How to Use Location Targeting in Your Real Estate Marketing Plan
Location, location, location – that old saying about real estate still holds true today. But with competition within the industry fiercer than ever, real estate marketing can be a challenge. That’s why real estate marketers need to get smarter about reaching their potential customers. Whether you’re a realtor in search of new homebuyers (or sellers) or an agency working with real estate companies, using GroundTruth’s location intelligence technology can help you improve your real estate marketing plan and win more business. Here are some of the real estate marketing tactics that are working right now.
Use Proximity And Get Hyperlocal
Geofencing for real estate marketing is one of the most important targeting tactics you can use, and it’s a great way to hone in on your ideal audience. GroundTruth’s technology allows you to define a very precise and targeted 0.1 mile radial fence around a specific location. So, when you’re marketing in a particular neighborhood, you can geofence the nearby shopping centers, office spaces, and parks people in that area use. In addition, if you’re handling rentals, geofencing real estate helps you target leasing offices prospective customers are likely to visit. You can also use geofencing for conquesting. Think about it: you can set up a geofence around competitor MLS listings and show ads to people looking at them. This can influence them to look at your listings instead. And you can save this niche audience for future marketing, such as retargeting campaigns to further influence their behavior.
Reach Your Audience At Multiple Touch Points
One of the down sides of older real estate marketing strategies is that it was difficult to keep tabs on customers using different devices. That’s no longer true. It’s now an era of cross-device shopping, where most customers start and end their purchase journeys on a smartphone. In between, though, they may check out properties on their computers, and you don’t want to lose sight of them then. GroundTruth’s cross-device intelligent location technologies let you market to the same users, no matter which device they’re using.
Understand Online And Offline Behavior
When you’re marketing to a particular audience, you need a complete picture of who they are. That’s not just about what they do online, but about offline behavior as well. GroundTruth’s Blueprints technology builds a digital map of every area. You can refine this data to build a location-based audience targeted by offline visitation behavior. In other words, if you want to promote homes within a few miles of a desirable school district, you can do it. Whether you’re selling condos or vacation rentals, every MLS listing caters to a different demographic. In combination with your real estate data visualization, you can use GroundTruth to create audiences based on what you’re marketing and who you want to reach. For example, if you’re selling luxury apartments in South Beach, it doesn’t make sense to target the entire city of Miami. That’s a waste of your ad budget, as you’ll be marketing to millions of people who aren’t interested at all. Instead, use more refined criteria, serving targeted ads to buyer categories like affluent shoppers, golfers, or luxury car owners. The more relevant your marketing is, the more likely you are to make sales.
Optimizing Marketing Strategies For Real Estate KPIs
So, how can you use location technology with specific real estate marketing KPIs? Here are some ideas for optimizing your location-based marketing:
- Track verified walk-ins: create a blueprint of a location where you want to measure footfall traffic. Then you can track activity and improve lead generation.
- Build brand awareness: When creating your ads, optimize for the “delivery” goal, which helps you reach a wider audience whom you can later retarget based on behavior.
- Measure website engagement: Use click optimization to ensure you’re getting the most clicks for your ad budget.
- Track multiple mobile calls to action (CTAs): Set up a mobile-optimized landing page with one of GroundTruth’s templates, and you can track multiple CTAs, including click to call, click for directions, and click to visit website. This helps increase user engagement.
The bottom line is that when you use real estate marketing tactics, such as location data and geofencing for real estate marketing, you reduce time wasted on unqualified traffic. Instead, you can narrow your focus to reach people who are really interested in a particular area or type of property. The GroundTruth Ads Manager platform will help you market to the right people in the right place at the right time. Not only can you start effective campaigns more quickly, but you can leverage real estate data visualization for better insights, strengthening your SEO efforts, and your out of home (OOH) and social media marketing. Interested in real-estate location marketing and want to stay ahead of the game? Sign up for GroundTruth’s Ads Manager platform!
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