Property Marketing Missing the Mark: Proptech CEO


Marketers in the property space should be wary of inefficient media placements which are delivering unaccountable results and a low return on investment, according to one of Australia's top property entrepreneurs.

Mark Mendel, who recently joined forces with Melbourne-based proptech performance agency Inhouse Digital, says in an increasingly volatile property market, developers are missing the mark when it comes to digital marketing campaigns.

“To date, I’ve seen organisations in the sector invest in costly acquisition campaigns which are failing to deliver ROI or even effectively engage buyers,” Mendel said.

“Inhouse has been helping clients take innovative, highly-tailored acquisition campaigns to market faster, with stronger results than the competition,” he said.

Mark has been operating in the proptech startup space for over 10 years. He previously founded and sold iBuyNew, a market leader in new and off-the-plan property in Australia.

“Our focus on property and our deep knowledge of the key buyer segments enables us to implement a faster optimisation process and more advanced targeting strategies from the get go,” Inhouse director Elliot Speigel said.

“Mark’s joined to take the business deeper in helping developers and sales agents build stronger digital performance campaigns and improve funnel visibility,” he said.

“Our process and strategy ensures we work really closely with sales teams to ensure strong funnel velocity, which is particularly important in this current market.”

Tracking first touch through to conversion isn't as easy and simple as it sounds and so allocating budget efficiently becomes difficult as well as knowing what type of campaign to run and when.

Mendal says he is excited about the direction Inhouse Digital will take in 2020.

“There’s a lot of technology that’s come into the market and we’re seeing clients wanting to use it more effectively and drive stronger ROI’s,” he said.

“We’re working with clients in a high touch partnership to ensure they get the scale and return they’re looking for.”

“What worked for you 3 months ago might not work for you this month so it’s important to allocate budget efficiently and know what type of campaign to run and when.”

Click here to find out more about how Inhouse Digital can help you in 2020.

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