Retargeting the audience that matters
Short answer: Retargeting means showing helpful content to people who already know you or visited your site. Design the audience yourself instead of letting a platform guess: your contacts, your website visitors, and your niche. Show them useful guides and stories, not listings, and respect privacy and platform rules.
What is the goal?
Most people who fill out a form are in the research phase and aren't ready to be contacted. They give you just enough information to start a follow-up plan. Your goal is to be remembered, so that when they need help, they call you. If an inbound call comes in, try to set an appointment the same day or the next.
Who is the audience?
For me, it is people 55 and older, attorneys, and people dealing with probate, estate planning, or a house they want to sell quickly. You can only reach them on purpose if you have a way to capture the data: your CRM contacts, your sphere of influence, and your website traffic.
Every month, I export contacts from my CRM and use them to build audiences for my social ads. I'm a GGMS customer, and I receive a discount from GGMS. A GGMS account is a separate purchase.
Why design the audience yourself?
If you leave it to the platform, your ads go to people who like a lot of things, and you compete with thousands of others for attention. When you build the audience on purpose, your message reaches the people who are most likely to need you.
What should you show them?
Show value, not listings. For example, a short guide, a video that explains a step, or a story. I allocate about $10 a day for this. That is one example from my own business, and results vary. Start with an amount you're comfortable with.
What rules should you follow?
- Follow each platform's advertising and custom-audience policies.
- Use contact data only as you're allowed to, and respect privacy and consent rules.
- Follow TREC advertising rules, and include your brokerage name.
- Don't make claims you can't support.
Try this week
- List the three groups you want to stay in front of.
- Export one list from your CRM (only people you may contact).
- Make one helpful video or guide to show them.
Questions people ask
How much should I spend?
Start small. I use about $10 a day, and results vary.
Is retargeting legal?
It can be, if you follow platform policies and privacy laws. Ask your broker or attorney.
What should I show them?
Helpful guides, short videos, and honest stories. Not just listings.
Watch this lesson, or talk it through.
The video is in the free course. Or book a 21-minute call.
This lesson is educational. Results depend on your niche, your effort, and your follow-up. Nothing here is legal advice, and nothing here promises leads, listings, clients, or income.