Real estate retargeting ads have become an essential part of any digital marketing strategy for realtors and brokerages.
After all, not every lead will take the plunge the first time they see your ad. But now that they are aware of you and your brand, hopefully, you’re at the top of their mind when it’s time to make a move.
And there are ways to increase those odds.This comprehensive guide will explore everything you need to know about how to create effective retargeting ads for real estate to generate more leads and close more deals.
We’ll cover the benefits of this essential component of lead nurture, from steps for implementation to real-world examples and success stories.
By the end, you’ll have a clear understanding of how to tap into the power of retargeting to boost visibility with potential buyers and sellers already familiar with your brand (and how Ylopo makes it 100x easier to do).
But before all that, here’s a quick breakdown of all the lead generation strategies and tools you need in your realtor toolbox to conquer the market in 2024:
Ready to learn how to use retargeting ads in the real estate industry? Let’s get started!
Chapter 1: What Are Retargeting Ads?
Retargeting, also known as remarketing, refers to targeted advertising based on previous user actions. The most common scenario goes like this:
A user visits your website but leaves without converting into a lead or sale.
That user is added to a customized audience for your ad account.
When they visit other sites in the ad network, your ads display to lure them back.
For real estate agents, the scenario often looks like this:
A prospective buyer searches for homes on your website but isn't ready to reach out.
Your retargeting ads follow them around the web, keeping your brand and listings top of mind.
When they're ready to make a move, they remember you and convert.
Retargeting differs from broader display advertising in two key ways:
Hyper-Targeting
Retargeting only shows ads to users who have engaged with your brand before. By contrast, standard display advertising targets users based on contextual factors like keywords and demographics.
Cross-Device Targeting
Retargeting uses cookies and other trackers to target individuals across devices. Display ads target singular devices like desktop or mobile.
In essence, retargeting allows for persistent, personalized advertising to high-intent users.
The hyper-targeting keeps your costs low while showing ads only to real prospective buyers and sellers.For real estate agents, retargeting provides a way to passively market to previous site visitors. Instead of aggressively pursuing new leads, you can let targeted ads bring lost leads back into the fold.
Chapter 2: Retargeting By the Stats
Many real estate brokers and agents fall into the trap of evaluating marketing based on subjective opinions rather than objective data. With retargeting, the data reveals the truth.
Here are some statistics that demonstrate the potency of retargeting for real estate:
Retargeted visitors convert 70% more than non-retargeted visitors
Real estate remarketing ads have 2-4X higher CTR vs. standard display ads
85% of advertisers say retargeting provides a positive ROI
Retargeting improves conversion rates by 40% on average
The data doesn't lie.
Across industries, retargeting consistently provides sky-high returns compared to conventional display advertising.For Ylopo clients, retargeting has generated game-changing results:
The Robert Slack Team saw leads spike after implementing retargeting; they had to hire more agents to handle the volume
Retargeting ads for Barry Jenkins deliver 50% higher CTR than standard display ads
Mark Spain Real Estate ramped up retargeting ads, which now drive 20% of site traffic
The numbers tell the story: when executed correctly, retargeting supercharges real estate lead generation and conversions.
Now that we've established the immense potential of retargeting, let's explore how to craft an effective campaign.
Chapter 3: Crafting Your Retargeting Campaign
Source: Clickfunnels
Creating a high-converting retargeting campaign requires precision. Unlike broader display advertising, you need to engage users who have already demonstrated interest.
Here are the key best practices for real estate retargeting ads:
Detailed Audience Targeting
Target buyers who viewed specific listing types, prices, locations
Create separate audiences for buyers vs. sellers
Include contact form submissions, email opens/clicks
Effective Ad Copy
Display the listings viewers engaged with
Use urgent, benefit-driven copy
Include limited-time offers or savings
Cross-Device Strategy
Implement cross-device tracking for full visibility
Create ads tailored to each device's strengths
Drive mobile users to call/text, desktop to site
Comprehensive Analytics
Track engagement, conversions, and costs for each audience
Monitor performance across devices, ad sets, creatives
Continually optimize based on data insights
With the Ylopo platform, creating this detailed targeting and optimization is simple.
Our data science team builds custom audiences, A/B tests creative, and provides actionable analytics.
We make it effortless to execute sophisticated retargeting campaigns that maximize your ad spend.
Chapter 4: Google vs. Facebook: Which Platform Wins for Retargeting?
When it comes to retargeting real estate leads, two ad platforms dominate: Google Ads and Facebook. But which platform should you focus your budget on?
Here's a quick rundown of the pros and cons of each network:
Google Ads
Pro: Best for late-stage buyers actively searching for homes
Pro: Powerful demographic and intent targeting
Pro: Easy integration with Google Analytics for optimization
Con: Limited creative options (mostly text ads)
Con: Manual setup can be complex
Pro: Broader reach beyond active searchers
Pro: Dynamic creative with customized listings
Pro: Automatic lookalike modeling options
Con: Less intent data beyond interests and behaviors
Con: Lead forms need extra steps to sync with CRM
While both options are effective, Facebook tends to drive greater results for real estate remarketing in terms of ROI, especially when you're on a budget.
The ability to serve dynamic ads with the user's previously viewed listings produces sky-high engagement. And Facebook's audience segmentation tools help you reach buyers at every stage of their journey.
For comprehensive coverage, the ideal strategy is to leverage both platforms simultaneously.
>>Read all about how we approach this question in greater depth in our Google vs. Facebook Ads article here.
Chapter 5: Setting Up Your Retargeting Ads
Now that we've explored the landscape of platforms and strategies, let's get into the nuts and bolts of actually creating and managing your retargeting campaigns.
Here are the key technical steps behind the scenes:
Audience Creation
Install Facebook pixels, Google tag manager, and other tracking codes site-wide
Build targeted audiences based on pages viewed, forms submitted, etc.
Create lookalike audiences to extend your reach
Ad Campaign Setup
Design responsive display ads for desktop and mobile
Generate a feed of all listings for dynamic creatives
Set up conversion events like email sign-ups, calls, form fills
CRM Implementation
Install the Ylopo API code for bi-directional CRM sync
Connect to your CRM platform like Follow Up Boss or Top Producer
Continually match leads with retargeting conversion events
Analytics & Optimization
Analyze audience behavior and creative performance
Optimize targeting, bids, creatives, and landing pages
Track ROI and attribute conversions back to ads
Managing this technical complexity is where Ylopo truly shines.
Our team seamlessly handles setup, syncing, optimization, and reporting so you can reap the rewards of retargeting without the hassle.
Chapter 6: The Benefits of Retargeting for Real Estate Agents
Now that we've covered the fundamentals, let's recap the multitude of benefits remarketing brings to your real estate business:
Revive Old Leads
Retargeting lets you re-engage the thousands of old or cold leads in your database. Even if they visited your site years ago, you can pull them back into the fold.
Persistence Pays Off
In real estate, persistence and consistency pay off. Retargeting gives you a persistent presence to stay top of mind until leads convert.
Automated Touchpoints
With retargeting, you can continue nurturing leads automatically versus manual outreach. It saves massive time while delivering results.
Brand Familiarity
The more exposure leads have to your brand, the more likely they'll choose you when they're ready to transact. Retargeting provides repeated brand impressions.
Highly Targeted
With cookies, pixels, and CRM syncing, you can target leads, past clients, geo-fenced locations, and more with incredible accuracy.
Proven Results
As the stats show, retargeting consistently delivers phenomenal ROI across industries, including real estate.
On top of these benefits, retargeting requires no extra effort from you. Once campaigns launch, you simply sit back and watch your ad spend compound into commissions.
FAQs
Q: What is retargeting and how does it work for real estate agents?
A: Retargeting (also called remarketing) shows ads to people who previously visited your website but didn't convert. When they visit other sites, your ads display to grab their attention. This lets you persistently nurture leads until they're ready to transact.
Q: How is retargeting different from regular online advertising?
A: Retargeting only shows ads to people who engaged with your brand before. And it uses cookies to target individuals across devices. Standard ads lack this hyper-targeting and cross-device capability.
Q: What proof is there that retargeting works for generating real estate leads?
A: The stats speak for themselves - retargeted leads convert 70% more, ads see 2-4X higher click-through rate, and conversion rates improve by 40%. Top brokers using retargeting have seen massive lead and traffic growth.
Q: Which ad platform is best for real estate retargeting - Google or Facebook?
A: Facebook tends to drive greater results in terms of ROI. The dynamic creative and automatic lookalike modeling give Facebook the edge. But ideally you want to leverage both platforms together for maximum coverage.
Q: How does Ylopo's platform make retargeting easy for real estate agents?
A: Ylopo handles all the technical setup, audience creation, ad campaign management, CRM integration, optimization, and reporting. We make it effortless to execute sophisticated retargeting campaigns that deliver results.
Q: What are the main benefits of leveraging retargeting for real estate agents?
A: Key benefits include reviving old leads, persistent brand exposure, highly targeted automated nurturing, and proven high ROI. Retargeting pushes your brand familiarity and keeps you top of mind until leads convert.
Q: How can real estate agents get started with retargeting right away?
A: It's simple - just contact Ylopo's marketing specialists, provide ad account access, and we handle the rest! Once launched, you can sit back as the retargeting engine re-engages past site visitors automatically.
Start Generating Leads With Ylopo's Remarketing Today
If you're ready to ignite your real estate business with the power of retargeting, Ylopo makes it simple to get started.
Here are three easy steps to rev up your remarketing engine:
Get in touch with our marketing specialists
Our team will help you identify audiences and craft campaign messaging to maximize conversions.
Provide access to your ad accounts
We'll set up your campaigns and handle all the technical configurations behind the scenes.
Let the leads roll in!
Now you can sit back as your ads re-engage past website visitors 24/7/365.
While retargeting has flown under the radar for many real estate agents, it delivers phenomenal ROI by compounding your existing marketing efforts.
Unlock your real revenue potential by launching remarketing campaigns today.
Who knows—your future top-producing agent could be hidden in your website analytics right now!With Ylopo's set-it-and-forget-it approach, it's never been easier to execute sophisticated, results-driven retargeting at scale.
Don't let another lead slip away—get started with our remarketing as the new secret weapon for your real estate business in 2024 and beyond!
About the Author
Aaron “Kiwi” Franklin
Head of Growth
Aaron "Kiwi" Franklin is the Head of Growth at Ylopo and an innovative technologist and serial entrepreneur who has over 25 years of experience creating digital solutions for major brands and pioneering companies at the intersection of technology and real estate. His depth of expertise stems from leading development of the first website for Apple to founding a global community of over 1,000 elite athletes. Connect with me