With everything that’s been going on in the world, advertisers and marketing professionals are faced with the challenge of adjusting to ever changing customer demands and expectations.
There is no single recipe to marketing success, even in the Real Estate landscape. What works for some may not work for others. Efficiency and focus are imperative when dealing with multiple marketing campaigns daily.
Marketing is, by nature, very resource intensive. Successful campaigns demand a lot of time, money and human resources and it can be difficult to constantly prioritise tasks and meet deadlines. Each customer is heavily invested in their property’s campaign and expects perfect execution. We must try and exceed every customer’s expectations if we want referrals.
One way to streamline the marketing processes within your agency is outsourcing. Outsourcing elements of your marketing department can double your efficiency while lowering your operational costs. It’s a smart resourcing strategy that does not require a lot of money and guarantees to improve your ROI. It allows you to maximise the same annual marketing budget and yields better lead generation and conversion rates. Plus it takes away tasks that would otherwise cripple your Sales Agent’s productivity.
Joshua Kersten, Sales Director of McGrath Wollongong can attest to this. Their global team is highly involved from start to finish in getting properties listed and uploaded online. Once the sales agents receive the required paperwork and documents for a listing, they hand these over to their industry trained global coordinators for photography, copy, floorplans, and other digital and print artworks. The structured and organised workflow processes ensure that campaigns remain on track and seamlessly execute – nothing slips through the cracks!
With such a large property management profile, getting back-end help from their global team has released the burden on marketing administration tasks from their Sales Agents. They find that they have more time to spend getting new listings.
How did they do it? Strategy formulation, social media content development, client services and vendor communication remained onshore. Universal Property System’s clients remain responsible for the control of the daily marketing directives. The senior onshore agency staff have valuable insight into which direction they want their agency to go and which message they want to convey to their clients and prospects. Implementation functions,on the other hand, such as digital marketing, graphic design, web development, SEO, analytics, and video production are outsourced offshore. With these tasks lifted from Sales Agents, there’s more time for drumming up new business and growing the agency’s bottom line.
Here’s a visual guide to which functions should be onshore and which should be off-shored:
Now that you know which functions stay onshore and which shouldn’t, the next question that you should ask yourself is – how many onshore and offshore staff should make up my marketing team? The answer depends on the size of your business. As your business grows, so should your marketing team.
Here’s a visual guide to show you the perfect number of offshore marketing staff you need depending on your average sales:
With 100-200 average sales your onshore team will focus on client services. Their focus will be on looking after vendor communication plus day to day monitoring of offshore staff. At this level of sales, you’ll only need 1 global marketing staff – either a campaign coordinator or a sales administrator. Your global staff will book property photography, copy, and floorplans; Deal with all property coordination; and Upload properties online and on social media. Your offshore staff will also conduct CRM system updates and property compliance, submit editorials, book print media, and deal with agent communication.
With 200-350 average sales your onshore team should focus on formulating and communicating your marketing strategy and develop social media content. This is on top of client servicing, vendor communications, and offshore staff monitoring. To help your onshore team focus on these tasks, you’ll need the assistance of 1 campaign coordinator and 1 sales administrator. Their tasks are illustrated in the above infographic.
Lastly, if you have multiple offices and average sales of 350-500 and up, you can create groups for campaign coordinators to look after “areas”. With this sales size, two campaign coordinators, two sales administrators, 1 social media coordinator, and 1 graphic designer is enough support for your onshore sales agents. Your social media coordinator will implement social media strategy; handle paid digital campaigns; and send e-newsletters while maintaining your brand guidelines. On the other hand, your graphic designer will handle day to day creative work including video production.
“The more you communicate with your global team member and make them a part of your team, the better their work output and your relationship with them will be. And remember, offshoring need not take away onshore jobs, it takes away administrative tasks so that your onshore staff can focus on increasing sales and providing amazing customer service.”
– Renee Saisanas, Head of Sales & Marketing, Universal Property Systyems.
Offshoring elements of your marketing keeps your Sales Agents away from their desks and out on the field, building and solidifying relationships with clients. Not compromising your quality standard, your global team will take your business to the next level.
If you’re considering offshoring real estate Sales and Marketing, please call 1300 855 111 or email firstname.lastname@example.org.