Definition
Advertising strategy that shows ads to users who previously visited your website, following them across other websites and social media to maintain engagement.
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Retargeting places a tracking pixel on your website; when users visit but don't convert, they see your ads as they browse other websites (follow them). Most effective for users who showed interest (viewed property listings, spent time on site) but didn't contact agent. Retargeting increases brand recall and conversion rate—users see ads repeatedly, increasing likelihood of contacting agent. Cost-effective: users already showed interest, so conversion rate is higher than cold outreach. Facebook/Instagram retargeting shows ads to former website visitors on social media. Google Display Network retargeting shows ads across partner websites. Agents might show listings, client testimonials, market tips, or agent bios to retargeted users. Effective retargeting: frequency (enough to maintain awareness without annoying), timing (weeks after visit), creative variation (different ads to avoid monotony). Measurement tracks: impression frequency, click rate, conversions. Most real estate websites use retargeting—good practice to keep agents visible.
Pro Tip
If you visit a real estate website and then see those agent's ads everywhere, you're being retargeted. This is normal; consider it a sign of agent's marketing activity.
Example
User visits agent's website, views three property listings, doesn't contact agent. For next two weeks, they see agent's ads on Facebook, Google, and other websites, eventually clicking and requesting information.