SmartTouch® offers four comprehensive and innovative audience strategies designed to help home builders and real estate developers maximize their marketing efforts and drive higher conversion rates. With SmartTouch® Geo, IDFAs, Competitor Conquesting, and Prospecting, brands can leverage advanced audience targeting techniques that deliver greater precision and higher conversion rates. These strategies utilize cutting-edge technologies like geofencing, device data tracking, and audience exchange data to reach the most qualified buyers, ensuring your ads engage the right audience at the right time, ultimately turning your competitors’ prospects into your new home buyers.
Geofencing may sound like a complex process, but it’s a simple principle – it is location-based marketing for any type of business made easy and most importantly, highly effective. You can get set up with SmartTouch® Geofencing and tracking in three easy steps:
Traditional location-based marketing solutions, including billboards and signage are often expensive and deliver limited trackable results. SmartTouch® GEO allows you to leverage mobile technology to target, track and connect with customers instantly via ads on their mobile device or social media and drive traffic to your door to sell more with less effort. This provides you with the true ROI of your campaigns and the exact number of visits as a result.
Reach out to current and past customers with special offers or cross-selling. Keeping an existing customer costs an average of 7x less than acquiring a new one!
Chances are, your direct competitors have the same customer base as you. Why not identify and steer those customers who are about to purchase their products or services to your business instead?
Looking for your next star employee? Find dream applicants by targeting your competitors’ employees, future trade school graduates and job fairs making labor shortages a thing of the past!
Now you can geofence any location and target audience in their preferred social media platforms with IDFA marketing. Get updated audience files delivered on a pre-determined schedule to your marketing team and advertise to your audiences within their favorite platforms without targeting limitations or per CPM fees.
Collect mobile device ID’s. Target competitors, neighborhoods and events.
Import ID’s to Social Media platforms.
Social media platform matches geo-audience to users to create custom audience in your social media platforms based on location.
Send your ads to your customer’s preferred social media platforms.
Geofence any location and deliver ads instantly via your customers’ mobile apps, including email, weather and entertainment apps. Get updated audience files delivered to your marketing team upon pre-determined schedules and advertise to your audiences with their favorite apps.
Target customers where they are in real-time or past locations with geofences.
Choose the business locations you want to send customers to.
Instantly deliver your ads to your customer’s phone apps.
Track visitors that walk through your conversion zones.
SmartTouch® Competitor Conquesting is a strategic audience service that leverages key data from our partnerships with leading Ad Exchange platforms such as Google Ad Exchange, OpenX, and Amazon Publisher Services, targeting those actively visiting your competitors display and demand gen ads. With access to this valuable data, and by layering additional data such as device IDs and geo-location, SmartTouch is able to create highly refined audience segments to precision target your most qualified buyers, significantly boosting ad engagement and conversion rates.
Define and collect competitor display ad data from our Ad Exchange Partners, including Google Ad Exhange, OpenX and Amazon Publisher Services.
Through our close partnerships with these different SSPs (Media Exchanges) SmartTouch can access the live data sets of any active geo campaigns included in our filtering parameters.
Filtering for the AAID and App ID data relevant to your competitors, SmartTouch can identify and track devices that engage with your competitor campaigns, through clicks, geo-location conversions, or both.
Upload and apply this powerful audience to Meta or other social ads, which typically result in 3X higher ad engagement than standard targeting methods.
Geofencing is the use of technology to create a virtual boundary of a real world area(s)/location(s) to trigger and deliver an ad to a mobile device that enters that designated area(s).
Geofencing works by first setting up virtual boundaries/targets, then capturing mobile device and app ids from the targets, and finally serving ads to those mobile devices via apps and website placements.
Geofencing is used to hyper target specific users with ads in real time that are located in particular areas to influence website visits, traffic to storefronts, or increase brand awareness.
Benefits of geofencing includes: 1. targeting locations or events where your customers gather to deliver an ad to them in real time 2. being able to advertise more effectively with minimal ad spend 3. track when users return to your conversion location/storefront.
Geofencing can help your business by either: 1. driving traffic directly to your store/location from your competitor locations 2. deliver your ad message to the right buyer/user in real time 3. raise awareness for your business to a more focused/targeted audience.
A limitation of geofencing would be the ability to target entire zip codes, towns, or cities. This is a very costly endeavor and if your desire is to target those larger areas a more general display awareness campaign would be a better fit.
Geofencing is the targeting of a specific location via a setup virtual boundary where Geotargeting is the more broader targeting of users via zip code, city, region, state, or country.
From our 10+ years of running geofencing campaigns the minimum effective radius for geofencing is a location of 1,500 sqft. where the effetive maximum radius of a target is 58,000 sqft.
The main difference between active and passive geofencing is the opt-in to location services requirement from the end user. Active geofencing requires opt-in from the user where passive geofencing does not.
Geofencing with SmartTouch through SmartTouch GEO costs $1,500 a month and guarantees 50,000 impressions.
IDFA is ID for Advertiser, it is an unique identification number given to devices and is used in marketing to allow for advertisers across marketing channels to identify a device to show an advertisement
IDFAs allow home builders and developers in real estate to market to a highly targeted audience of home shoppers
Standard key performance indicators are tracked using IDFAs depending on the marketing channel being used to advertise
IDFA improves ad targeting to allow for devices to be targeted with an ad down to 15ft of where the device is located, compared to typical city/state targeting allowed for real estate marketing campaigns
IDFA is exclusive to Apple devices, whereas GAID (Google Advertising ID) is exclusive to Android devices
A one-time IDFA audience pull costs $2,000 with SmartTouch Interactive, or $1,500 a month if subscribed to monthly pulls that includes an audience pull every 15 days.
Apple phones do have IDFAs, however, with the release of iOS 14.5 Apple allowed for users to opt-in or out of their IDFA to be accessible at the app level for each app on their phone.
Android devices do not have IDFAs, instead they have AAID (Android Advertising ID), also known as a GAID (Google Advertising ID).
iDFAs allow for apps to track user devices and allow for advertisers to deliver targeted ads to those devices.
Deliver a targeted ad with a message encouraging users to take action on your ad based on where they are currently visiting
Minimum audience size to use would be 1000 devices, given an average match rate across social media platforms of 75% would give you a usable audience size of 750 users. Maximum audience for an effective campaign is a 100,000 audience pull with the 75% match rate would give you 75,000 users.
Yes, as no data is passed through the IDFA number to reveal a user’s personal data/information IDFA audiences are compliant with privacy regulations
The ATT framework changed how accessible IDFA’s were to acquire where before they were available through the DSP’s to after they are now only accessible to DSP’s if allowed at the app level of each app on a user’s device
Working with SmartTouch to acquire IDFA for use in campaigns ensures all device id audiences acquired are acquired in compliance with ATT requirements
Alternatives to IDFA for user tracking are the SmartTouch GEO service to serve ads in real time to users in a certain location on the phone via apps and website or SmartTouch Conquesting which will provide an audience based on competitor advertisements users have engaged with
IDFA can target home buyers who are interested in specific neighborhoods or communities by providing a list of all home shoppers
who have visited the home builder model homes in the specific neighborhoods or communities
IDFA data can help track the customer journey if a user in one of the IDFA audiences completes a form submission. From their data leveraging CRM and Google Analytics can help provide additional tracking
It does not allow for retargeting based on engagements on a website, however, advanced Google Analytics implementations can enable that capability
Depending on the targets used it can help provide visibility to on-site traffic during given time periods based on the size of the audiences acquired when pulled
The simplest way of integrating IDFA audiences into current real estate strategies is to leverage them across paid social media campaigns.
Meta (Facebook and Instagram) work best for a more mature buyer demographic, whereas SnapChat and TikTok work best for a younger
demographic
Effectiveness can be measured based on the objective looking to be driven, if it is brand awareness impressions and reach will be the KPIs of focus. If it is website traffic, then number of clicks and a high CTR will be the KPIs of focus. If conversions, then form submissions and conversion rate will be the KPIs of focus.
If a large number of users opt out of IDFA tracking, then additional targets will be needed to acquire a audience list size that will provide quality results
Conquest marketing can benefit home builders and real estate developers by leveraging the marketing budgets of competitors to benefit their own campaigns
Paid Social Media is an ideal channel to leverage a conquesting audience as it is the most affordable compared to trying to get in front of competitor brand searches on the Google Search network which is a costly endeavor
Conquest marketing helps attract customers from competitors by enabling a specific marketing message to be put in front of that audience to raise awareness for a community the user had not considered before
Identifying target audiences for a conquesting marketing campaign is as easy as identifying website domains for competing communities/builders
IDFA and GAID’s are leveraged in a conquest marketing campaign to target users who have engaged with a competitor marketing campaign
online
Geofencing can play a role in conquest marketing by allowing for ads to be shown to a user who has visited a physical competitor location
Yes, Conquesting can be used to promote specific real estate developments or model homes
Social Media platforms are the most effective for conquest marketing
Conquesting can help home builders differentiate themselves by getting a specific message in front of an audience who is considering a competitor who may not have a home feature that another does have
Yes, Conquesting can target any user who has engaged with a competing master-planned community advertisement online
Conquesting can promote an open house or special event by targeting a competitor’s domain and then show the users an ad message specifically promoting that event
Targeting other already established real estate developments that are still running ads online, and using that audience to show an ad online that promotes all of the latest and greatest amenities, benefits, and homes that will be in the new real estate development
Success of the Conquesting campaign can be measure through the engagement rate of the ads online and the engagement rate of that
specific audience on the website
You should expect to see results from the Conquesting marketing strategy within the first 30-45 days from implementing the campaign strategy
Key KPI’s include engagement rate on the website, total form submissions, and on-site traffic
If no other marketing strategy is used outside of Conquesting then you run the risk of not reaching all of your prospective audiences who would be interested in your product
You ensure ethical practices in Conquesting by following all marketing channel vendor advertising policies
If a competitor retaliates with their own Conquesting strategy then it is up to the sales team to be able to effectively differentiate their product from that of the competitors
Geofencing is the use of technology to create a virtual boundary of a real world area(s)/location(s) to trigger and deliver an ad to a mobile device that enters that designated area(s).
Geofencing works by first setting up virtual boundaries/targets, then capturing mobile device and app ids from the targets, and finally serving ads to those mobile devices via apps and website placements.
Geofencing is used to hyper target specific users with ads in real time that are located in particular areas to influence website visits, traffic to storefronts, or increase brand awareness.
Benefits of geofencing includes: 1. targeting locations or events where your customers gather to deliver an ad to them in real time 2. being able to advertise more effectively with minimal ad spend 3. track when users return to your conversion location/storefront.
Geofencing can help your business by either: 1. driving traffic directly to your store/location from your competitor locations 2. deliver your ad message to the right buyer/user in real time 3. raise awareness for your business to a more focused/targeted audience.
A limitation of geofencing would be the ability to target entire zip codes, towns, or cities. This is a very costly endeavor and if your desire is to target those larger areas a more general display awareness campaign would be a better fit.
Geofencing is the targeting of a specific location via a setup virtual boundary where Geotargeting is the more broader targeting of users via zip code, city, region, state, or country.
From our 10+ years of running geofencing campaigns the minimum effective radius for geofencing is a location of 1,500 sqft. where the effetive maximum radius of a target is 58,000 sqft.
The main difference between active and passive geofencing is the opt-in to location services requirement from the end user. Active geofencing requires opt-in from the user where passive geofencing does not.
Geofencing with SmartTouch through SmartTouch GEO costs $1,500 a month and guarantees 50,000 impressions.
You can start small and test a few select areas or set up multiple geofencing targets and conversion zones for all of your locations with SmartTouch® GEO. We offer competitive pricing packages, starting at $1,500 giving you 50,000 impressions (and cost per consumer visit as low as $20). Add a one-time IDFA Pull (list of mobile IDs) for $2,000 and start sending ads directly to your customers on their preferred social media platforms. Or sign up for a monthly subscription of the IDFA service for $1,500/mo. Provide your own banners or have the seasoned SmartTouch® Marketing Services team create banners for an added cost of $750 per set for static banner ads or $1,500 for rotating GIF banner ads.
Contact us today at (512) 582-5900 Ext. 707 to learn more about SmartTouch® GEO and IDFA pricing packages.
