How can you use location-based marketing to reach potential renters?

Management companies a facing new challenges with the internet, primarily in terms of Marketing. The key question to ask of any local property management firm is "how are you getting the word out of my rental home? In other words how many people do their marketing efforts reach?and there for how occupied can they keep your home?

As I build my company to best serve my agents and clients, I want to ensure that my technology aligns with my goal of providing the highest quality of service and efficiency. To this end, I am delighted with the broad canvas of Location Based Marketing (LBM) products on the market. The key is how well these products can integrate with my system and the ease of use for everyone involved. These products allow us to engage in a more meaningful way to the right people at the right time.

Marketing baseado em localização (LBM) é um tipo de marketing digital que usa a localização de seus prospects ou clientes para personalizar seu conteúdo, ofertas e anúncios. O LBM pode ajudá-lo a atrair, engajar e reter locatários, fornecendo-lhes informações úteis, incentivos e soluções com base em sua localização. Por exemplo, você pode enviar uma notificação por push para alguém que esteja perto de sua propriedade, convidando-o a conferir suas unidades disponíveis. Ou você pode criar uma página de destino que mostre os benefícios de morar em seu bairro, como escolas, restaurantes e comodidades.

While you may be focusing on the items that showcase benefits for your neighborhood, if you are a licensed real estate agent then you need to be careful when claiming one is better than another. In this instance the author highlights schools. That has become a target issue among equal housing advocates. So rather than saying "x" school is better than "y" school it would be advisable to link to other resources that may provide a ranking of the schools. For example, in Ohio pre-pandemic we had School report cards. Schools were rated from A-F on various topics. However, if I were to just say "x" is better than "y" it is my opinion and opinions allow for ambiguity and could create an equal housing violation.

To reach potential renters using location-based marketing, target them with geotargeted ads, location-specific social media posts, and geofencing technology. Utilize local directory listings, optimize location-specific landing pages, and partner with mobile apps offering location-based services. These strategies help target renters in specific areas, increasing visibility and attracting qualified leads.

I believe that the article is attributing too much to location-based marketing. LBM is at its best when it is used in very direct campaigns that center around geo-fencing a property. If the goal is to develop more leads for 123 Main Street ... then focus on content, keywords, and fencing that will make information relevant to 123 Main Street. Then to muddy the waters by talking about building trust and loyalty among renters through LBM is probably not the best use of the technology. You would have their contact information and doing broadcast SMS messages, email, or push notifications for events and other relevant information is going to be better received by your target market than location-based marketing.

In my experience each tenant is trying to match certain requirements when they are looking for a property an LBM can help the tenants to look i to their requirements and can help them in shortlisting and viewing only the properties they are interested in. This way landlord have the higher chances of leasing fast and finding the right tenant for their property.

I would also add proximity marketing, as an practical method, where it allows you to target renters within range of a geofence you previously created for renters to gravitate to seeing your rental property first before any other rental properties.