An enquiry is evidence of interest. Its commercial value becomes clearer only as the conversation develops.

Joe Sokolic, founder and CEO of Sokolic Property Group, believes property businesses should connect marketing reporting with what happens after a lead arrives.

“A campaign report should help us understand whether we reached suitable prospects and helped them move towards a decision,” he says.

That requires more than counting clicks, views or messages. A useful process records whether the requirement matches the property, whether a viewing takes place and why the opportunity progresses or falls away.

Suppose a campaign generates considerable interest, but most prospects need a lower rental range. The issue may be how the offer is presented, which audience receives it or whether the cost information is sufficiently clear.

If suitable prospects view a property and repeatedly raise the same operational concern, the response may require a discussion with the landlord rather than another advertising rewrite.

AI can assist with grouping recorded feedback and identifying recurring themes. Those summaries still need checking: a small or incomplete sample should not be presented as a definitive market conclusion.

“Marketing becomes more useful when the feedback reaches the people who can act on it,” says Sokolic.

He also cautions against giving one channel all the credit for a transaction. A prospect may encounter a listing, receive an introduction and speak to a broker before making contact through a website.

The aim is a better understanding of the process, including its uncertainties.

“Measure the quality of the conversations your marketing creates. Then use those conversations to improve the next campaign.”

Continue the conversation

Want to discuss your property requirements, explore the ideas in this article, or arrange a media interview with Joe Sokolic? Contact the Sokolic Property Group marketing team.

Contact our marketing team

We also welcome speaking opportunities and collaboration enquiries. Know someone who would find this article useful? Share it with your colleagues or professional network.