Retargeting Strategies Inside Your Mortgage Funnel

Retargeting Strategies Inside Your Mortgage Funnel

Most mortgage professionals focus on attracting new leads—but what about the visitors who already showed interest and left? That’s where retargeting becomes invaluable.

Retargeting allows you to reconnect with potential borrowers who’ve visited your website, clicked your ads, or started a loan application but didn’t complete it. When implemented strategically inside your mortgage funnel, retargeting keeps your brand visible, builds trust over time, and ultimately increases conversions.

This guide explores how mortgage teams can use retargeting at every stage of the funnel, from awareness to application, with proven tactics and automation tools that nurture leads back into action.

Understanding Retargeting in the Mortgage Context

What Retargeting Really Means

Retargeting (also known as remarketing) is a digital marketing technique that displays ads or messages to users who have already interacted with your brand. These users might have visited your loan calculator, browsed rate pages, or downloaded a homebuyer guide.

By showing targeted ads across platforms like Facebook, Google, and LinkedIn, you remind them of your services, re-engage their interest, and move them closer to completing their mortgage journey.

Why Retargeting Works for Borrowers

Buying a home or refinancing is rarely an impulsive decision. Borrowers often research multiple lenders, compare rates, and take weeks to decide. Retargeting keeps your mortgage brand in their sight during that decision-making window, increasing the chance they’ll return to your website when ready to apply.

Mapping the Mortgage Funnel for Retargeting

The Awareness Stage

At the top of the funnel, potential borrowers are just exploring. They might read blogs or check mortgage calculators without contacting you. Retargeting them with educational content—such as “5 Steps to Preapproval” or “First-Time Homebuyer Mistakes to Avoid”—helps build credibility early.

The Consideration Stage

In the middle of the funnel, leads are comparing options. Here, retargeting can reinforce trust through social proof—showing testimonials, reviews, or success stories to help borrowers choose your team.

The Decision Stage

At the bottom of the funnel, borrowers are close to committing. Retargeting them with urgency-based messages—limited-time rate promotions, free consultations, or “Start Your Application” CTAs—encourages them to take final action.

Retargeting Audience Segments That Matter

Website Visitors

These are users who visited your mortgage website but didn’t convert. Segment them based on which pages they visited—loan program pages, refinance sections, or rate calculators—to tailor your follow-up ads.

Abandoned Form Users

If someone started filling out your contact or prequalification form and didn’t submit it, retarget them with gentle reminders. A “Complete your preapproval in 2 minutes” ad can re-engage hesitant users.

Content Downloaders

Users who downloaded a loan guide or checklist already expressed interest. Retarget them with offers for consultations or rate estimates to move them down the funnel.

Past Applicants and Existing Clients

Retargeting doesn’t stop at conversion. Reach out to past borrowers for refinance opportunities, referral incentives, or educational updates.

Crafting Effective Retargeting Content

Educational and Value-Driven Messaging

Avoid overly aggressive sales copy. Instead, focus on helping borrowers make better decisions. Examples include “Learn what affects your mortgage rate” or “Compare fixed and adjustable loans with our free guide.”

Personalized Visuals

Ads that reflect borrower intent perform better. For example, show different visuals for refinance vs. purchase audiences, or for first-time buyers vs. experienced investors.

Consistent Branding

Ensure that your retargeting ads look and sound like your website. The same color palette, tone, and logo help borrowers immediately recognize your brand.

Multi-Channel Retargeting Strategies

Google Display Ads

These ads follow users across millions of websites after they visit your mortgage site. Use them to reintroduce your brand subtly through banners, visuals, or educational offers.

Facebook and Instagram Ads

Social platforms are excellent for retargeting because borrowers spend significant time there. Use short videos, carousel ads, or customer testimonials to remind them of your expertise.

LinkedIn for Professional Borrowers

If you target business owners or professionals looking for investment or commercial mortgages, LinkedIn retargeting can reach high-intent leads in a professional setting.

Email Retargeting

Combine behavioral tracking with email marketing to re-engage leads who downloaded resources or abandoned forms. Automated follow-ups with clear CTAs can convert leads faster than cold outreach.

Timing and Frequency in Retargeting

Strategic Timing Windows

Most borrowers revisit mortgage websites within 7 to 14 days of their first interaction. Running retargeting ads during this period increases the likelihood of re-engagement.

Frequency Control

Avoid overexposure. Seeing the same ad repeatedly can lead to ad fatigue. Limit impressions per user per week, and rotate creative assets to keep content fresh.

Seasonal Adjustments

Adjust your messaging based on market shifts or seasonal demand. For example, use retargeting to promote refinancing before interest rates rise or during peak home-buying seasons.

Measuring Retargeting Success

Key Metrics to Track

Measure click-through rates (CTR), cost per lead (CPL), and conversion rates from retargeted users. Compare performance between funnel stages to identify which messages resonate best.

Attribution and Funnel Impact

Use tools like Google Analytics or HubSpot to see how retargeting contributes to overall lead conversions. A retargeted lead might not convert immediately, but they often return later through another channel—attributable to your consistent brand presence.

Continuous Optimization

Test variations in ad copy, visuals, and offers. Small adjustments—like changing CTA wording or image color—can significantly improve engagement rates.

Compliance and Privacy Considerations

Respecting Borrower Data

Mortgage marketing involves sensitive financial information. Always follow privacy laws like the Fair Credit Reporting Act (FCRA) and avoid targeting based on protected borrower data.

Transparent Disclosures

Include clear disclaimers about cookie tracking on your website. Transparency builds trust and ensures compliance with Google Ads and Facebook’s advertising policies.

Opt-Out Options

Offer easy ways for users to manage ad preferences or unsubscribe from retargeting emails. Respecting user choice reinforces your credibility and professionalism.

Integrating Retargeting With CRM and Automation

Centralizing Data

Link your retargeting campaigns to your CRM to track how retargeted leads interact with your team. This allows for coordinated follow-ups through calls or emails.

Trigger-Based Workflows

Set up automated workflows that activate when users perform specific actions, such as visiting rate pages or downloading guides. Personalized retargeting improves response rates and lead quality.

Coordinated Messaging Across Channels

Ensure your CRM-driven email follow-ups align with your digital ad retargeting. Consistent messaging across multiple touchpoints increases familiarity and conversion potential.

Advanced Retargeting Tactics for Mortgage Teams

Dynamic Retargeting

Dynamic ads automatically adjust their content based on user behavior. If a borrower explored FHA loan pages, show FHA-specific offers instead of generic ones.

Sequential Retargeting

Use a storytelling approach. Start with educational ads, follow with testimonials, and then finish with strong CTAs. Sequential messaging builds trust gradually.

Lookalike Audiences

Once you have data from retargeted users, create lookalike audiences to find new prospects who share similar behaviors or demographics—expanding your reach efficiently.

Schedule a Call With Us Today

At LoanSites, we help mortgage professionals design smart, compliant retargeting funnels that bring borrowers back and boost conversions. From setting up ad sequences to integrating tracking pixels and CRM automation, our team ensures your campaigns work seamlessly across all channels.

If you’re ready to turn lost leads into loyal clients, schedule a call with us today. We’ll help you build a retargeting system that strengthens your funnel, maximizes ROI, and keeps your brand top of mind for every potential borrower.