Retargeting Ads For Mortgages
You know when you’re browsing the internet and come across something you’re interested in; maybe it’s some fancy new shoes, or a new bike… And then you login to Facebook and see an ad for that exact item? This is called retargeting. And here’s how to use it for mortgages.
You know when you’re browsing the internet and come across something you’re interested in; maybe it’s some fancy new shoes, or a new bike…?
And then you log in to Facebook and see an ad for that exact item?This is called retargeting. And here’s how to use it for mortgages.
Is it a sign that you should purchase those new socks or treat yourself to a new vacuum cleaner?
Maybe.
Is this a retargeting advertisement in action?
Absolutely.
But, how does this work for mortgage loan officers?
Obviously buying or refinancing a home isn’t the same as a $70 impulse buy online.
However, there’s a lot you can do to keep your mortgage team top of mind and more effectively reach your audience through retargeting.
According to AdRoll, just 2% of visitors will convert the first time they land on your mortgage website.
So, what happens to the other 98% and how can you recapture their attention?
Retargeting allows you to show your ads to potential leads who didn’t opt-in after they visited your site. Once they’ve left the site, the goal is to drive those people back to your website by targeting them with ads on Facebook.
The people who see these ads are already going to be primed to take action because you know what they’re interested in and can now nurture them as a lead through personalized ad content.
This audience is 3x more likely to click on the ad than any cold lead!
How To Implement Retargeting Ads For Mortgage Loan Officers
Now, I don’t want you to get lost, but you may hear some very geeky words here. I promise this isn’t very complicated once you have it down.
Very simply put: You are going to add what’s called a pixel to your website. A pixel is essentially a piece of hidden code on your website that allows your mortgage site to communicate with other platforms such as Facebook.
Our support staff at LoanSites will do this all for you if you sign up, but continue to read on if you’re bent on doing this yourself:
You know how easy it is to stay logged into Facebook?Well, they do that on purpose. A Pixel tracks everyone who goes onto your website as long as they were logged into Facebook automatically.
Well, there happens to be a reason they make it so easy. A Pixel tracks everyone who goes onto your website as long as they were logged into Facebook automatically.
Not only does it make Facebook more convenient, but they are actually tracking websites that you visit by using a Facebook pixel. A Pixel tracks everyone who goes onto your website as long as they were logged into Facebook automatically.
A pixel tracks everyone who goes onto your mortgage website as long as they have a Facebook account.
Kinda scary, right?
But also very useful for your mortgage business! Now all of your clients and all of your referral partners will see your Facebook retargeting ad everywhere they go after they visit your site.
Who are they going to use when they need a mortgage? That loan officer they spoke to once, or the loan officer they literally see everywhere.
You are going to want to do 1 of 2 retargeting ad variations.
Mortgage Retargeting Ad #1) Brand Awareness
After you meet with a referral partner or client, wouldn’t you love for them to see your face everywhere they go online? We’ve seen huge success with a simple Brand Awareness Ads!
Below is an example that has worked for us. Seriously, I have referral partners and clients always telling me that they see me everywhere… It’s great!
Mortgage Retargeting Ad #2) Call To Action
Some marketers feel that if you don’t have a solid call to action, what is the point of even doing an advertisement. I would agree with that a lot more if I didn’t see first hand how well our Brand Awareness retargeting ad worked on Facebook!
Anyways, a solid retargeting ad is putting a call to action on your ad. This means that you tell the recipient that you will give them something… IF they give you their contact details.
Below are a few examples to get your creative juices flowing on a great call to action retargeting ad:
That’s it!
Now you are master at retargeting ads! Well… maybe it’s time for you to go actually implement a retargeting ad yourself.
You can do this all yourself…
— OR —
You can hire the LoanSites team to do this for you!
What is your time worth to you? I believe you should focus your time on closing deals and following up with clients, and let us handle the digital marketing.
