So you're browsing the internet. Let's say you're on Amazon.com. You view some items then decide to check the news over at CNN.com. Magically, you start to see ads for products you just saw on Amazon on the CNN site. How did they know? Is it magic? Some kind of sorcery?
No, it's Remarketing.
Remarketing is a relatively new way of showing targeted ads to individuals that have previously visited your website - as they browse elsewhere on the internet. It has been primarily used by big retailers over the last couple of years with great success and now, could be a game changer for the multifamily industry.
Remarketing & Apartment Marketing
One of the most significant deficiencies in the apartment marketing world has been brand awareness and website conversion.
Let's say Jane Renter is browsing your website. She likes your building but isn't ready to pull the trigger. She leaves and keeps browsing the internet. You've now lost her as a lead. You've spent considerable dollars and time to get Jane Renter to your site, only to see her leave without contacting you.
However, with Remarketing, Jane Renter will now start seeing eye-catching ads for your building on other sites she visits. This will increase your brand awareness as well as the overall conversion of your leads.
There are a variety of different benefits to utilizing a remarketing campaign as part of your communities overall marketing plan.
Inexpensive - Instead of paying for ads to a broad audience, you can show ads to JUST visitors of your site.
Increase Brand Awareness - By increasing your brand awareness, you can keep your community at the forefront of renters minds throughout the "decision making" period.
Higher Conversion - Instead of having leads leave your site without any contact, remarketing entices renters to contact your community, which leads to substantial increases in percentage conversion.
If you're looking for a way to convert more of your website traffic, raise your brand awareness and acquire more tenants, remarketing is an inexpensive and highly effective option.
Author: Justin Cleary is an almost 20 year veteran of the Multifamily Industry. He has owned and operated several multifamily focused businesses and startups including The Philly Apartment Company, The DC Apartment Company, BlueSquare Real Estate & Property Management, LeaseUp and his latest venture, BreadBox (www.breadbox.consulting)