We want to create custom audiences to market real estate listings to so the more we do, the bigger the audience gets. Do you think this is a good use of marketing $$$ vs. sending that traffic to a real estate related opt-in to do the marketing in email format?
I think it's a great idea, but you need to do good consumer research to figure out your real personas. If you don't, you risk segmenting down too far and not reaching a lot of your audience.
If I were you, I'd do a combo of laser-targeting and also casting your net wider to get them into that email marketing flow you talk about. Then you can see which is more effective and double down on that.
