad space directly from that site.

Now, it’s all about the user. So it doesn’t matter what site the user is on – based on the face they’ve already expressed interest in you, you can put your ad on any web site.

Data shows that conversion rates actually increase the more users see an ad within remarketing campaigns. It’s true that click-through rates decline over time. Although those people who do click on your ad, after having seen it a few times already, become twice as likely to convert.

So your ads have served to “soften the ground” or create a sense of familiarity. That then creates confidence in you as a real estate expert.

The fact is this: we are all busy and have other stuff going on in our lives. Retargeting for real estate gives people a gentle reminder to finish what they started on your site. It also reinforced your branding and messaging to that user every time they see you around.

They’re getting to know you, and learning to trust you. And when they finally do have a free moment, they are increasingly likely to do business with you.