Why are Apartment Owners Investing in Retargeting?
In the world of online apartment marketing, retargeting is a powerful tool. It allows you to reach people who have already visited your website or app and show them ads for your property, building amenities, and available units. Although the technique seems out of reach for many apartment managers and marketing teams, with a few simple tools and tactics, you can get started using retargeting to nurture your audience with just a few hours of work.
What are Retargeting Ads
Retargeting is a way to target people who have visited your website or blog through advertising. It’s a highly effective way to advertise to people who have shown interest in your building or available units and a great way to re-engage with people who have left your site without becoming a lead.
Target Apartment Searchers Who’ve Visited Your Website
Through Facebook Ads:
Facebook and Instagram are great tools to reach people who’ve shown interest in your apartments or available rental properties.
Facebook and Instagram are both good options for apartment marketing because they are popular platforms that allow you to target specific demographics through their ad products. These highly visual platforms give you the ability to showcase your property to those who might have started a search, but got sidetracked or never had the chance to commit to requesting more information before abandoning their search.
Aside from just retargeting, Facebook offers a suite of targeting options tailored to reaching your ideal demographic.
Another thing that makes social media such an attractive option is how easy it is for people to share content on these platforms—and this means more exposure for your building! If someone likes something on Facebook or Instagram (like a photo of the inside of one of the apartments), then they might tag a friend or post it as part of their story (a collection of videos and photos). This means even more potential renters getting involved with what they see online!
The easiest way to get set up here is to build a campaign on Meta (Facebook family of apps), install the facebook pixel, and build an audience segment based on people who’ve visited your site. While the interface for creating Facebook and Instagram ads seems daunting to start, just follow the prompts Facebook gives you in their ads dashboard to get started. You may also want to look at our apartment PPC guide to learn more about promoting your building through Social Media ads.
Through Google Ads:
Google Display Network is the platform used to launch display or banner ads to google millions of partner websites. To start, you’ll need to build a google ads account and install the Google ads tracking code, and from there, begin creating your campaign. Wordstream has a great guide on getting started with google ads retargeting.
Create Landing Page Experiences That Work Across Multiple Devices
Keep in mind that most people who click on retargeting ads, especially those on social media will be on their mobile devices. This means you want to provide an ad experience tailored to people on their phones. This includes using a mobile-friendly website and landing page.
At Lease Engine, we believe that what happens after the click is often more important than how your ad performs. A good conversion rate from ad click to guest card often helps overall more than improvements to your ad click through rate.
Target People Who Frequent Your Competitor's Buildings Through Geofencing
Geofencing is a powerful tool that can help you reach people who are interested in apartments in your area. It's a way to target potential residents who have already visited your competitor's buildings, but haven't taken action yet.
If someone has looked at an apartment listing on one of your competitor's websites, they're likely still looking for an apartment to rent and may be open to other options as well. You can use services like apartmentgeofencing.com to show them ads for your properties when they're browsing similar properties from other landlords around town.
Make sure you have a retargeting strategy in place when your potential residents are shopping for apartments online.
When someone is searching for apartments online, they're probably looking at different websites and comparing options. If you want to reach these potential residents and ensure that they remember your brand when it comes time to make a decision, you'll want to make sure that you have a retargeting strategy in place.
When it comes to apartment marketing, you’re fighting for prospective residents who are actively looking for a new place to live. The competition is fierce and real estate websites are crowded with information from thousands of buildings that all look similar. That’s why it’s so important to leverage retargeting in your online strategy—so you can appear on their browsers and social media feeds again and again until they commit to leasing from you.