Remarketing Strategies for PMCs: Keeping Your Communities Top of Mind

Making a lasting impression is everything in today's competitive rental market.

Remarketing is a standout tool, boosting conversion chances by 70% for those who see retargeted ads.

Instead of merely keeping your communities visible, remarketing actively re-engages visitors who showed initial interest but didn't commit.

We want to walk you through key strategies to help you lock them down, from understanding visitor behavior to leveraging Customer Relationship Management (CRM) systems.

This way, your communities will not only be seen but remembered.

What Are the Best Channels for Remarketing to Potential Residents?

When it comes to remarketing to potential residents, Google Ads and Meta stand out as top choices.

The two offer unparalleled flexibility in customizing your approach to reach people who showed interest in your communities.

Google Ads strategically places your ads across numerous websites that your prospects visit daily, maximizing visibility.

Meta allows you to engage more personally through dynamic ads on social platforms like Facebook and Instagram.

Utilizing these channels with intention can turn casual browsers into committed residents.

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3 Ways to Segment Prospects for Effective Remarketing

You know which channels to harness for your remarketing efforts.

Now, let's explore how to tailor your approach further by properly segmenting your audience.

1. Understand Visitor Behavior

Begin your segmenting strategy by closely monitoring how visitors interact with your site.

Use analytics tools like Google Analytics to track metrics such as visit duration and bounce rates.

Gaining insights from these metrics helps tailor your marketing efforts more effectively to those most likely to convert.

💡Tip: Target highly engaged visitors with specialized ads to boost conversion rates.

2. Analyze Site-Specific Behavior

For a more targeted remarketing approach, closely examine how visitors interact with distinct sections of your site.

Google Analytics can also track metrics such as time spent on individual pages and the total number of pages visited.

This data identifies what aspects of your community catch the most interest, helping you understand where prospects are most engaged.

💡Tip: Craft targeted ads highlighting the content they most frequently browsed, directly addressing the prospect interests.

3. Negative Audience for Focused Campaigns

Optimizing remarketing campaigns means targeting the right prospects and excluding the wrong ones.

Set up negative audiences to filter out current residents, especially those visiting pages like rent payment or maintenance requests.

By doing so, you maximize ad spend efficiency and ensure that only potential new residents see your ads.

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How Do I Segment Prospects Who Have Multiple Touchpoints?

What about prospects with multiple touchpoints?

Start by gathering all your interactions with prospects, whether they clicked around, engaged with your social media, responded to emails, or visited in person.

A CRM system can really streamline this process by bringing all these interactions into one clear picture.

With this complete view, you can spot the high-intent users.

For engaged prospects, ramp up your calls to action. Use phrases like “Schedule a Tour” or “Apply Now” to grab their attention and prompt a quicker decision.

Crafting Offers to Drive Conversions

The right offer can make all the difference in converting a prospect into a resident.

Design your retargeting ads around compelling specials or promotions that encourage action.

Whether it’s a rent special, a waived application fee, or an exclusive amenity upgrade, make sure these specials are front and center in your ads.

The goal is to make the offer so appealing that it becomes hard to pass up, guiding the prospect closer to a decision.

💡Tip: Create a custom special offer that you only show high-intent website visitors.

Strategies to Keep Your Communities Top of Mind

People see hundreds of ads every day, so making your community pop on their screens should be a big focus.

Here’s how to keep your place top of mind:

👉Consistent Messaging: Spotlight your community's top features and amenities across all marketing platforms.

👉Storytelling in Advertising: Use captivating stories in your ads, featuring testimonials and lifestyle videos that highlight your community’s uniqueness.

👉Regular Engagement: Maintain engagement with ongoing updates and interactive content, such as virtual tours and live social media events.

Tracking and Measuring Your Success

To nail your remarketing efforts, it’s crucial to track what’s working.

Set specific goals like boosting tour requests or leases, and use tools like Google Analytics to keep an eye on click-through and conversion rates.

Regular check-ins on these numbers help tweak your campaigns for better results.

💡Tip: Test various ad formats and visuals, optimizing based on audience response to maximize conversions.

Remarketing is about making meaningful connections that turn interest into action.

By strategically segmenting your audience, crafting compelling offers, and tracking your results, you'll keep your community top of mind and convert more prospects.

Remember:

“You’re selling a promise that they will enjoy living in your community for 1-year. Remarketing is a great tool to get that message across.”

What was your biggest takeaway from this article? Let us know by leaving a comment below!

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