Why Retargeting is Important in Real Estate Investing

In 2021 figures, website customers abandoned the sales pipeline as much as 80% of the time, and typically only 2% to 4% of first-time visitors converted (gasp!). Never fear. The good news is those visitors can be won back.

Return visitors are valuable to your business in the long run because they manifested intent. They have a much higher conversion rate and are far less likely to bounce (i.e., the act of leaving after visiting a single page without interaction).

How Do You Bring Back Motivated Leads?

Retargeting (sometimes called remarketing) is the answer. It is a proven way of staying front-of-mind with past visitors to your website and enticing them to return and become sales. By retargeting leads, you can show them compelling visual or text ads on other websites.

The main components of retargeting are awareness and conversions. Both are important, and each has a different part to play.

Awareness

Keeping your brand at the forefront of motivated lead minds is crucial, especially for past visitors that have already shown interest in your business. Increasing awareness is the best way to return people to your marketing funnel. The data-driven tracking technology used for retargeting enables your brand to follow users across qualified websites.

Your targeted online ads only appear to people who have visited your site but did not submit the “I want an offer” form. These ads are a gentle reminder of your company’s brand and of what prompted initial interest.

Seeing your brand on other websites and social media streams can intrigue past visitors. Catching a customer’s eye builds familiarity and trust, and leads to the ultimate goal.

Conversions

Make that sale! Retargeting is an effective way to attract leads who have already visited. Engage them again with highly-relevant advertising and bring that traffic back to your website, ready to take action.

These are genuine prospects, shoppers that clicked on your advertising, visited your website, or maybe even started filling the form but changed their mind. Reminding those past visitors about your company can encourage them to return and finish requesting their cash offer.

Another benefit of retargeting is a narrowly defined audience. This provides a better return on investment (ROI) because you market only to those who have already shown interest. These visitors are far more likely to convert. Focusing on an engaged customer with specific messaging will stretch your ad dollars further.

As you can see, the rewards of retargeting leads are significant. With proper implementation, retargeting can increase your brand exposure and bring in new sales.

Track What Works

Data is critical in digital marketing: one of the most significant advantages of using digital channels is tracking the performance and usage of the leads throughout their digital seller’s journey. Use that data to see what is working for specific customer segments and markets, and keep optimizing.

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