Peter Lorimer tackles the ever-important question: What is one of the most effective ways to market and tailor a campaign?

On this edition of “Keeping it real,” a recurring series on Inman, Peter Lorimer tackles the ever-important question: What is one of the most effective ways to market and tailor a campaign?

The answer, he suggests, is Facebook pixel, as he believes it is probably one of the most important evolutions of the continually changing platform.

Essentially, the Facebook pixel is a tracking device for all your potential customers who visit your website. The next time they go on Facebook, you capture them as someone to market to, Lorimer explained.

“It’s genius!”

Lorimer further laid out the bottom line concerning the significance of such a technological advancement and what it should mean for your marketing plan.

If you are now consistently marketing to say, 2,500 people who were just randomly browsing your website, through Facebook — thanks to collecting their data with Facebook pixel — it will turn into deals.

“Look at Facebook pixel as a machine that spits into a bucket all of those people you didn’t realize were interested in you. Then, you can begin to market to them over and over again through Facebook and Instagram of course.”

Listen to the full podcast for Lorimer’s insights on how to get a better comprehension of how this revolutionary idea can translate into obtaining clients and in turn money in the bank.

Peter Lorimer is the CEO of Beverly Hills, California-based PLG Estates.

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