In addition to calculating the distance between the user and the option data object location, the distance dist₂ between the user and the center of the zip code or other reference point, such as reference point 402, is calculated. As with the calculation of distance dist₁, the distance dist₂ may use the location of the viewer device 410 as a proxy for the location of the user. Upon the calculation of dist₂ and dist₁, a combined distance dist is determined by summing dist₂ and the radius r. If the dist₁ distance is less than the combined dist measurement, the score or other weighted value associated with the option data object is scaled such that it will be highly ranked for subsequent presentation to the user. If the dist₁ distance is greater than the combined dist measurement, the score or other weighted value associated with the option data object is maintained at its previous value. When a scaling factor (such as a factor of 0.1 or 0.01, or the like) is applied to the option data objects associated with locations that are near the user, these option data objects can be presented in a way that preserves their relative ranking with respect to each other, while elevating the ranking of nearby option data objects above similar option data objects that are associated with farther away locations.