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Map Kitchen is marketing software that provides the home addresses of your website visitors.
Platform(s:) Browser, agnostic
Ideal for: Any size brokerage or agent team
Top selling points
- GPS-provided physical addresses
- Addresses reported for each page
- WordPress plugin
Top concerns
- Requires timely follow-up
- Assumption that web visits equate to quality leads
- How it addresses mobile use
What you should know
Location-based marketing is not new.
Thanks to GPS chips in just about every digital device available today, it’s virtually impossible to escape the curious eye of the Internet.
Finding new and clever ways to leverage your location and sell you things is on the minds of marketing companies everywhere.
Map Kitchen is one of those.
The concept is pretty simple. The software uses a person’s willingness to allow location tracking to produce reports on the actual whereabouts of your web visitors.
When you have the script on your site or the WordPress plugin active, a visitor will ask to opt-in to the location tracking. The company is reporting opt-in rates with customers varying from 26 to 53 percent of visitors.
Source: Map Kitchen
How it works
Most web traffic tools indicate traffic sources on broader geographic terms like city, state, time and date.
Map Kitchen is not re-marketing via cookies, similar to AdWerx. Map Kitchen gives you the physical address from which your web traffic emanates.
Then, users would conceivably have a postcard ready to go to each address in a report. You can create custom timeframes under which to search or use the default monthly cycles.
Marketing best practices would suggest you look for similar addresses visiting within the ZIP code of a some critical listings.
It’s unrealistic to send something to every visitor.
Most web traffic tools indicate traffic sources on broader geographic terms like city, state, time and date.
Agent implications
Being able to track addresses visiting individual pages on your site is pretty compelling. This feature supports my unrelenting push for every agency to have all of its listings on its website, on individual pages. (Why would a business not have its products on its own website?)
Map Kitchen reports can be cranked out into Excel sheets or PDFs. You can also copy and print directly from the dashboard.
This isn’t the prettiest software out there, but in its defense, the data has to take priority.
I’m concerned about mobile visitors. That is, a lot of people may be looking at your listings from the coffee shop down the street or their office. Or from across the country. However, users have the option to not include specific addresses from a final report.
I wouldn’t suggest abandoning any information capture page tactics you have embedded on your site.
Map Kitchen is best used as a supplemental traffic analysis and prospecting tool. And I would like to add that the software was developed by 25-year-old Hunter Stevens. Chances are Map Kitchen will continue to evolve.
It’s as cool as it is scary. Now look up and wave.
Have a technology product you would like to discuss? Email Craig Rowe.
