Connect with shoppers inside and within near proximity of your store using beacons for marketing. Real estate is one of those transforming industries that has recently picked up great interest in beacon-based marketing for boosting customer experience. With increasing blindness towards billboards and sale signs, realtors and marketers have to switch to alternate ways of delivering information to prospects. What better than delivering information on smartphones!

A recent survey from comScore Inc. states that over half of the 91.6 million unique visitors to all the real estate sites were from smartphones. Another realtor survey says that 85 percent of all the buyers used a smart device during their home buying process. These statistics are obviously not a surprise considering the time users spend on smartphones these days. A lot of our customers from Canada and USA are from the real estate verticle. In the past few months, I spoke to a dozen of them, and it’s amazing to see how this industry has diversified the beacon use cases across the stages of selling/renting a property. If you too are a realtor, I believe this article would give you some really interesting ways to market your property.

Discovery

Discovery
  • 1. Notify potential clients when they drive past your property

    Place a beacon in the house or within 300 feet of the road and trigger beacon notifications directly to passers-by who have Bluetooth equipped phones. They could click open the notification and find out more or schedule a tour directly from the information page.

    It’s obviously helpful because scheduling a visit is spontaneous rather than to-be planned event. Here’s how you could create a beacon campaign on Beaconstac.

  • 2. Let your sale signs push beacon notifications

    Your “Home for Sale” boards can be turned more efficient with beacons attached to them. The idea behind this approach is to catch the eye of the prospect who is rather blind to the boards and sale signs on the road.

  • 3. Place beacons in your real estate office

    Beacons can also be placed in your offices so that when you or your office staff is busy attending some clients, the other clients that walk in still get the information about the properties.

  • 4. Send notifications about the details of an open house event

    Though open house events are a lot of work to do, you still would want to schedule a couple of them because they are a great way to generate leads and expand your sphere of influence. It is definitely a good marketing strategy to make the most out of such an event. Beacons can be of great help while trying to get maximum footfall for the event. More footfalls, better deals closed!

  • 5. Send out information about your property at trade fairs

    Trade fairs are a super busy affair and you do not want to miss out on any prospect. Having said that, you can have beacons in your kiosks which can be used to send out information to the people attending the event.

    As a real estate owner, you can use beacons to make the buying process for a buyer much smoother in a number of ways. Take a look at the possibilities.

Track analytics

Track analytics

1. Check heat maps of the plot to understand if a zone is going unnoticed

Visitors might be missing out on an important section of the property – may be the pool area or a webinar room etc. This might be due to multiple reasons, but having a close look at the heat map and analytics lets you optimize the tour and send relevant property highlights when needed.

2. Check out the footfall metrics on your property on an open house event

Footfall tracking quantifies activity on your property. Beacons help you measure and thus optimize demand forecasts, location marketing, scheduling and queues for your next open house event.

How to run a proximity marketing
campaign without an app

How to run a proximity marketing campaign without an app

Very few in-store technologies have seen the kind of success that beacons have – 75% of the top 20 retailers in the U.S. have implemented beacons. And that’s because beacon technology delivers campaigns and enables personal communication when customers are in close proximity to the store.

Challenges with implementing proximity campaigns that require apps

While big-box retailers like Starbucks and Macy’s have apps and ibeacon technology (developed by Apple) to communicate offers and experiences to their consumers, physical stores and Small Medium Businesses (SMBs) are often left wanting.

  1. Drive consumers to download apps to take advantage of proximity driven experiences
  2. Most apps need access to “Bluetooth admin” permission to scan for beacons
  3. Background scanning requires apps to either be running in the background or be in the foreground, thus limiting the number of possible beacon scans

Getting people to download apps by banner ads can be very painful. Digiday reports that the 468×60 banner has a click-through rate of 0.04 percent. To overcome these challenges, marketers and business owners are moving towards proximity marketing campaigns that do not need app downloads.

Implementing a proximity campaign
without an app

Google’s Eddystone protocol is the key to implementing proximity campaigns without an app! Google took Apple head-on in the beacon battle-space with Eddystone in 2016. The traction that Eddystone has seen in terms of adoption since then is nothing short of amazing. According to the Proxbook Q1 2016 report, the gap between Apple’s iBeacon and Eddystone is fast closing with 45% of leading proximity marketing companies supporting Eddystone as of Q1 2016, up from 25% in Q3 2015.

How does Eddystone work?

Eddystone is an open communication protocol developed by Google with Android users in mind. Beacons that support the Eddystone protocol broadcast a URL that can be received on Bluetooth-enabled smartphone whether they have an app installed or not. Services on the device such as Nearby Notifications, Samsung CloseBy or Physical Web compatible apps scan for and display these Eddystone URLs after passing them through a proxy.

How does Eddystone work?

Eddystone is an open communication protocol developed by Google with Android users in mind. Beacons that support the Eddystone protocol broadcast a URL that can be received on Bluetooth-enabled smartphone whether they have an app installed or not. Services on the device such as Nearby Notifications, Samsung CloseBy or Physical Web compatible apps scan for and display these Eddystone URLs after passing them through a proxy.

Samsung Close By – Samsung phones

Earlier this year, Samsung announced support for beacon notification detection in its Samsung Internet browser. Similar to Nearby, CloseBy in Samsung phones continuously scan for Eddystone URLs in its range and once found, it displays information on the Samsung devices through its own Internet browser. With a little over 1.1 billion active users globally, Samsung Internet browser opens doors to a huge untapped audience – especially in countries (like China and some Middle Eastern countries) where Google or its service, such as Nearby, are inaccessible.

Implementing a proximity campaign without an app