Real estate businesses visualize a sales boost with beacons due to the high degree of relevance and contextualization. Beacons deliver the right message to the right buyers at the right time and in the right manner.
Beacons not only help realtors sell more but also save money that they would otherwise invest in billboards and banners. Here is a list of five real estate businesses that made the best use of beacons in marketing:
1. Makelaardij Hoekstra
Makelaardij Hoekstra is a Dutch real estate agency. It has four offices in Leeuwarden, Heerenveen, Sneek, and Joure. The company serves the entire province from these offices.
To multiply the reach and improve lead generation, Makelaardij Hoekstra decided to leverage beacon based proximity marketing. This decision made the company outstand their competitors by providing the right information to the right buyers at the right time.
They deployed beacons on sale signs, near their properties, in events, and in their real estate offices.
Beacon notifications instantly inform prospects about properties on sale. Apart from advertisements, beacon campaigns also enhanced the user experience by providing useful information like guided 3D tours, images of the property and much more.
Redfin is a real estate agency based in Seattle. They employed beacons in their proximity marketing plan to push information about properties to their potential buyers. They sent relevant information to buyers in the vicinity of the property and enticed them to pay a visit. Once the buyers entered the property, the agency broadcasted real-time details about specific areas.
As a part of their campaign, Redfin turned the iPads of agents and house owners into beacons. The Redfin app broadcasted property listing notifications to potential buyers in the beacon transmitting range. These beacon notifications did not collect information but motivated buyers to subscribe to tailored property information.
3. Mobile Doorman
Mobile Doorman is a Chicago based company that develops white labeled apps to help residents of an apartment manage deliveries, place maintenance requests, etc. Mobile Doorman leveraged beacons in the apartments to educate residents about the happenings of the apartment on a real-time basis.
They also used beacons to analyze the footfall patterns and dwell time in the common areas of the building. They used this data to provide useful information to the residents. For example, analyzing and broadcasting information about how crowded the gym is. This also gave managers an understanding of how residents use the common areas in the apartment.
4. Spicerhaart land and new homes
Spicerhaart is one of the UK’s largest independent providers of property service. Wharf E5 is the Spicerhaart development of 124 luxury apartments in London. Spicerhaart invested in proximity marketing for Wharf E5 by integrating beacons with their own contextually aware app.
Once the potential clients enter the apartment, a greeting message is triggered. Then, it pushes a link using which clients can quickly look up an interactive plan of the building, get access to more multimedia content about the whole development and even win some iTunes coupons. Spicerhaart also gathered data on how potential clients move through the apartment, which locations catch their interest and where they spent the longest time. They use this data to understand their customers and improve their services.
5. A Vendre, A louer
A Vendre A Louer is a real estate service offered by SoLocal, a French Yellow Pages company that has now become a sizeable O2O service provider. They joined hands with Ubudu, a French provider of in-store customer interactions for a beacon-based proximity marketing project.
This project leveraged beacons to push alerts from real estate agencies to users nearby in the street whenever they had searched for a property ret/buy matching agency’s offer.
The pilot phase involved 40 agencies in Paris, from May to December 2015, and had excellent returns. A Vendre A Louer is now deploying it nationwide.
Ubudu proclaims “we’re not surprised by the results. This is a perfect storm situation, where AVAL can hyper-personalize the interactions by using the search queries which users have entered. In this case, beacons are perfect to help users to find their dream home, and to extend SoLocal’s mission of driving traffic into stores.”