Property Knowledge Centre → What Should I Look for in a Marketing Campaign?
What Should I Look for in a Marketing Campaign?
What should I look for in a marketing campaign? Ask where your marketing budget actually goes and how the campaign has been tailored to your property. A standard package is not necessarily the right strategy for every home.
A good marketing campaign should start with the property itself. The agent should consider the likely buyer profile, price point, location, property type, method of sale and the level of competition required before recommending where and how the property should be promoted.
Professional presentation matters. Photography, floorplans, copywriting, video where appropriate, signage and online presentation all contribute to the first impression buyers form before they ever inspect the property.
The campaign should also provide sufficient market exposure. Major property portals, the agency database, social media, direct buyer communication and other relevant channels can all play a role. The objective is to reach the widest relevant pool of buyers rather than relying only on the people already known to the agent.
This is particularly important because you do not always know where the eventual buyer will come from. Limiting exposure may save money initially, but it can also reduce the opportunity to create competition between buyers.
Ask the agent to explain why each component of the marketing campaign is being recommended. Why is a particular portal upgrade required? Is video appropriate for this property? What audience is social media intended to reach? How will the database be used? What is optional and what does the agent consider essential?
A standard marketing package can be convenient, but convenience should not replace strategy. Two properties in the same suburb may require different levels of presentation, different messaging and different promotional channels depending on the likely buyers and the way the property is being sold.
The quality of the messaging matters as well. Good property marketing should identify what is genuinely compelling about the home and communicate that clearly, rather than relying on generic language that could apply to almost any listing.
The campaign should also support the chosen method of sale. An auction campaign, private sale, expressions of interest campaign and off-market approach each require a different way of creating urgency, communicating with buyers and managing the campaign timeframe.
Marketing is not simply an expense. It is one of the tools used to create awareness, inspections and competition. The question is whether the money being spent is appropriate for your property and whether the campaign is being actively managed once buyers start responding.
Before appointing an agent, ask for an itemised marketing proposal and have them explain how each component contributes to the overall strategy. You should be able to understand where your money is going and why it is being spent.
Related Questions
Are Agency Marketing Packages Genuinely Tailored to My Property?
Does the Agency I Choose Affect How Buyers Perceive My Listing?
How Do I Know if an Agent Is Recommending the Right Method of Sale?
A strong marketing campaign should be tailored to the property, the likely buyer and the chosen method of sale. The important question is not simply how much is being spent, but whether the photography, messaging, online exposure, social media, print and other channels are working together to create attention, inspections and competition. To discuss a tailored marketing and sales strategy for your property, request a professional property appraisal with Clements International.