Definition
Location-based advertising that targets mobile users within a specific geographic area (fence) with ads, typically used to reach people in competitor's office or near listings.
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Find my pathAbout this term
Geofencing uses GPS/mobile technology to identify users within a specific area (office, park, competitor's office) and serve them mobile ads. Agents use geofencing to: target people near their listings (serve neighborhood ads), target people near competitor offices (message potential clients), target people attending open houses (follow-up ads), target people in specific zip codes (reach potential buyers in target area). Advantages: precise geographic targeting, ability to reach people exactly when they're in location, effective for conversion. Disadvantages: requires smartphone users, limited reach compared to broader advertising, potential privacy concerns. Geofencing effectiveness often depends on creative/messaging: generic ads don't convert; personalized location-specific messages work better. Measurement tracks: impressions, clicks, conversions. Some agents use geofencing heavily; others less so. Privacy considerations: users often don't know they're being geofenced; regulations around geofencing are evolving.
Pro Tip
Receiving ads for nearby agent after visiting competitor's office means you've been geofenced. It's aggressive but increasingly common in competitive markets.
Example
Agent places geofence around competitor's office; people entering office area see agent's ads on their mobile devices over next week.