The case for the in-house specialist
An in-house person can be a major asset if they have the right skillset. They can attend property tours, interview your agents, and get the inside scoop on your developments. This creates content that is authentic and deep. If your brand's growth depends on this level of access, an in-house hire is a great move. But they need to be a talented storyteller who understands the luxury market.
The case for the external agency
An agency has seen it all. They know what works in luxury, they have the professional tools to track it, and they have the team to handle the production and strategy. If you want to scale your marketing and get reliable, data-driven results, an agency is often the better route. They don't need your daily oversight to be effective. They are a partner in your success.
Evaluating your current team
Do you have the capacity to support a new hire? Can you mentor them? If not, you are just adding work to your own schedule. As a CMO, your time is best spent on high-level strategy and management. If an agency can take the heavy lifting off your hands, you can spend your time building your brand and leading your team. That is a better use of your resources.
Matching your goals to the solution
What is the primary goal? Is it brand awareness, lead generation, or community engagement? If it's pure brand, a dedicated hire is great. If it's lead generation or scale, an agency is better suited for the job. Don't let your desire for an in-house person blind you to the fact that an agency might be more effective at driving the results your leadership team expects.
Choose based on your firm's goals; an in-house hire for deep brand storytelling or an agency for professional scale and growth.
See your network before you hire.
Tell us what your luxury real estate agency already makes and how you get customers today. We'll show you a real network running live and tell you honestly whether it fits. It costs about the same as one marketing hire.
Follow-up questions
What if they are not good at luxury?
That is the biggest risk. You should test them with a trial project that requires a high level of aesthetic and tone control.
Can I do both?
Yes. An internal person for the content, and an agency for the strategy and the ad management. It can be a powerful combination.
Which is more scalable?
An agency is always more scalable. They have the team, the infrastructure, and the tools to handle as much growth as you can give them.