How Working With a Real Estate Marketing Agency Can Deliver Better Digital Marketing Results


October 6, 2020

Wondering why you should work with a digital marketing agency instead of managing digital campaigns yourself? We get this question occasionally, and we understand why. Especially for brands with modest digital marketing budgets, managing your own digital campaigns may seem like a desirable option. After all, with enough diligence and marketing know-how, it’s possible to move the needle by relying solely on your own in-house marketers.

However, for most real estate brands, we recommend partnering with a dedicated real estate marketing agency for digital marketing campaigns, and there are a few key reasons why. Due to a variety of factors, most brands find they get a better value for their spend by relying on industry experts who have the resources and skills to launch impactful campaigns from day one, track their performance carefully with an eye toward the most relevant KPIs for your goals, and then continually optimize for best performance based on learnings, growth, and seasonality. The key is to find a digital marketing agency with no long-term contracts so that you retain control over your digital marketing costs and can pull the ripcord if things aren’t working out. That said, when you choose a partner with expertise specifically in the real estate market, the results will likely exceed what you’d accomplish in-house, resulting in positive ROI. If you’re wondering why, here are just a few of the reasons our clients see better results after partnering with us.

They’ve Mastered The Art of Digital Marketing for Real Estate

When you work with a dedicated real estate marketing agency, you’re paying for expertise, and that expertise pays you back. A real estate marketing agency has the advantage of immersing itself in the ins and outs of your real estate market, staying on top of industry trends, and understanding your target audience. Not only that, but they also have the aggregate learnings of hundreds if not thousands of digital campaigns and market surveys already informing their strategy. There’s just no substitute for the sheer volume of experience you’ll be leveraging when you partner with a digital real estate marketing agency.

And digital marketing for real estate truly is an art. With so many marketing tactics to choose from, platforms to familiarize yourself with, potential messaging and design strategies, user behaviors to understand, and so many other factors, there’s no single, simple way to determine the best strategy for you. It takes a lot of insight, tenacity, and attention to form a strong digital marketing strategy for your needs within your market, and many brands find they simply don’t have the bandwidth to devote to those demands.

See more reasons why an agency with the right experience is crucial to your real estate marketing plan.

They Have Access to Digital Marketing Tools & Resources You Don’t Have

Partnering with a real estate marketing agency also means getting cutting edge tools you wouldn’t normally have access to. For example, platforms like Facebook and Google have programs for preferred partners that may provide access to new features in beta (i.e. before those features go live for a wider audience) like Smart Campaigns, Google Lead Generation, and more. But not everyone can become a Google Premier Partner or a Facebook Certified Partner, so working on your own, you might miss out on campaign options that could be driving better results for your specific needs.

Not only that, but with a direct line to dedicated representatives for these major advertising platforms, campaigns run by preferred partners of Google and Facebook enjoy extra support to ensure they’re set up for success and able to take full advantage of the options available. And a little extra support can go a long way, since advertising policies and tools on these platforms are constantly changing. An expert digital marketing partner helps you stay up-to-date on all the algorithm, feature, and policy changes and ensure you’re not violating any policies that might result in paused campaigns or compromised results.

They Know How To Track Digital Marketing Campaigns & Optimize Performance

tracking digital marketing for real estate

Launching a digital campaign is just half the journey when it comes to digital marketing. In order to make the most of your digital campaigns and get the results you need, it’s essential to know how to track and optimize against your most relevant KPIs (Key Performance Indicators). There’s a lot that can be tracked in Google Ads, Facebook, and other platforms, and each KPI tells you something different about user behavior and campaign success. Knowing how to interpret the data (and ensure it’s being collected accurately) is indispensable to successful digital marketing for apartments. Beyond that, any digital marketing partner worth its salt will have access to and experience using tools and resources that allow them to forecast, budget, and optimize campaigns so that you’re not just getting campaigns up and running, you’re seeing them pay off with the right results at the right times and for the right cost.

It Frees Up Your In-House Teams To Focus On Closing The Deal

a digital marketing agency frees up on-site staff for in-person marketing

Especially when it comes to property management, we’re constantly blown away by how much our clients take on day-to-day. Chances are, you’ve got plenty to worry about already, and could use some extra bandwidth to focus on where you can make the biggest impact. When you partner with a digital marketing agency for apartment marketing, it allows you to zero in on the decision phase of a renter’s journey without also worrying about how to build awareness, command attention, and generate leads. In other words, you can focus on nurturing the leads that come in, wowing prospects with great staff interactions, and ultimately closing the deal, all of which is essential to your overall marketing success. Freeing up your in-house teams to focus on these aspects more attentively enhances your marketing and reduces lead drop-off within your sales funnel.

Learn more about the renter’s Digital Buyer Journey.

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