Most people who view your Manhattan listing won’t inquire on the first visit. They’re comparing properties, researching neighborhoods, checking budgets, or just browsing. Remarketing brings them back by showing targeted ads after they leave your site. In competitive markets where buyers have endless options, staying visible determines who gets the showing.

Why Remarketing Works for Manhattan Real Estate

The average buyer views 10 properties before making an offer. Your listing might be one of those 10, but without remarketing, you disappear once they navigate away. Remarketing keeps you in front of them while they continue searching.

Manhattan buyers move slowly on major purchases. A $2 million condo requires serious consideration. Remarketing maintains presence during the weeks or months between initial interest and decision time.

Cost efficiency matters. Remarketing costs 50% to 70% less than cold traffic campaigns because you’re targeting warm leads who already know your property. You’re not paying to introduce yourself, just to stay top of mind.

Setting Up Facebook and Instagram Remarketing

Install the Facebook Pixel on every property page and landing page. This tracks visitors and adds them to custom audiences you can retarget later.

Create custom audiences based on specific pages viewed. Someone who spent three minutes on your Tribeca loft listing page is worth remarketing to. Someone who bounced after five seconds is not.

Set audience duration strategically. For luxury Manhattan properties, keep people in your remarketing audience for 60 to 90 days. Sales cycles are long. For properties under $1 million, 30 to 45 days works better.

Exclude converted leads. Once someone fills out your contact form or schedules a showing, remove them from remarketing audiences. Showing them ads for a property they already inquired about wastes budget and annoys prospects.

Google Display Network Remarketing

Google’s remarketing reaches people across millions of websites and apps. Buyers browsing real estate blogs, news sites, or checking email might see your ads.

Set up Google Ads remarketing tags through Google Tag Manager. The tag fires when someone visits your property pages, adding them to remarketing lists automatically.

Create layered audiences. Build separate lists for people who viewed specific properties, spent over two minutes on site, visited multiple property pages, or returned to your site multiple times. Each behavior indicates different interest levels.

Use frequency capping to avoid ad fatigue. Showing the same ad 20 times daily annoys people and kills performance. Limit impressions to 3 to 5 per person daily across all placements.

Segmenting Your Remarketing Audiences

Not all visitors deserve the same remarketing approach. Segment by behavior and intent signals.

High-intent visitors saw multiple property pages, spent over five minutes on site, or viewed floor plans and pricing. These people get aggressive remarketing with direct calls to action and limited-time offers.

Medium-intent visitors viewed one property page for 30 seconds to two minutes. They’re curious but not committed. Remarket with neighborhood information, market updates, or similar property suggestions.

Low-intent visitors bounced quickly or only hit your homepage. Either skip remarketing entirely or use minimal budget with broad awareness messaging.

Price point segmentation prevents mismatched targeting. Someone viewing a $4 million penthouse shouldn’t see ads for $800,000 studios. Match remarketing creative to the properties they actually explored.

Creative Strategies That Bring Buyers Back

Change your message for remarketing ads. The first ad introduced the property. Remarketing ads should address objections, provide new information, or create urgency.

Highlight what makes the property unique. Did they view a pre-war building with original details? Emphasize character features competitors lack. Viewing a new construction? Focus on modern amenities and warranties.

Show different images than your initial ads. If the first ad featured the living room, remarketing ads might showcase the view, kitchen, or building amenities. Fresh visuals recapture attention.

Add social proof. Mention recent sales in the building, number of inquiries received, or upcoming open houses. This creates FOMO and encourages action.

Dynamic Remarketing for Multiple Listings

If you sell multiple Manhattan properties, dynamic remarketing shows people the exact listings they viewed.

Facebook dynamic ads pull property information from your catalog and automatically generate personalized ads. Someone who viewed three different apartments sees ads featuring those specific units.

Set up a product catalog with all active listings. Include property images, addresses, prices, bedrooms, and bathrooms. Facebook matches catalog items to pixel events and creates custom ads automatically.

Google also offers dynamic remarketing with similar functionality. Upload your property feed, tag pages with item IDs, and Google handles the rest.

Dynamic remarketing scales efficiently. Instead of creating separate campaigns for 20 listings, one dynamic campaign handles all properties based on individual viewing behavior.

Email Remarketing Integration

Not all remarketing happens through paid ads. Email sequences re-engage people who provided contact information but didn’t move forward.

Segment email lists by property viewed. Someone who downloaded info on your Upper West Side listing should receive follow-up emails specific to that property and neighborhood.

Send value-added content, not just sales pitches. Share market reports from StreetEasy, neighborhood guides, school information, or commute details relevant to the property they viewed.

Time your emails strategically. Send the first follow-up within 24 hours while interest is fresh. Send the second after three days with additional property details. Send the third after one week highlighting similar listings or price changes.

Include retargeting pixels in emails. When recipients open emails and click links, add them back to your paid remarketing audiences even if they didn’t revisit your site directly.

Remarketing on LinkedIn

LinkedIn remarketing works well for Manhattan properties targeting professionals and executives. Many high-income buyers browse LinkedIn regularly.

Install the LinkedIn Insight Tag on your property pages. This creates matched audiences of LinkedIn members who visited your listings.

Target by job title and company. Someone viewing luxury condos who works at Goldman Sachs or a major law firm represents a qualified prospect. LinkedIn’s professional data enables precise targeting.

Use sponsored content and message ads for remarketing. Sponsored content appears in feeds naturally. Message ads deliver direct messages to prospects’ LinkedIn inboxes when they’re active on the platform.

Keep LinkedIn remarketing focused on high-value properties. The platform’s higher costs make sense for listings above $1.5 million where typical buyers are established professionals.

Video Remarketing That Converts

Video ads capture attention better than static images, especially for remarketing where you need to break through ad blindness.

Create property walkthrough videos for YouTube remarketing. Someone who viewed your listing sees a 30-second video tour when they watch other YouTube content later.

Use YouTube remarketing lists to target people who visited your site. Show them video content they haven’t seen yet, like neighborhood tours, building amenity highlights, or resident testimonials.

Keep videos short for remarketing. Thirty to 45 seconds works best. People already know the property. Use video to showcase aspects they didn’t see yet or reinforce key selling points.

Add captions to all videos. Eighty-five percent of social media videos play without sound. Text overlays ensure your message lands even when audio doesn’t play.

Remarketing Across Devices

Manhattan buyers switch between devices constantly. They might browse listings on their phone during lunch, research on a laptop at home, and check again on a tablet over coffee.

Facebook handles cross-device tracking automatically when users are logged into their accounts. Your remarketing follows them from phone to desktop seamlessly.

Google’s cross-device tracking requires users to be signed into Google accounts. Most people are, making cross-device remarketing effective across Search, Display, and YouTube.

Design remarketing ads for mobile first. Over 60% of remarketing impressions serve on mobile devices. Ads must look good and load fast on small screens.

Timing and Frequency Management

Remarketing requires patience. Don’t expect immediate results. The goal is staying visible until prospects are ready to act.

Start remarketing immediately after someone leaves your site. The first 24 hours after initial interest are critical. People are still actively searching and comparing options.

Increase ad frequency before open houses. If you’re hosting a showing this weekend, ramp up remarketing Tuesday through Friday to drive attendance.

Decrease frequency over time. Someone who viewed your listing 60 days ago probably moved on. Reduce impression frequency and eventually stop remarketing to old audiences.

A/B test different timing strategies. Try showing ads only during business hours versus 24/7. Test weekday-only remarketing versus weekend focus. Data reveals when your audience is most responsive.

Budget Allocation for Remarketing

Remarketing should represent 20% to 30% of your total advertising budget for Manhattan properties. It’s your second-highest priority after new traffic acquisition.

Start with $20 to $30 daily per active listing for remarketing. Scale up based on audience size and performance. If you’re generating strong engagement and conversions, increase budget.

Allocate more to remarketing for expensive properties. A $5 million penthouse justifies $100+ daily on remarketing to close the deal. The commission covers the spend many times over.

Monitor cost per conversion carefully. Remarketing should generate inquiries at 40% to 60% the cost of cold traffic. If remarketing costs match or exceed acquisition costs, something’s broken.

Sequential Remarketing Messages

Show different messages based on how long ago someone visited and whether they’ve engaged with previous remarketing ads.

Days 1 to 7: Remind them about the specific property they viewed. Use images they saw initially with copy like “Still interested in this Tribeca loft? Schedule a showing.”

Days 8 to 21: Introduce new information. Share recent price reductions, similar listings, neighborhood highlights, or limited-time incentives.

Days 22 to 45: Broader approach. Position yourself as a neighborhood expert with market updates, new listings, or thought leadership content that keeps your brand visible.

Days 46+: Minimal remarketing or exclude entirely. After 45 days without action, prospects have likely moved on. Focus budget on fresher audiences.

Competitive Conquest Remarketing

Target people who visited competitor listings but not yours yet. This aggressive approach works in Manhattan where buyers compare multiple options.

Use third-party data providers that identify people researching Manhattan real estate. Platforms like Bombora or 6sense track content consumption patterns across the web.

Target searchers of competitor brand names. If a major brokerage dominates local search, bid on their brand terms and remarket to people who clicked competitor ads.

Create comparison content for remarketing. After someone views a competitor’s listing, show them ads comparing features, prices, or locations that position your property favorably.

This approach requires larger budgets and careful execution. Done wrong, it wastes money. Done right, it captures buyers shopping around.

Measuring Remarketing Performance

Track view-through conversions, not just click conversions. Someone might see your remarketing ad, not click it, but visit your site directly later and convert. Google Analytics tracks this as assisted conversions.

Calculate remarketing ROI separately from cold traffic. Remarketing should show higher conversion rates and lower cost per acquisition since you’re targeting warm leads.

Monitor engagement metrics. If remarketing ads show low click-through rates (under 0.3% for display, under 1% for social), creative needs refreshing or audiences aren’t interested anymore.

Track time to conversion. How many days between first site visit and inquiry submission? Remarketing shortens this timeline by maintaining visibility throughout the decision process.

Common Remarketing Mistakes

Remarketing too broadly. Showing ads to everyone who visited your site wastes budget. Exclude homepage visitors who didn’t view actual property pages.

Using the same creative forever. Ad fatigue kills remarketing performance. Refresh images and copy every two to three weeks to maintain effectiveness.

Not excluding converted leads. Once someone schedules a showing or submits an inquiry, remove them from remarketing immediately. Continued ads feel tone-deaf.

Forgetting about negative remarketing. If a property sells, exclude everyone in that remarketing audience. Advertising sold properties damages credibility.

Setting audience windows too short. Seven-day remarketing windows miss most conversions. Manhattan buyers need weeks to decide, not days.

Advanced Remarketing Tactics

Layer remarketing with other targeting. Show remarketing ads only to people who also match demographic criteria like income level or job title. This combines behavioral and demographic signals.

Use remarketing for lead magnification. Offer remarketing audiences exclusive content like private showings, first-look access to new listings, or personalized market reports in exchange for contact information.

Test urgency messaging carefully. Limited-time offers can work but risk seeming desperate. Test “Open house this Sunday” against “Still available” to see what resonates.

Combine remarketing with lookalike audiences. Use remarketing lists as seeds for Facebook lookalike audiences. Target people similar to those who already showed interest in your properties.

Remarketing turns browsers into buyers by staying visible during the long Manhattan real estate decision cycle. The key is smart segmentation, fresh creative, and persistent but not annoying presence across channels where your prospects spend time.