Lasso360/Geofencing Advertising
Geofencing Advertising That Ends In A Signature.
Draw a boundary around a real place. Reach the phones that go inside it, live or as far back as a year. Then keep pulling those people until they lease, register or walk in.
The Definition
What Is Geofencing Advertising?
Geofencing advertising is the practice of drawing a virtual boundary around a physical location and serving digital ads to the mobile devices that enter it.
The boundary can be as tight as one building or as wide as a metro trade area. When a phone crosses into it, that device becomes part of an audience you can advertise to, on apps, websites, streaming TV and social feeds, for weeks afterward.
The important part is what happens next. A fence only builds a list. The revenue comes from the creative, the landing page and the follow-up that runs against it.
Three Ways To Use A Fence
Most agencies sell you the first one. The second is where the leverage is, and the third is where the conversions actually happen.
- Live Geofencing
- Reach devices inside the boundary right now. A trade show floor during the show, a stadium on game day, a shopping center on a Saturday. Useful when the moment itself is the message.
- Historical Geofencing
- Reach devices that were inside the boundary on a date that has already passed. Often called addressable or retroactive geofencing. Lookback typically runs six to twelve months depending on the data source. This is how you advertise to everyone who attended a competitor's conference last spring.
- Fence Retargeting
- Keep serving the captured audience after they leave. Nobody signs a lease from one impression in a parking lot. The device stays in the audience for weeks, sees a sequence, and gets pulled toward a real conversion.
- Fence-Sourced Lookalikes
- Expand from the people the fence proved were interested. Once a fence has produced converters, that group becomes the seed for a wider audience that behaves like them.
What Is Worth Fencing
A fence is only as good as the intent of the people standing inside it. These are the boundaries that consistently produce.
A Competitor's Front Door
People touring a rival property or shopping a rival store have already declared intent. They just have not chosen yet.
A Conference Or Trade Show Floor
An entire qualified industry audience standing in one building for three days, including the show you did not sponsor.
A Trade Area Or Submarket
The commute corridors, retail centers and transit stops that define where your renters or customers actually spend time.
Major Employers
Office parks, hospitals and campuses near a property. The shortest commute is a leasing argument that writes itself.
Adjacent Venues
Conference hotels, airports and the restaurants around a convention center during the dates that matter.
Your Own Address List
Known households or businesses matched to devices, so your existing list and your geofencing run as one audience instead of two.
Terminology
Geofencing, Geotargeting, Addressable.
Vendors use these interchangeably and they should not. The difference decides how precise your campaign can actually be.
| Method | What It Targets | Typical Precision | Best Used For |
|---|---|---|---|
| Geofencing | Devices that physically entered a drawn boundary | Building to block level | Competitor locations, event venues, specific buildings |
| Historical Geofencing | Devices that entered a boundary on a past date | Building to block level, backdated | Events that already happened, seasonal traffic |
| Geotargeting | Broad areas such as a city, ZIP or radius | Neighborhood to metro | General awareness, wide trade areas |
| Addressable Targeting | Specific mailing addresses matched to devices | Household level | Known lists, owner outreach, direct mail pairing |
| IP Targeting | Devices on a given network connection | Building or household, less reliable | Office and account-based campaigns |
Where We Run It
Geofencing is a tool, not a business. These are the three places it reliably pays for itself.
Conferences & Events
Fill a show floor, drive registrations, and reach the attendees of the competing event you were not part of.
Real Estate & Multifamily
Lease-ups, stabilized occupancy and development launches, sourced from real traffic instead of a radius guess.
Local & Multi-Location
Storefronts and service businesses that need measurable walk-ins, not vanity impressions.
Proof
How We Prove It Worked.
Impressions are not a result. Every campaign is instrumented before it launches so the report answers one question: did this fill the thing.
- Walk-In Attribution
- Devices served an ad are matched against later visits to your location, so foot traffic is reported as a conversion rather than an assumption.
- Tagged Traffic, Always
- Every placement carries its own tracking parameters. Campaigns that arrive in analytics as direct traffic cannot be optimized, and we do not ship them.
- Reporting By Fence
- Each boundary reports separately. You find out which competitor, which employer and which venue actually produced, then the budget moves there.
- Compliant By Construction
- For housing campaigns, audiences are never segmented on age, income, family status or protected-class proxies. Fair Housing compliance is handled in how the audience is built, not patched in afterward.
How Pricing Works
No Margin Buried In The Media.
Plenty of geofencing vendors quote you one number and take their cut inside the impressions, so you never learn what you actually paid to reach anyone. We do not work that way.
- Management And Media Are Separate
- You always see both numbers. Media is billed at cost. Our fee is quoted on its own, so you can judge each one independently and know exactly what reach you bought.
- Pilots Are Deliberately Small
- One fence, one property, event or storefront. One creative set, one landing page, one report. Enough to prove the channel without committing to a program.
- Ninety Days, Minimum
- Thirty day tests do not work here. Retargeting windows mean the conversions land well after the first impression. Anyone who sells you a one month geofencing pilot is selling you a report, not a result.
- Programs Scale With The Program
- Multi-fence campaigns are priced against the work they take. The fee tracks how many boundaries, markets and creative sets are in play, rather than being renegotiated every time the budget moves.
Questions
Geofencing, Answered Plainly.
The questions we get asked on every first call, without the vendor hand-waving.
How accurate is geofencing?
Good geofencing resolves to roughly building level, generally within a few meters to a few dozen meters depending on the device, the signal environment and the data source. Dense urban cores and multi-story buildings are the hardest cases, since a fence around one floor of a tower will inevitably catch neighbors.
Accuracy also depends on how the fence is drawn. A boundary traced to a building footprint performs very differently from a lazy radius dropped on a pin, which is what most cheap campaigns actually are.
Can you target people who attended an event that already happened?
Yes. That is historical geofencing, sometimes called addressable or retroactive geofencing. A boundary is drawn around the venue and a past date range is selected, and the devices that were inside during that window become the audience.
Lookback windows typically run six to twelve months depending on the data provider. It is the single most useful geofencing tactic for conference and trade show marketers, because it lets you advertise to a competing show's entire attendee base after the fact.
Is geofencing advertising legal, and what about privacy?
Yes, when it is done through legitimate data sources. Campaigns run against anonymized mobile advertising IDs from users who accepted location sharing in their apps. You never receive names, phone numbers or addresses of the people in a fence, and you should be skeptical of any vendor implying otherwise.
Sensitive locations require judgment. We do not fence medical facilities, places of worship, schools or similar locations, and housing campaigns are additionally built to Fair Housing requirements.
How much does a geofencing campaign cost?
Geofencing media is bought on a cost-per-thousand-impressions basis and prices above untargeted display, because you are paying for precision rather than volume. We quote management separately from media and bill media at cost, so you can see exactly what you paid to reach people instead of finding our margin hidden inside the CPM.
The real driver of cost is not the rate. It is whether your fences hold enough device volume to spend against. A single small building frequently does not, which is why campaigns usually combine several boundaries. We estimate device counts before launch and tell you if the budget and the boundaries do not match.
Pilots are scoped to one fence with a ninety day minimum. Send us what you are trying to fill and we will come back with the fences we would draw and what it takes to run them.
How large does a geofence need to be to work?
Large enough to capture a usable number of devices, which depends entirely on foot traffic rather than square footage. A convention center during a major show can produce a strong audience in three days. A single suburban office building may take weeks to produce the same volume.
We estimate device counts before launch, so the decision to run is made on data rather than optimism.
How long should ads keep running after someone enters the fence?
Longer than most people expect. The entry event is the beginning of the relationship, not the conversion. Retargeting windows of thirty to ninety days are common, and for considered purchases such as an apartment lease or a conference registration, the conversion frequently lands well after the visit.
The sequence matters as much as the duration. Serving the same creative for ninety days is how campaigns burn out.
Where do the ads actually appear?
Across programmatic inventory: mobile apps, mobile and desktop websites, connected TV and streaming audio, plus social platforms where the audience can be matched. One audience, many surfaces, rather than a separate disconnected campaign per channel.
Does geofencing work for apartment leasing?
It is one of the strongest applications, because renter intent is geographically visible. Competitor communities, major employers, transit corridors and the retail centers of a submarket all indicate who is likely to move.
Housing advertising carries legal obligations. Audiences must not be built on age, family status, income proxies or ZIP-based exclusions. We segment in the creative and the message instead of in the targeting, which keeps campaigns both compliant and more effective.
How is geofencing different from Google or Meta radius targeting?
Platform radius targeting reaches people whose general location or stated interests fit an area. True geofencing reaches devices confirmed to have physically crossed a boundary you drew, and it can do so retroactively.
They are complements, not substitutes. Most of our programs run both, with geofencing supplying the precision audience and platform media supplying the reach.
How quickly can a campaign launch?
Fences and audiences can be built in a few days. The realistic gate is creative and the landing page, since sending precisely targeted traffic to a weak page wastes the entire advantage.
For a date-driven event, the practical answer is to start far enough ahead that the retargeting window closes before the doors open.
Start Here
Tell Us What You Need To Fill.
Send the property, the event or the storefront and the date it has to be full by. We will come back with the fences we would draw, the audience size we expect and what it takes to run it.
Scope A Pilot
One property, one event or one storefront. Every fence reported separately.
Scope a Geofencing Pilot- Email [email protected]