Facebook is “getting big” on real estate. Real estate marketing, that is.
Retarketing isn’t a new idea. It’s how Amazon keeps that one thing you didn’t buy following you all around the internet.
Browsing the pages of Amazon, we may click on an item to find out more or place it into our basket. Whatever the reason, we may not initiate or complete a purchase. However, Amazon knows exactly what you’ve been perusing.
Sites like Amazon and Facebook track your computer (and mobile device) IP address and companies have leveraged these digital breadcrumbs to “find” you again when you’re online and serve you ads based on previous behaviors.
Retargeting is how you can keep your brand or product in front of people who have visited your website but didn’t take the final step of downloading your report, signing up for your email newsletter or completing a purchase.
According to Moz.com, retargeting is different from other types of display ads because:
“With retargeting you only target users that have visited your site and already had an experience with your brand. You can choose to target users that went to a specific part of your site, or open it up to your whole site, but either way you are guaranteeing that you only spend ad dollars on people who have previously visited your site. Normal display media buys tend to target users in the first stages of the buying funnel. With those ad buys you are tasked with introducing yourself, establishing trust, branding effectively, etc. all while going after an action.
Facebook announced that they want to make retargeting for real estate professionals easier.
How do the Dynamic Ads work?
A brokerage can use this type of ad to advertise relevant listings to both Facebook and Instagram users.
- Consumer visits a real estate website and views listings
- Consumer leaves site and eventually goes to Facebook
- Facebook now serves listings from that agent’s site based on their search behaviors
Inman reported that Facebook will “automatically select listings from the brokerage’s inventory that fit the buyer’s search preferences and present …[them] in a slideshow format.”
Once the consumer sees the ad in their feed, they can click on it and view additional homes. It’s another way to stay in front of the consumer with your brand over time.
Make sure that your website has a lead capture component and consider requiring them to sign up with email to access a list of homes or inventory that you’ve prepared so that you can get them into your email drip campaigns!