Later this year, the most ideally suited job candidate to ever interview for a marketing position in our industry may sit across your desk. Tabitha has the clairvoyance to “see” prospects driving in and around your communities. She has the precognition to know what they want and she has the telepathy to entice them into your model homes. Yet despite all her uncanny extrasensory talents, you would be a fool to hire her.
Why pass on a home marketing savant? Because now you can have a digital version of “Tabitha” in every community, at your entrance gates, in your sales center, and in every room of your model homes. Location-based marketing (LBM) or geo marketing technology has matured, and is ready for deployment by home builders. It’s ironic, but LBM for mobile devices is becoming one of the most effective ways to sell immobile homes.[Tweet This]
To appreciate the possibilities of LBM, consider how the platform is being adopted:
- Almost 2/3 of Americans will own a smartphone by 2017. – Statista [Tweet This]
- 61% of application users prefer a brand when it offers a good mobile experience. – Cisco
- Smartphones are becoming the center of the users’ universe, managing transactions, banking, fitness (Fitbit), gaming, health, transportation, and more.
Smartphone marketing is becoming more targeted, contextual, connected, and pervasive. Integrated location-based marketing technology is leading the way, connecting data points to educate users about the things and places they don’t know about as they roam.
- Facebook’s check-in feature and login integrations with other applications has enabled marketers to identify where checked-in Facebook users are, wherever they go.
- Foursquare, the most popular LBM social platform, now has more than 10 million users, whose recommendations guide other uses to discover new places. [Tweet This]
- Google Places, Yelp, Snapchat, and a growing list of other applications are popularizing the use of LBM.
Behind the Apps: The Technologies for Homebuilders
Location-based marketing perfectly complements the real estate industry. You’ll understand how by understanding the technologies behind the applications.
GPS: Satellites circle the earth in a very precise orbit and transmit signal information to us. GPS receivers take this information and use triangulation to calculate the user’s exact location.
Geofencing: This virtual technology uses GPS to define an invisible perimeter and draw an “electronic fence” that surrounds the space. When a prospect with a location-based app enters the space, he gets an alert on his phone with information “pushed” to his device.
Beacons: Consider these devices the local, mini version of a satellite in orbit. Typically the size of a fist, they work through Bluetooth Low-Energy (BLE) technology. Beacons send out short-range signals to people within proximity using location-based apps. Marketing alerts are issued once the phone comes within range, and the possibilities are endless.
Drive In Leads with Alluring Alerts
Welcome to the Community: When “checked-in” smartphone users drive near your communities, automated welcome messages invite them to drop in to your event or promotion and discover your homes.
Visit the Sales Center: “Checked-in” smartphone users within proximity can learn about your promotion for less than the cost of printing a banner (which gets seen by a fraction of the digital audience). Beacons in the sales center can also help buyers discover models, lots, and options that meet their needs.
Tour this Home: Automated invitations prompt nearby drivers and pedestrians to tour your model homes and spec homes throughout your communities. Make it fun by telling people to follow their noses to the scent of baking cookies. As people near the properties, you can provide information on elevations, floor plans, as well as phone numbers to reach your salespeople.
Discover the Highlights: Tabitha could use her ESP to tell your buyers about the benefits they are drawn to, promote unique features, and allow them to learn about other available options. But LBM technology does it more reliably (and doesn’t take sick days or need health insurance).
Explore Our Amenities: As a community builder, you’ve invested heavily in a greenbelt, walking trail, playgrounds, and pools. Beacons turn them all into salespeople, encouraging buyers to experience the full value of buying a home in your community.
Would you like to learn more about the most time and cost-effective ways of implementing location-based marketing? Tell us telepathically if you can. Otherwise contact your BDX consultant today at firstname.lastname@example.org. We look forward to demonstrating the possibilities for driving sales in your next community.
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