Not heard of 'Retargeting' in your marketing efforts? Check this out

By
Real Estate Agent with Berkshire Hathaway HomeServices YSU Realty: (919) 645-2522
http://actvra.in/BYY

Interesting topic I’ve been reading about recently - has to do with marketing online.  It’s called retargeting.  If you’ve not heard of it before don’t feel bad neither had I...

How I learned about it is a colleague's son was selling his house...  I saw the link and clicked on it to view his video (which was excellent BTW).  But then something bizarre started happening. I saw the ad for his home for sale all over the places I went online.  Thinking that they were really doing a fabulous job of advertising his home I wrote to congratulate them...  retargeting

That’s when I learned about retargeting.

Here’s how it works; because I clicked on their site to view the video - a cookie was placed on my computer so now every time I went to a site that uses advertising banners (or ads)  - my computer told that sites advertiser that I had a cookie to show that house for sale.  Pretty ingenious if you ask me!


Now all of this was kind of coincidental because just a week or so ago I was vacationing with friends from Canada (they’ve owned and operated a very successful advertising company for many years).  We were talking about just this sort of thing and how it’s changing advertising these days.  The bantering around the table lead to whether it’s a good thing or not...  more on that later.

find your dream homeObviously I was really intrigued to learn more ~ especially to learn if this has any application in selling houses.  What I’m learning is retargeting is a way to follow someone who visited our website and let’s say they clicked on one of the homes we have on the market.  Or maybe they were on our site to ‘learn more’ about  us.  With a retargeting campaign we could show a banner ad for ‘us’ as Realtors® or re-show them that house they were looking at online.

There are a few companies I’ve read about that handle retargeting; FetchBack.com, ReTargeter.com, SteelHouse.com are a few...  just Google retargeting and you’ll find a lot more.  Sounds like prices vary like they do for PCP...

So I’m curious what experiences others have had with retargeting.  Is the ROI worth it?  Has it improved your websites SEO?  Drop a comment and let me know your thoughts....  We’re always up to learning how we can do things better in our business!

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One Solid Rock!About the author:  Pamela is a Realtor in Raleigh NC with The St. Peter HomeSelling Team at Prudential YSU Realty serving the Raleigh NC (Triangle & Wake County) area.

"We are a team of passionate North Carolina Real Estate Brokers dedicated to connecting our clients to success in home buying and home selling in the Triangle." Pamela can be reached via email at Pamela@RaleighHomesOnline.com or by calling (919) 645-2522.

For all your Wake County real estate needs The St. Peter HomeSelling Team serves the following areas in Wake County; Raleigh, Cary, Apex, Morrisville, Holly Springs, Fuquay Varina, Garner, Wake Forest, Knightdale.

Find your Home in the Triangle, NCVisit me on Google+Let's connect on LinkedInJoin us on FaceBookfollow us on TwitterJoin us on PinterestWhat is My Triangle Home Worth?

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Re-Blogged By Re-Blogged At
  1. Bob Caldwell 06/07/2012 02:24 AM
Topic:
Real Estate Sales and Marketing
Groups:
The Art Of Marketing You
Technology
Making Real Estate Better with Technology
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Rainmaking - Internet Marketing Strategies
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retargeting

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Rainmaker
996,038
Karen Anne Stone
New Home Hunters of Fort Worth and Tarrant County - Fort Worth, TX
Fort Worth Real Estate

Lee and Pamela... what an interesting post... lots to think about.  I need to re-read this and let it sink in a bit more, and explore some more info.  Thank you so much for bringing up a new idea to me.  I appreciate that.

June 07, 2012 07:42 AM #28
Rainmaker
310,554
Terry McCarley
Right Choice Realty - Cape Coral & Fort Myers, FL - Cape Coral, FL
REALTOR, SRES, CDPE - Cape Coral, FL

WOW - you have lots of spam - you should change your post to comments by members only. 

Now to the subject at hand - I have never heard of this but I bet it can get very expensive.

June 07, 2012 08:00 AM #29
Rainmaker
996,038
Karen Anne Stone
New Home Hunters of Fort Worth and Tarrant County - Fort Worth, TX
Fort Worth Real Estate

I have never seen this many SPAM comments in one post.  I counted, and there are SIXTEEN of them.  I have gone over them for you, and hit the "report a concern" link on all of them, so they get reported to Active Rain, who will try and track down the source, and block it. 

I suggest you do not delete these spammy comments, because that will make AR unable to track them.  I have never seen anything like this.  I wonder why this post attracted them ?

June 07, 2012 08:26 AM #30
Rainer
22,007
Wendy Miller
RE/MAX Belize Property Center South
Real Estate Sales Professional

Thanks for the post, I have never heard of this marketing technique but will certainly be looking into it.

June 07, 2012 08:45 AM #31
Rainer
279,302
Kimo Jarrett
WikiWiki Realty - Huntington Beach, CA
Kimo's Lifestyle Solutions

Interesting post, yet something that needs to be researched to determine value and efficacy. Thanks for sharing this information.

June 07, 2012 08:48 AM #32
Rainer
297,300
Gina Lemos
North Orange County CA Real Estate Specialists - Yorba Linda, CA
Orange County CA Real Estate Agent

Hi Lee & Pamela,

Excellent post and information- thanks so much for sharing it! This explains why I've been seeing items that I looked at on Amazon.com, popping up all over the place : ) Although, once you clear out your cookies they stop showing up.

Thanks again and have a wonderful weekend ahead!

Gina

June 07, 2012 10:28 AM #33
Rainer
69,885
Laura J. Lycans
Sandhills Choice Realty, LLC - Southern Pines, NC
Your Dream + My Passion = Success!!

I have seen this type of tracking more often over the last two years...just go to Staples.com and search out something..now every time you go to any page on the internet with ads there is that item in a staples ad...it actually gets a little annoying...I have to go search Disney World.com and search so I can see more colorful and fun ads..LOL

June 07, 2012 11:12 AM #34
Ambassador
935,033
Bob Crane
Woodland Management Service - Stevens Point, WI
Forestland Experts! 715-204-9663

Hi Lee and Pamela, thanks for the new information, something to explore further.

June 07, 2012 11:38 AM #35
Rainer
39,278
Caroline Fitzgerald - BestPreppedListings.com
Real Estate Client Prep - Richmond, VA

The truth? That would drive me up one wall and back down the other and make me intentionally avoid that business/agent/house, whatever....and for the annoyance factor, not just the big-brother factor.

 

June 07, 2012 11:58 AM #36
Rainmaker
650,960
Evelyn Kennedy
Gallagher & Lindsey, Alameda, California - Alameda, CA
Alameda, Real Estate, Alameda, CA

Pamela and Lee:

I have never heard of retargeting.  Now that I know about it, I am going to check out the website you mentioned.  Sounds good.

June 07, 2012 02:13 PM #37
Rainer
118,390
Ann Wilkins
East Bay Sotheby's International Realty - Oakland, CA
Oakland, Berkeley, Piedmont CA

My daughter works for a company called Rocket Fuel in Silicon Valley area and they set up these types of campaigns for ad agencies and large companies.  For example, if you are checking out black boots on Nordstom.com, then you will have little black boots following you for the next week or so.  Google also does something similar by scanning emails.  My client was a nurse who was attending a Masters program - all of a sudden when I was on Gmail I started getting ads for nursing programs.  I also notice real estate ads on a regular basis that seem to follow me.  Interesting but a bit scary!

June 07, 2012 02:18 PM #38
Rainmaker
811,683
Lyn Sims
RE/MAX Suburban - Schaumburg IL Real Estate - Northwest Suburbs of Chicago - Schaumburg, IL
Schaumburg Homes

Haven't heard of it but it could have existed for quite some time. I personally fight all cookies or tracking devices so I think that most people would find it annoying instead of worthy.  Thanks for the heads up.

June 07, 2012 04:55 PM #39
Rainmaker
1,255,730
Gene Riemenschneider
Home Point Real Estate - Brentwood, CA
Turning Houses into Homes

Not sure I understand all this and not sure I want to be that targeted (as a consumer) I think it would turn me off.

June 07, 2012 06:28 PM #40
Ambassador
1,828,412
Jeff Dowler CRS
Solutions Real Estate - Carlsbad, CA
Carlsbad CA Homes for Sale (760) 840-1360

Pamela

Interesting, and good to know about. BUT, is it worth the money? I would want to be able to carefully track the ROI. And how will people feel about being tracked all over the place even more so that we are already. It's good money for the companies that do this but is it really a beneficial business practice and is it cost effective? I'm not ready to vote yes.

Jeff

June 07, 2012 07:18 PM #41
Rainer
168,456
Kristina Heili
Keller Williams Premier Realty - Woodbury, MN
Comprehensive Real Estate Services

Pretty cool. I'll be checking this one out. Thanks for the information.

June 07, 2012 07:34 PM #42
Rainmaker
809,825
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
your real estate writer

This really is interesting. Not sure I like it. We know "they're watching us" but I don't like being reminded.

I got an email from safeway today offering coupons on items we buy - and it really was items we buy. I thought that was a bit creepy.

Your spam comments are gone now, but the spammers sure have been working hard this week. This morning I had 11 spam comments on one post - and 4 to 6 on each of a few others.

June 07, 2012 11:39 PM #43
Rainer
57,445
Wayne Jackson
Lakeshore Realty 208-714-4109 - Hayden, ID
North Idaho Realtor, Serving Coeur dnullAlene and Hayden Lake

Pamela, I agree with Joe #11, also many of us use browser apps that prevent this type of activity.

June 08, 2012 08:21 AM #44
Rainer
30,267
Peter Michelbach
International, INT
i Sell Real Estate

Hi Lee and Pamela, not sure if I understand this, but without informed consent it's not my cuppa. Nor would I like to employ MI6 or the KGB to create sub programs targetting covert not just my activities or those of my clients but as a principle of liberties, freedom and personal choice! Thank you for sharing.

June 11, 2012 06:06 AM #45
Rainmaker
68,473
Eileen Begley
Coldwell Banker, DelMonte - Carmel, CA
Monterey Real Estate

I hate it personally! I go "dump my cookies" regularly to get rid of it. But it's pretty common practice now.

June 16, 2012 06:30 PM #46
Rainmaker
261,430
Wayne B. Pruner
Oregon First - Tigard, OR
Tigard Oregon Homes for Sale, Realtor, GRI

I have noticed that what I search for seems to follow me along online. Now I know what it is called.

November 03, 2012 06:46 PM #47
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Lee & Pamela St. Peter

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