Building a List Using a Pixeled Audience
Imagine someone finds your realty website or Facebook business page. It doesn’t matter how—a Google search, a paid ad, a link from another website, a listing site like Zillow or Trulia … whatever. There they are, looking at those web assets you invested all that time and money crafting into an irresistible customer journey.
But something goes wildly wrong. The visitor resists. She clicks on a few pages, maybe reads some blogs or window-shops a few listings … and then she loses interest and decides to prowl Facebook for cute puppy videos. She leaves your site without entering her email address, calling a phone agent, typing a question into that tempting chat window.
Poof. After all that effort to make your web assets inviting and the visitor didn’t bite. Win some, lose some—she didn’t engage, and now she’s gone forever. Right?
Not necessarily. Not if your website, Facebook page, or other online asset is designed to create a “pixeled audience.”
What Is a Pixeled Audience?
You have probably found yourself in a pixeled audience yourself. Ever browsed idly at an eCommerce store, left without buying anything, and then magically found the same product you were looking at pop up in a Facebook ad? Boom! You got pixeled!
What’s happening here? The page you visited was armed with an invisible “pixel” that adds a “cookie” to your browser. Cookies are benign applications that get added silently to your browser to track your visits from site to site. Companies like Google and Facebook collect data from those cookies to remarket to you and send you follow-up ads.
This isn’t a magic trick available to some shadowy Internet Illuminati—anyone can put a tracking pixel on their website or Facebook page!
Think of how powerful that is—your visitor was interested enough in your brand to check out your site, but not interested enough to engage or send you their contact info. That’s okay … maybe they just weren’t ready yet.
But with a tracking pixel on your site, they’re not gone forever. You don’t have their contact info—yet—but you have a critical channel of communication open because you can put your face and your brand message in front of them, in the form of remarketing ads.
The Power of Pixeled Lists
A list of “pixeled” prospects is an asset, just like your email list or your social media following. It’s another audience you can put your message in front of and nurture into leads.
Consider a pixeled list of your Facebook page viewers. You can run Facebook ads to your pixeled list, reminding them how awesome you are as they scroll their Facebook news feed. The ads could appear in the news feed itself, in a static right column ad, even in their Instagram feed.
Remember the “cool-down” factor—out of sight, out of mind? It’s easy to stay top-of-mind with your pixeled list. Just run an ad. The more they see you, the more they remember you and even trust you.
Most real estate agents are not aware of this powerful tool to create “top-of-mind awareness”—which, as we discussed previously, is the entire point of marketing. By leveraging the power of pixeled audiences, you can place yourself miles ahead of your competitors, far more likely to nurture a lead to the point where you win the business.
Best of all, you don’t have to pound the pavement or proactively build the list. The pixel does it for you!
If you’d like to learn more I’m teaching agents all about it here: https://LinkU.ws/followuptraining
If you want to learn how you can establish top of mind, create a celebrity-like image and brand with as little time, effort, and money as possible, then you won’t want to miss this training.