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Marketing is often one of the most confusing and frustrating parts of running a successful real estate investment business. Many investors are busy chasing deals, and when they engage marketing agencies or in-house teams, they often don't know what questions to ask, how to interpret results, or when to make changes. This lack of clear communication can lead to serious problems—cutting off what’s working without even realizing it.
This blog post explores the challenges real estate investors face when dealing with marketing agencies and how they can better manage their relationships to generate motivated seller leads effectively and build a stronger business. Let's dive into some key lessons and strategies from Mark Ensign to make sure you avoid common mistakes and keep your deal flow strong.
The Disconnect Between Investors and Marketing Agencies
The most common issue real estate investors face when dealing with marketing agencies is a communication gap. This happens when the investor doesn’t fully understand what the marketing agency is doing or why certain strategies are being used. The agency, in turn, may not understand the investor's goals or how to tailor the marketing strategy to generate more deals.
In many cases, the agency may focus on delivering more website traffic or high rankings on search engines, but if those metrics aren’t translating into leads, it’s a waste of time and money. Without clear communication, real estate investors may assume their agency isn’t doing a good job, and decide to cut them off. But, six months down the road, they could find their lead flow has dried up.
To avoid this, it’s critical for real estate investors to have regular conversations with their marketing agencies, making sure everyone is on the same page about what success looks like. This doesn't mean micromanaging the agency; it means having clear, consistent communication about goals and results.
Why You Need Data, Not Emotions, To Make Decisions
One of the most dangerous mistakes investors make is relying on emotions rather than data to make marketing decisions. For example, you may feel frustrated if you aren't seeing immediate results from your SEO campaign. In response, you might decide to cancel the service, thinking it's not working. However, SEO is a long-term game, and sometimes the results take time to surface.
Rash decisions like these can cost you money and future opportunities. The key is to focus on raw data—what’s working, what’s not, and where the leads are actually coming from. Investors need to look beyond vanity metrics like website traffic and dive into the details: Are these visitors converting into leads? Are the leads high-quality? Are they motivated sellers?
By keeping a close eye on performance data, and having open discussions with your marketing agency, you can make informed decisions that will actually benefit your business in the long run.
The Role of a Fractional CMO in Real Estate Investment Marketing
If your marketing efforts are scattered across multiple agencies—SEO, PPC, social media—it can become overwhelming to manage all the moving parts. This is where a Fractional CMO (Chief Marketing Officer) can be a game-changer. A fractional CMO works part-time with your business, providing high-level marketing strategy and leadership without the full-time salary expense.
For real estate investors, a fractional CMO can help streamline marketing efforts, ensuring every dollar spent is working toward generating motivated seller leads. They act as a bridge between you and your agencies, ensuring that your goals are clearly communicated and that the agencies are delivering what you need. Essentially, they help you get more from your marketing investment by making sure everyone is pulling in the same direction.
Small Agencies vs. Large Agencies: Which Is Better?
Choosing the right marketing agency can make or break your lead flow. Small and large agencies both have their pros and cons, and the decision should be based on your specific needs.
Small Agencies:
- Provide more personalized attention.
- You'll likely work directly with senior staff.
- Can be more flexible and responsive.
Large Agencies:
- Have more resources and a wider range of services.
- May not give you personalized attention.
- You might end up working with less experienced team members.
In general, smaller agencies tend to be a better fit for real estate investors, especially if you value personal attention and working closely with experienced marketers. But it’s essential to vet who exactly will be handling your account and whether they have experience in real estate marketing.
Keys to Better Marketing Communication
So how can you avoid the common communication pitfalls that plague so many investor-marketing relationships? Here are a few tips:
- Set Clear Expectations: From the start, make sure both you and your agency have clear expectations of what success looks like. Are you aiming for a specific number of leads? Closing a certain number of deals each month? Be specific.
- Stay Focused on KPIs: Monitor key performance indicators (KPIs) like lead volume, lead quality, and conversion rates rather than vanity metrics like traffic or impressions.
- Regular Check-ins: Schedule monthly or quarterly reviews with your agencies to go over performance and discuss upcoming strategies. Don’t just focus on past performance—talk about goals for the next period and how to adjust based on the data.
- Celebrate Wins: Marketing teams rarely hear about the good results they generate. If your agency helps you close a major deal or hit a target number of leads, let them know. Celebrating success helps maintain a positive, productive working relationship.
Building Your Business Through Smart Marketing
Ultimately, the goal of any marketing campaign should be to grow your real estate investment business by generating high-quality motivated seller leads. By keeping open lines of communication with your marketing agency, relying on data rather than emotion, and possibly engaging a fractional CMO to help manage the process, you can avoid common mistakes and ensure your marketing dollars are well spent.
If you're struggling to get the results you need from your current marketing setup, now might be the time to reevaluate your strategy. With the right approach, you can significantly boost your deal flow and take your business to the next level.
Take Control of Your Marketing Today
Looking to grow your real estate investment business and generate more motivated seller leads? Start by improving your marketing strategy and communication with your agencies. If you're ready to take your business to the next level, consider engaging a fractional CMO to streamline your efforts and ensure every dollar is well spent.
