Visitors to your website are unlikely to get in touch immediately, regardless as to whether you are after landlords, vendors, tenants or buyers.
Homebuyers and sellers can spend months online researching locations, prices and the types of property available before making contact with an estate agent. But how do you bring those visitors who failed to fill out an enquiry form back to your website and increase your chances of winning their business?
Study after study has shown that the more familiar a brand or product is, the more likely consumers are to make a purchase.
If someone visits your website, they are then aware of your brand. Some may convert immediately. However, for most of your visitors this will not be the case. Your objective, therefore, should be to keep reminding them of your brand to maximise your chances of earning their business.
To win the precious enquiry for a valuation, or to book a viewing, you need to be more proactive than your competitors.
To win this precious enquiry for a valuation, or to book a viewing, you need to be more proactive than your competitors. Luckily, both Google and Facebook now allow us to do this with remarketing.
What is remarketing?
Remarketing allows you to maintain contact with your potential clients after they have visited your website through banner advertising. Your business will be able to remain at the forefront of their mind.
Remember when you searched online for a special Valentine’s Day gift or a cheap train ticket to a football match, and ads for that product or service seemed to follow you around the web? That’s remarketing.
A business can use remarketing ads to target users it already knows are interested in its services, while an estate agent can use remarketing to follow the visitor with the exact property they viewed a few days ago, encouraging them to book a viewing.
Similarly, it can introduce a new service your visitors may not have read about or prompt them to take action if they haven’t done so already, such as book a valuation.
How does remarketing work?
Every individual visit to your website is recorded by a piece of code known as a cookie. These pieces of code, which are available from both Google and Facebook, are the foundation stones of any remarketing campaign.
They allow website owners to compile a list of different types of visitors. In the case of estate agents, this could be landlords, tenants or those interested in purchasing a specific type of property.
Once you have a minimum list size of 100 visitors of a specific audience type to your Facebook page or 1000 to your website, you can start remarketing to that target market.
When setting up a remarketing campaign, it’s advisable to create a series of banner adverts with a specific sales message aimed at the audience your cookies have identified.
For a banner ad to deliver a return on investment, it should link to a custom-made landing page on your website that is designed to encourage your audience to take a specific action, such as ‘Buy Now’, ‘Book A Valuation’ or ‘Register Your Details’.
Like property, remarketing comes in many forms. But the most cost-effective way to use remarketing is in the space your sales targets are already in.
How much does it cost?
Remarketing is cheaper than running a traditional paid acquisition campaign as both Facebook and Google treat the visitors as returning. The cost will depend on the total number of visitors you have to your website every month and the audiences you have created and wish to remarket to. For example, if you have 5000 monthly visitors and you remarket to all of them, let’s assume 10 per cent of them will click on your banner, you will then pay Google and Facebook for the clicks of 500 returning visitors. The charge will be at a fraction of the cost (often a third) than what you would have paid to acquire them as new visitors using the same two channels.
Do I need to run remarketing on both Facebook and Google?
To achieve the best results, it’s best to use both channels. Remember, you only pay for clicks, which means your visitors will see your ads for free, but you will only pay if they click on an ad and revisit your website. Having said that, you don’t have to run ads on both channels if you don’t want to.
Do you have a digital marketing question? Email it to [email protected] and Nelly will aim to answer it in a future article.