How To Get More Leads With Facebook Retargeting

Facebook Retargeting

Did you know that on average 90 out of 100 people who land on your website will not take action and convert into a lead? (Marketing Sherpa)

To make matters worse, 80% of those who do inquire, take action within a year, but they seldom do business with the company they originally contacted.

That could be why so many agents give up on marketing, but that’s not you. The fact that you are reading this shows you are not a quitter, so let’s talk about how to address these issues.

What To Do About The 90% Of People Who Don’t Convert Into Leads

In this week’s 5 Minute lead generation tip I will show you how to save lost opportunities with retargeting.

Retargeting is a highly effective marketing tool that is used to bring people back to your website after they have left. According to a study conducted by Criteo people are 70% more likely to convert when they are retargeted.

Retargeting has become so effective that almost every platform offers it. Very successful companies like Adroll and Retargeter have been built with the singular focus of providing retargeted ads.

RTB (Real Time Bidding) platforms like SiteScout and AdWords offer retargeting. Social ad platforms like Facebook, Twitter and YouTube also offer it.

In this step-by-step guide I will show you how to use Facebook retargeting since it is reported to produce an 89% increase in revenues when used in conjunction with Facebook ads.

Step 1: Watch this video to see how to the set up works.

In case you missed it here is the breakdown

  1. Login to Facebook and go to manage ads
  2. Click on Audiences in the left hand column
  3. Click the green ‘Create Audience’ button in the top right. Select Custom Audience from your Website.
  4. Read and agree to the Terms of Service. Click Create Audience to continue.
  5. Click ‘View Custom Audience Pixel’.
  6. Copy the code and paste that into the header section of your website (If you already know how to do this skip to step 3)

Step 2: Insert pixel into your website. This goes into the header section of your website. I will show you how to do this with the lead capture system we provide. WordPress users can use this plugin.

With the lead capture system you simply click on the My Settings tab and paste into the area that says upload scripts.

lead capture system

Step 3: Select the type of audience you wish to create. Note: There are many ways to create an audience and specific purposes for each.

When you are targeting people who did not convert into a lead, select “People visiting specific web pages but not others”.

How to Use Facebook Retargeting

Step 5: Under the line that says, “Include people who visit any web page that meets the following rules.” Select “URL Equals” from the drop down menu and then add in your landing page URLs.

Under the line that says, “Include Exclude people who visit any web page that meets the following rules” Select “URL Equals” from the drop down menu and then add in the URL of the page where a person is directed after they submit their contact information. Usually a thank you page..

Increase Revenues With Facebook Ads

Select the time from which you wish to retarget these people for (keep in mind the buying and selling cycle) Give the audience a name.

Note: It is a best practice to separate audiences by interest. For example people who visit buyers pages would be on a separate list from people who visited a page with seller information.

Step 6: Click the button that says create audience and start sending people to your landing page URLs.  You will need at least 20 people in your audience to begin retargeting them.

Step 7: Create a new ad

  1. Select goal “Send people to your website”
  2. Under Custom Audiences click browse and select the audience you wish to target

Selecting Audience You Wish to Target

That’s the mechanics of how to set up it up. Here are some ways to use this:

Send people to a review page with glowing testimonials

When people do their research online, they will very likely check out the reviews and feedback from other clients or customers.

Make it a part of your standard operating procedure to acquire honest feedback, recommendations, and testimonials from your current and past clients, and ask for their consent so you can publish their testimonials on a review page or ask them to write a review on popular review sites like Yelp or industry sites like Trulia.

Writing Reviews On Yelp

Don’t worry too much about the amount of testimonials you may have at the onset. What is important for now is to establish your brand as reliable, efficient, and results-oriented.

If possible, testimonials you provide on your own website should include actual pictures of clients and their purchased or sold properties.  It will be more authentic and relatable to your audience, especially if the testimonials come from other clients across various demographics.

In remarketing, you want to create a lasting impression on your audience and establish yourself as the real estate agent of choice, and verifiable success stories and testimonials from actual clients would definitely have an impact on how your leads remember you later on when they are ready to take action.

Slick marketing campaigns and eye-catching presentations can capture an online visitor’s attention momentarily, but what a potential client will remember later on is the realtor that had glowing recommendations from actual clients who were relatable.

Realtor Reviews On Trulia

Send people to your blog and establish your authority

Consumers prefer to do business with those whom they trust or they perceive to be knowledgeable in that particular area or niche.

If your audience can tell that you are passionate about the real estate business, and an expert in the inner workings and intricacies of the industry, guess who they will have in mind once they are ready to take the next step in selling or purchasing property?

They will think of you because they know that you have the expertise and can assist them in achieving the results they want.

If you have a blog (and you definitely should as part of your online presence), you can use this in your remarketing efforts to showcase how well you know the local real estate industry as well as the trends in the overall market. The blog doesn’t have to be a “hard sell” or an overt advertising platform.

You can be as genuine and as casual as you want, talking about experiences, thoughts, and anecdotes that may or may not be directly related to your real estate practice, but with the goal of showing that you are someone whom your audience can trust and relate to when it comes to real estate matters.

The blog can also be an excellent way to reach out and have interactions with your prospective clients. Blogs can be an informal, open, and freewheeling avenue for discussions or questions related to your practice, and if you establish yourself in this platform as an expert in all things property-related, your blog readers will have you foremost in their minds when they take on more active steps in buying or selling.

Provide prospective home buyers and sellers with research and case studies

There are many home buyers and sellers who have become more sceptical or cautious when exposed to marketing pitches or advertising campaigns.

They are aware of the various strategies and tactics employed in marketing to get clients’ business, so they are less likely to be impressed by glossy advertising efforts. For these types of prospects, you can incorporate research and case studies in your remarketing efforts.

Help them find the information they want by directing them to pages on your site that relate to the trends, spending habits, and behaviours within various segments of the real estate market.

This can be an effective way to influence your audience’s decision-making to your benefit, whether it is in the short-term or for a more long-term working relationship.

Create case studies showing how you helped specific clients and delivered outstanding results. This will help you to educate these prospects on your process and earn their trust.

Having your own research study in your own market will give you a better understanding of your potential clients, while at the same time can be used in your remarketing efforts to show the community that you know them well and can adapt your strategies to better fit their needs.

Send them to a special offer page

People like getting bargains. There’s a feeling of excitement when you know you are getting more than what you paid for or have stumbled onto a really great deal.

If you found a great investment property, are holding an open house or have created a really strong offer use remarketing to get your audience to take notice.

Even if you are not personally representing a seller but you stumbled across a great deal, share it! It will help people to see that you have your finger on the pulse of the market.

One final piece of advice

Take time to think through and plan your remarketing campaigns. Remember that it may take up to a year before a person transitions from thinking of buying or selling real estate to actually doing it.

Be their friend on that journey. Think about what can help them in each stage of the buying cycle.

This means you should carefully consider using ad copy, images and other strategies that are sure to stand out and leave a lasting impression in the prospects’ minds.

Think strategically to deepen the level of engagement you have with a prospect over time. When executed properly remarketing has proven to be effective.

It will help you win more of the short term immediate opportunities and gain long term opportunities that you would probably have missed out on otherwise.

Have you tried remarketing? If not I would love to hear what you think about it and if you have, I would love to hear how it worked for you.

(Featured Photo by Eric delcroix on Flickr)

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