2 minute read

What is retargeting?

Retargeting, also known as remarketing, is a form of online advertising that can help you keep your listings, profile and content in front of clients and prospects who have already been to your website. For most websites, only 2% of its traffic converts on the first visit – this means a form submission, blog subscriber or phone call. Retargeting is a tool designed to help real estate websites reach the 98% of users who don’t convert right away.

What’s this I keep hearing about a ‘pixel’?

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 retargeting important?

Retargeting 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…

Retargeting your website visitors can be a very cost-effective way of converting cold prospects into clients. But 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 retarget traffic that doesn’t exist.

The average real estate website in Australia generates between 800 – 1,200 visitors per month. 

By giving everything away in the body of an email or social media post, your readers have no reason to visit your website and therefore your pixels won’t be triggered.

Furthermore, 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.

Interested in a complete digital marketing solution for your real estate business?

Manage your own personal agent website, Facebook Ads, content marketing, retargeting campaigns, listings & reviews – all in one place. 

Visit agentmarketingcloud.com.au

Author: Josh Cobb

Phone Number: 0427 184 183

Email Address: josh@stepps.com.au

Stepps was founded by Josh Cobb in 2014. Josh has advised more than 100 brands since starting the company and hundreds of agents who have attended his workshops. He is the host of the popular Real Estate Pros podcast, oversees digital strategy for top performing real estate agents and teams, and travels the globe with several international speaking engagements each year.

Recently, Josh was named as a finalist in the 2017 REB Awards for Industry Thought Leader of The Year and the winner of  Brisbane Young Entrepreneur of The Year 2017 – Marketing, PR & Events.

In addition to web development and digital strategy consulting, the company also runs Stepps Media, a fast-growing education company that produces an iTunes top-ranked podcasttraining events, email and webinars.