Client: Luxury Real Estate Firm, Louisville, Ky
Objective: Enhance the reach and engagement of potential home buyers in the Louisville area by leveraging geofencing technology to target individuals attending open houses.
Background:
A luxury real estate firm in Louisville, Ky wanted to harness the power of digital technology to create a direct and targeted approach to reach potential home buyers. With numerous open houses being conducted every weekend, the opportunity to engage with this niche audience was huge. Go Hamm Digital Marketing created their cutting-edge geofencing campaign strategy.
Strategy:
1. Data Collection
Go Hamm started by gathering first-party data from the MLS. This included a list of all upcoming open houses with the respective addresses and timings.
The team also collected information about past open house attendees by using sign-in sheets and contact forms.
2. Geofencing Setup:
A virtual perimeter was set up around parcels of open house location. The size of the perimeter was adjusted based on the property size and neighborhood demographics.
Another layer of geofencing was activated to include local coffee shops, restaurants, and shopping areas near the open house locations to capture potential home buyers before and after their visits.
3. Ad Creation:
Using the client’s visuals, Go Hamm designed multiple ad variations tailored to Louisville’s property market. The ads showcased the firms expertise and the value proposition of their services.
Call-to-action (CTA) buttons such as “See More Listings” and “Schedule a Visit” were integrated into the ads to drive engagement.
Execution:
Whenever a potential buyer entered the geofenced area during the set timeframe (usually 2 hours before and after the open house timings), they received targeted ads from Jane Smith Realty on their mobile devices. These ads were distributed through popular social media platforms, apps, and websites.
Results:
After running the geofencing campaign for three months:
1. Impressions: The ads secured 450,000 impressions.
2. Clicks: 30,000 clicks were recorded, reflecting a CTR (click-through rate) of 6.67%, which was considerably higher than the industry average.
3. Lead Generation:
2,000 individuals expressed interest by either visiting the firms website, scheduling a house visit, or inquiring about a listing.
150 potential buyers signed up for the newsletter or regular updates.
4. Sales: The campaign directly influenced 20 property sales, with an estimated ROI of 750%.
Feedback:
“Go Hamm’s geofencing strategy brought a new dynamism to our digital efforts. We managed to engage with our core audience at the most opportune time, and the results are a testament to its value. This will undoubtedly be a continuous part of our marketing mix.”
Conclusion:
Go Hamm Digital Marketing showcased the power of geofencing in the real estate sector. By targeting potential home buyers at the peak of their interest, the firm was able to increase their reach, engagement, and sales. The campaign not only proved the effectiveness of geofencing but also cemented Go Hamm’s reputation as an innovative and data-informed digital marketing agency.