How Does Retarget Marketing Work?

Increase brand exposure with effective retargeting.

As a real estate professional, you are always looking for new and inventive ways to reach potential clients. In the era of online advertising, it might feel confusing to wade through all of the latest trends to find something that is both effective and worthwhile.

Tag marketing, or retargeting, is all the rage right now – but does it work? 

What is retargeting?

Increase your brand exposure with customers who have already looked at your website and spent time going through your pages. Retargeting uses automated technology and simple coding to track visitors after they leave your site. Then, it displays targeted ads to your potential new client as they look elsewhere on the internet.

Retargeted customers are three times more likely to click your ad than cold prospects. 

Remarketing might boost your ad engagement by as much as 400%, and the average conversion rates for real estate agents who use tag marketing is 55%. That is significant, considering your cold call and conventional methods likely will not generate anywhere near that kind of conversion. 

Retargeting also helps convert prospective clients – seven in ten people who visit your website are likely to become clients. 

All of that seems exciting. Still, the truth is that many customers are annoyed with retargeting because it can feel invasive. If you are considering tag marketing, make sure you set specific limits and triggers to boost your engagement subtly. Some clients feel uncomfortable when they see your ad pop up on other websites, and that is understandable. However, when you customize your campaign to be effective, your customers are less likely to feel annoyed.

How does it work?

First, the pages that get the most traffic on your site are identified. Then a JavaScript code called a pixel is embedded into those pages. The pixel acts as a tracker that is then inserted into the user’s browser after visiting your site. The pixel generates ads for them when they visit other websites that are relevant to their search date.

Imagine a potential client is looking at two-story semi-detached homes between $600k and $800k. After leaving your site, the client then navigates to read local news. Ads from your site are displayed on the news site with information about the homes you have that fit their criteria.

Tag marketing is either list-based or pixel-based. List-based campaigns require uploading lists of contacts from your email or CRM. The platform then matches users to your list and directly advertises to them. Pixel-based retargeting uses a tracking pixel that feels less obtrusive to your site visitors since it is completely undetectable.

Both are highly effective, and each has its place in your overall marketing campaign.

Retargeting can help build recognition and brand awareness. Over time, this can lead to higher conversion rates since customers are more likely to develop trust in your brand over time. Tag marketing can also provide relevant brand exposure to target visitors with specific ads and messages. Over time, this might help your ad click-through conversion rates. 

Implementing a retargeting campaign involves two elements – social media and third party services. It is easy to mix and match between these options to find the services that fit your needs.

Once you have selected the best options, it is time to implement your retargeting campaign. Make sure your goals are clear. These should be to have higher click-through rates, more engagement on social pages, and improved conversion of clicks on your site.

To help maximize your campaign, consider the following.

Segment your database to upload lists of prospects based on specific criteria. This should include demographic and geographic targeting, along with contextual targeting. 

Place pixels all over your site and design catchy marketing messages that explain how your services differ from everyone else. 

Make sure you do not overexpose your potential clients with too many ads. Set display frequency caps of 15-20 a month.

Use burn codes to avoid sending messages that lack relevance. 

Select one social platform and use it exclusively. Having multiple campaigns just means your ads are going to compete with one another.

Remember that it might take some time for you to find the campaign that works best for your market. Be flexible and continue to experiment until you find something that works.

Retargeting allows you to engage in digital marketing subtly by building brand recognition and long-term trust. With specific goals in mind, it is strategically easy to turn your potential clients into long-term loyal repeat homebuyers.