Tags – Aligning Sales and Marketing in Property Business


If you want to create a successful property business, it’s important that you align your sales and marketing teams. 

This will ensure that everyone is working towards the same goals and that your customers are getting the best possible experience. 

In this blog post, we will discuss how to do this and provide some tips on making it work effectively.


Sales and Marketing Alignment

Marketing and sales must operate as a unified business in order to achieve their objectives. 

Working together, aligned teams may deliver high-impact marketing activities, increase sales effectiveness, and grow revenue over time. 

Historically, sales and marketing have operated in “silos,” meaning they’ve been kept separate. The top of the funnel is owned by marketing, while the bottom is owned by sales. 

When a lead was deemed ready, it might be passed on to sales, with very few cases in which marketing would contact it again. 

In today’s market, a one-way linear process is no longer feasible. 

Customers engage with companies at all stages of the buying journey, both before and after a transaction is completed. 

Duplicate communications or clunky hand offs may harm a buyer’s opinion of your company – and result in revenue loss. 

Instead, to be successful, businesses must now deliver a seamless customer experience.


What is Smarketing?

In terms of sales and marketing alignment, smarketing refers to both teams that function as a single entity. 

Simply defined, it’s a method for thinking about how you combine sales and marketing goals, processes and communications, and how to optimise them.


5 Tips For Sales And Marketing Alignment

Here’s how you can align sales and marketing teams for your property business.


1. Share Goals

If you want to address misalignment, the first step is to formally recognise that your team is working toward the same objectives, be it corporate goals (such as increasing revenue) or particular (such as successfully introducing new properties), it’s critical to agree on business outcomes. 

Because sales and marketing leaders typically have “blinders” to their own operations — marketing is concerned with achieving general goals, such as the number of leads generated, whereas sales focuses on a certain account they are targeting. 

A single all-up objective unifies these viewpoints, deepening sales and marketing’s knowledge of how their aims are connected and promoting better collaboration.


2. Be Strategic Together

Following, it’s critical for property businesses to eliminate the practice of developing go-to-market plans independently. 

Sales and marketing executives should work together as a team to grasp where the market is now, what buyers need and want, and how your solution can fulfil these requirements. You can accomplish this by having a leadership team offsite or conducting more frequent standing syncs. 

Regardless of how you do it, just make sure it’s current. Getting everyone in the same physical or digital location creates space for fluid, open discussions. 

Furthermore, creating a plan of attack together ensures that your teams are collaborating on the same objectives you set.


3. Agree on Processes 

Sales and marketing managers will undoubtedly interact as you begin to fulfil your objectives. 

Cross-functional cooperation is wonderful, but it has its own set of challenges. Managers can easily communicate with one another using agreed-upon language, leading to less confusion on roles, responsibilities, and expectations. 

Determine how you want sales and marketing teams to communicate. 

Will it be through established groups? Or is ad-hoc the way to go? 

What does “good” feedback entail, exactly? 

Setting these things up front may help you collaborate more smoothly in the future.


4. Centralise All Communications

Communication is another major factor. 

Misalignment can be exacerbated by poor communication. 

You must have centralised communications and a regular distribution cadence to assist sales and marketing teams work in tandem. 

This ensures that critical agents are never out of the loop on important issues. It also reduces gossip and encourages transparency. 

To make things easy, get all communication into one centralised platform, like a CRM system. 

Make sure teams know where they can find news and how often information will be distributed. This ensures that salespeople and marketers are updated on a regular basis, regardless of how big your team grows.


5. Create Content For All Stages of the Sales Funnel

The first step is generating leads. 

However, before contacting a salesperson, the typical consumer is nearly half-way through the buying process, so your content must go beyond this. 

Because prospects move through the sales funnel at various rates, marketers must develop content that targets consumers of all stages of the funnel in order to present relevant information to assist them move forward. 

It’s critical that content creation is spread throughout the funnel, including after the handover to sales and even beyond closing a deal – marketing should stay in touch with customers once they become clients.


The Bottom Line

When sales and marketing are out of sync, it can be difficult to determine what the root cause is. 

By taking a step back and looking at the bigger picture, you can develop a plan to get everyone rowing in the same direction. 

The tips above should help you better align your property business’s sales and marketing teams, and ultimately improve your bottom line.


For more information, please contact us today.


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