What is remarketing?

This advertising technique targets visitors who have previously browsed through your website using highly tailored ads. These ads are based on the pages and content visitors have viewed and are displayed when they visit other high traffic websites or social media sites.

These ads follow each visitor around the internet and continuously remind them of your brand. Also known as “reminder advertising”, it’s a great way to recapture the attention of those who have not taken a desired action when they initially visited your website.

If you’ve ever been on a website and noticed an advert for a product you recently investigated purchasing, you’re already familiar with the strategy. The marketers of the shopping website are using remarketing techniques to ensure that you don’t forget the products you’ve viewed.

You can be just as persuasive and reap the rewards of effective remarketing.

How it works

A marketing expert will integrate a tracking code or “pixel” into your real estate website. This will track website visitors as they browse from page to page throughout the internet. Your ads will then be displayed to them if their website is part of the Google Display Network. Because it’s pay-per-click advertising, you are only charged once a visitor has clicked on an advert and visited your website.

Google Ads' remarketing gives you all the features you need to really take advantage of remarketing.

• Reach almost anyone: Whatever their device, you can connect with people through over two million websites and mobile apps.
• Target the right people: You can create remarketing lists for specific cases. For example, you can create a remarketing list for those who viewed townhouses to let in a particular area.
• Affordable: Google has features like automated bidding which can help you create a high-performance campaign that fits your budget.
• Easy to use: You can create your ad for free using Ad Gallery.
• Be in the know: You can keep track of how your campaign is performing at all times.

Best Practices

You can do a lot with remarketing. Here are some helpful tips to get started.

• Tailor your advert: If it matches a potential customer’s needs, they’ll be more likely to click and return to your website.
• Segment your target audience: Each member of your audience is unique. By segmenting them, you can show them adverts that are relevant to what they are actively searching for.
• Attract sellers and landlords: You don’t need to just focus on sales. You can use remarketing to encourage potential sellers and landlords to sign up for your services.
• Build your mailing list: Don’t neglect your email newsletter. It’s a great way to communicate your marketing messages and keep in regular contact with your clients. Use remarketing ads to promote your newsletter to previous website visitors. They’ll be motivated to subscribe and you’ll grow your database.
• Recruit top estate agents:As your real estate agency grows, you’ll attract the attention of top-performing estate agents. Your competition can become your future talent. You can employ remarketing to display recruitment related adverts to anyone who has visited the “Career Opportunity” or “Join our Team” pages on your website.

PRO MOVE - As more people visit your website, your 'stalking' pool will grow. Keep refining your strategy and treat each month’s results as a learning curve. It’s smart to use the performance data from previous months to plan for the future.