Book A Real Estate Marketing Demo With Our Team
In the discovery calls, we discuss how we reach buyers, sellers and renters in your market, CPM & pricing for real estate campaigns, how we measure tours and showroom visits, and how we work with brokerages, builders and leasing companies.
Real Estate Results We’ve Measured
In real estate the meaningful number is people walking into a model home, a leasing office or an open house. The figures below come from campaigns run for a national home builder, a multifamily community and a high-end brokerage.
You’d Be In Great Hands. These Clients Are
Target People In The Real Estate Market
Tired of those old marketing tactics that rarely translate into leads for your brokerage or leasing company? Our digital real estate marketing solutions will allow you to capture home buyers and sellers as well as potentially attract people looking to lease.
Paying For Phone Calls (Not Just Clicks)
Are you a broker or leasing company who works in real estate? Our standard Google Ads campaigns for real estate companies still perform well for clients. But we also can develop call-only campaigns (and text only campaigns) so you only pay for phone calls from actual searchers expressing a need to buy or sell a home.
Our click-to-call only campaigns have converted 40% better than traditional Google Ads campaigns.
Target Consumers Based On Their Physical Location
Propellant Media’s latest technology in Geo-Fencing Technology targets people who visited a specific location with the most precise temporal geo-targeting solution available. By building a custom polygon around the location, we can begin serving Ads to the mobile devices of those users from the time they enter our geo fence for up to 30 days.
Ideal Locations Including:
- Competing Brokerages & Leasing Offices
- Open Houses & Model Homes
- Competing Apartment Communities
- Transitioning Neighborhoods
- Mortgage Lenders & Title Offices
- Home Improvement & Furniture Retailers
- Corporate Relocation Hubs & Office Parks
Now you can continue engaging with those very same people long after they left those locations.
Target 1,000 To 1,000,000 Home Addresses With Laser Precise “Addressable Geofencing”
Do you have a list of customers or business addresses? Addressable Geo-Fencing can be used both as a stand-alone tactic and to improve the results of addressable TV campaigns, direct mail campaigns, and other marketing efforts that target specific households. By extending the reach, improving the frequency, and providing foot traffic attribution through conversion zone tracking, Addressable Geo-Fencing makes all household and business address targeting efforts more effective through our automated platline geofencing drawing capabilities.
- Highly Precise – Targeting is based off of plat line data from property tax and public land surveying information to maximize precision of addresses being targeted. Up To 90% Match Rate
- Highly Scalable – Up to 1 million physical household and business addresses can be targeted per campaign.
- Provides Foot Traffic Attribution – Conversion Zones can be used with Addressable Geo-Fencing campaigns to track uplift in foot traffic to the advertiser’s location.
- Multiple Creative Formats Available – Advertisers can utilize static ads, video ads, and OTT (i.e Roku) Ad campaigns with addressable geofencing.
- More Precise Than IP Targeting – Addressable geofencing is even more precise than IP Address Targeting, yielding a 90% match rate.
For real estate this is the difference between advertising to a zip code and advertising to a list. Expired listings, renters in specific buildings, homeowners in a target subdivision, or a relocation list from an employer can all be targeted address by address.
Busy? Watch Our Recorded Geofencing Webinar. Here is What You’ll Learn
- What Is Geofencing
- Dispel Many Geofencing Myths
- Realtime Geofencing Case Study
- Strategy & Use Cases With Geofencing
- How To Measure Foot Traffic W/ Geofencing
- How To Profit From Geofencing Advertising
- How To Win More Business With Geofencing
- How To Get Started With Geofencing
Key Geo Fencing Benefits:
- Target households and those in the market to buy or lease a home
- No IT Requirements needed
- As long as location services on the mobile devices of those prospects are turned on, we can serve Ads to them on those same mobile devices
- 90% of individuals typically have location services turned on
- Does not require any Physical BEACONS
- Target location visitors or open house attendees for 1 day – 30 days
- Serve ads across the 600,000 App’s we have access to as well as in browser (Chrome, Safari, FireFox, Internet Explorer)
- Granular localization via custom shapes & sizes
- Retarget prospects who visit or commute through any geo-fenced location
Solutions Custom Tailored To Brokerage & Leasing Companies
Pay For Only Phone Calls To Your Company
Our ability to create custom tailored Google Ads campaigns for real estate brokers and leasing companies is what we take pride in. We can also create call only campaigns so you’re only paying for phone calls, not just clicks to your website. And our call-only campaigns traditionally perform 40% better than our traditional Google Ads and Bing campaigns. One high-end brokerage saw its click through rate reach 7.58% against a 1.91% industry average, with quality scores rising from 5.7 to 7.2.
Use Search Retargeting To Target Those In Need of Financing
Our search retargeting technology utilizes search data from Bing, Yahoo and other major search engines with search bars, tracking the search history of those individuals. If they performed similar real estate related searches, we can target them utilizing those very same keywords.
Out Rank Your Other Real Estate Competitors
Want to increase organic traffic? Our team can build an SEO plan allowing your real estate brokerage or leasing company to rank for local and national keywords centered around those actively searching for you. We will build consistency around your location(s), determine keywords you should rank for, and develop a plan to capture links and shares of your brand so you’re getting more phone calls and visits to your website.
Use Social Media To Advertise To Those In Your Real Estate Market
With our sophisticated and custom tailored advertising solution, we can get as granular as you want to target those most likely to engage with your real estate brokerage or leasing/management company. Learn more about our social advertising solutions.
Reporting For ALL Your Campaigns
This is an area we love to talk about. With analytics, we can determine what’s effective and what’s not and turn ineffective campaigns into positive ROI campaigns for our clients. You will receive regular reports highlighting the most important functions of your campaigns and we will report on everything via one dashboard.
One national home builder tracked 577 in-person visits in a single 30 day flight — at a $41 cost per thousand impressions, against the $80 they were paying on television.
Use Cases of Geo Fencing In Real Estate
- Competing Listings & Open Houses – Fence a competitor’s open house or model home and reach the buyers who toured it, for up to 30 days afterwards.
- Competing Apartment Communities – Renters shopping a rival community are the most qualified audience a leasing office can reach, and lease cycles make timing predictable.
- Transitioning Neighborhoods – Target households in areas with high turnover to reach likely sellers before they list.
- Corporate Relocation – Fence office parks and employer campuses where relocations originate, particularly around known hiring or expansion announcements.
- Measure Actual Tours – A conversion zone around your model home, leasing office or development counts how many people served your ads later showed up in person.
Digital Execution Process For Brokerages, Builders & Leasing Companies
1
Digital Analysis
This forms the basis of your digital needs so our team can understand your ideal buyer or renter, your business goals, any existing advertising and marketing you’re doing, and how we can develop a digital plan of action.
2
Creative Development
What will you say when you show up? That question matters more than anything. Here we take your messaging and build Ads around it.
3
Fencing & Conversion Zones
We fence competing listings, communities and neighborhoods, then draw conversion zones around your model homes, leasing offices and developments so tours can be measured.
4
Analytics/Reporting
Now we can pull all our advertising into a clean reporting system that you can easily review and dissect, including tracked visits by property.
5
Optimizations
After running the campaign for 1 – 2 weeks, we start our optimization process with split testing ads, changing targeting parameters, and checking CPA goals.
Frequently Asked Questions About Real Estate Marketing
Can you prove advertising drove people to tour a property?
Yes, through conversion zones. A fence around your model home, leasing office or development counts how many people served your ads later arrived in person. One national home builder tracked 577 such visits inside a single 30 day flight.
Can we target competing listings and communities?
Yes. A fence around a competitor’s open house, model home or apartment community builds an audience of people who toured it, and they can be reached for up to 30 days afterwards. For leasing offices in particular this is usually the highest intent audience available.
What does a tracked visit cost?
It varies by market and property type. One apartment community tracked 109 conversions at a $4.51 cost per visit. For a home builder the relevant comparison was media cost: $41 per thousand impressions against the $80 they had been paying for television.
Can you target specific addresses rather than a radius?
Yes, through addressable geofencing, which matches a supplied address list against plat line data at up to a 90% match rate. Expired listings, renters in named buildings, homeowners in a target subdivision or a relocation list can all be targeted address by address.
Does this work for multifamily and leasing as well as sales?
Yes, and multifamily often performs better because lease cycles are predictable and the decision window is short. Campaigns can be timed against renewal periods and targeted at competing communities rather than run continuously at a low level.
How do you reach likely sellers rather than buyers?
Through household targeting rather than location. Addressable geofencing against a list of homeowners in a target neighborhood, combined with search retargeting on selling related keywords, reaches people considering listing before they contact an agent.
Can we pay for phone calls rather than clicks?
Yes. Call-only and text-only campaigns bid for calls instead of website clicks, which suits brokerages and leasing offices where the phone is how appointments get booked. These campaigns have historically converted around 40% better than traditional search for our clients.
Do you work with individual agents or only firms?
Mostly brokerages, developers, builders and property management groups, where budgets support measurable multi-property campaigns. A single agent is usually better served by local SEO and their brokerage’s own marketing than by a standalone programmatic campaign, and we would tell you that rather than take the work.
If you are interested in investing in advertising solutions many of your competitors are not taking advantage of, contact us today.
Buyers and renters shop in person before they ever call.
Reach the people touring a competitor’s open house or apartment community, the households in a neighborhood you want listings from, or a relocation list from a specific employer.
Then measure how many of them actually walked into your model home or leasing office.
Fill Out the contact form or call us at 1 (877) 776-7358.