Real estate remarketing: what is it and why to do it?
Did you enter a website and were surprised by the announcement of a product that you had researched before? This is nothing more than the result of a strategy called remarketing. The intention is to make the buyer, even after leaving the purchase page, interested in the product again.
Real estate remarketing, for example, is already a widely used resource in the real estate market. That’s because the more the buyer interacts with the product, the greater the chances of converting the sale quickly. Continue reading and better understand how it works!
What is remarketing?
Remarketing is the name of Google’s retargeting tool, both of which can be considered synonymous. It is a function of Google Ads in which the paths taken by the user are registered on your computer by means of cookies.
In this way, whenever the user visits other pages that also display affiliate advertisements, cookies will activate the display of the products with which he has already interacted. It is a simple yet very effective digital marketing strategy, serving as that “little push” that the customer needed to review the product and close the purchase.
How to apply remarketing in the sale of real estate?
Despite being a simple technique, good remarketing requires planning. It is necessary to think strategically to use technology to your advantage and develop the best campaign targeting potential customers.
Plan remarketing according to different stages of a sales funnel, in order to reach your target audience in each of these stages, considering the following aspects:
- awareness stage – the user begins to research the subject, without necessarily deciding to purchase;
- consideration stage – the user already knows what he is looking for and is considering making the purchase (this is the phase of comparing prices, searching for directions, etc.);
- purchase stage – moment when the user is determined to close the deal;
- Loyalty stage – post-purchase moment, when new strategies for future conversions should be considered.
It is important to note that the average period to develop the remarketing strategy is around 30 days. After this period, cookies registered on the user’s computer are normally automatically deleted and, therefore, advertisements will no longer appear for him.
What tools are used to do remarketing?
As we already said, one of the most used tools to do remarketing is Google Ads. Thus, when Google identifies the cookie related to the visualization of a certain ad, it starts to be displayed again to the user, increasing the chances of interaction with the product and of making the purchase.
To be sure that the strategy will be successful, prioritize two basic steps in developing remarketing. The first one is the planning of the campaign, defining the objectives based on the analysis of the scenario, the competition and, above all, its target audience.
Then, worry about selecting keywords. Choose relevant words so that your ads can be easily found on Google’s search engines. For example: if your real estate agent does not work with houses – only apartments – the word “house” should be avoided.
It’s not about luck, it’s about technology and planning. With a little bit of practice, it will not be difficult to develop good real estate remarketing strategies with a focus on the final consumer. Pay attention to your target audience and plan!
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