In today’s digital age, two of the most powerful engagement tools at your disposal are retargeting and remarketing. These strategies can help mortgage brokers connect with potential clients and nurture leads more effectively. In this article, I’m sharing 8 tips to help you put the concepts into practice.
1. Understand Retargeting vs. Remarketing
Firstly, it’s essential to grasp the difference between retargeting and remarketing. Retargeting primarily involves showing ads to users who have previously visited your website but didn’t take a desired action, such as filling out a contact form. Remarketing, on the other hand, targets individuals who have engaged with your content or interacted with your brand in some way, such as opening an email or clicking on a social media ad. Both strategies are valuable in their own right and can be used in tandem to maximise results.
2. Utilise Website Retargeting
By placing a pixel or code on your website, you can track visitors and serve them tailored ads across various platforms. For instance, if someone visits your mortgage calculator page but doesn’t proceed to contact you, you can retarget them with ads showcasing your expertise and the benefits of working with you.
3. Leverage Social Media Retargeting
Social media platforms like Facebook and LinkedIn offer powerful retargeting options. Use these platforms to create custom audiences based on website visitors or email subscribers. Craft compelling ad content that speaks directly to these audiences, addressing their specific pain points and needs in the mortgage process.
4. Embrace Email Remarketing
Email remarketing is a highly effective way to re-engage with leads who have shown interest in your services. Send personalised follow-up emails to those who have interacted with your previous emails or visited your website. Provide valuable content and incentives to encourage them to take the next step in their mortgage journey. (This keeps you top of mind with potential customers until the time is right – and it can be automated!)
5. Dynamic Remarketing Ads
Dynamic remarketing ads take personalisation to the next level. These ads display products or services that a user has shown interest in, creating a more tailored experience. For mortgage brokers, this could mean showcasing various mortgage options or highlighting success stories of clients who secured their dream homes through your services.
6. Consistency Is Key
Consistency in messaging and branding across all retargeting and remarketing channels is crucial. Ensure that your ads align with your website content, email campaigns, and social media presence. This consistency reinforces your brand and helps build trust with potential clients.
7. A/B Testing
Continuously optimise your retargeting and remarketing campaigns through A/B testing. Experiment with different ad creatives, copy, and targeting options to determine what resonates most with your audience. Regular testing allows you to refine your strategies and improve conversion rates.
8. Data-Driven Decision-Making
Make data-driven decisions by analysing the performance of your retargeting and remarketing campaigns. Platforms like Google Analytics and Facebook Ads Manager provide valuable insights into how your ads are performing. Use this data to refine your targeting and messaging for better results.
If you’re ready to take your mortgage broker business to the next level, contact us today. Your thriving mortgage broker business is just a conversation away. Book your discovery call with Christian Paterson today or fill in this online form for more information on how Auctus can help.
