Understanding the Basics of IP Marketing

Ever see one of those ads pop up while you’re browsing online? Wouldn’t it be awesome if you could get directly in front of the eyes of the people whose houses you want to buy? Cue IP Marketing… IP Marketing enables companies to be able to deliver banner ads to prospects by searching for their IP address based on mailing address and name. IP marketing is becoming more popular because it works to bring awareness to your brand.

IP Marketing isn’t just for retail businesses or companies selling goods. It can work for real estate investors because it’s targeted to specific demographics. It can also increase your conversion rate when used in conjunction with a direct mail campaign.

How IP Marketing Works in the Real Estate Industry

You start by selecting a target audience to reach out to in your area and compile a list. For example, you may be targeting properties in a neighborhood or city that have high equity or out of state non-owner occupied. Once you have the mailing addresses and names for these people, you can start to use IP marketing.

Once you have a list compiled we are able to run it for IP Addresses. To give you a better idea IP Addresses are like a mailing address for your computer. Once you have those IP address you are able to send banner ads out to your prospects. As the person browses on their device (this can be a computer or a phone as long as it is hooked into wifi), the impressions will start to filter out organically. This is a basic example of how investors can utilize this technology to develop an awareness of their brand.

Tips to Make it Successful

One of the most important things to know about IP marketing is that it is a passive form of advertising. Don’t look at it as a one-click conversion tactic. Instead, it should be thought of as a way to build brand awareness. It should also be used as part of a direct mail campaign.

Ideally, you would set up IP marketing to run for two weeks per mail drop. In the middle of those two weeks your direct mail hits and that triggers the familiarity with you brand and compels people to pick up the phone and call. Think of it as a “Where have I seen this before” moment. The IP Marketing is the passive marketing and direct mail is the active marketing so it is a really strong one-two punch combo that is found to be very successful. 

You need to have at least 2000 leads to run IP Marketing because you typically get about a 60% match on the addresses. There needs to always be enough leads to make the campaign worth it and IP Marketing can often be a numbers game. IP marketing isn’t designed to be a stand-alone method. Instead, utilize it as part of a complete marketing campaign and use it continuously to really see results. 

Tip: Have a really recognizable logo so that your branding speaks loudly across all of your marketing platforms. 

Introduce your brand through IP banner ads, and then send out a direct mailer to provide details about what you have to offer. You can even follow up with ringless voicemail to remind the recipient to take action.

IP marketing can be an effective addition to any marketing strategy if you know how to utilize it. To learn more about this service, contact us at (978) 269-0245 or email at [email protected]

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