Remarketing is one of the most efficient uses of your advertising budget — and one of the questions we’re asked about most. Here’s what it is, why it matters, what makes it possible, and how we handle the firms you might not think are worth it.
If you landed here from “Now Remarketing On” in a Lead Interest Alert, this is what’s happening behind that link: the firm or person named in that alert is who we’ve just started remarketing to.
What It Is
Remarketing is the practice of continuing to show your property’s ads to a firm after they’ve already engaged with you — most often by visiting your site. It isn’t net-new prospecting. It’s staying present with people who have already shown interest.
A Lead Interest Alert tells you that a firm engaged. Remarketing is what we do about it automatically: once that visit qualifies them, RealtyAds begins serving your property’s ads to that firm across the channels where their decision-makers already spend time. The visit is the moment. Remarketing is how we make that moment last.
Remarketing happens at whatever level we’ve identified. In most cases we match the firm behind a visit, and we keep your property in front of that firm’s decision-makers. When our identification is strong enough to name the exact person who visited — the same high-confidence match that sends a person-level Lead Interest Alert — we can remarket to that individual directly. Firm or person, the principle is the same: we keep you visible to whoever showed the interest.
Why It Matters
Leasing decisions are rarely made on a first visit. A firm that lands on your site once is early in a long, non-linear process — researching quietly, comparing options, and often finishing most of that journey before they ever pick up the phone. If your only presence is that single visit, you’re relying on them to remember you when they’re finally ready to act.
Remarketing keeps you top of mind through that gap. It turns one visit into sustained visibility, it reinforces your property with an audience that’s already warm, and it makes sure that when the firm is ready to move, yours is the availability they remember. Repeated, relevant exposure to a firm that has already shown intent is one of the most efficient dollars in your entire strategy — far more efficient than reaching someone cold.
What’s Required: The Insights Tag
Remarketing is only possible because the Insights Tag is installed on your property site.
The tag is what identifies the firm behind an otherwise anonymous visit and matches it to an audience we can actually serve ads to. Without it, site traffic stays anonymous — and you can’t remarket to someone you can’t identify. With it, a visit becomes an addressable, known firm we can keep engaging.
On RealtyAds-built property sites, the Insights Tag is already in place, so there’s nothing for your team to do. (For more on how a visit gets identified in the first place, see our post on turning anonymous traffic into named firms.)
What If a Firm Isn’t Worth Remarketing To?
This is the fair question, and we’d rather answer it directly: what if you’re now remarketing to a firm I don’t think is a real tenant in the market?
Start with how a firm gets here in the first place. We don’t remarket to cold, random, or unqualified audiences. Every firm you see under “Now Remarketing On” did something to earn it — they came to your site. That’s an intent signal, not a guess.
That said, we’re honest about what a signal is. A visit tells you a firm is worth paying attention to; it doesn’t guarantee a live requirement. Occasionally a firm that looks like a strong prospect turns out to be an existing tenant, a vendor, or someone with no leasing need at all. We build for accuracy, so these are the exception rather than the rule — but they happen, and we won’t pretend otherwise.
Here’s why that exception isn’t wasted money:
- You’re extending presence, not funding a new campaign.
Remarketing to an already-identified firm costs a fraction of reaching someone new. You’re keeping ads in front of someone already in your funnel, not buying your way to a stranger. - The math is asymmetric.
The cost of remarketing to a firm that turns out not to be real is small. The cost of not remarketing to a firm that was real — and losing that deal to a competitor who stayed visible — is a lease. When it’s genuinely uncertain, we’d rather keep you in front of a maybe than drop a real one. - The system is designed to be targeted.
The whole point of the Insights Tag and our grading is to concentrate your spend on the firms that matter. An off-target firm slipping into remarketing is the edge case the design is built to minimize, not the norm.
And you’re never stuck with a firm you know doesn’t belong. If you’re certain a firm isn’t a real prospect — an existing tenant, a known non-mover — use “Not the right lead?” in the alert. We’ll stop remarketing to them, and that feedback sharpens the system for everyone going forward. A firm you don’t want to pay to reach becomes one click, not a line item you’re stuck with.
