It’s a well known practice within the housing industry to target buyers from specific regions; it’s what you do every time you send out a direct mail piece or place a display ad in a local newspaper. However, the challenge for many active adult communities and builders targeting 50+ buyers is how to best target their ideal buyer when the buyers live a few states away or in a totally different region or country.
Figuring out the best advertising channels outside your local community has become an increasingly difficult challenge, and when you add decreasing newspaper circulation and the relatively low conversion rates for things like billboards or posters, we see many frustrated developers and home builders.
That’s where the power of online marketing’s geotargeting capabilities can transform your lead generation efforts.
What is Geotargeting?
Geotargeting, at its core, is serving information to users based on their physical geographic location. For example, you geotarget through direct mail each time you select a specific zip code to include in your send or when you advertise in the newspapers specific to cities hundreds of miles away. Yet, even though these channels are geotargeting, they are still a broader approach to advertising that promotes your brand to everyone in the region, regardless of demographics, interests, or whether they are even thinking about moving.
On the other hand, today’s digital platforms offer more targeted and effective means of marketing to users online. They allow you to combine socioeconomic data like income, age, gender, etc. with interests like golf, skiing, or hiking and a users physical location to display your advertising to the right people at the right time.
Digital geotargeting uses data like IP addresses, device IDs, and GPS signals to allow marketers to serve ads to users in a more targeted way than ever before.
Why Geotargeting Works
We know that, especially among mature consumers, each person wants to be treated as an individual. The most effective advertising tells the consumer—”I see YOU and understand your unique needs.” Geotargeting helps you do this in some of the most intimate ways because it acknowledges exactly where a person is physically at a given moment, instead of placing them into a collective sales funnel that delivers broad, impersonal messages. And, it works: the more targeted the ads, the more effective they are.
A prospect’s location defines not only their immediate environment, it can also help establish their mindset, making it even simpler to deliver relevant content. If a person is vacationing at the beach, we can use geotargeting to advertise local restaurants. If an older consumer living in Minnesota is surfing the Web in January for Florida vacations, we can also geotarget them with ads for retirement communities in Arizona. We are targeting consumers in the best locations, during the right time of year, and using the power of digital advertising to display relevant ads when the consumer is thinking about getting away to warmer weather—something you can’t guarantee when you advertise in the newspaper or through direct mail.
Geotargeting and Mobile
Geotargeting is especially important in today’s mobile world. Most of our clients receive over half of their leads via a mobile device. And, according to Google’s “Micro-Moments” study, 87 percent of people have their phone with them at all times, with 30 percent admitting they feel anxious when they don’t have it. In addition, a Pew Research Center showed that 82 percent of Baby Boomers get directions, recommendations, and other location-related information from their smartphones. And studies show that 70 percent of consumers are willing to share their location information to receive incentives such as special offers, coupons, or loyalty points.
With the intelligence geotargeting provides, marketers can seamlessly gain knowledge about where their audience lives, works, and spends their free time, then use that data to provide more personalized, useful information to their audiences.
Using Geotargeting to Advertise Your Active Adult or Retirement Community
Leveraging digital geotargeting for your active adult or retirement community can be pretty seamless when you work with a digital marketing agency. Experienced agencies, like Immersion Active, know how to analyze your direct mail data, email lists, databases, and customer profiles to identify the specific areas you should be geotargeting, as well as the other key characteristics of your target audience. As long as you can share this type of information, your agency should be able to use it to define specific geotargeted audiences in both Google AdWords and Facebook.
And if your community is located in a popular vacation destination, Facebook enables businesses to display ads to leads within close proximity to their location, increasing the likelihood of an impromptu visit. With 798 million daily active mobile users on Facebook, there are plenty of opportunities to connect with on-the-go prospects to increase foot traffic.
Pick the right team to help you
Hopefully, by now you can see the power geotargeting offers for developers and home builders, especially those who need to attract buyers from outside the local area. However, integrating geotargeting into your online marketing campaigns will be easier and more effective if you work with an experienced team.
At Immersion Active, we have a proven track record of optimizing our home builder and community clients’ ROI by leveraging tightly focused geotargeted campaigns. We’re here to help you make the right decisions when it comes to your online marketing strategy. Contact us today to hear more about our geotargeting capabilities.No Comments