Addressable Geo-Fencing - The Digital Age of Direct Mail

Dallas, TX · Member since 2015 · 3 posts · 1 vote

Has anyone considered this in regards to their address lists and direct mail efforts?

Addressable geo-fencing is the ability to target audiences on desktop, mobile and ConnectedTV using physical addresses. As the most granular location-based targeting tactic on the market, addressable geofencing can target and reach every device within a home and up to one million addresses per media campaign.

Curious about your thoughts - this is through Simpli.fi

- Brandon

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Todd Primmer
Investor · Westerville, OH · Member since 2016 · 40 posts · 12 votes
7y
I’m sure someone has tried it, I’m interested in results.
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Brandon Zerwas
OP
Dallas, TX · Member since 2015 · 3 posts · 1 vote
7y
Here's a compelling blog post about it:
"This means marketers can effectively serve digital ads to the same houses they’ve targeted with direct mailers. Addressable Geo-Fencing extends the reach of direct mail campaigns, improves frequency, and even provides foot traffic attribution": https://simpli.fi/how-addressable-geo-fencing-can-complement-direct-mail-efforts/
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Todd Primmer
Investor · Westerville, OH · Member since 2016 · 40 posts · 12 votes
7y
Any idea on costs?
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Don KonipolBusiness Member
Investor · The Woodlands TX / Avon, CT · Member since 2009 · 6k+ posts · 10k+ votes
7y
@Brandon Zerwas
A good friend of mine sells just this service to medical practitioners. They usually sign up for a 6 month program with much initial enthusiasm and confidence that they are on the cutting edge with the belief that they will shortly have waiting rooms full of patients.
Costs range from $5k to $30k per month. The vast majority find that revenue gained doesn’t cover the coat. Renewal rates are non existent.
The trend is away from interruptive marketing. These programs are much more interruptive than even traditional advertising. While a well structured program can possibly work for some, I believe that most go into one of these programs seduced by the thought that they are “first movers” in the latest advertising technology, and without a sound basis or realistic assessment.
And, while MOST of my marketing is “opt in” , I too am guilty of interruptive marketing as I mass email to my 14000 LinkedIn connections without their express permission.
Private Mortgage Financing Partners, LLC
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Brandon Zerwas
OP
Dallas, TX · Member since 2015 · 3 posts · 1 vote
7y
@Don Konipol Thanks for jumping in the convo here. I think using data-driven, online behavioral analytics to serve display ads more intentionally, actually disrupts interruptive marketing in a way. For example, traditional TV ads and billboards have no way to determine if they're actually reaching the right audience (or measuring the success even if they did). Data-driven tactics provide a more granular approach to serve ads to a very specific individual on multiple devices, and then you can measure if they actually convert due to the marketing campaign effort (clear attribution).
You're right in regards to the price point. I used to download address's from ReboGateway and send out yellow letters and post-cards. I thought this to be an interesting approach, that could put display ads on every device in the OOS homeowner before my postcard arrives and after it arrives.
Disclaimer: I do work for Simpli.fi so I'm playing with the idea of it connecting to my real estate efforts / curious of what you more seasoned RE folks think. Thanks again for the insight Don - leaning on folks like you and others to toy with such ideas.
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