So you’ve decided to use an agency to market your next project.
Or you’re simply looking to replace your existing one.
So how do you go about finding a suitable candidate?
Do you see what comes up first on Google, or do you ‘phone a friend?’
A sexy website may make you wonder what the charge out rate is, but a rubbish one may cause you to second guess quality.
Hopefully you’ll use a combination of all this to narrow it down, but then use these guiding principles as your final check points in selecting your property marketing agency.
1. Are they Clear and Communicative?
Transparency and accountability are name of the game when it comes to agencies.
Accountability occurs when a client and an agency have expectations of each other, and both are held accountable to providing that information in a timely manner.
Failing to do so incurs consequences and these should be spelled out from the beginning.
Not sure what your agency expects from you? Ask them, it’s that simple.
Our team answer a lot of questions. We also ask a lot too!
Companies are transparent when they allow parties to clearly see and understand how they operate in an honest way. This involves your agency proving information on how their processes work, and how they’re applying them to your work, in order to achieve results.
This is not optional as far as I am concerned, and should be made clear from the beginning.
Transparency ensures accountability.
2. They have Savvy Systems
Examine the agency’s sales process from the very beginning.
How will they generate leads for you?
Then how are they warmed up, massaged and nurtured through the sales funnel?
What are the number and frequency of touch points, given that the average number of touch points most clients need before they trust you, is 20?
Ask for an explanation with examples.
And make sure your agency are not “task based marketers”, they should demand more from you as well.
This relationship is not a transaction, it’s a collaboration.
3. They have Realistic Results
Don’t be seduced by inflated numbers and unrealistic targets.
Ask for results and then query the process.
Ensure that objectives have been set at the outset, and that they’re clear, timely and measurable.
Evaluate them after three months and then six months. If they’re not working for you, refine them, reset them or just review your relationship with the agency!
4. They have Tried and Tested Talent
What’s the pedigree of your agency?
Check their references, and do they have work samples of projects similar in size AND value as yours?
Make sure you’re comparing apples with apples, and meet the person or people who will be both the ‘go to’ as well as the front line to your account. The front liner is the representative of your brand – query them out as if they were an employee.
Just a side note – When you’re reviewing Mr. or Ms ‘Front Line’ keep your target in mind. If you’re selling to a 45 – 50 plus audience, keep in mind the sort of personality they will want to engage with.
5. Success Speaks Volumes
It sounds obvious, but ask for results and case studies.
Passion and hunger is pretty obvious, enthusiasm is contagious – so read their attitudes.