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Marketing for property-sector clients — Marketing agency
Identify the property-sector client, target audience and marketing objective. Distinguish a management business seeking customers from an owners body communicating public information. Describe the offer, channels and authorised content, and keep operational resident notices separate from promotional campaigns.
Service scope
Marketing work for a specified property-sector client, with the brief distinguishing commercial customer acquisition from non-commercial communication by a shared-property body. Audience, offer, channels and authorised data use are agreed; operational resident notices are not automatically a marketing campaign.
What is normally included
- Define the marketing audience, offer and client authority
- Develop the agreed property-sector marketing content or campaign
- Review results against the specified campaign objectives
What is not included
- No assumed right to use resident contact lists
- Assumed access to resident contact lists
- Treating all building notices as marketing
- Automatic authority to promote on behalf of owners
Typical tasks
- Define the marketing audience, offer and client authority
- Develop the agreed property-sector marketing content or campaign
- Review results against the specified campaign objectives
- Review available brand and property information before developing campaign materials
- Agree campaign deliverables, review dates and responsibility for implementation
What to include in your brief
- Commercial business or shared-property body
- Marketing objective and audience
- Public content versus private resident information
- Existing website, channels and materials that may be used
- Campaign period, deliverable requirements and budget allocation
Choosing the right professional
Choose an agency that distinguishes public marketing from private resident communications. Confirm content approvals, channel ownership and data access before agreeing the campaign.
Important considerations
- An unclear client or audience can produce inappropriate messages
- Resident contact lists and property claims may need separate permission or review
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