Want to stay top-of-mind? A retargeting strategy can help you build a lasting connection with your clients and strengthen your marketing efforts.

Imagine if every potential client who visited your site or saw your listings kept thinking of you long after. That’s what retargeting does. It’s about turning that quick moment of interest into a lasting connection that helps clients remember your name, your story, and the homes you represent. Retargeting lets you build that “always there” presence, strengthening all your marketing efforts so that clients feel familiar and ready to reach out when the time is right.

In this article, we’ll take a closer look into the psychology of retargeting and how it can keep you on your clients’ minds when it matters most.

The Psychology Behind Retargeting

Retargeting taps into simple, powerful psychology to help you build trust and familiarity with your audience. Here’s why it’s so effective:

1. Mere Exposure Effect
   The Principle: People develop a preference for what they see repeatedly. The “mere exposure effect” suggests that each brand encounter, even if brief, nudges consumers toward positive feelings about it. For real estate, this means that each retargeting ad, each visual of your brand, gradually increases clients’ comfort level with you.
   Why It Matters: Studies have found that just seeing a brand’s visual elements can spark warmth and familiarity, which can subtly influence choices down the line. Anthony Grimes, a lecturer in marketing, points out that repeated brand interactions—even small ones—shift consumer preferences over time. Oxford Academic
2. Reinforcing Brand Recall and Recognition
   The Principle: Retargeting makes your brand more memorable. The world is full of distractions, so repeated reminders help cement your brand in clients’ minds, making it easier for them to recall you when it’s time to make a decision.
   Why It Matters: According to the Interactive Advertising Bureau, retargeted ads boost branded search activity by over 1000%, which keeps your brand visible and accessible as clients move toward a decision.
3. Building Trust Through Consistency
   The Principle: People trust what feels stable. By consistently showing up across digital spaces, retargeting builds that trustworthiness, reassuring clients that you’re a reliable choice in a sometimes unpredictable market.
   Why It Matters: Research in Psychological Science suggests that familiar brands—those seen consistently across different channels—feel more stable and trustworthy, which is essential for lasting client relationships.
4. Reducing Cognitive Dissonance
   The Principle: Decision-making can be stressful, especially with high-stakes purchases. Retargeting can alleviate some of that uncertainty by showing potential clients properties they’ve already viewed, reinforcing their previous choices.
   Why It Matters: Research in Marketing Science shows that retargeting calms clients’ second-guessing, increasing confidence in their choices and ultimately helping them move forward with less hesitation.
5. Creating Emotional Connections
   The Principle: Personalized retargeting taps into emotions by aligning with clients’ interests and preferences. When clients feel understood, they’re more likely to form a connection with your brand.
   Why It Matters: The Journal of Interactive Marketing shows that personalized retargeting has a strong impact on brand affinity, making clients more receptive and loyal to brands that “get” them.

Retargeting Strategies That Build Lasting Impressions

1. Use Familiar Visuals to Build Trust
   Show clients something they recognize, like your logo or signature property images, across retargeting ads. This reinforces familiarity and trust—key factors when clients are choosing someone to handle one of their biggest decisions.
   Why It Works: Research shows that people gravitate toward what they know, especially with important choices like choosing a real estate agent.
2. Leverage Testimonials and Success Stories
   Retargeting with ads that feature testimonials, success stories, or recent sales subtly reinforces your credibility. Seeing satisfied clients repeatedly reassures potential clients that they’re making a sound decision.
   Why It Works: Regular exposure to proof of your expertise and reliability builds client confidence, helping them feel validated in considering you as their agent.
3. Personalize to Create Connections
   Show clients homes or properties that fit their interests, whether luxury homes or investment properties. By tailoring retargeting ads, you signal to clients that you understand their unique tastes and needs.
   Why It Works: Personalized retargeting makes clients feel valued and strengthens their emotional connection to you.

The Client Journey and How Retargeting Fits In

Clients move through stages of awareness, consideration, and action before choosing an agent or purchasing a home. Here’s how retargeting supports each phase:

• Awareness (Introduction): In this phase, potential clients first learn about you. Retargeting doesn’t start here, but it soon kicks in to keep you visible after that first interaction.
• Consideration (Evaluation): Here’s where retargeting works brilliantly for real estate agents. By this stage, clients are weighing their options, and retargeting helps keep you on their radar. Dynamic ads tailored to clients’ past searches and preferences ensure you’re part of their evaluation.
• Conversion (Taking Action): The final phase, that of making a purchase, applies more to a retail scenario – in a real estate setting clients will ultimately take action at their own pace. However, retargeting helps provide the gentle reminder that you’re still there for them when they’re ready to decide.

The Benefits of Retargeting

When done well, retargeting can be an effective part of your digital advertising strategy that brings your real estate business loads of benefits:  

• Increased Conversion Rates: Retargeting targets people who’ve already shown interest in your listings or services. Since they’re familiar with your brand, there’s a higher chance they’ll take the next step—whether that’s scheduling a tour or reaching out for more info.
• More Focused Advertising: Rather than casting a wide net, retargeting allows you to focus on people who’ve already engaged with your website, making your marketing efforts more effective.
• Cost-Effective Marketing: Since retargeting concentrates on a warm audience (people who’ve already interacted with your brand), you’ll typically see a better return on investment. You’re spending less to reach people who are more likely to convert.
• Improved Lead Nurturing: Real estate decisions take time. Retargeting allows you to stay connected with potential clients over the long term, ensuring you remain a part of their decision-making process.
• Personalized Experience: Retargeting enables you to create ads that speak directly to a person’s interests based on their past interactions. This tailored approach builds a stronger connection, making clients more likely to take action.

Thinking about retargeting for your real estate business? Blok’s on-demand services go beyond just back-office and marketing support. We offer comprehensive digital advertising solutions tailored to help agents like you succeed. Our dedicated team takes care of everything—from research to results—so you can concentrate on what you do best. Connect with Blok today and discover how we can partner with you to keep your real estate business top-of-mind.