Local event marketing in multifamily is HUGE for property brand awareness. Adding an event geofence tactic can amplify your boots-on-the-ground approach or expand your efforts to events you cannot attend in person.
They are great for building brand awareness and are relatively inexpensive to run.
For multifamily properties, event geofencing is an ideal tactic to:
- Target hyperlocal audiences from local events
- Boost property visibility during local events via banner and streaming TV ads
- Deliver highly relevant ads that captivate community members due to the local nature of the ad.
Whether you’re targeting festivals, markets, or local fairs, event geofencing campaigns give you a unique strategy to deliver relevant messaging to local community members and keep your property top-of-mind during the holidays.
Click our video below to learn how event geofencing works in multifamily:
How do event geofencing campaigns work anyway?
An event geofencing campaign relies on a virtual boundary drawn around an event location (this can be a jazz concert at a park for example) and captures the anonymized mobile advertising ID (MAID) of individuals who step foot into these locations. Marketers can then serve ads to individuals who have attended these events for up to 30 days.
For brands focused on impressions and click-through rates (CTR), event geofencing delivers results at a fraction of the cost of traditional media. Ads can be delivered in the form of animated banner ads or even streaming TV. Imagine a prospective renter for example, who attended a Jazz Festival and then later that evening, catches your property’s unskippable streaming TV ad on Hulu—that is the power of event geofencing.
Whether you're a multifamily property, restaurant, or hotel, these campaigns are a powerful tool for seasonal marketing.
A quick glance at event geofencing metrics
Event campaigns don’t just capture traffic—they deliver tangible performance.
The annual Home Rule Festival in D.C. celebrates the city's rich musical heritage and is an outdoor event that attracts a local and diverse group of people that might also be pn the hunt for their next apartment. It's not uncommon for marketers to purchase sponsored advertisements during these types of events t promote their brands. However, geofencing can digitize these initiatives and create more engagement than sponsored ads that passively recede into the background.
ApartmentGeofencing.com set up an event geofence at The Parks at Walter Reed.
Bozzuto wanted to take advantage of the foot-traffic generated by this event and worked with ApartmentGeofencing.com to setup an event geofence for the festival. Mobile users who attended the event received animated mobile banner ads for one of Bozzuto's multifamily properties 2 hours after having attended the event and a continuation of 30 days after the event.
The event geofence drove exception results with minimal spend:
📍 Event: Home Rule Festival, D.C. (June 21)
💡 Budget: $15 total spend
📈 Impressions: 1,899
🔥 Click-Through Rate: 0.37% (well above the industry average of 0.10% - 0.12%)
These results highlight how event-based geofencing can amplify your local marketing efforts, extend your reach digitally, and have longer engagement longevity when compared to sponsored ads.
Event geofencing ideas for holiday marketing
Event geofencing campaigns turn seasonal foot traffic into hyperlocal ad opportunities that multifamily marketers can tap into to generate extra exposure for their properties.
Think about it: local events already carry marketing momentum and act as magnets that attract community members. As these events ramp up with holiday foot traffic, multifamily marketers can leverage these events to connect with audiences on a hyperlocal level.
The last quarter of the year in particular, is characterized by popular local events that mobilize significant, event-based foot traffic. Forward-thinking marketers can piggyback on these foot traffic patterns by geofencing holiday events and transform community activities into brand engagement opportunities.
Some popular seasonal events to consider for event geofencing in Q4 include:
- Oktoberfest Celebrations
- Pumpkin Patches & Corn Mazes
- Farmers Markets & Holiday Gift Markets
- Christmas Tree Farms
- Local City Fairs & Lighting Ceremonies
- Indoor and Outdoor Ice Skating Rinks
- Malls & Local Shop
Pro Tip: Update your creative to match the season—think festive specials and visuals as well as limited-time offers.
Boost Results With Live Ads
For events with 1,000+ attendees, consider pairing event geofencing with live ads. These real-time campaigns capture attendees’ devices during the event, allowing you to serve hyper-relevant messaging immediately. After 24 hours, those devices are removed from the audience pool, ensuring precision targeting.
Any unused live ad budget rolls into the main event campaign, ensuring maximum ROI without wasted spend.
Ready to Get Started?
Capture seasonal buzz, keep your brand in front of the right audiences, and make the most of Q4 foot traffic! Connect with your client rep or book a demo to start planning your event-based campaigns.
