Geofencing Marketing

Geofencing is a marketing strategy that leverages GPS signals to create a virtual perimeter around a specific location, such as a home, venue, or broader geographic area. This technique enables businesses to serve customized ads, push notifications, or SMS messages to individuals who enter the geofenced area or have visited it within the last 30 days. By using geofencing, businesses can deliver targeted marketing messages to potential customers based on their current or past location.

Geofencing differs from geotargeting, which targets ads based on a user’s IP address or zip code. With geofencing, businesses can specifically target individuals who have been physically present in a specific area, making it a highly effective tool for local companies.

One of the benefits of geofencing is its high level of customization. Businesses can create precise geofencing campaigns that target a particular location or demographic. For example, home builders can create a geofencing campaign that targets potential buyers who have visited specific neighborhoods or attended home tours in the past.

Here is a short video from WebFX explaining geofencing and some of its different uses:

Another advantage of geofencing is its cost-effectiveness. Geofencing can be more affordable than traditional advertising, such as TV commercials or billboards. This is because businesses only pay for the ads clicked on or engaged with by potential customers.

For instance, home builders can set up geofencing in a new community to serve ads or notifications to visitors’ smartphones while visiting or up to 30 days after their visit. Home builders can also use competitor geofencing to target prospective buyers by setting up a virtual fence around their competitor’s location and serving their ads to those individuals.

It’s important to note that geofencing requires careful planning and execution to be effective. Home builders must ensure they target the right consumers with the correct message at the right time. Partnering with a marketing agency that specializes in geofencing can help ensure that a home builder’s campaign is set up for success.

Geofencing is a powerful marketing strategy that can help home builders attract new leads, build brand awareness, and drive more traffic to their website. By creating highly targeted campaigns and working with a specialist agency, home builders can use geofencing to their advantage and stand out in a competitive market.