Property Knowledge Centre → Are Agency Marketing Packages Genuinely Tailored to My Property?
Are Agency Marketing Packages Genuinely Tailored to My Property?
Are agency marketing packages genuinely tailored to my property? A marketing package should be built around where buyers are actually looking. Ask whether every item has a clear purpose, especially costly print or magazine advertising with uncertain reach or limited relevance to today’s buyer market.
Many agencies offer sellers a pre-set marketing package containing photography, floorplans, online advertising, signage, social media, print advertising and other promotional products. There is nothing inherently wrong with packaging these services together, but the seller should understand why each component is being recommended and what value it is expected to provide.
A marketing package is not the same as a marketing strategy. A strategy starts with the property, likely buyers, method of sale, market conditions and where those buyers are most likely to see and engage with the campaign.
In today’s market, the major property portals provide the core exposure for most publicly marketed residential properties. Buyers are also reached through social media, databases, buyer advocates, professional networks, direct contact and the agent’s own relationships and reputation.
That makes it reasonable to question marketing expenditure that sits outside those channels, particularly where the cost is significant and the audience is difficult to measure.
Print advertising is a good example. There can still be a role for quality print where the distribution, readership and relevance to the likely buyer are clear. Advertising associated with established publications and clearly defined audiences may form part of the right strategy for certain properties.
However, sellers should be more cautious about expensive magazine or publication packages where distribution is uncertain, readership cannot be demonstrated or the publication largely exists to carry property advertising. Spending thousands of dollars does not create value simply because the advertisement appears in print.
Ask where the publication is distributed, how many copies are actually circulated, who reads it, whether your likely buyer is part of that audience and how the agent measures whether the expenditure contributes to enquiry or inspections.
A package can also become a mirror of what every other seller in the office receives. The same photography level, the same portal upgrades, the same print placement and the same promotional inclusions may be convenient operationally, but convenience for the agency does not necessarily mean the campaign is optimised for your property.
The agent should be able to justify every significant marketing cost. What does this item achieve? Which buyers is it intended to reach? Is there a more effective use of that budget? Would the campaign materially suffer if it were removed?
The same principle applies in reverse. Cutting effective marketing simply to reduce costs can also be a mistake. The objective is not to spend the least or the most. It is to invest where the campaign is most likely to create meaningful exposure, enquiry and competition.
A tailored campaign should therefore explain why the property is being presented in a particular way, why specific channels are being used and how each part of the marketing supports the broader selling strategy.
At Clements International, marketing forms part of the broader sales strategy rather than being treated as a fixed package. The property, likely buyer, method of sale, presentation and market conditions should determine where the budget is best directed.
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A marketing campaign should be built around the property and the buyers most likely to respond to it, rather than simply adopting a standard package. Each recommendation should have a clear purpose, with the budget directed towards the channels and presentation most likely to generate inspections, buyer engagement and competition. To discuss a tailored marketing and sales strategy for your property, request a professional property appraisal with Clements International.