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Location-specific advertising is all the rage in retail these days, but we expect its use to jump in the months ahead as more marketers outside the industry become familiar with it.
Further, we think this new form of advertising —which uses a consumer’s location to provide them with particular ads on their mobile device— is ripe for use in apartment marketing.
To learn what kind of location-specific advertising early adopters in multi-family are doing, and how it’s working out for them, we made it the focus of our latest #AptChat. Here are the highlights. (Click on the links to jump straight to a specific question.)
- Q1: Are you doing any kind of location-specific advertising today? If so, what, and how would you describe the results so far?
- Q2: What are the geo-targeting ad options that you’re considering? Which ones do you think have the most potential for apartments?
- Q3: Have you looked into Beacons at all, through Facebook or any other sources? Early thoughts on opportunities here?
- Q4: What other questions do you have about geo-targeted ads?
Are you doing any kind of location-specific advertising today? If so, what, and how would you describe the results so far?
A1. I know @BMCproperties is testing some stuff…would love to hear their results! #aptchat
— Holli Beckman (@Apartmentalist) February 2, 2016
@Apartmentalist Very cool! Do you know what @BMCproperties has been testing? #AptChat
— Apartment Chat (@AptChat) February 2, 2016
@aptchat I believe they are doing some geofencing…may be too early to report on results #Aptchat
— Holli Beckman (@Apartmentalist) February 2, 2016
A1. @AptChat @Apartmentalist We’ve been testing geofencing with a few properties, as well as remarketing! Results are hopefully coming soon.
— Bernstein Management (@BMCproperties) February 2, 2016
@BMCproperties Excellent! Thanks for reporting back. Are you doing display ads, or are people opting in to receive your msgs? #AptChat
— Apartment Chat (@AptChat) February 2, 2016
@AptChat Currently display ads, but we hope to have text message options in the future! #AptChat
— Bernstein Management (@BMCproperties) February 2, 2016
@BMCproperties How are the display ads working so far? Seems like you’re pretty happy with the results. Worth the investment? #AptChat
— Apartment Chat (@AptChat) February 2, 2016
@AptChat Definitely worth the investment. It’s great for lease-ups and brand awareness! #aptchat
— Bernstein Management (@BMCproperties) February 2, 2016
@AptChat Other than through FB and adwords, nothing else. Will want to soon though for new property. #AptChat
— Mindy Sharp (@MsMin) February 2, 2016
@MsMin How have the ads worked so far on FB and Google? Good results? #AptChat
— Apartment Chat (@AptChat) February 2, 2016
@AptChat Not really for getting new leases. #students use WOM!!! Going to try for conventional prop in a couple of months. #AptChat
— Mindy Sharp (@MsMin) February 2, 2016
@MsMin Have you thought about using ads to generate more sharing and WOM on FB and Insta? #AptChat
— Mike at 30 Lines (@30lines) February 2, 2016
@30lines I think about it all the time, but not the decision-maker here. I think they are still learning more about it. #AptChat
— Mindy Sharp (@MsMin) February 2, 2016
A1: We have not, but I think it’s a trend that has great potential. #AptCHat
— Khara (@leftnwrite08) February 2, 2016
@leftnwrite08 Is it something you think you’ll try before the end of the year? #AptChat
— Apartment Chat (@AptChat) February 2, 2016
@AptChat If anything, perhaps some Facebook ads, but beyond that … I/we’d have to do more research. #aptchat
— Khara (@leftnwrite08) February 2, 2016
What are the geo-targeting ad options that you’re considering? Which ones do you think have the most potential for apartments?
A2: The biggest example I still see are Google AdWords, but I also see a lot on venues like Pandora radio. Seems fun! #AptChat
— Khara (@leftnwrite08) February 2, 2016
.@leftnwrite08 Do you know of any properties that have tried Pandora? #AptChat
— Apartment Chat (@AptChat) February 2, 2016
@AptChat Not a one. The closest was I’m pretty sure an https://t.co/OhzmWFtwqp ad a while ago. Feels like a missed opportunity. #AptChat
— Khara (@leftnwrite08) February 2, 2016
@AptChat I think the opportunity to deliver location-based contextual messages has appeal to both residents and prospects.
— Michael Ivey (@mike_ivey) February 2, 2016
Have you looked into Beacons at all, through Facebook or any other sources? Early thoughts on opportunities here?
@AptChat Wonder how much fun it would be to use a Beacon during Parent WEs or at a nearby place to the property?
— Mindy Sharp (@MsMin) February 2, 2016
What other questions do you have about geo-targeted ads?
@AptChat Seems to me like management companies need specialized vendors to help with this kind of marketing! A lot of new stuff out there!
— Mindy Sharp (@MsMin) February 2, 2016
Got any more questions about geo-targeted ads? We’ve love to hear ’em in the comments!
Our next #AptChat will be Tuesday, February 9, 2016 at 12 pm Eastern. In the meantime, be sure to sign up for #AptChat updates to get these recaps and more delivered straight to your inbox!