Category: Real Estate

The real estate industry has undergone remarkable changes in recent years, largely driven by the proliferation of digital technology. Traditional marketing methods are no longer sufficient to capture the attention of today’s digital-savvy homebuyers. According to the National Association of…
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Apartment Complex Converts With Geofencing

The Challenge

An apartment complex for senior citizens was looking to advertise a rent-free promotion and drive inquiries from potential new residents. They enlisted the help of our team to utilize new geo-fencing technology and several other tactics to more accurately reach their target audience and drive visits to their website and physical location.

The Strategy & What We Implemented

We knew we had an opportunity to reach the target audience with programmatic display solutions.  So we focused on the follow digital tactics:

  • Geofencing Marketing – The advertiser identified the key locations to reach their target audience and our team built geo-fences around those sites.
  • Site Retargeting – The campaign also featured search retargeting at the keyword level and category contextual targeting to reach users interested in senior living.
  • Keyword Contextual/Search Retargeting – We leveraged a number of popular keywords such a 50 plus apartments, senior apartment living, etc.. in order to ensure we reached our target audience.
  • Conversion Zone Tracking – Additionally, the client decided mid-flight to implement a geo-fence conversion zone around the apartment complex in order to measure the number of individuals who were delivered an ad and then visited the complex. Our team and our multivariate algorithms worked to continually optimize the campaign mid-flight by optimizing keywords, category contextual elements and more.

Results

Over the month-long campaign, our team delivered a .41% CTR, more than quadrupling the industry average CTR of .08-.1%. With our team’s Conversion Zone tool, the advertiser was also able to track 109 geo-fence conversions at a CPA of $4.51.

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New Home Builder Drives In Person Visits With Propellant Media

The Challenge

A home developer was looking to drive potential buyers to visit new homes.  Their in house team was already leveraging Google Ads, Facebook Ads and other offline tactics to reach in-market home buyers.  They were tapping into the expensive Realtor.com app to do sponsored listings as well.  They enlisted the help of our team to run a mobile advertising campaign utilizing new geo-fencing with conversion zones technology and other programmatic tactics. The goal was to more precisely reach their target audience and track online-to-offline conversions while achieving a .1% CTR.

Lastly, we learned the client was leveraging TV Advertising, and they opened up to the idea of implementing an OTT Advertising campaign.

 

Solution

The team developed a comprehensive strategy of search retargeting, site retargeting, mobile geo-optimization, and geo-fencing with conversion zones.

  • Geofencing Marketing – Our team built geo-fences around home improvement stores, other communities that were for sales and under construction. We have over 100 locations we are actively geofencing for the home builder.
  • Addressable Geofencing – We leveraged their MLS list of homes for sale that fit their competitive set.  THey supplied 2000 – 3000 locations every 30 days.
  • Keyword Contextual/Search Retargeting – We used “homes for sale” type of terms in our effort to reach people in-market looking for homes.
  • Conversion Zone Tracking – With conversion zones around each of the new home developments. Additionally, the campaign utilized event targeting to reach users who attended a local college football game. After launch, our team made optimizations to improve campaign performance including blacklisting domains and updating the frequency cap to ensure proper delivery.
  • OTT/CTV Advertising – Our team was able to take the same video creative and implement an ott/ctv advertising campaign leverage the same addressable lists as well as the keyword contextual audiences, knowing that we use the power of our programmatic solutions with the impact of digital TV.

Results

This home builder has been working with Propellant Media for over 1.5 years.  But over the last 30 days, our team delivered 1.2 million impressions, 1,300 clicks, but most importantly, 577 geo-fence conversions, measuring the number of users who entered a targeting zone and then visited a new home development.

geofencing marketing real estate home builder results

In addition, the client was able to achieve a lower cost per impressions of $41 compared tot he $80 they were achieving with TV Advertising.  Below are samples of the placements they had via our targeting platforms.

OTT Advertising Reportsample streaming app for ott advertisingott advertising streaming apps

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