Marketing in the property world has always been an entire discipline in its own right. And with worldwide changes in customer expectations, technology advances, and communications, new audiences and ways of thinking are emerging.

These will dictate any property marketing strategy. So a willingness to lean into a strong, yet agile strategy will be the deciding factor on how you succeed in delivering your brand and ultimately, selling your product.

Without a comprehensive strategy, you’re leaving things to chance. Content marketing can be incredibly effective but without a strategy underpinning its creation and delivery, it might not hit the right prospects at the right time. Establishing your audience’s challenges and objectives and positioning your content to align with them is one way to supercharge your activity.

This is the relationship between functional and strategic marketing, and this is why it will be so vital to your success.