How Realtors Can Use Digital Targeting to Reach Relocators

The real estate world is changing fast, and digital targeting has become a transformative tool for realtors. Connecting with the right audience—especially people relocating—can make all the difference. Whether it’s a family moving across the country or a professional starting fresh in a new city, knowing how to use digital targeting strategies is your key to grabbing their attention and earning their trust.

In this blog, we’ll explain how to understand your audience, the best digital targeting strategies, which platforms to focus on, and how to track your progress.

Understanding the Relocator Audience

Relocators are a unique group with specific needs and motivations. To connect with them effectively, it’s essential to understand who they are and what drives their decisions.

Who Are Relocators?

• Demographics: Relocators often include families searching for better schools, young professionals chasing career opportunities, or retirees looking for a fresh start.
• Motivations: People move for all kinds of reasons, including new jobs, better living conditions, lifestyle changes, or to be closer to loved ones.
• Online Behavior: People usually search for things like “homes for sale in [city]” or look up relocation guides, cost-of-living comparisons, and community features.

Once you understand these behaviors, you’ll be better positioned to tailor your marketing strategies to meet their needs.

Digital Targeting Strategies for Realtors

A solid targeting strategy helps you connect with your ideal clients. Focusing on these four approaches ensures your content gets in front of the right people at the right time.

1. Geotargeting

Geotargeting lets you show ads to potential clients in specific locations. For relocators, this means targeting people searching for homes in your area.

• Example: If you’re selling in Austin, target keywords like “affordable homes in Austin, TX.”
• Pro Tip: Use tools like Google Ads or Facebook Ads to set location boundaries.

2. Demographic Targeting

Targeting people based on age, income, or family status helps you craft messages that resonate with the right groups. For example:

• Young professionals might be drawn to city condos with co-working spaces.
• Families may prioritize homes near schools and parks.

3. Interest-Based Targeting

Reach people interested in real estate, home design, or relocation. Platforms like Facebook Ads Manager let you refine your audience based on their online interests.

4. Behavioral Targeting

This strategy focuses on people showing signs they’re ready to move or buy a home. Think users browsing moving company websites, researching schools, or looking up job opportunities in a new city. Tools like Google Ads make it easy to target these potential buyers with tailored ads.

Using these strategies, you can better connect with relocators and help them find their perfect home.

What Platforms and Channels Should Realtors Use?

Once you’ve nailed down your targeting strategies, it’s time to implement them on the right platforms. Choosing the best channels ensures that your message reaches the right people and gives you the best bang for your buck.

1. Social Media Advertising

• Platforms like Facebook, Instagram, and LinkedIn have powerful targeting tools.
• Grab attention with eye-catching visuals and promote content like virtual home tours or relocation guides.
• Pro Tip: Use carousel ads on Instagram to showcase multiple properties in one post, creating a fun, interactive experience.

2. Search Engine Marketing (SEM)

• Use Google Ads to reach people searching for real estate in specific locations.
• Sample Ad Idea:
  • “Find Your Dream Home in Charlotte, NC. Search Listings in Every Price Range. Book a Free Consultation!”

3. Display Advertising

• Programmatic display ads help you connect with potential buyers across the web.
• Tools like Google Display Network or platforms like Criteo are perfect for reaching people on the websites they already visit.

4. Email Marketing

• Grow your list of leads with website forms, then send them personalized newsletters.
• Share property highlights, success stories, and valuable tips. For relocators, topics like “10 Things to Know Before Moving to [City]” are always a hit.

Measuring Campaign Success

No campaign is complete without tracking its results. Monitoring the right Key Performance Indicators (KPIs) will show you how well your targeting efforts are paying off.

What KPIs Should Realtors Track?

• Click-Through Rates (CTR): See how many people click on your ads.
• Conversion Rates: Track how many users take the next step, like filling out a form or booking an appointment.
• Cost Per Lead (CPL): Monitor your spending for each lead.
• Engagement Metrics (on social media): Look at likes, shares, and comments to gauge how well your content resonates.

Collect this data with tools like Google Analytics and Facebook Ads Manager, and check in regularly to see what’s working.

Digital Targeting for Realtors

Digital targeting gives realtors the tools to connect with relocators and close more deals. Whether geotargeting new arrivals, creating content for families, or using social platforms to showcase listings, these strategies can help you stand out.

At McClatchy, we’re here to help realtors like you succeed with innovative marketing solutions. Let’s discuss how our targeted advertising strategies can grow your business and connect you with the right audience.