What is retargeting and why is it valuable in real estate marketing?

• A. Showing ads to new audiences only
• B. Showing ads to users who previously engaged with your site, increasing recall and conversion probability for interested buyers/sellers
• C. Only emailing past clients
• D. Ignoring previous site visitors

Answer: (B)

Retargeting is delivering ads to people who have already interacted with your real estate website or listings. This strategy is valuable because it keeps your brand and the specific properties those visitors showed interest in in front of them, boosting recall and the chance they’ll return to your site and take a next step. In practice, someone who viewed a property, saved it, or submitted an inquiry can later see follow-up ads for that property, similar homes, price reductions, or upcoming open houses. Since you’re showing ads to a warmer audience, engagement tends to be higher and cost per lead lower than broad outreach. It helps move prospects who are still evaluating options toward a consultation or viewing, while you can tune messages to what they looked at. Use frequency controls and relevant creative to avoid ad fatigue and respect privacy.