29th April 2025
In the luxury real estate market, first impressions matter – but second, third and fourth impressions help close deals. Here, Sandra Ruttle, Real Estate Consultant for European Tour Destinations, demonstrates how retargeting can help venues increase conversion rates of up to 150% . Targeting strategies aren’t new to real estate marketing. So, what added value does retargeting deliver? Targeting methods and techniques seek to identify and reach your most relevant audiences, with the right message, at the right time. However, in today’s busy and congested digital space, potential buyers very rarely convert on the first ad they see or the initial exploratory look at your website. Real estate agents therefore need to re-engage these potential clients in order to drive qualified traffic back to exclusive listings and increase conversion rates. By retargeting individuals who have previously interacted with your website or your social accounts but have not yet converted, you significantly enhance brand recall, nurture warm leads and boost opportunities for return on investment. How does retargeting work? From personalised, data-driven ad strategies to tracking pixels and automation, retargeting offers a discreet yet powerful way to stay top-of-mind with discerning clients. An example of retargeting is when you look at a car online, then subsequently see digital ads for that same brand appear whenever you’re online. In real estate, this can translate into a potential seller making a home valuation on your website. With a Meta Pixel installed, you can capture valuable data into the visitor’s activity on your website and leverage that information to retarget tailored Facebook and/or Instagram ads to that user. Since the potential seller visits Facebook daily, they now start to see your retargeting ads promoting your real estate services more frequently, keeping your brand top-of-mind and driving conversions as they move through the sales funnel. And, for venues that are part of the European Tour Destinations network, they can benefit from additional retargeting opportunities, namely through our own social media channels, via our website, newsletters, etc. increasing the potential to reach appropriate audiences. What is the success rate of retargeting? Retargeting consistently outperforms standard display ads: ● Retargeted customers are three times more likely to click on ads than new prospects ● Prospects engaged through retargeting are 70% more likely to convert ● Retargeting ads have an average CPC (cost per click) of half that of search ads However, just being seen again and repeating the same message to an audience that has already shown interest is not enough. You need to say the right thing the second – and third and fourth – time around. So, developing personalised and compelling ad content that resonates with the potential buyers is crucial for the success of retargeting campaigns. It is about deepening the emotional connection at every touchpoint and aligning with the potential buyer’s intent and their position in the sales funnel. For example, a visitor who viewed a luxury villa overlooking a golf course could be served a video walkthrough in the retargeting ad, while
