Lightbulb moments: in the 3 years of being in the real estate marketing game we’ve learnt these never come easy. You know the feeling – spending hours in a boardroom trying to solve a problem, and getting about halfway through your fifth cup of lukewarm coffee when suddenly, genius strikes… sometimes.
To counteract the emotional rollercoaster of innovation, we decided to distil what we found to be the most effective ideation strategy. Our best ideas have been products of thoughts and conversations with our team over time. So, we decided to take it to the next level and create a space where more people could weigh in and share ideas so that together we could lead the charge into a new era of marketing.
Introducing the (not) ATYPICAL Real Estate Marketing "Show"
Welcome to the first official breakdown blog of our show, where we condense the ideas shared on the show platform. Our goal is to present dynamic, innovative, laser focused content around marketing in commercial real estate.
This is for those who are interested in learning more about marketing, but also owners, operators and developers of real estate and technology companies that create products for the industry.
The purpose of the show is to move real estate marketing forward. To create a collaborative and thought-provoking space within our industry where we can share ideas, discuss popular (and unpopular) topics and inspire creativity in our field.
Remarketing 101
Enough said, let’s get down to business. Today’s topic is remarketing. What is it and why is it important?
Short answer = remarketing is the process of aiming targeted content at people who have already engaged with your brand through any of your existing digital platforms including your website or social media pages.
For the sake of this discussion, let’s focus on website engagement. More often than not, a customer visits your site, clicks around and leaves without taking any action. Instead of letting the potential conversion go, you retarget them through remarketing. That means that they will continue to see ads for your brand even when they visit other websites.
Through repeated messaging and exposure to your brand, your targeted audience will recognize your business as a trusted partner and develop loyalty to the brand. This strategy has the ability to build brand recognition, which, when nurtured over time, will lead to higher conversion.
These stats don’t lie
Want to hear a sobering statistic? 96% of website visitors leave without converting and 49% of visitors browse a site 2-4 times before they actually make a purchase. To be fair, that’s warranted in the real estate field. A lot of decisions are long-term investments which require trust that needs to be developed through equally long-term investment from your brand.
Thankfully, time will be your biggest investment in this case because a remarketing strategy costs less than most paid ads. It can also be personalized to show exactly what your audience is searching for. If they browsed for property in a specific state, for example, you can remarket ads for different properties in the same state.
Most importantly, it’s more effective. Prospects engaged through remarketing are 70% more likely to convert than first time engagement. Now those are odds we can work with!
Take homes
Here are a few key points to remember:
Remarking isn’t a once off campaign. It should be part of your ongoing, always on strategy.
Make sure that the content is relevant for your different audiences and their specific stage in the buyer journey.
Listen to the data. Make sure you have taken the time before activating remarking to set up Google Analytics goals and micro and Marco events.
For the full breakdown on the technical execution and best practices for making your remarketing campaign work (or just want to see the pretty faces behind the content) check out our (not) ATYPICAL Real Estate Marketing "Show".
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