There they are again. Those shoes you were looking at earlier. You know, the ones on Nordstrom’s website…with the fancy bows?

There they are AGAIN. But this time, they’re peeking out at you from that little sidebar on your Facebook feed.

Creepy, isn’t it?

Well… if you haven’t heard of retargeting, I can understand your concern. But it turns out, those shoes are NOT stalking you. Not at all.

In fact, what’s REALLY going on behind the scenes is the very same strategy that can supercharge your lead-getting, deal-closing, and money-earning capabilities like nobody’s business.

What am I talking about? If you couldn’t guess from the title, it’s a marketing strategy called retargeting.

While the technology is a little complex, the concept is simple. And don’t worry about the tech part — I’ll show you how to get started by the end of this article.

Also called “behavioral retargeting”, it’s a process that essentially “reminds” your prospects about what they were looking at online. No matter if they were looking earlier that day, week, or even month. But, maybe they didn’t take the action you wanted them to take just yet.

Moving back to the shoe example: maybe you added those shoes to your shopping cart, but you left Nordstrom.com without actually completing the checkout process. That’s when the retargeting wizards pop back in to remind you “hey look– we KNOW you wanted these shoes..and you can still get ‘em if you just click here”.

Like I said, the technology side is a little complex, but psychologically, you can see why this concept is so powerful… especially when it comes to making a big purchase, like a new home. That’s a sales process that can take weeks or even months to close, and even longer if your wishy-washy prospects are slow to take ACTION.

That’s why you NEED to implement retargeting into your real estate marketing strategy ASAP.

You can do some pretty powerful things with it, too! For example, targeting different ads towards prospects who are at different stages of the sales process, or who’ve taken different actions on your website:

• Someone poked around your blog post but didn’t convert? Hit ‘em with an ad about a downloadable whitepaper or a free quote.
• Or maybe a prospect checked out a specific listing of yours, and you want to show them an ad that injects some urgency into their veins to get them calling you up right away!

Whatever it is, you NEED to be using retargeting to make sure you’re hitting your prospect exactly where it hurts, with personalized advertisements to get them to close the loop on any unfinished actions or processes.

Now, on to the technology side of things.

If you try and Google “how does retargeting really work?” you’ll just freak yourself out… so my recommendation is to just get AdRoll. Many marketers and real estate agents get stuck solely on Facebook, because it’s easy… and while Facebook is great, there are other solutions available too.

AdRoll is the most popular, versatile, and most reliable. It’s a retargeting software that does all of the heavy lifting for you, so you’re in good hands. And if you do choose to go with AdRoll, you’ll need a designer…. Lucky for you, the team here at Falcon can help you out with that!

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