How to Use Retargeting Ads to Capture Lost Apartment Leads

Team collaborating around a computer, analyzing marketing strategies with charts and data, focused on lead generation for multifamily housing.

Turn Browsers into Renters with Smart, Strategic Follow-Up

Most renters won’t lease an apartment the first time they visit your website—and that’s not a flaw in your site. It’s just how people shop today.

They’re comparing neighborhoods, amenities, price points, and availability across multiple tabs, devices, and days. Even if they like what they see, they rarely act right away.

So here’s the real question:
What happens after they leave your site?

If the answer is nothing, you’re missing the easiest opportunity to re-engage qualified leads who already showed interest. That’s where retargeting ads come in.

In this guide, we’ll break down how retargeting works, why it’s crucial for apartment marketing, and exactly how to use it to convert interest into leases.

What Is Retargeting (and Why Does It Matter in Leasing)?

Retargeting (sometimes called remarketing) is a digital marketing strategy that shows targeted ads to people who have already interacted with your brand.

This includes anyone who has:

  • Visited your website
  • Clicked on an ad
  • Opened a leasing email
  • Viewed a floor plan or pricing page
  • Engaged with your social content

These prospects are warmer than cold traffic. They’ve already raised their hand. Now, they just need a reason to come back.

Retargeting helps:

  • Keep your community top of mind
  • Remind renters what they loved
  • Create urgency and reinforce trust
  • Bring leads back into the leasing funnel

It’s one of the most cost-effective and conversion-friendly tools you can use—especially during pre-leasing and lease-up campaigns.

Best Retargeting Channels for Apartment Communities

Multifamily communities can benefit from a mix of retargeting platforms, each with its own strengths. Here’s how to use the big three.

1. Google Display Network

Reach your past site visitors as they browse the web—news sites, blogs, YouTube, and more.

Why it works:

  • High reach (millions of websites)
  • Low cost-per-click
  • Great for brand visibility and recall

Use display banners to remind renters about availability, specials, or upcoming tour slots.

2. Meta (Facebook & Instagram)

Meta retargeting lets you re-engage users who:

  • Visited your website
  • Watched your videos
  • Liked or saved a post
  • Clicked a past ad

This is perfect for showcasing:

  • Lifestyle photos
  • Community events
  • Move-in specials
  • Resident testimonials

You can also retarget Instagram engagement alone—a smart move for younger renters.

3. YouTube

Video retargeting is one of the most emotionally resonant tools in your arsenal.

Use short-form video ads to:

  • Show virtual tours or walkthroughs
  • Introduce your leasing team
  • Highlight amenities like the gym or rooftop lounge

This works especially well after someone views your website but doesn’t convert. A well-placed video can draw them right back in.

Retargeting Ad Examples That Work

The most effective retargeting ads are simple, clear, and focused on next steps. Here are a few proven message formats:

  • “Still looking? Schedule a tour today.”
  • “You loved [Floor Plan Name]—it’s still available.”
  • “Just a few units left. Don’t miss your chance.”
  • “Exclusive move-in specials available now.”
  • “See what life at [Community Name] looks like.”

These ads should:

  • Include clear branding
  • Feature professional photography or video
  • Focus on one core action (tour, apply, claim offer)
  • Lead to a landing page with minimal friction

Tip: A/B test different ad versions. Sometimes “Book a Tour” works better than “Apply Now.” The only way to know is to test.

Segment Your Audiences for Higher Conversions

Not all renters are the same. Neither are their website behaviors. Your retargeting should reflect that.

Here’s how to segment smartly:

1. By Page Viewed

Someone who visited your floorplan page is showing deeper intent than someone who just viewed the homepage.

Target them with:

  • Pricing info
  • Floorplan availability
  • Photo galleries

2. By Time on Site

The longer someone stays on your site, the more engaged they are.

Create tiers:

  • Under 30 seconds (lower intent): Use lifestyle or branding messages
  • Over 2 minutes (high intent): Push tours or application incentives

3. By Source

Leads from Google Ads behave differently from those from social. Customize follow-up messaging accordingly.

Example:

  • A Google search visitor may get a more information-focused ad.
  • A social media visitor may respond better to visual content or testimonials.

Tailored retargeting = higher click-through and conversion rates.

Frequency Matters: Don’t Overdo It

Yes, you want to stay top of mind—but not at the cost of annoying your prospects.

Tips to avoid ad fatigue:

  • Cap impressions: Limit the number of times a user sees an ad in a given day or week.
  • Rotate creatives: Refresh your images and messages every 10–14 days.
  • Vary tone and content: Mix urgency-focused ads with informative and lifestyle-based creatives.

Balance is key. Think of it like a follow-up text—friendly, not pushy.

Measure What Matters (and Optimize)

Retargeting isn’t “set it and forget it.” You need to track, test, and improve your ads continuously.

Here are the KPIs that matter most:

  • Click-Through Rate (CTR): Are people engaging with the ad?
  • Conversion Rate: Are they taking the next step—booking a tour or filling out a lead form?
  • Cost per Acquisition (CPA): What’s your cost per lead or per lease?
  • View-Through Conversions: Did someone lease after seeing—but not clicking—your ad?
  • Return on Ad Spend (ROAS): How much revenue are you generating per dollar spent?

Use platforms like Google Ads Manager, Meta Business Suite, or a CRM-integrated dashboard to track performance across channels.

Pause underperforming ads. Scale the high performers. And keep refining your audiences.

Most communities spend heavily to get new traffic, and almost nothing to bring visitors back. That’s like throwing a party, watching people walk in and leave, and never sending a follow-up invite.

Retargeting gives you that second chance. It helps you turn interest into action, browsers into renters, and traffic into signed leases.

At Lease Ups, we build customized retargeting funnels that:

  • Capture leads
  • Re-engage past visitors
  • Increase occupancy faster
  • And stretch your marketing budget further

Ready to recover lost leads and fill more units?
Let’s talk strategy and build a retargeting system that delivers.