Did you know that 97% of people who visit your site for the first time leave without filling in a form or calling you? That’s because they need to feel like they know you first. Remarketing ads help bring them back and, if done properly, can increase your lead generation while actually reducing the cost of advertising.
It has the possibility to increase your repeat visitors by over 50%.
And it can even increase conversions by 51%.
What is remarketing?
Remarketing are ads or follow-up emails you get from a business after you check out their site but don’t make a purchase or don’t fill in a form on their site.
But not all of those people disappear because they’re disinterested in what you have to offer. Maybe they’re taking time to think about it, aren’t sure they’re ready to engage an agent, or they just ran out of time to fill in a form on your website.
Remarketing lets you reach out to these visitors, offer them a targeted incentive, and hopefully convert them into clients.
How does remarketing work?
When a person visits your site, they’re showing an interest in your services. Remarketing reminds them of what they already need or want. Here’s how it can build your brand’s visibility:
It lets you personalise your advertising
When you promote your brand or offerings, you can remarket to your prospects no matter how far along they’ve gotten.
For example, if someone is looking at your listings on your website but doesn’t enquire, you might show them an ad on Facebook that asks them if they have a property to sell:
As demonstrated in this article, people visiting your listings on your website may not be ready to buy BUT they could be thinking of selling. Your remarketing ads could be the difference between them going to another agent or coming back to your website.
Remarketing is cost efficient
When compared to traditional paid advertisements, remarketing ads cost much less to reach the same audience.
And it drives results.
One survey found that about 75% of consumers noticed that they were being retargeted.
But more importantly, people respond to them. The average click-through rate for a Google search ad is 0.07%, while the average rate for retargeted ads is 0.7%. Not only that, but users who click through are also 70% more likely to convert and become customers.
What’s this I keep hearing about a ‘pixel’?
If you want to remarket to your website visitors, you’ll need on of these.
It starts by placing a small piece of code on your website (this code is sometimes referred to as a pixel). If you’re running ads on Google or Facebook, both of these platforms provide you with a unique ‘pixel’ when setting up your account. The code, or pixel, is unnoticeable to your site visitors and every time a new visitor comes to your site, the pixel is triggered.
Then, when your website visitors are browsing Google or Facebook later, those platforms will know that the person has been to your website, because their pixel was triggered, and your ads will be served – giving you the opportunity to bring your previous website visitors back to your site once again.
Why is remarketing important?
Remarketing can act as a digital reminder to clients and prospects of their desire to engage with your business, hopefully encouraging them to come back to read your content or request a meeting. It can also be a great way to raise brand awareness in the digital marketplace, keeping your company at the forefront of consumers’ minds wherever they are browsing on the web.
In real estate, with so many companies now competing for the attention of consumers – including the major portals and ratings & reviews sites – it’s critical that you drive as much traffic back to your own website. When someone is on your website, you’re no longer competing for attention against other real estate agents.
But wait! You’ll need this first…
Before you even think about installing a pixel on your site and running ads across the web, you need traffic. And lots of it!
You can’t remarket to people who’ve been to your website if you’re not getting them there in the first place.
Here’s a few quick tips for instantly boosting your website traffic:
- Ensure that all of the links in your email campaigns are directing users back to YOUR website, not a landing page on your CRM’s website or REA etc.
- Ensure that your Facebook ads are linking back to your website.
- Don’t give everything away in the body of an email or a social media post. Give people a reason to head over to your website to learn more.
Your pixels from Facebook and Google can only be installed on web pages that you own. So if you’re using third-party email providers who build landing pages on their domain, you’re missing a huge opportunity. You ultimately want that traffic on your website.
So why aren’t more agents and agency brands using it?
Like a lot of things in the digital space, we as an industry have left it up the digital ‘experts’ because we’re too busy listing and selling to actually do the work ourselves.
But that’s all changing.
Agency brands are in-sourcing their digital advertising – either employing digital teams or upskilling their existing administration teams – at a rapid rate. We know this because, over the past 6 months, demand for our training and consulting services has never been higher.
We teach brands how to bring their digital advertising completely in-house rather than letting the major portals and third-party platforms hold control and we’re told by our recent clients that their decision to in-source their digital advertising in the current economic climate is part cost-saving, part profit-growth and part wanting to ride out of the COVID period on top of their competitors.
Make no mistake about it; if you’re paying someone else to handle this for you, you can be sure they’re taking a cut of your ad spend and, potentially, sending all of the traffic back to their website.
Want to learn how Australia’s leading agents and agency brands do it?
Sign up to our Facebook Ads Masterclass – our popular 4-part video course where we’ll show you, step-by-step, how to set up, manage, measure and optimise a highly profitable social media advertising and remarketing plan. Join the hundreds of agents just like you who’ve completed the course and are running profitable digital advertising completely in-house.
