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Location Intelligence Technology: The Most Effective Tool Homebuilder Marketing Teams Aren’t Using

August 10, 2018
Home Building
By: Vivian Nguyen

There is one particularly powerful tool homebuilder marketers can use to pinpoint where the buyers are and what they want: location intelligence technology.

All marketers struggle to fully understand what their market wants, but this challenge is especially tough for homebuilder marketers because they are trying to sell people on making one of the biggest and most important purchases of their lives. It’s a daunting task, but it’s one that tech-empowered teams find becomes much easier when they use the right tools.

A powerful location intelligence platform delivers actionable data, providing map-based evidence of where potential buyers are and what sort of amenities they are looking for. This powerful information helps marketers boost their return on investment (ROI) in two main ways. First, it narrows down the number of people they are targeting, saving on resources. Second, it helps them get very specific with messaging to ensure they are speaking to the precise wants and needs of potential buyers.

location intelligence technology for homebuilders

How Does Location Intelligence Technology Help Homebuilder Marketers?

Marketing new homes is expensive. Those glossy mailers and Facebook ads don’t come cheap! Whereas marketers used to blanket a region with advertisements, hoping that a certain percentage of the people they reached would bite, that is no longer the most effective way to generate sales.

Location intelligence technology provides information that helps homebuilders get in front of the right buyers, and it delivers data that can be used to optimize every marketing channel, from print ads and mailers to digital ads and cold calls.

Here’s Some of the Information That a Powerful Location Intelligence Platform Delivers:

  • Demographics
  • Transaction details
  • Number of bedrooms
  • Square footage
  • Number of bathrooms
  • Number of stories
  • Year built
  • School district
  • Nearby points of interest
  • Nearby transit lines
  • Drive time radius
  • Complete owner portfolios

The information in cloud-based location intelligence platforms is updated in real time, ensuring you’re working off of accurate and current data. You can view all of this information and more on a digital map for a clear picture of how people are living and the kinds of amenities they are used to. Wouldn’t it be great to know all this before you develop a strategic and focused marketing campaign?

Make the Data Actionable

Once you’ve got all of this information in hand, the next step is figuring out how to leverage it to create marketing campaigns that will sell new homes. location intelligence platforms allow you to visualize the data you’ve gathered on a map for easy analysis, revealing patterns and important trends. You’ll be able to make faster decisions about the right locations to target alongside real-time evidence of how the people in that market currently live.

Analyzing this data reveals a story about what could motivate potential buyers, helping you and your team craft marketing messages that truly resonate with the right people. For example, if you’re targeting young families, your location intelligence platform will show you how to present information important to these families, including school districts, exact drive times to points of interest like the grocery store and popular family-friendly restaurants, as well as evidence of rising home values and nearby access to emergency services.

All this data can be pulled up, aggregated and layered over a map to visualize and communicate information that will become the foundation of your marketing campaign. This unique visual understanding of the trends and opportunities your buyers are looking for as they search for a new home means you’re no longer blanketing the community with advertisements that may not be relevant. You now understand where the opportunities are, who to reach out to, and what they are looking for.

Homebuilder Marketing that Beats the Competition

The best part of all of this? Many homebuilder marketers are unaware of the powerful data location intelligence technology delivers and how it can be used. Most aren’t fully leveraging location intelligence technology to optimize their marketing efforts, instead relying on gathering data from third-party research teams.

Location intelligence technology, although robust and powerful, is actually simple to use, even if you don’t have any experience working with it. Plus, when you are responsible for accessing and managing this information rather than relying on a third party, you ensure you get the data you need exactly when you want it. Your team will become more agile in their efforts because they will be able to tweak messaging in real time, rather than wait on information requested from a third-party source.

So go ahead and test out a location intelligence platform to experience exactly how it will help you and your team optimize marketing efforts and outpace your competition.

For an in-depth look at how homebuilder marketers can use location intelligence technology to sell more homes, check out our guide:

A Builder's Guide to Marketing: Using Location Technology to Target the Right Buyers for Your Homes

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