WTF is Retargeting (And Why Should Mortgage Professionals Use It)?

Have you ever looked at a product online and all of a sudden you start seeing ads for that same product everywhere?!?

If you answered: “Yes” then chances are you are being retargeted based on your visit to that product page.

You know all those people who click your ad or visit your website and then… vanish? Retargeting brings them back. It’s your second (and third) chance to stay in front of them after they leave.

And if you’re spending any money or time to get traffic to your site, whether through ads, social media, or SEO, then you’re wasting effort if you don’t have retargeting set up.

Let’s break down how it works and why it’s one of the smartest, most affordable strategies in your marketing toolbox.

What is Retargeting?

Retargeting is a type of online advertising that shows your ads specifically to people who have already interacted with your brand; usually by visiting your website or clicking on a link.

Ever look at a pair of shoes online and then see them everywhere you go online for the next week? That’s retargeting.

As a mortgage originator, your “shoes” are:

• Your mortgage calculators

• Your lead magnet

• A video you have posted on a landing page

• Or just your website itself

Why Retargeting Works So Well in Mortgage

People rarely take action the first time.

Most borrowers shop around: They’re checking rates, comparing options, and trying to feel out who they trust. Retargeting helps you stay top of mind through all of that.

It builds familiarity (and trust): The more someone sees your face, brand, or value, the more likely they are to trust you. Especially when your competitors drop the ball after the first click.

It’s affordable: Retargeting costs a fraction of what you’d pay for brand new clicks. You’re only showing ads to warm leads and warm leads convert better.

Where can you retarget?

You can retarget people on:

• Facebook and Instagram
• Google Display Network (think banner ads on popular sites)
• YouTube
• Even TikTok and LinkedIn

We usually recommend aiming for Facebook and Instagram for most loan officer as it’s visual, local, and personal. Often you will need to start with banner ads around the web until you build you build up some traction though.

What Should Your Retargeting Ads Say?

This is where most mortgage pros miss. Keep it human and helpful.

Here are a few simple ideas:

“Still thinking about buying a home? Here’s a quick mortgage calculator.”

“Refi questions? We’re here when you’re ready.”

“We help growing families buy before they sell, without overextending.”

If they’ve already seen your face or visited your site, you don’t need to reintroduce yourself; just remind them you’re there to help.

How to Set It Up (Without Getting Overwhelmed)

This is where most mortgage pro’s bail on the process. The process is rather simple almost like doing a puzzle. It’s a lot of little steps that are each “easy” on their own. But these steps compounded often leave people like you and your team who are busy with their actual job of oirginating loans saying; “forget it” or “I have that on my list.”

Examples are of these puzzle piece are:

• Add pixel to your website
• Come up with headlines and a call-to-action for the ads
• Design or get the actual ads designed in all the relevant sizing formats
• Make sure they adhere to advertising compliance regulations
• Make sure you have the right privacy policy
• Design the landing page or page on your site where you will send the ads.
• Decide on what you want the visitor to do when they get to that page
• You get the idea. Lot’s of puzzle pieces…

You can leverage the Meta and Google ad platforms to set this up or a thirdparty ad server to manage this.

Or if you are Vonk website client and want to deploy this you can use us to do so. If you are interested in the process and a breakdown of the costs email [email protected] for more details.

 

PS: I used retargeting as part of my marketing strategy for my past mortgage company for over a decade for borrowers and recruiting. We never endorse things we haven’t done ourselves.