Hyper-targeting enhanced listings

Trulia partnered with 1020 Placecast to provide targeted ad services.

Once users input a location they want to learn more about on Trulia, Placecast will access that data and apply it as a key component along with common demographic data points like psychographic information to provide more targeted ads.

This process makes sense especially at the zip code level (see previous posts on zip code optimization) because demo/psychographic differences exist between zip codes–even contiguous zip codes. Accordingly, if I’m looking in a zip code that trends more affluent, Trulia can now serve ads that appeal to an affluent consumer (Jaguar advertisement). Alternatively, if I’m searching in a zip code that trends more middle of the road, Trulia can now serve an ad that appeals to a bargain shopper (Toyota Corolla advertisement).

For real estate, I’d like to see a twist on this process: somehow also deduce from where a consumer searches so as to better deploy advertising resources with respect to select properties. For instance, let’s assume you’re a firm situated in a Utah ski resort community, and that you know based on previous dealings with out-of-market buyers that your to primary “feeder” markets are Chicago and Orlando, and that these primary markets are generally interested in purchasing luxury-oriented rental income properties.

It’d be a great service to be able choose which of your top properties to “enhance” that exist in a specific zip code and display the “enhanced” versions of these properties only when a consumer from either Chicago or Orlando conducts a search in the targeted zip code. Employing a scheme like this, one makes an ad buy based on a “known” marketing attribute (i.e., based on personal experience) along with hyper-targeting, which should translate into higher quality clicks to the “enhanced” properties and, thus, increase the potential ROI on those ad buys.

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