Creating a Returning Visitors Marketing Strategy
A lot of marketing strategies tend to focus on attracting new people, which makes sense. To be successful, you continually need new people to discover you, your brand, and your business.
But building a marketing strategy that focuses solely on attracting new people comes at a cost: disregarding the people who have already visited your website and already know about you.
In a lot of cases, if someone hasn’t converted the first time they’ve visited a website, most marketing strategies tend to ignore them and continue focusing on getting in front of new people. But that’s a significant missed opportunity, because there’s a lot of value in concentrating some of your marketing efforts on people who already know about you, even if they’ve only found you once and haven’t reached out.
The goal of an effective marketing strategy is always two parts: having people within your target audience discover you, and making sure they remember that you exist after they’ve discovered you. The second part is where a returning visitors strategy comes in.
Returning visitors are often more valuable than new visitors because they’re more likely to convert. That’s because you’re more likely to have already built trust and authority with a returning visitor than with someone discovering you for the first time.
But to create a marketing strategy that brings people back, you have to give them a reason to return. That means consistently providing something of value that makes returning to your website worthwhile.
Through Your Content Strategy
Having a strong content strategy in place is one of the most effective ways to bring people back to your website on a regular basis.
Your content strategy allows you to establish your authority, prove your expertise, connect with your target audience, and solve problems for them by providing answers to the questions they’re searching for. And if the content you’re providing is genuinely valuable, it gives people a reason to return again and again.
Each time someone revisits your website to read new content you’ve published, you build more trust with them. That means when they are ready to make a real estate decision, they’re likely to reach out to you first because you’ve been consistently helpful over time.
Your content strategy also works better for returning visitors when your content is well-connected through internal links. When someone comes back to read a new post and your website makes it easy to find related content, they’re more likely to stay longer, explore additional pages, and deepen their engagement with your brand. That kind of repeat, multi-page engagement is a strong signal to both search engines and AI platforms that your website is providing real value.
When done correctly, your content strategy can run in the background, around the clock, and continually help you build rapport with your returning visitor audience.
★ Want to learn more about building a content strategy that brings people back? Have a look at these posts:
- Creating a Content Strategy Based on Emotional Search Intent (To Get Better Leads)
- Creating an Evergreen Real Estate Content Strategy
- Using Internal Linking to Get More Visibility and Leads
Through Your Email Marketing Strategy
An effective, well-planned email marketing strategy is one of the best ways to reach out to the people who already know you, remind them that you exist, and give them a reason to return to your website.
The key to a strong email marketing strategy is to make sure you’re providing something your audience will find value in, not something that only serves you.
For example, a lot of agents send marketing emails that highlight their recently sold properties. And while that can help show that you’re experienced, it probably isn’t something your audience cares about because it isn’t directly about them and it doesn’t solve a problem for them.
A better approach is to send a regular newsletter that provides a mix of helpful real estate information, relevant updates, and links to your latest content that works toward solving a problem or answering a question your audience has. Something your audience actually finds useful and looks forward to receiving.
You can take it a step further by segmenting your email marketing list into groups that have specific interests, whether that’s buyers, sellers, people thinking about downsizing, or any other segment within your target audience. Sending specific, relevant information to a specific audience is more effective than sending the same generic email to everyone, and it creates a stronger reason for people to return to your website.
Every email that links back to a new blog post, a new guide, or a new piece of content is another touchpoint that keeps your brand visible and your website active in their mind. Over time, that consistency builds the kind of familiarity and trust that leads to business.
★ Want to learn more about email marketing? Have a look at these posts:
- Building an Inbound Email Marketing Strategy
- Automating Your Email Marketing List Building
- Why You Should Never Stop Building Your Email Marketing Database
Through Your Social Media Strategy
Your social media strategy is one of the easiest ways to stay in front of people who already know about you, because they can see you in their feeds on a regular basis.
While a lot of agents focus on getting more followers, more views, or more likes, the real goal of a strong social media strategy is to create content that speaks directly to your audience’s needs and interests. The most effective social media content for returning visitors isn’t about showcasing your success; it’s about providing something useful, interesting, or informative that makes your audience want to click through and explore more of your website.
Social media is a particularly effective channel for promoting new blog posts, new resources, and new content that gives your audience a reason to return.
When someone sees a post in their feed about a topic they care about and clicks through to read the full article on your website, that’s your returning visitors strategy at work.
Through Your Retargeting Advertising Strategy
When it comes to advertising, most agents focus on traditional campaigns designed to attract new people who have never heard of them. But retargeting advertising takes a different approach: it allows you to advertise directly and only to people who have already visited your website.
Retargeting works by showing ads to people who have previously interacted with your website, keeping your brand visible to them as they browse other websites and social media platforms. It’s an effective and relatively inexpensive way to stay top of mind with the people who already know you exist but haven’t yet reached out.
When combined with a strong content strategy and email marketing strategy, retargeting creates another layer of visibility that reinforces your brand and gives people additional reasons to return.
Why Returning Visitors Build Stronger Businesses
While you certainly need new people to continually discover your brand through your marketing strategy, those people aren’t likely to trust you the first time they find you.
Building trust takes time, and it happens through consistent, repeated interactions with your content, your brand, and your message.
By building a marketing strategy that focuses on bringing back the people who already know about you, you create a strategy focused on the people who are most likely to eventually convert into real business.
The returning visitors who come back to read your content, open your emails, see you on social media, and engage with your brand over time are the ones who will reach out when they’re ready, often without considering anyone else, because you’ve already built the trust and authority that makes them confident in choosing you.
Want to get better, more qualified leads and build your authority? Our Inbound Marketing Guide is a walkthrough of the overall philosophy of inbound marketing, why it’s effective, and how you can build it into your own real estate marketing strategy to get better marketing results.
