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Over the years, we have commonly heard clients, coworkers, and industry
peers get confused about the differences between the similar terms
geotargeting and geofencing. Although they have similarities, there are
differences when utilizing and evaluating the two unique advertising
opportunities.
For a long time at Dyverse, we mostly told client partners that we only
utilize Google and Meta Ads for geotargeting campaigns using a defined
radius around the property for specific location targeting. We felt this
was targeted enough, especially with Google, which allows you the
flexibility to set a radius as small as one-mile around a specific
location. Our early experimentations with geofencing and ad networks
outside of Google and Meta produced data reporting that was not
accurate.
More recently, we have come around to the idea that geofencing has a
place within specific client media mix recommendations to continue to
evaluate. As geofencing becomes available across more advertising
networks and placement options, such as streaming TV, it makes sense to
have it as an option to generate brand awareness and potentially
additional leases.
To ensure we put our best foot forward when implementing this tactic for
our client partners, we have partnered with
ApartmentGeofencing.com
to provide their specialized processes, expertise, and reporting.
Geofencing involves drawing a virtual boundary around a specific location. When someone crosses this boundary, they are added to a targeted audience list to be shown banner ads and streaming videos. Apartment communities can communicate directly with individuals near competitors or other strategic locations.
Imagine pinpointing where your potential residents spend their time and delivering your community's message directly to their mobile and personal computer devices. With geofencing technology, this is possible and an effective tactic in growing brand awareness and driving targeted traffic. Precisely target competitors, employers, and local hotspots while showcasing your property through display banner ads and streaming videos, compelling potential renters to visit your property immediately or consider it when their current lease expires.
While geofencing and geotargeting are often used interchangeably, the
two have key differences. Geofencing involves creating a virtual
boundary around a specific location and targeting individuals who
enter that boundary. On the other hand, geotargeting focuses on
delivering ads based on a user’s location at a broader level, such as
a one- to fifty-mile radius around your community or an entire city or
ZIP code. Geofencing is more precise, allowing for highly targeted
campaigns tailored to specific buildings or areas.
Below
is an example of how precise a target boundary can be with geofencing
technology.
In contrast, geotargeting is less granular, but allows you to target a wider area where your target demographic is likely to come from. Below is an example of location targeting in Google Ads where the minimum location targeting radius is one mile. Keep in mind Google and Meta Ads only currently allow for geotargeting, so geofencing utilizes ad networks and placements outside of these two advertising giants.
Unlike traditional geotargeting, which targets a predefined radius around a location (i.e., one mile), geofencing allows for more precise targeting. For example, you can draw lines around specific buildings—whether they are competitor properties, large employers, or community hotspots. Here’s how it works:
With all apartment communities having marketing budget restraints, geofencing might not always be included in the suggested media mix. Below are some top reasons to consider geofencing when building your community’s marketing plan.
Geofencing represents a cost-effective and highly targeted way to reach potential renters where they already are. Dyverse, in partnership with ApartmentGeofencing.com helps multifamily properties maximize their ad spend efficiency, ensuring that every dollar spent translates into increased visibility and higher occupancy rates.
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