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Elevating Your Real Estate Brand Awareness: Mastering Audience Targeting in a Digital World

Kelly Hogan

Sr. Revenue Marketing Manager

Just like the evolution of shopping in brick-and-mortar stores has progressed to online shopping, the way that home buyers start their search has evolved, too. Now, 96% of home buyers start their search online. A real estate company or broker needs a digital presence now more than ever.

When it comes to generating leads in the form of new buyers or sellers, brand awareness is a great way to fill the top of your funnel. In this blog, we’ll dive into the strategies needed for real estate brand awareness in a digital future; these include contextual targeting, lookalike targeting, as well as demographic and interest-based targeting. Before we review strategies, let’s take a look at the changing landscape of real estate advertising.

The Current Landscape of Real Estate Advertising

From 2021 to 2023, the real estate industry experienced 1.2 billion ad impressions and generated 4.5 million leads across major advertising platforms. Home buyers and sellers are leveraging the internet to find new homes, reach more buyers, and revolutionize the processes of home buying and selling. The need for targeted brand awareness for real estate companies and brokers in a digitally dominated market is clear. Without brand awareness, your brand can quickly get lost in the sea of competitors. 

Strategies That Win in Real Estate Marketing

Contextual targeting

Contextual targeting is the practice of placing ads on sites that are most relevant to your ad content. This type of targeting has been a key strategy for many real estate brands in the past, but in the future, it will become even more valuable with the deprecation of third-party cookies.

Contextual targeting allows you to utilize contextual clues like location, property types, and user interests to enhance brand relevance and recognition. Using that information, you are able to place your ads on relevant sites. For example, a real estate company may have interest in placing their ads on home improvement sites.

This targeted approach is highly influential in a market where social media influence is gaining more respect. 

Lookalike, demographic, and interest-based targeting

These targeting options allow you to reach audiences that are similar to your current customers by leveraging what you know about your best customers. By strategically implementing these targeting approaches, you can find new customers who are more likely to convert or be interested in your services. 

Lookalike audiences work well for a variety of industries and prove effective for real estate marketing. Lookalike audiences are audiences that are built to target prospects who have similar attributes as your current audience by building out a behavioral profile of previous converters. 

Demographic targeting is great for real estate because you can effectively target certain attributes about buyers or sellers. This might include education level or net worth.

Interest-based targeting has a bit more variable, but can still be an effective approach for real estate marketing by leveraging popular interest categories like home improvement. 

Launch Brand Awareness and Target With Confidence

Fill your funnel and build brand awareness with AdRoll — the platform that helps you target the right people, with the right ad creative, at the right time, for the optimal price. Learn more about getting started with real estate advertising here.