In the competitive building industry, generating leads is just the beginning. The real challenge lies in converting those leads into actual projects. This is where remarketing becomes an invaluable tool for builders.
At Sea Salt Marketing, we specialise in lead generation marketing campaigns that do exactly this—helping you stay connected with potential clients who have already shown interest in your services, ensuring that you remain top-of-mind as they move through their decision-making process.
What Is Remarketing?
Remarketing, or retargeting, is a digital advertising strategy that targets people who have visited your website or engaged with your content.
This means showing ads to leads who may have viewed your project galleries, downloaded an opt-in, read your blogs, or even filled out part of a contact form but didn’t complete the process. By keeping your services in front of these warm leads, you increase the chances of converting them into clients.
Remarketing plays a crucial role in Sea Salt Marketing’s lead generation campaigns, allowing builders like you to re-engage with those who have already expressed interest in your offerings.
Why Remarketing Works So Well for Builders
Extend Your Reach with Warm Leads
In the building industry, leads don’t convert instantly. According to recent research from realestate.com.au the decision making process for choosing a builder has increased to 22 months.
Clients are often comparing builders, gathering ideas, and considering their options before committing to a project. Remarketing ensures that you stay visible to these leads while they’re making their decisions, offering multiple opportunities to reconnect and guide them back to your services.
At Sea Salt Marketing, we’ve seen this approach work in action with Lancaster Homes. We launched their Lead Generation campaign across Google and Meta platforms, and within just six weeks, their lead funnel captured 5 qualified enquiries, resulting in a scheduled site meeting. This immediate success was complemented by the collection of 46 opt-in downloads, seamlessly feeding into an email automation sequence that nurtures these prospects into long-term leads.
Strengthen Trust Through Multiple Touchpoints
Building trust is essential in the construction industry. Potential clients want to feel confident that they’re working with a builder who can deliver quality results. Remarketing allows you to reinforce your credibility by repeatedly showcasing your expertise, whether through project highlights, client testimonials, or thought leadership content like building tips or insights.
For Lancaster Homes, we targeted top-of-funnel (TOF) audiences with inspirational content that significantly outperformed generic “how-to” messaging. We discovered that potential clients resonate far more with visual inspiration—leading to all the conversions in this stage. In fact, the campaign achieved a cost per lead of just $12.44 for these top-of-funnel interactions, a strong indicator that remarketing content is hitting the mark.
Maximise Your Marketing Budget
Remarketing is a cost-effective way to allocate your marketing budget. Rather than spending resources on cold prospects, remarketing helps you focus on warm leads—those who have interacted with your website, downloaded an opt-in or engaged with your social media content —and bring them closer to signing a contract.
For Lancaster, the results speak for themselves. Five direct enquiries came from visitors who filled out forms on their website, with a cost per lead as low as $62 for these high-intent prospects. These hard-hitting results show the power of a well-targeted remarketing strategy to convert warm leads into real, qualified clients.
Integrating Remarketing with a CRM
To make the most of your remarketing efforts, it’s crucial to have a system in place to track and manage leads—this is where a CRM (Customer Relationship Management) system comes in. Many CRMs allow you to integrate your remarketing campaigns, so you can track how your ads are performing and how your leads are progressing through the sales pipeline.
A CRM can help builders:
- Track Leads: See who has visited your website, filled out contact forms, or engaged with your emails.
- Segment Leads: Organise leads based on their actions or interests (e.g., those who viewed your design and build home projects vs. house and land)
- Retarget Effectively: Use data from your CRM to serve more personalised ads based on where leads are in the buying journey.
Sea Salt Marketing helps builders set up these CRM integrations to ensure you’re not only capturing leads but also nurturing them effectively. For Lancaster, this CRM integration was crucial in building their robust pipeline, ensuring no lead went cold and prospects were consistently engaged.
How Builders Can Implement Remarketing
Set Up Custom Remarketing Lists
Build remarketing lists based on the specific actions leads have taken on your website. You could create a list of leads who visited your “Custom Homes” page but didn’t contact you or leads who browsed your portfolio without filling out an enquiry form. These custom lists help you target specific segments with relevant ads.
At Sea Salt Marketing, we specialise in creating tailored remarketing lists as part of our lead generation campaigns, ensuring that the ads your leads see are highly relevant and timely.
Craft Ads That Speak to Your Leads
Your remarketing ads should address the needs and interests of the leads you’re targeting. For instance, if a lead explored your gallery of completed projects, showcase similar high-quality work or promote a special offer for a consultation.
If they’ve read one of your blogs, direct them to another related article or guide to keep them engaged.
In Lancaster’s campaign, we developed engaging, visually appealing ads that spoke directly to potential clients’ needs—emphasising the company’s track record for high-end, detail-oriented builds. The ads resonated, driving a substantial increase in enquiries from their remarketing list.
Use Your CRM to Measure and Optimise
By integrating your CRM with your marketing efforts, you can track the effectiveness of your remarketing campaigns. See which ads are converting the most leads and which need refining. This data-driven approach allows you to continually improve your campaigns and focus on what resonates most with your audience.
When Should Builders Use Remarketing?
Remarketing works best when it’s aligned with different stages of the buyer’s journey:
- After a website visit: Remind leads about your services or showcase similar projects to what they viewed.
- Following content engagement: Target leads who engaged with your opt-in, blogs or case studies but didn’t take further action.
- Post-consultation: Stay top-of-mind with leads who had an initial consultation but haven’t yet signed a contract, emphasising why you’re the best choice.
Final Thoughts
Remarketing is a game-changer for builders looking to convert warm leads into clients. By using this strategy, you can stay connected with those who have already shown interest in your services, while your CRM helps you manage and optimise your efforts. With the right approach, remarketing ensures your leads don’t slip through the cracks, increasing your chances of turning interest into signed contracts.
At Sea Salt Marketing, our lead generation campaigns for builders include remarketing strategies that have consistently delivered results. Whether it’s nurturing leads, driving engagement, or improving your CRM integration, we’re here to help your business grow.