Geomarketing: what it is and how to apply it in the real estate market

[muskanislam25]

The concept of geomarketing encompasses any marketing strategy that uses data about people's locations. This includes everything from advertisements to elaborate techniques such as sending messages to the right people at the right time; including the use of this data to make assertive decisions about the business.

Location data comes from a variety of sources, such as a computer's IP address; information that people themselves enter online, such as location in Instagram stories, Facebook check-ins, zip codes; and, most importantly, from data generated by the GPS of smartphones (almost always turned on).

Why is geomarketing important for real estate agencies?
Firstly, because technology is becoming increasingly important. Taking your real estate agency to the digital world is essential. Secondly, because, especially in the real estate market, location matters.

Through Big Data and artificial intelligence, several tools malta whatsapp data can provide the market intelligence needed to optimize the segmentation of your operations. This generates:

More qualified leads for your sales team;
Increase in ROI (Return on Investment);
Improved customer relationships, considering omnichannel activities .
How to do real estate geomarketing?
There are several ways for real estate agents and brokers to use geomarketing. Below, we list some of them:

Offline Geomarketing: Market Geography
Using Big Data, you can perform a geographic analysis of your market. For example, if you want to open a real estate agency, you can understand the geography of the market in some regions before deciding where you will base your business.

If you're already in business, you can analyze demographic data for a region to advertise offline in a specific neighborhood.

Online geomarketing for the real estate market
In the digital world, geomarketing takes on a new dimension: there are already many strategies and tools for talking to the right people at the right time. Below, we have separated the main ways of doing geomarketing:

Real estate geotargeting: listing properties to the right people
The most common use of geotargeting is in digital ad targeting. This is a feature offered by all advertising platforms, whether social ads (Facebook, Instagram, Twitter, YouTube) or ads that appear on Google search pages or on websites and apps.

The idea here is to use the information collected to segment your audience and your message. For example, according to a survey of property landlords conducted in August 2022 by DataZAP+, 82% of the people interviewed intend to remain in the same city where they live.

This means that by targeting a real estate advertising campaign to residents of the city of Campinas, for example, you can send messages about the benefits of continuing to live in the city.

Geofencing for real estate agencies
Geofencing is the strategy of sending real-time messages to people according to the movements recorded by the GPS on their smartphones.

An example of use: sending an SMS to customers, when they enter a perimeter close to a real estate launch, with an invitation message to the sales stand .

Real estate website updated according to location
Do you know when you visit a website and it automatically detects that you are in a country or state and only offers you offers from your region? This is because it used your IP address to show you ads that make sense to you at that moment.

In a real estate agency that operates nationally or even internationally, for example, it is possible to show ads for properties specific to the region where the person is located. Always giving them the option to change the view, of course.

Geotagging for real estate launches
Geotagging is when a user marks that they are in a location, such as in an Instagram post. In the case of a real estate launch, brokers can use this functionality to impact their influencer networks.

Filters and Check-ins
Instagram filters that only appear in a certain location can be used creatively to engage with your customers.

Check-ins can also be used for both brokers and clients, such as at an event hosted by your real estate agency.

Did you see how many uses there are for geomarketing? Using your creativity, you can create several strategies to optimize your marketing investments, improve your relationship with your customers and even build a strong real estate brand.