Retargeting: What is It and Why Your Property Management Company Should Be Using It

Digital Marketing for Property Management

Todays advertisements are running into major relevancy problems. One of the best way to solve these problems is using retargeting..

With retargeting, you only show ads to people who have indicated interest in your property management company. Usually, this behavior is signaled just by a visit to your website or landing page.

While the abilities of retargeting sound creepy— most retargeted ad campaigns are actually doing consumers a favor. Instead of showing them irrelevant ads for things they may never buy, such as an expensive luxury car, you’re showing them ads for things they’ve directly looked at before.

At its core, retargeting strategies are all about relevancy — and when done right, it works! One company reportedly achieved an average ROI for their retargeting campaigns of 488 percent to as much as 2054 percent. That’s hundreds to thousands of dollars in revenue for every dollar they spend!

Digital Marketing for Property ManagementWhat Is Retargeting and How Does It Work?

In traditional ad targeting, demographics like location, age, gender, household income and even parental status are considered. For example, you could target every homeowner within an hours drive of your business. Or, you could choose an age range and income bracket that closely matches the most common traits of your best customers.

Retargeting takes the same approach, but instead of looking at static demographics for its targeting list, it looks at browsing behaviors. Specifically, what pages of your site users stopped on the longest or the last page they viewed before they left.

Retargeting campaigns build these lists by applying what’s known as a “tracking pixel” to their page. A list gets built from everyone who viewed the page based on their browser’s cached data. In theory, the ad serves as a reminder for someone who may be willing to buy eventually but just hasn’t committed yet.

Pixel Tracking by Page Allows Your Campaigns to Be Perfectly Segmented According to the Visitor’s Behaviors

With retargeting, you have content aimed at different people in the buying funnel that can be optimized towards getting to the next step.

An excellent example of this practice in action would be a retargeting campaign aimed at serious prospects. Someone who checked out of your website for property management services, like tenant screening, may or may not return to the site again. But, if you put a pixel on an upper-level sales page page, then you can filter these individuals out and show them ads for services they seem to be extremely interested in.

Ad Retargeting Is Easy to Get Started But Difficult to Master

Of course, this is just a brief primer on retargeting. There are many more facets – like strategy – to explore. Bottomline: If you can keep the consumer’s experience in mind and establish best practices based on your data, the sky is the limit for how complex and effective your retargeting campaigns can be.