Prime Property Success: Why Strategic Marketing and Professional Talent Are Your Competitive Edge

As I've written previously, you can't expect results with a one-size-fits-all approach. The market is diverse, from penthouse professionals living a high-octane urban lifestyle to wealthy landowners embracing country living at its finest. Each audience is as varied as the homes they own. 

Add in the different sources of wealth – earned, paid, or inherited – and you have a market that requires an insight-driven, strategic approach.

In this business, you're selling not just homes but lifestyles, legacies, and often status. Without a strategy, it's like a pencil without lead — pointless. As I've said before, being strategic is vital; otherwise, you risk getting caught up in the details and losing sight of the bigger picture. Our industry focuses too much on tactics, which holds us all back.

After Insight and Strategy, we move on to the third part of the model I use with my clients: Talent.

According to The Voice of the Agent, prime agents are more likely to hire marketing consultants than mainstream agencies, but it's still vanishingly rare. 11% of prime agencies do so, compared to only 8% of mainstream ones. 

That 11% figure is uncanny. According to a 2021 survey by The Drum (a leading global publisher for the marketing and media industries), only 11% of small and medium-sized business (SMB) owners currently work with a marketing agency.

Meanwhile, 44% have a dedicated marketing team, and 42% leave their marketing to non-marketing staff: the realm of the enthusiastic amateur and the costly mistakes.

A standard benchmark is that marketing staff should make up about 10% of a company's workforce – one marketer for every ten employees. Another benchmark is that all major brands you know have a marketing agency.

Here are the main reasons why hiring professional marketers can benefit your business:

Access to expertise: Professional marketers bring specialist knowledge. They stay current with the latest trends and best practices across digital marketing, content marketing, SEO, and social media. Their expertise helps create effective marketing strategies tailored to your goals.

Better brand visibility: Marketing professionals are experts at boosting your brand's visibility. They keep your messaging consistent across all channels, building customer trust and making your brand more accessible and recognisable.

Tailored strategies: A professional marketer will create a plan specific to your business goals and audience. They'll conduct research and analyse competitors to give you an edge.

Cost-effective: Hiring professionals save money compared to having an in-house team. You gain access to a wide range of skills without the overheads of full-time staff. Marketing agencies can also ensure you get the most out of your budget.

Saves time: Outsourcing your marketing lets you focus on running your business while experts handle your marketing.

Data-driven decisions: Professional marketers use advanced tools to track customer behaviour and campaign performance. This means they can make informed decisions and improve your marketing over time.

Access to advanced tools: Agencies can access marketing tools that may be too expensive for smaller businesses. These tools allow them to create more effective campaigns.

Fresh ideas: External marketers can bring new ideas and creative solutions. Their experience across different industries can help your business stand out.

Hiring professional talent can significantly improve your business prospects. Their expertise, fresh perspectives, and ability to use advanced tools will enhance your marketing, increase your brand's visibility, and help you grow.

Simon: simon@weareunchained.co.uk

Simon now helms We Are Unchained, a boutique marketing consultancy that delivers data-informed marketing strategies to its clientele. Flagship services include Fractional CMO assignments, 30 Years of Marketing in One Day - a masterclass in marketing, and The Voice of the Agent - an annual survey of over 800 agents on all aspects of the industry.