Let’s face it: marketing is seriously undervalued in many real estate businesses. We’ve seen it happen countless times. No dedicated marketer on the team? No worries - just hand it off to the office manager. “They can post on LinkedIn, right?” Or, if there is a marketer, they’re also tasked with fixing printers, sending birthday cards, and organizing the holiday party.

Then, when the results don’t meet expectations, disappointment sets in. Surprising? Not really. Marketing is often mismanaged within organizations, and that’s where things go very, very wrong.

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The Wrong Start: Marketing as a Cost Center

Why is marketing still viewed as a luxury in so many companies? As an expense to be tackled “when there’s time”? That’s like expecting your car to run indefinitely without refueling. A well-thought-out marketing strategy is the fuel your business needs to thrive. It’s not a “nice-to-have”; it’s critical.

Yet, marketing often ends up at the bottom of the priority list. The result? A lackluster approach that benefits no one. The office manager juggles it on top of their actual role, with no expertise or focus. Or the marketer—pulled in a hundred directions—burns out. Hoping for outstanding results from this setup? Dream on.

Where Does It Go Wrong?

The issue often lies in how marketing is positioned within the organization. It’s frequently treated as a standalone department that “does some fun things on social media and a bit of PR.” That’s precisely where the breakdown happens. Marketing isn’t an island—it needs to collaborate closely with sales, leadership, and anyone contributing to the company’s broader goals.

Here are the most common pitfalls:

• Lack of strategic alignment: Marketing is excluded from the overall business strategy, leading to random, unfocused efforts.

• No collaboration with sales: Marketing and sales are siloed, despite needing to work together to drive growth.

• Minimal leadership support: When leadership fails to grasp marketing’s true potential, it remains a neglected afterthought.

The Solution: Start with the Basics

Addressing these challenges begins with properly embedding marketing into your organization. Here’s how to start:

1. View marketing as an investment, not an expense.
   Marketing may not deliver overnight results, but it provides sustainable growth. Give it the time and resources to succeed.

2. Hire the right expertise.
   Marketing is a professional discipline, not a side task for an office manager or someone “good with Canva.”

3. Unite marketing and sales.
   Together, they bridge the gap between your business and your customers. Align their efforts for maximum impact.

4. Give marketing a strategic voice.
   Marketing deserves a seat at the table. It should contribute both operationally and strategically to business objectives.

Who Should Lead the Charge?

Real change requires a leader with a clear vision and deep marketing expertise. Ideally, this person is an experienced marketer or someone who understands marketing’s value and can translate that into actionable steps for the business.

Additionally, boundaries must be established. Colleagues like the office manager need to learn to say no when marketing tasks fall outside their responsibilities. Every role should have a clear focus, with well-defined boundaries. Marketing isn’t a task for a generalist; it requires specialized skills and undivided attention. Only then will you see the results you’re aiming for.

What’s Your Experience?

Does marketing get the attention and respect it deserves in your company, or does it end up as an afterthought? Let’s discuss! Share your thoughts below. 👇