The Benefits of Geo-Fencing for Apartment Marketing

Among the countless advantages that digital marketing has over traditional media marketing, geo-fencing ranks near the top.

Briefly defined, geo-fencing establishes an invisible perimeter (or “fence”) that covers a particular geographic region, allowing digital marketers to specifically target the audience that lies within it.

Countless industries and business sectors have benefited from geo-fencing, but its value to marketers within the residential real estate sector cannot be underestimated.

Geo-Fencing Explained

As the old cliche goes, the three most important criteria for determining real estate desirability are location, location, location. Renters in search of a new apartment almost invariably look within very specific areas and have little interest in properties that lie outside of those areas.

Geo-fencing allows you to make the most of your marketing efforts by reaching out to apartment-hunters inside a precise geographic region that you are able to define and alter at will.

With geo-fencing, you can program automatic alerts to launch to smartphone users who happen to stray close to your apartment community. Prospective tenants who are using Zillow, Yelp, Pandora, or any other mobile app that supports geo-fencing are instantly identified through technologies such as radio frequency identification (RFID) or the Global Positioning System (GPS) and can receive one or more instant alerts when they enter your targeted area.

3 Key Benefits of Geo-Fencing

Unsurprisingly, more and more apartment marketers are employing geo-fencing to specifically target individuals who are most likely to engender conversions and, ultimately, fill property vacancies. The majority of prospective tenants also benefit from geo-fencing. After all, what apartment hunter wouldn’t appreciate a tip or a special offer regarding a great place in an ideal location?

Here are just three key advantages of apartment marketing and hunting with geo-fencing:

1. Optimized search operations based on location

Real estate websites and online rental databases that employ geo-fencing technology do much of the legwork for apartment hunters by automatically and instantaneously sorting through a nearly infinite number of listings to show only the properties that fall within the parameters of a specific geographic location. In addition to targeting only the most likely future tenants on an individual basis, geo-fencing allows apartment marketers to send them relevant sale suggestions at the most opportune moments.

2. The delivery of key apartment information in real-time

In addition to sending relevant listings to a localized audience and vacancy alerts to individuals who are close to your various listings, geo-fencing technology can aid with prompt apartment showings and spur-of-the-moment apartment applications. More generally speaking, it can do wonders when it comes to helping apartment complexes and other real estate organizations build their brand and engage with the most relevant audience possible. After all, why spend the money and energy on an extensive and protracted branding campaign that will reach thousands or even millions of uninterested people?

3. Convenient, value-added apartment hunting assistance

Geo-fencing goes a long way toward placing the power to find and obtain the perfect apartment in the palm of any smartphone user’s hand. In addition to optimizing the online apartment hunting process, geo-fencing allows even the least tech-savvy Zillow, Redfin, or Realtor.com users to schedule relevant apartment search alerts that do most of the hunting for them. By setting specific rental interest criteria within a particular geographic area, they can let their favorite real estate app do the work, notifying them of key apartment prospects while they concentrate on career, family, and other important matters.

To Learn More

If you have any questions about geo-fencing for apartments, contact the real estate marketing leaders at BIGEYE today. The professionals at BIGEYE offer a broad spectrum of marketing services that can benefit anyone in the property rental sector.

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Why Digital Marketing Drives Revenue in the Multi-Family Industry

Don’t let your multi-family digital marketing strategy become stagnant, now is your chance to extend them beyond the walls of your complex.

The multi-family industry has long used traditional advertising and marketing approaches to drive revenue through local TV, brochures, etc. Yet as the industry changes to adapt to larger societal changes, these legacy approaches need to play a more complementary role. Today, multi-family digital marketing supported by data-driven insights is the best way to reach audiences and create sustainable revenue.

How multi-family digital marketing helps cultivate leads and meet occupancy goals

What’s driving the multi-family space’s foray into data-powered digital marketing? According to some industry observers, digital marketing is essential in order to help resolve several entrenched business problems. These include diagnosing underperforming properties, identifying gaps in lead management and merchandising specific product types (such as floor plans and unit sizes) on demand.

By integrating data analytics into their approach, multifamily operators are able to gain the insight they need to convert leads more effectively and identify inefficiencies and opportunities within specific properties. Decisions supported by real-time data can help managers increase yield and minimize lost opportunities.

So how are multi-family operators incorporating these strategies? By mastering the fundamentals: High-quality lead generation, a robust online presence (great UX, compelling content, and tools such as online chatbots) lead forms, and contact centers.

Other key developments

Multi-family digital marketing tactics need to extend beyond lead management and well-designed websites. Marketers in this space should also give due consideration to the following:

  • Consumer search preferences are evolving. Multifamily operators must stay current on SEO best practices in order to ensure visibility when prospective customers search for properties within their area. This is especially true given the impact of Google Places on organic search placement.
  • Internet Lead Management (ILM) analytics can help property managers gain deeper insight into the lifecycle of a lead and how various channels are performing. ILM analytics can also provide a window into performance on the agent level, as communication can be analyzed to determine what prospects are responding to and what they aren’t. Analytics can also shine a light on whether there is a problem within the lead management process, or the sales process.
  • Data-driven insights can also help optimize revenue management. Property managers can identify upcoming occupancy problems and make adjustments to ensure that rates remain stable. Those adjustments may include ramping up an existing marketing campaign to get additional prospects in the sales pipeline, or hitting pause on a campaign if long-term occupancy projections are higher than previously thought. Property managers can also use digital tools to introduce dynamic pricing, optimizing revenue based on shorter-term demand fluctuations.

The takeaway

The multi-family property space is quickly modernizing its marketing approach, shifting from traditional TV ads and brochures to sophisticated, data-driven digital marketing. This approach is paying significant dividends in terms of creating more leads, optimizing lead management, and improving revenue management practices.

At BIGEYE, we’re experts in multifamily digital marketing — and we’d design a campaign that increases your leads and boosts your bottom line. Contact us today to learn what a top multifamily digital marketing agency can do for you.

Precision and Reach: Why Streaming TV is a Powerful Weapon for DTC Brands

TV streaming is more intricate than you or your watching habits probably realize, which is why you need a video production services company.

When it comes to advertising and marketing, Direct to Consumer (DTC) brands are best known for sponsored social media posts and banner ads. This makes perfect sense, given their low overhead and brand-focused business model. Yet many of these brands are migrating to a new channel — streaming TV — and partnering with top video production services to create compelling content designed to connect with a younger, mobile-first audience.

Why DTC brands are choosing connected TV as a channel

New research from Hulu and Telaria (a video adtech firm) underlines the potential impact streaming TV can have for DTC brands. Roughly 70% of DTC consumers indicated they spend more time watching streaming TV each week than they spend on social media. These consumers reported spending approximately 13 hours watching streaming TV each week — a figure 20% higher than their reported consumption of traditional broadcasting.

As a recent piece in Adweek maintains, this shift in media watching patterns is now being reflected in the retail sector. Brands are cognizant of this reordering of viewing habits and seeking to benefit from it. A recent report from the Video Advertising Bureau showed that the top DTC brands spent roughly $2 billion on streaming ads in 2018, a figure that likely represents just the tip of the iceberg in terms of ad spend in coming years. In just the last two years, DTC brands doubled their total streaming ad spend.

Why DTC brands are choosing streaming TV

Traditional broadcast TV isn’t an ideal fit for many DTC brands for two reasons: It’s expensive, and it targets a general audience. Streaming services, however, offer DTC brands the ability to target audiences with much greater precision. As Adweek notes, this gives DTC brands the benefits of TV (spectacle, sight, sound, motion through excellent video production services) and marries it with the precision of digital advertising.

How much of an impact does this added precision have? According to the Hulu/Telaria study, shoppers are twice as likely to purchase a product after seeing it in a streaming ad as opposed to a traditional ad. Study respondents also indicated they found streaming TV ads to be more relevant than traditional TV ads — hardly a surprise given the scattershot nature of conventional television advertising.

By focusing on streaming ads, DTC brands also gain much more insight into the purchase cycle. Gaining insight into ad placement and audience targeting allows these brands to better define conversion rates and customer acquisition costs.

Ultimately, streaming TV ads formerly came with a major trade-off for brands — audiences were much, much smaller than those watching traditional, linear TV. However, that state of affairs is rapidly changing. As streaming audiences grow, the value of advertising through this channel grows in parallel.

The takeaway

At BIGEYE, we understand the value of a highly targeted, creatively inspired, and well-executed streaming ad campaign for DTC businesses. Please reach out to us today to learn more about how our video production services can enhance your DTC successes.

Why New Alexa Programming Tricks Are a Treat For Users

In a very short period of time, Amazon’s Alexa and Google Assistant have gone from tech novelty to an honorary member of the family for millions of people. With Alexa programming growing ever more refined and powerful, it seems as if there’s no end to what smart speakers can do around the house.

And now thanks to some recent upgrades, you can add “trick or treating management” and “voting assistance” to the list.

Why Alexa’s new tricks are a real treat
Alexa’s ability to respond to what’s happening in the world around us is one of its most intriguing qualities. A great recent example is Alexa’s capability for making event-driven announcements via smart cameras and doorbells. These announcements can be customized to fit almost any event, including holidays, birthdays, and other special occasions.

During Halloween, if a smart doorbell sees kids approaching, Alexa can be programmed to turn on house lights and music and either welcome trick or treaters to a home — or inform them that the candy supply has been depleted and the home is closed until next year.

Amazon released two new APIs (Doorbell Event Source and Motion Sensor) that allow developers to quickly and easily add this functionality. Once added, Alexa users can enable the announcement feature in Alexa’s Smart Home device settings section. This new integrated feature comes off the heels of Amazon’s recent purchase of Ring, the smart doorbell company.

Some Alexa devices (including the Echo Spot and Show, also allow for the enabling of two-way communication via smart camera between residents and those knocking on their doors.

How Alexa is creating more informed voters
Halloween isn’t the only example of Amazon working to make Alexa’s skills more timely and relevant. Prior to Election Day in the United States on Nov. 6, Amazon equipped Alexa with a much wider base of election data. This information included polling station locations, real-time election results, and detailed information about various local ballot measures — exactly the kind of information that voters need, but often have a hard time finding in one central location.

All of the election information delivered by Alexa is strenuously non-partisan; Amazon worked with three partners to help furnish the necessary data: RealClearPolitics for polling, the Associated Press for election results and Ballotpedia for ballot measure language and explanations. Amazon said it chose these sources because they were the most “credible and neutral” that the company could find.

Amazon assembled its own “war room” of data scientists, engineers, and other personnel to ensure the election information provided by Alexa was as accurate as possible. Given the recent electoral disinformation controversies involving Facebook and other social platforms, it’s not surprising that Amazon chose to prioritize neutrality and accuracy.

For Alexa users, the ability to access high-quality election data that’s updated in real time is a significant plus — and one more example of how Alexa programming is improving the lives of users in small but tangible ways.

Looking for a skilled Alexa programming partner?
As a digital marketing agency, we help clients maximize the reach and power of Alexa by creating skills that help deliver valuable products, services, and information to their consumers. If your business could benefit from a new, more sophisticated approach to Alexa programming, please don’t hesitate to contact us today.

3 Tools Every Brand Strategy Agency Uses to Increase Conversion

A strong brand strategy agency knows there are a few tried and tested tools that will boost conversions across every industry. At BIGEYE, we pride ourselves on championing multi-channel marketing so our clients can meet their customers’ needs on any device, across any platform, and raise the collective benchmark for digital marketing best practices. These are the three tools we use to help our clients transform their  brand within months – guaranteed.

1. Segmentation is more important than ever

While content is still king, a one-size fits all model will quickly overthrow the throne. Partner with a brand strategy agency like BIGEYE to fully understand your audience and the different segments shopping for your products. Create custom content for each segment and use tokenization, analytics tagging, social sign on, or self-identification to recognize and adapt to your site visitors by serving them content relevant to their needs. This will increase customer loyalty and boost the likelihood for conversion. Segmentation will also help you understand what types of customers are most valuable so you can budget your marketing dollars around their potential.

2.Invest in omni-channel marketing

It is rare for a customer to enter the marketing funnel and complete a conversion in the same visit, or on the same device. Investing in an omni-channel marketing strategy allows you to anticipate the natural jump your visitors will make between devices and across channels throughout their customer journey.

In addition to anticipating your customers’ needs and increasing the likelihood of being able to serve compelling content, retarget, and ultimately convert your site traffic, omni-channel customer engagement also boosts retention, which can increase your lifetime value and returning site traffic. According to Invesp, brands with omni-channel engagement retrain 89% of their customers compared to 33% for companies who do not invest in this strategy.

3.Don’t make assumptions about your competition or your customers

When clients ask us why a brand strategy agency will help them succeed, we often highlight assumptions they may be making about their competitions or their customers. It’s natural for product and brand leaders to make assumptions based on their own experience using their products day by day. Having a fresh pair of eyes set up the a/b testing, seek answers, and translate data into actionable insights is one of the most valuable outputs of working with an agency.

Amp up your conversions by working with a brand strategy agency today. Contact our team of experts to learn more about how we have helped brands like yours grow and scale for success.

Why Knowing Your Audience Is the Key to Marketing Segmentation

Only 2% of visitors convert their first visit to most sites. But using marketing segmentation to retarget that remaining 98% can boost conversions by 70%, according to Invespcro. And it’s much easier to accomplish than you think.

Establish a relationship with your customers using audience analysis

Understanding who you are talking to is the foundation of strong marketing segmentation. Initiate a relationship with your target audience by acknowledging that you understand who they are, empathize with their needs, and have products and services that can solve their pain points. Start by pulling quantitative information about your site traffic such as socio-economic demographics and referring sources, then layer on the behavioral information you can glean from third-party data outlets such as social media and lead forms.

This information will allow you to paint a picture of who your customers are, where they spend their time online, and what they need, so you can use this data to create a flawless marketing experience. Translating this data into actionable insights is the most technically challenging part of the marketing segmentation journey, so we recommend partnering with a trusted digital marketing agency like BIGEYE to get you started.

When all else fails, ask: Using choice-based marketing segmentation 

If you are a small business owner or just beginning to flesh out your marketing segmentation strategy, let your visitors simply tell you who your target market is by having them self-identify. As an example, you may feature a drop-down menu on your landing page that allows visitors to share what industry they are in to receive personalized content or encourage them to opt-in through gated content and lead forms. Once your audience has identified themselves, you can accurately speak to them and provide meaningful content without doing as much upfront audience segmentation work.

Build marketing segmentation campaigns that fit your audience’s needs

Once you know who you are speaking to, begin creating content that is specific, timely, and relevant to your audiences. Use marketing segmentation tools such a retargeted display ads, search, and social media campaigns to ensure your brand stays top of mind and relevant. While hyper-personalization is important, it’s equally important to recognize that site visitors may flow in and out of different personas and audience types as they move through the customer journey or as their individual needs evolve. Work with an agency to find the right blend of targeted content and universally relevant information or use A/B testing to validate you have the right mix.

Qualitative research such as interviews and focus groups might also help you understand whether your content is hitting the right tone for the right individuals at every stage of the marketing experience.

Contact us today to explore how BIGEYE has transformed brands like yours using these powerful tools and receive a free consultation and audit about how to get started.