With microtargeting, you can personalize the messaging to ensure it reaches the right audience, in the right place, at the right time.

In an age when customers are increasingly empowered to select how, when, and where to view content, deluging them with off-target ads that do not meet their needs is a waste of effort. Cue microtargeting. With microtargeting, you can personalize the messaging and ensure it reaches just the right audience.

What is microtargeting?

Also known as micro-niche targeting, microtargeting is a marketing technique that relies on consumer data and demographics to identify the interests of specific people. That information is then used to influence their actions and spur their interest in a company’s products or services. The primary goal is to understand the target audience and deliver marketing messages to them through their preferred communication channels.

Real estate and microtargeting

By using collated data, microtargeting helps real estate firms get the right message, in front of the right audience, at the right time. For example, when advertising a property, the right audience would not be high school students, so targeting them is a waste of time. With microtargeting, real estate firms can segment their potential customers based on, for example, age, income range, and family size. Who can afford your property? Does it appeal to empty nesters, families, or young professionals? Now, you can decide who you should target and deliver a personalized, valuable message based on what you know about your customer base.

Microtargeting with geolocation and geo-fencing

Another feature of micro-targeting is the ability to share the right message — in the right place: geomarketing. A marketing strategy built on geomarketing draws on geographic information for successful delivery. Combined with other market segments, it can effectively help you reach the audience that matters to your business. There are two types of geomarketing:

Geolocation is data about device location. A device´s location is captured by an IP address, GPS, Bluetooth, and Wi-Fi. Geolocation marketing reaches its full potential when paired with consumer behavior. This way, real estate firms can tailor messages to people in a particular location based on their preferences. For example, data collected may show people from a specific area prefer certain types of buildings. Armed with this information, you can design a geolocation campaign that appeals to and reaches those same people.

Geofencing is dependent on a person’s mobility — like stepping into a new area. Unlike geolocation, geofencing lets you fire a message when a new person crosses a predefined, virtual perimeter. Geofencing helps real estate firms send a “right here, right now” message. For example, the ad may announce the presence of a real estate sales center and accompanying offers. Again, you’ve reached a person with potential interest in buying or renting in the area.