In this podcast episode, the hosts explore the challenges of lead generation in the real estate investment industry, emphasizing the significance of understanding lead timing and targeting. They compare the difficulties of identifying leads to timing the stock market, highlighting how potential leads can quickly move on before marketers can engage them. The discussion covers geofencing and programmatic advertising, noting the limitations of address-based targeting and the concerns surrounding the quality of programmatic ad impressions, which often suffer from fraud and low visibility.

The hosts advocate for behavioral targeting, which focuses on user actions rather than static demographic data, as a more effective strategy for reaching potential leads. They introduce a pyramid model illustrating that demographic targeting is less predictive of consumer behavior compared to behavioral targeting. The episode critiques programmatic advertising's inability to effectively compete with direct response marketing channels, pointing out the pitfalls of attributing conversions to programmatic ads without considering other marketing efforts.

Overall, the episode highlights the importance of recognizing the complexities of consumer behavior and the need for a multi-channel approach to lead generation in real estate marketing.

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