You’re doing everything you’re supposed to. You’ve got a great website, you create awesome content, and you spend a good amount on paid advertising. So why do people continually bounce from your site without converting?
Not to fret. This is a normal occurrence. Buying a home a much bigger investment than, say, adding a pair of cute shoes into your cart on Nordstrom.com. Many of your visitors are likely doing research on more than one site. So it’s typical for it to take multiple visits to a site for a lead to convert.
But how do you get them to come back? Get those lost visitors to bounce back and convert through remarketing.
How Does Remarketing Work?
Remarketing is a type of online advertising that displays your ads only to people who have previously visited your site. A simple code “follows” your visitors as they browse the internet and keeps your brand in front of previous traffic even after they leave your website. Like stalking, but legal (we promise).
What Are The Benefits?
People are 10 times more likely to click remarketing ads than regular display ads. And since your ad spend is focused solely on leads who are already familiar with your brand and have recently shown interest, your efficiency increases even more.
Most people see great ROI from remarketing compared to other digital channels. For starters, it’s relatively cheap for the amount of people you can reach. For a fairly small investment, you can get your ads in front of a ton of people.
Because remarketing works across a range of platforms, direct CPLs are difficult to calculate. However, our in-house SEM team (who manages our clients’ remarketing campaigns) estimate that for every five dollars you put in, remarketing rewards you with an additional registration.
But it doesn’t just stop at conversion. While remarketing ads get people who didn’t register to come back to your site, it also reinforces your brand to people who did register. Since home buyers are typically looking at multiple sites, it’s important to stay in front of them to reinforce your brand and get them re-engaging with your site.
How Much Does it Cost?
The answer to this question isn’t straightforward or cookie-cutter. It depends on the traffic in your area, and the size of the audience you want to reach. Our team recommends allocating a budget of $250 to start, but that you should have at least 1000 visitors per month to really see an effect.
Best Practices for Real Estate Remarketing
Remarketing produces great results, as long as there is enough traffic to keep it going. Make sure you are continuously adding fuel to the fire by maintaining your paid advertising. Remarketing is not a replacement for traditional paid advertising–it’s a supplement. You can’t remarket to an audience you don’t have, so continue to feed leads into the system for best ROI.
Your ads should be as relevant as possible to the group you’re targeting. Be clear and concise when “speaking” to your audience. Your ads should be direct, with a clear call to action. You can create campaigns to target specific segments of your database, but avoid becoming so granular in your messaging that you lose the majority of your audience.
What’s the Difference Between SEO and SEM?
The biggest value of remarketing in real estate is that it helps push leads through the conversion journey. Regardless of whether people click, you build more credibility as more people see your ads. From our own clients’ campaigns, we have seen leads that don’t click the ads continue on to convert through a different source.
Ads don’t always have to be clicked for it’s value to spread. What matters is that you’ve created a touchpoint. Even if it’s not precisely measurable, remarketing in real estate is still extremely effective.