In a recent episode of Curb Appeal, host Rachel Gombosch sat down with Julianne Martin, co-founder of Above the Fold, a digital marketing and programmatic advertising agency. While the episode’s content was certainly intriguing, the conversation brought to light a profound shift in the world of real estate marketing that’s worth exploring further.
Martin’s agency, Above the Fold, is able to help real estate agents stand out in the crowded marketplace and dominate their respective farming territories, regardless of the season. One of the key strategies that emerged from the discussion was the concept of programmatic advertising as a whole in this realm.
Programmatic advertising is a revolutionary approach to marketing that’s changing the way real estate professionals connect with their target audiences. At its core, programmatic advertising involves the automated buying and selling of advertisements in real-time across a wide spectrum of media. This means that advertisers can effortlessly distribute their content across the entire internet, including web, apps, audio (yes, even in podcasts), and connected TV, all with minimal manual intervention.
What sets programmatic advertising apart from traditional methods, such as Google or Facebook ads, is its ability to tap into a vast array of inventory sources. This access opens up exciting new avenues for reaching a more diverse and extensive audience. In essence, it breaks the constraints of being limited to a single platform.
What’s even more exciting is that programmatic advertising offers an unprecedented level of precision in targeting. It allows advertisers to home in on potential customers with a granularity that’s simply unmatched. You can target individuals based on various criteria, such as their actions, financial attributes like mortgage applications, credit scores, net worth, and even real estate ownership. The possibilities for customization and personalization are virtually endless.
Programmatic advertising isn’t confined to the realm of banner ads. It spans various ad formats, including native ads that seamlessly blend into the content, pre-roll video ads that appear before online videos, and targeted audio ads on popular platforms like Spotify. Additionally, it extends its reach to streaming services such as Peacock and Hulu. Julianne Martin estimates that a staggering 90% of these types of advertisements fall under the programmatic advertising umbrella.
As a whole, programmatic advertising is undoubtedly a game-changer for real estate agents eager to connect with their desired audience. Its ability to offer finely-tuned targeting and the versatility to reach consumers across a diverse range of media makes it the preferred choice for marketers aiming to stay ahead in the ever-evolving landscape of real estate marketing.
If you’re intrigued by the potential of programmatic advertising in the real estate industry and want to delve deeper into this transformative marketing strategy, don’t miss the full episode of Curb Appeal with Julianne Martin. It’s a conversation that will undoubtedly reshape your perspective on the future of real estate marketing.
Visit Above The Fold’s website to learn more about utilizing programmatic in regards to real estate marketing and download our case study to learn more. https://getabovethefold.com/real-estate/
Be sure to listen to this interesting podcast now to hear more! https://www.buzzsprout.com/2029481/11631492-ads-that-work-the-benefits-of-programmatic-advertising-in-real-estate-with-julianne-martin
