SmartTouch^® Audiences

PRECISION TARGETED AUDIENCE MARKETING

SmartTouch^® offers four comprehensive and innovative audience strategies designed to help home builders and real estate developers maximize their marketing efforts and drive higher conversion rates. With SmartTouch^® GEO, IDFAs, Competitor Conquesting, and Prospecting, brands can leverage advanced audience targeting techniques that deliver greater precision and higher conversion rates. These strategies utilize cutting-edge technologies like geofencing, device data tracking, and audience exchange data to reach the most qualified buyers, ensuring your ads engage the right audience at the right time, ultimately turning your competitors’ prospects into your new home buyers.

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How Does SmartTouch^® GEO Work?

Geofencing may sound like a complex process, but it’s a simple principle – it is location-based marketing for any type of business made easy and most importantly, highly effective. You can get set up with SmartTouch^® Geofencing and tracking in three easy steps:

Step 1

Define Target Zones

SmartTouch^® GEO allows you to leverage mobile technology to target your customers where they are in real-time, including competitor locations, events, landmarks, and more!

Step 2

Capture Customers
in Target Zones

Our geofencing technology detects the mobile devices of individuals entering your target zones in real time. Their consumer profiles are then added anonymously to your campaign audience.

This is done exclusively using data from consumers who have provided consent.

Step 3

SmartTouch^® GEO Delivers Your Ads to Customers

Our technology detects the different devices (tablets, computers, phones, etc.) used by identified consumers and determines the most effective advertising based on their online shopping habits.

With the help of our Artificial Intelligence systems, this information makes it possible to not only optimize your use of different digital ad formats (banners, videos, etc.) but also deliver ads directly to people identified in your target locations.

Unrivaled Accuracy

Traditional location-based marketing solutions, including billboards and signage are often expensive and deliver limited trackable results. SmartTouch^® GEO allows you to leverage mobile technology to target, track and connect with customers instantly via ads on their mobile device or social media and drive traffic to your door to sell more with less effort. This provides you with the true ROI of your campaigns and the exact number of visits as a result.

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SmartTouch^® GEO Strategies

Build Customer Loyalty

Reach out to current and past customers with special offers or cross-selling. Keeping an existing customer costs an average of 7x less than acquiring a new one!

Take on Your Competition

Chances are, your direct competitors have the same customer base as you. Why not identify and steer those customers who are about to purchase their products or services to your business instead?

Recruit Staff

Looking for your next star employee? Find dream applicants by targeting your competitors’ employees, future trade school graduates and job fairs making labor shortages a thing of the past!

SmartTouch^® GEO Features

Target locations and events where your customers gather. (Competitor locations, events, apartment complexes, landmarks and more.)
SmartTouch^® GEO uses over 30 Exchanges to syndicate, which covers over 95% of ad slots on the web/mobile apps available inside of our network.
Geo-fence visitor counts are available for your store locations, depending on how conversion zones are geo-fenced.

Traffic can be sent to any desired sales funnel page.
Businesses can set up multiple geo-fences as targeting zones and conversion zones.
Your ads are delivered to shoppers’ devices who enter the target zones. A shopper’s device can then be tracked as a visit when they enter a conversion zone.
Tracking enables businesses to measure and report on effectiveness of digital ad campaigns.

SmartTouch^® IDFA for Targeting in Social Media Marketing

Now you can geofence any location and target audience in their preferred social media platforms with IDFA marketing. Get updated audience files delivered on a pre-determined schedule to your marketing team and advertise to your audiences within their favorite platforms without targeting limitations or per CPM fees.

How IDFA (Mobile ID) Marketing Works:

1.

Collect mobile device ID’s. Target competitors, neighborhoods and events.

2.

Import ID’s to Social Media platforms.

3.

Social media platform matches geo-audience to users to create custom audience in your social media platforms based on location.

4.

Send your ads to your customer’s preferred social media platforms.

SmartTouch^® for Instant Phone App Marketing

Geofence any location and deliver ads instantly via your customers’ mobile apps, including email, weather and entertainment apps. Get updated audience files delivered to your marketing team upon pre-determined schedules and advertise to your audiences with their favorite apps.

How GEO Instant Phone App Marketing Works:

1.

Target customers where they are in real-time or past locations with geofences.

2.

Choose the business locations you want to send customers to.

3.

Instantly deliver your ads to your customer’s phone apps.

4.

Track visitors that walk through your conversion zones.

Competitor Conquesting

SmartTouch^® Competitor Conquesting is a strategic audience service that leverages key data from our partnerships with leading Ad Exchange platforms such as Google Ad Exchange, OpenX, and Amazon Publisher Services, targeting those actively visiting your competitors display and demand gen ads. With access to this valuable data, and by layering additional data such as device IDs and geo-location, SmartTouch^® is able to create highly refined audience segments to precision target your most qualified buyers, significantly boosting ad engagement and conversion rates.

How SmartTouch^® Competitor Conquesting Works

Map the Competition

Define and collect competitor display ad data from our Ad Exchange Partners, including Google Ad Exhange, OpenX and Amazon Publisher Services.

Track Competitor Campaigns

Through our close partnerships with these different SSPs (Media Exchanges) SmartTouch can access the live data sets of any active geo campaigns included in our filtering parameters.

Refine Audience with Device IDs

Filtering for the AAID and App ID data relevant to your competitors, SmartTouch can identify and track devices that engage with your competitor campaigns, through clicks, geo-location conversions, or both.

Target Audience with Social Campaigns

Upload and apply this powerful audience to Meta or other social ads, which typically result in 3X higher ad engagement than standard targeting methods.

FAQs

GEO FAQ's

IDFA FAQ's

CONQUESTING FAQ'S

What is geofencing?

Geofencing is the use of technology to create a virtual boundary of a real world area(s)/location(s) to trigger and deliver an ad to a mobile device that enters that designated area(s).

How does geofencing work?

Geofencing works by first setting up virtual boundaries/targets, then capturing mobile device and app ids from the targets, and finally serving ads to those mobile devices via apps and website placements.

What is geofencing used for?

Geofencing is used to hyper target specific users with ads in real time that are located in particular areas to influence website visits, traffic to storefronts, or increase brand awareness.

What are the benefits of geofencing?

Benefits of geofencing includes: 1. targeting locations or events where your customers gather to deliver an ad to them in real time 2. being able to advertise more effectively with minimal ad spend 3. track when users return to your conversion location/storefront.

How can geofencing help my business?

Geofencing can help your business by either: 1. driving traffic directly to your store/location from your competitor locations 2. deliver your ad message to the right buyer/user in real time 3. raise awareness for your business to a more focused/targeted audience.

What limitations does geofencing have?

A limitation of geofencing would be the ability to target entire zip codes, towns, or cities. This is a very costly endeavor and if your desire is to target those larger areas a more general display awareness campaign would be a better fit.

Geofencing vs. geotargeting - what's the difference?

Geofencing is the targeting of a specific location via a setup virtual boundary where Geotargeting is the more broader targeting of users via zip code, city, region, state, or country.

What is the minimum and maximum effective radius for geofencing?

From our 10+ years of running geofencing campaigns the minimum effective radius for geofencing is a location of 1,500 sqft. where the effetive maximum radius of a target is 58,000 sqft.

What is the difference between active and passive geofencing?

The main difference between active and passive geofencing is the opt-in to location services requirement from the end user. Active geofencing requires opt-in from the user where passive geofencing does not.

How much does geofencing cost?

Geofencing with SmartTouch through SmartTouch GEO costs $1,500 a month and guarantees 50,000 impressions.

General Questions

Privacy and Compliance

Real Estate-Specific Questions

Implementation and Strategy

What is IDFA, and how does it work in marketing?

IDFA is ID for Advertiser, it is an unique identification number given to devices and is used in marketing to allow for advertisers across marketing channels to identify a device to show an advertisement

Why is IDFA important for advertising real estate and home builders?

IDFAs allow home builders and developers in real estate to market to a highly targeted audience of home shoppers

What kind of data can be tracked using IDFA?

Standard key performance indicators are tracked using IDFAs depending on the marketing channel being used to advertise

How does IDFA improve ad targeting for real estate campaigns?

IDFA improves ad targeting to allow for devices to be targeted with an ad down to 15ft of where the device is located, compared to typical city/state targeting allowed for real estate marketing campaigns

What’s the difference between IDFA and other types of advertising IDs (e.g., Google Ad ID)?

IDFA is exclusive to Apple devices, whereas GAID (Google Advertising ID) is exclusive to Android devices

How much does an IDFA audience pull cost?

A one-time IDFA audience pull costs $2,000 with SmartTouch Interactive, or $1,500 a month if subscribed to monthly pulls that includes an audience pull every 15 days.

Do Apple phones have IDFAs?

Apple phones do have IDFAs, however, with the release of iOS 14.5 Apple allowed for users to opt-in or out of their IDFA to be accessible at the app level for each app on their phone.

Do Android phones have IDFAs?

Android devices do not have IDFAs, instead they have AAID (Android Advertising ID), also known as a GAID (Google Advertising ID).

What are IDFAs used for?

iDFAs allow for apps to track user devices and allow for advertisers to deliver targeted ads to those devices.

What are the benefits of IDFAs as an audience?

Cost effective way to advertise to a ready to engage and qualified audience
Reach ready to engage users based on locations they are currently visiting
Leverage the audience across multiple social media channels (Facebook, Instagram, Snapchat, TikTok, LinkedIn, etc.)

How can IDFA Audiences help my business?

Deliver a targeted ad with a message encouraging users to take action on your ad based on where they are currently visiting

What limitations does IDFA audiences have?

Pulling IDs from mult-level buildings, you cannot pull for individual floors/stories of the buildings
Pulling IDs from buildings that reduces signals from devices (thick concrete/underground structures)
The larger the area you would like to target the more expensive the audience will be. Model homes are easy to target whereas pulling the IDs for an entire zip code would be multiple thousands of dollars.

What is the minimum and maximum effective audience size for an IDFA audience?

Minimum audience size to use would be 1000 devices, given an average match rate across social media platforms of 75% would give you a usable audience size of 750 users. Maximum audience for an effective campaign is a 100,000 audience pull with the 75% match rate would give you 75,000 users.

Is using IDFA for advertising compliant with privacy regulations?

Yes, as no data is passed through the IDFA number to reveal a user’s personal data/information IDFA audiences are compliant with privacy regulations

What impact did Apple’s App Tracking Transparency (ATT) framework have on IDFA?

The ATT framework changed how accessible IDFA’s were to acquire where before they were available through the DSP’s to after they are now only accessible to DSP’s if allowed at the app level of each app on a user’s device

How can home builders ensure their campaigns are compliant with ATT requirements?

Working with SmartTouch to acquire IDFA for use in campaigns ensures all device id audiences acquired are acquired in compliance with ATT requirements

What are the alternatives to IDFA for user tracking if permission is denied?

Alternatives to IDFA for user tracking are the SmartTouch GEO service to serve ads in real time to users in a certain location on the phone via apps and website or SmartTouch Conquesting which will provide an audience based on competitor advertisements users have engaged with

How can IDFA help target home buyers interested in specific neighborhoods or communities?

IDFA can target home buyers who are interested in specific neighborhoods or communities by providing a list of all home shoppers
who have visited the home builder model homes in the specific neighborhoods or communities

Can IDFA data help track customer journeys, from initial interest to a home tour or purchase?

IDFA data can help track the customer journey if a user in one of the IDFA audiences completes a form submission. From their data leveraging CRM and Google Analytics can help provide additional tracking

How does IDFA help us retarget prospects who’ve shown interest in specific floor plans or virtual tours?

It does not allow for retargeting based on engagements on a website, however, advanced Google Analytics implementations can enable that capability

Does IDFA help identify trends or patterns in customer preferences for real estate marketing?

Depending on the targets used it can help provide visibility to on-site traffic during given time periods based on the size of the audiences acquired when pulled

How do we integrate IDFA into our current real estate marketing strategy?

The simplest way of integrating IDFA audiences into current real estate strategies is to leverage them across paid social media campaigns.

What ad platforms or services work best with IDFA for home builder campaigns?

Meta (Facebook and Instagram) work best for a more mature buyer demographic, whereas SnapChat and TikTok work best for a younger
demographic

How do we measure the effectiveness of IDFA-driven campaigns?

Effectiveness can be measured based on the objective looking to be driven, if it is brand awareness impressions and reach will be the KPIs of focus. If it is website traffic, then number of clicks and a high CTR will be the KPIs of focus. If conversions, then form submissions and conversion rate will be the KPIs of focus.

What happens to our campaign performance if a large portion of users opt out of IDFA tracking?

If a large number of users opt out of IDFA tracking, then additional targets will be needed to acquire a audience list size that will provide quality results

General Questions

Strategy and Implementation

Real Estate-Specific Questions

ROI and Success Metrics

Challenges and Risks

What is conquest marketing, and how does it differ from traditional marketing?

Conquest marketing is a marketing strategy that looks to win current users who are conspiring a product or offering from a direct competitor
It differs from traditional marketing strategies in that the strategy sets out to only target a specific buyer based on consideration

How can conquest marketing benefit home builders and real estate developers?

Conquest marketing can benefit home builders and real estate developers by leveraging the marketing budgets of competitors to benefit their own campaigns

What marketing channels are ideal for conquest marketing strategies?

Paid Social Media is an ideal channel to leverage a conquesting audience as it is the most affordable compared to trying to get in front of competitor brand searches on the Google Search network which is a costly endeavor

How does conquest marketing help attract customers from competitors?

Conquest marketing helps attract customers from competitors by enabling a specific marketing message to be put in front of that audience to raise awareness for a community the user had not considered before

How do you identify target audiences for a conquest marketing campaign?

Identifying target audiences for a conquesting marketing campaign is as easy as identifying website domains for competing communities/builders

What tools and data sources are used in conquest marketing to target competitor audiences?

IDFA and GAID’s are leveraged in a conquest marketing campaign to target users who have engaged with a competitor marketing campaign
online

What role does geofencing or location-based targeting play in conquest marketing?

Geofencing can play a role in conquest marketing by allowing for ads to be shown to a user who has visited a physical competitor location

Can conquest marketing be used to promote specific real estate developments or model homes?

Yes, Conquesting can be used to promote specific real estate developments or model homes

What digital platforms are most effective for conquest marketing in real estate?

Social Media platforms are the most effective for conquest marketing

How can conquest marketing help home builders differentiate themselves from competitors?

Conquesting can help home builders differentiate themselves by getting a specific message in front of an audience who is considering a competitor who may not have a home feature that another does have

Can conquest marketing target buyers interested in competing master-planned communities?

Yes, Conquesting can target any user who has engaged with a competing master-planned community advertisement online

How does conquest marketing work for promoting open houses or special events?

Conquesting can promote an open house or special event by targeting a competitor’s domain and then show the users an ad message specifically promoting that event

What’s an example of a successful conquest marketing strategy for a new real estate development?

Targeting other already established real estate developments that are still running ads online, and using that audience to show an ad online that promotes all of the latest and greatest amenities, benefits, and homes that will be in the new real estate development

How do you measure the success of a conquest marketing campaign?

Success of the Conquesting campaign can be measure through the engagement rate of the ads online and the engagement rate of that
specific audience on the website

How quickly can we expect results from a conquest marketing strategy?

You should expect to see results from the Conquesting marketing strategy within the first 30-45 days from implementing the campaign strategy

What are some key KPIs for real estate-focused conquest marketing campaigns?

Key KPI’s include engagement rate on the website, total form submissions, and on-site traffic

What are the risks of focusing on conquest marketing?

If no other marketing strategy is used outside of Conquesting then you run the risk of not reaching all of your prospective audiences who would be interested in your product

How do you ensure ethical practices in conquest marketing?

You ensure ethical practices in Conquesting by following all marketing channel vendor advertising policies

What if competitors retaliate with their own conquest marketing strategy?

If a competitor retaliates with their own Conquesting strategy then it is up to the sales team to be able to effectively differentiate their product from that of the competitors

Investment

Convert a Unit of Traffic into your place of business for as low as $20.

You can start small and test a few select areas or set up multiple geofencing targets and conversion zones for all of your locations with SmartTouch^® GEO. We offer competitive pricing packages, starting at $1,500 giving you 50,000 impressions (and cost per consumer visit as low as $20). Add a one-time IDFA Pull (list of mobile IDs) for $2,000 and start sending ads directly to your customers on their preferred social media platforms. Or sign up for a monthly subscription of the IDFA service for $1,500/mo. Provide your own banners or have the seasoned SmartTouch^® Marketing Services team create banners for an added cost of $750 per set for static banner ads or $1,500 for rotating GIF banner ads.

CALL TO GET STARTED (512) 582-5900 (EXT. 707)

SmartTouch® Audiences