As traditional real estate marketing struggles to generate showings in an increasingly competitive market, geo-fencing technology is emerging as a significant tool for agents seeking more precise targeting. Adele Suddes, a real estate sales associate with CENTURY 21 Miller Elite, highlights how this technology addresses a persistent challenge in the industry: connecting the right buyers with the right properties.
Geo-fencing represents a shift from broad-based marketing to targeted outreach. The technology allows agents to draw a digital radius around a specific property and collect data from potential buyers who visit other listings in the area. This information enables targeted social media advertising aimed at prospects who have demonstrated genuine interest.
“Say I have a listing, and I’m not getting any showings, and so I’m trying to be creative with how to get people in,” Suddes explained. “Geo-fencing, you can draw a radius around the property, and if somebody’s going into other listings in that area, it will pick that up, and then you can target them for social media advertising.”
Traditional real estate marketing often relies on MLS exposure, online listings, and general advertising, which can cast too wide a net or miss motivated buyers entirely. Geo-fencing helps identify prospects based on their actual behavior rather than assumptions about demographics or general interest.
This behavioral targeting is especially valuable in luxury markets, where buyers may evaluate several properties over longer periods. Instead of hoping these buyers encounter a listing through conventional channels, agents can proactively reach out with targeted messaging about relevant alternatives.
Geo-fencing’s precision goes beyond location targeting. The technology captures prospects who visit properties in person, providing a more qualified audience than traditional digital marketing methods.
The use of geo-fencing raises questions about privacy and data collection. Suddes acknowledges some uncertainty about the technical details: “I’m not an expert on how all of that works, but it is really fascinating.”
The technology appears to operate using GPS coordinates rather than personal information, which may help comply with privacy regulations while still enabling effective targeting. However, as both technology and privacy laws evolve, agents must stay informed about the legal framework that governs these tools.
Suddes views geo-fencing as part of a larger technological shift that will distinguish successful agents from those who do not adapt. “I think technology like that that allows you to more precisely target your prospective customers is going to continue to evolve, and I think realtors who are able to harness that are going to be the ones that really are able to stand out.”
This shift is changing real estate competition. As barriers to entry fall and online platforms provide broad access to property information, agents must differentiate themselves through advanced marketing and technology skills.
The impact of these changes goes beyond individual agents. Those who become proficient with precision targeting tools may gain a larger share of the market, while agents who rely only on traditional methods may become less relevant.
Suddes also points to the role of artificial intelligence tools like ChatGPT in her daily work. “AI has changed my life. ChatGPT is my best friend,” she noted, illustrating how agents are combining technologies to increase their effectiveness.
By integrating geo-fencing for prospect identification with AI for content creation and analysis, agents can identify qualified prospects and then use AI to craft personalized messaging and analyze engagement. This combination enhances both outreach and follow-up efforts.
The adoption of geo-fencing technology reflects broader changes in real estate transactions. As buyers become more informed and markets more competitive, the ability to identify and engage qualified prospects is increasingly important.
For luxury markets like Amelia Island, where properties can take an average of 61 days to reach contract, the ability to continuously identify and engage prospects throughout the marketing period can be a key advantage. Relying solely on initial exposure and organic discovery may not be enough in markets with longer sales cycles.
Geo-fencing also enables more advanced competitive intelligence, allowing agents to track prospect behavior and adjust their strategies as needed.
