Episode #256: Effective Home Builder Geofencing – Greg Bray and Kevin Weitzel
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Key Takeaways
Geofencing targets potential home buyers by showing display ads to people who visit specific physical locations, such as competitor sales centers or relevant apartment complexes.
Utilize geofencing to specifically target locations that indicate a strong likelihood of someone being in the market for a new home, rather than broad locations like general retail stores.
Craft ad messages that are tailored to the specific audience being geofenced; for example, 'why rent when you can own' for apartment complexes versus luxury home messages for high-end real estate offices.
Measure geofencing effectiveness through conversion zones (e.g., your sales office), website clicks, and other standard website analytics, understanding that marketing is cumulative.
Consider addressable geofencing by uploading cold lead lists or lists of homes for sale (MLS data) to directly target individuals who have shown prior interest or are likely to be moving.
Commit to geofencing campaigns for at least 90 days to allow for optimization and accurate measurement of results, as immediate impacts are not typical.
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