Right now, we’re seeing an increase in website engagement. Prospects have more time to stay on your site and view more information. But we’re seeing a decrease in contact with the clients because they are unsure of their employment situation. Make sure you’ve got a strong retargeting strategy ready to keep in front of the prospect during their (likely extended) leasing process.
Getting people to your website takes time and money. And, we know when it comes to finding a new home, the decision-making process can take a while. So, how do you keep the users that have visited your website engaged until they are ready to convert?
Build Out Your Lists
Start by building lists based on the traffic that takes “intent” actions on your website, especially those that engage in your floor plans, pricing and availability pages. Typically, we build 30- or 60-day lists. During the current situation with people encouraged to stay-in-place, you should also create 90-, or even 120-day lists since renters will most likely not be making immediate moves, but rather planning to make a decision a few months from now.
For your remarketing campaigns, consider running and testing a variety of messaging so that you engage the various audiences. The most important goal should be bringing prospects back to lease, but we also want to stay in front of those that are still in the research and consideration stages of their decision-making process.
Immediate Intent Focused Ads
Prospects who need to move may be struggling with how to lease in this strange time. Use your ads to help guide them on what to do.
Long Term Intent Focused Ads
Keep in front of prospects who want to move but might be hesitant to do so right now. Put your best content in front of them so they remember you above all others.
It’s possible the prospect just came to your site to look or dream. That’s ok! Create an ad set that encourages them to tag others that might be looking for an apartment. Word of mouth is more important than ever during this time!
Getting a prospect to your website is even more challenging now. Making sure you keep in front of them during their decision-making process is essential to capturing the most of every visitor.