The Cookie-less World of Digital Marketing in Real Estate

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In: Residential Sales,

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Cookies have long been an essential aspect of digital marketing and internet use in general. With precise data tracking capabilities, cookies help marketers refine their targeting while users enjoy an overall improved experience. However, mounting privacy concerns over the years culminated in the iOS 14.5 update, making it easier for users to opt out of data tracking.

This has thrown a huge curve ball to digital marketers who relied on this tracking to do their job. As a result of more users preventing data tracking, pixel audiences are decreasing each day and targeting is poorer due to weaker data backing it up. Real estate agents, alongside every business that relies on targeted digital marketing, must shift their strategies accordingly. 

 

What are Cookies?

Cookies are text files with small pieces of data. For example, a username and password. Cookies identify your device within a network and track its online activity. Cookies streamline your web browsing experience in a few key ways:

  • Remembering individual login information for different websites as well as preferences, such as language and location-relevant content
  • Customising advertising to personalise web browsing sessions. You may view certain items or parts of a site, and cookies use this data to help build targeted ads that may be relevant
  • Tracking. For example, shopping sites use cookies to track items users added to their cart or previously viewed, allowing them to suggest other goods you might like and keep items in shopping carts while they browse elsewhere.

Data stored in a cookie is created by the server upon your connection. This data is labeled with an ID unique to you and your device. Cookies exchanged between your device and the network server tell the server what information to specifically serve to you.

 

Real Estate Advertising Without Third Party Cookies

It’s important to note that the updates to iOs 14 impact third party cookies by websites, social media platforms and advertising networks. Real estate agents have traditionally relied heavily on these third party cookies for targeted advertising. However, this doesn’t mean targeted advertising will no longer be possible.

Instead, agents must utilise better tools to understand and target audiences as individuals as opposed to just the devices they use. New approaches to targeted advertising require agents to collect their own data about customers. Privacy compliance must stay top of mind while you develop these new customer profiles.

 

First Party Data 

In the cookie-less world of real estate digital marketing, first party data is essential. In other words, your CRM. First party data helps you identify your audience, how they engage with your brand, their customer journey and the best way to reach them. 

This data is made up of customer interactions and touchpoints across your marketing, website and apps. Your database is more valuable than ever. Agents who understand the lifetime value of their customers and what actions drive the most value will have an advantage.

 

Data-Driven Real Estate Marketing With Plezzel

The Plezzel Platform is an incredible solution to this transition from third party to first party data. Tailored for real estate, Plezzel has gathered data for over 10 years. Our technology allows businesses to become more independent by owning this data. We help agents put marketing budgets towards well targeted, continuously growing audiences. To find out more, please get in touch with the Plezzel team.

 

By – Digital Marketing Specialist
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