Updated June 22, 2021
In the wake of the COVID-19 pandemic, after asset management companies rushed to implement quick digital marketing solutions, Property Management Software have become more ubiquitous than ever, but so has the demand for strong agency/client marketing partnerships. With this surge in demand for digital real estate marketing, knowing the recipe for a great agency partnership is more important than ever. As real estate marketing agencies work to prove their worth, knowing these strategies for excellent partnerships is essential. Likewise, as asset management teams seek out ways to stand out from the crowd of competitors using the same PMS marketing tools they are, an agency partnership that honors their unique needs and goals can be particularly rewarding. For a timely comparison between Property Management Software marketing solutions and the advantages of a strong marketing agency partnership, check out the Pros and Cons of Relying on Property Management Software for Real Estate Marketing.
If you’ve read our blog post on How a Strong Agency/Client Relationship Can Make or Break Your Real Estate Marketing Plan, then you know just how important a healthy agency/client relationship is. Not only is a bad relationship unpleasant to deal with, it also impacts your bottom line (for both clients and agencies). But it’s easier to identify a bad relationship once it exists than to build a good relationship from the word go. What strategies can clients and agencies use to develop relationships that work for them?
Whether you’re a client looking for cost-effective marketing results or an agency looking to wow clients and encourage loyalty, today’s blog post will help you craft relationships that are mutually beneficial. So let’s get into it, shall we?
Emphasize Mutual Success
Your relationship isn’t just about contracting services and exchanging deliverables; it’s about partnership. As you make plans, launch campaigns, and review performance together, bear in mind that each party is made stronger by the other, and each party’s success is intertwined with the other’s. When you emphasize mutual success, you foster an attitude of working together (rather than simply performing transactions) that not only creates a better experience for everyone, but also creates better marketing results.
Each client and each agency is unique—they are made up of unique individuals, have unique needs and areas of expertise, and experience unique challenges. A partnership works best when each party understands the other fully, and neither has a one-size-fits-all attitude toward working together. Cookie cutter strategies not only underperform due to their imperfect fit, they also communicate a lack of investment in the partner you’re working with.
Set Clear Expectations
When you don’t set clear expectations, needs go unmet and frustrations are inevitable. In order for work to get done together smoothly, everyone needs to know what is and is not expected of them, and when. Be honest and upfront about the limitations of what you can provide, and ask for clarification on what others need from you. Don’t wait until things are going wrong to have these conversations.
With clear expectations set, your projects will suffer from less scope creep, fewer disappointments, and a consistent plan that helps work get done on time and on budget.
Respect (And Take Advantage Of) Expertise
Neither the client nor the agency knows everything they need to know to create excellent marketing results—and that’s okay. In fact, it’s crucial to recognize where skills and access to information differ so that everyone can come together to inform your big-picture real estate marketing plan. That said, it’s not enough to ask for the input you think you need, you have to also put some trust in the expertise of the other party. Neither the client nor the agency should be—or even can be—dictating every single detail of the work you create together. Take advantage of your partner’s expertise and trust them to inform the areas where that expertise is relevant.
Establish Regular Communication
You’ve heard before that good communication is crucial to a healthy relationship, and that’s true for agency/client relationships as well. Calls and emails should happen on a regular cadence, not just when questions or issues arise (though they should happen then too). This ensures that all teams stay on the same page, issues are caught early, and a healthy rapport is maintained. All this translates to the marketing results you achieve together by encouraging steady progress through all your projects together, with fewer missteps along the way.
With these tips under your belt, you should be able to cultivate strong agency/client relationships that create mutual success as well as mutual happiness. If you’d like to learn more about agency/client relationships, or you’d like to start building a relationship with our team at Threshold, contact a Threshold team member today! We’d love to chat with you.