06 Feb Recapturing Real Estate "Customers Who Got Away"
Competition is fierce. The stakes are high. And allowing “customers who got away” to swim further away from you and your brand can make all the difference between success and failure in the real estate world. While you may not have the marketing budget of a large agency, by using “retargeting” techniques, you can stay at the forefront of that potential customer’s mind to recapture them.
- Site Retargeting: By focusing on users who have visited and left your site, you can put your brand back in front of them. Best used by segmenting your offerings (e.g. apartments, condominiums, etc.), you can customize messages that steer them back in your direction, offering incentives and a clear call to action. Sites like Adroll.com, Retargeter.com, and FetchBack.com all offer various packages.
- Search Retargeting: Focusing on specific keywords, a web search campaign allows you to target sites you feel are complementary to you and your brand. Under the assumption that these users have already clicked on your ads, you can utilize services such as Google Remarketing to recapture the 90%+ who didn’t follow through.
- Regional Retargeting: Regardless of the platform potential customers use, you can focus your efforts on customers who are searching for properties in your area. Sites like Simpli.fi and Chango.com allow you to market to people looking in the region(s) that you serve, allowing you to be front and center as they bounce from Google to Yahoo to CNN (and anywhere else their mouse may take them).
While the internet allows customers (and potential customers) more options, by using some of these retargeting tools, you can make you and your brand to be a bigger fish in a smaller pond!