I love working with a talented General Manager or Project Director. One who knows enough about marketing to ask the right questions but is also smart enough to provide the marketing function with the right resources and tools to ensure they achieve the business goals.

I love working with a great Development Manager. One who knows enough about marketing to ask the right questions but is also smart enough to work with the marketer not against them. It’s not, “your budget vs. my budget” it’s, “how can we deliver what’s best for the customer as well as achieve our profit target?”

I love working with a strategic Sales Manager. One who knows enough about marketing to ask the right questions but is also smart enough to ensure their sales team gather great data to help the marketing function make better decisions.

Sadly, the good ones are hard to find.

We as marketers need to share some of the responsibility of being seen as a cost centre, rather than as the custodian of the customer experience.

We get derailed by reactionary marketing tactics because we don’t understand our value proposition and how to communicate it. But boy, we produce a great brochure.

We keep our activities to ourselves and share on a ‘need-to-know-only’ basis. We love a ‘reveal’.

We need to be leaders within our business. Sure, we may sit at the same table, but when it’s time to cut costs, the marketing budget is the first to go.

How can we get back some respect?

  1. Think of marketing in terms of driving revenue and growth. You’ll gain credibility with the CFO!
  2. Provide business predictability by knowing your numbers: lead generation targets, conversion rates, cancellation rates and work with the sales team to exceed or reduce.
  3. Focus on the customer. If your marketing activity provides no benefit to the consumer, but silences a squeaky wheel, push back.
  4. Nurture your database and remember: educate first, sell second.
  5. Enlighten key stakeholders on your strategy. Seek and listen to their feedback, tweak and repeat.

Currently, the Australian housing market is tough. We need the cream of property marketers to rise to the top.