Remember those days in the pre-social media era when billboard campaigns, bench posters and TV-commercials dominated the real estate industry? Those days are dead and gone.
According to a study from the National Association of REALTORS®, nearly 95% of home shoppers will turn to their mobile devices or laptops to shop for homes. Having a digital marketing strategy for real estate is no longer just a tool that gives you a competitive advantage, it’s now a must-have in order to survive.
“Some real estate agents are still trapped in the age of mass media. They want to reach as many people as possible with the idea that the more people they reach, the more likely they are to find their audience. However, this type of broadcast marketing is unnecessary in the digital era.” Says Chad Egan, CEO of Geonet. “Instead of combing through large groups of people trying to find your audience, you can micro-target them by geo, demographic, and interest with Geo-targeting. It’s these characteristics that have kept Geo-targeting going strong in the years since.”
But what exactly is Geo-targeting? And how Geo-targeting is the next best thing in real estate? In this article, we will talk about everything Geo-targeting and how this method has helped our real estate clients break sales records and become the leaders in their local markets.
What is Geo-targeting?
Geo-targeting is a term in online marketing that is used to describe the delivery of ads, media streams, and any other online content to users who are accessing the web from specific and targeted locations.
“Being in the right place at the right time” is a vital aspect of being successful. It’s all about being the best in your field and offering products or services the customer needs and wants at the right time. Geo-targeting is doing just that.
According to a study that was held by Factual, a location data company, 80% of the marketers surveyed said that location-based marketing gets higher response rates and more customer engagement than traditional forms of marketing.
How does it work?
With unique and sophisticated technology, Geo-targeting can create a Geo-zone by simply honing in on a rooftop of a building. If anyone walks into that specific area, Geonet can send them your ads. Our real estate clients have seen it work with booming success!
What if we told you that 60% of buyers visit an auction, inspection and real estate event before they buy? What if when they stepped foot into that location, your ads popped up in their phone? Not only is it a chance to coerce them away from your direct line of competition, you know that these customers are 100% looking for the best deals in real estate. You are targeting an audience that already needs your services, rather than trying to convince people they should buy or sell.
What happens next?
After step one is complete, it means you have caught your audience at the correct time. In real estate, timing is everything. If your ads are too early, or too late, your offering may be ignored or become irrelevant. That’s why you need to make sure your advertisement is pushed whilst your audience are still hot leads. You want your branding message everywhere. After Geo-Targeting has identified your customer in the right Geo-zone, it will push your company everywhere it can online. Just some of Geonet’s partners include realestate.com.au, domain, Channel 7/9, Ebay, Gumtree and hundreds more.
Other components of Geo-Targeting
Web design & social media:
Being the best real estate agent may not be enough these days. You may be very knowledgeable in this field and your local market, you still have to keep other key components of digital marketing to back your agency up.
If a potential customer clicks on your Geo-targeted ads, and it is directed to a slow-loading website with jumbled layout and missing information, these issues will make a bad first impression and your potential clients will head to your competitor instead. This is where having a strong online presence is important.
“Having a website that helps to generate leads and convert them effectively is the first step toward success in the real estate business,” says Egan. “Your website must be capable of converting these leads into actual sales.”
After the website, social media is the next key component that can support your agency. It is the first place your potential clients will go to when they want to see your reputation. According to Statista, 80% of Australia’s population is on social media. Therefore to keep an engaging profile, you have to make sure you create organic and authentic content. If the last time you posted a sale was 6 months ago, or the last time you responded to a question or a comment was weeks ago, it will not make your company look professional.
At Geonet, we not only focus on Geo-targeting, we can help all areas of your digital marketing.
Social media ads.
With roughly 2.85 billion users on facebook and 1 billion on Instagram alone, targeted social media ads have never been more important. In recent years algorithms have changed so that popular content comes first, making it harder to advertise your company in organic posts – especially when you’re just starting to gain a social media following. Social media ads are a key component of Geo-targeting as it collects the correct information and data from your customer.
Google is still the leading generator of high quality search leads. With Geo-targeting we match your business with people looking to buy and sell now. Through search engines, keywords and SEOs, Geonet makes sure that when people remember your company from Geo-targeting ads, you are easy to find!
Website traffic & conversion.
Geo-targeting truly allows you to hone in on your specific audience and exact market. ROI is high as wasted and dead leads are kept to a bare minimum. Geonet can really track the effectiveness and cost per customer lead so you can make the right decisions and investment when it comes to digital marketing to grow your business at speed.
Who can apply for Geo-Targeting with Geonet?
Geonet’s goal is to create property millionaires all over the world. We believe in working with clients that have a proven track record of turning leads into sales. Geonet has created Geo-targeting so that successful agents and agencies can grow and really dominate their real estate market – using digital marketing tools such as data analytics, social media ads and creative content to stay ahead of their competition.
To find out more about geo-targeting and how it complements a full-service marketing strategy, ask us. Contact our Real Estate Marketing division today!