Should a property management company hire in-house or use an agency?
It depends on the work and on who would manage it. A management company that needs one steady job done, such as listings, social posts and resident communication, is often well served by one good in-house hire. One that needs owner lead generation, community websites, search and ads at the same time needs more skills than one person usually has.
We are an agency, so read this with that in mind. The fair answer is that both models work, and the right one is the one whose weak points your company can cover.
How do in-house marketing and an agency compare?
An in-house marketer brings deep, day-to-day knowledge of your portfolio but usually only one or two people's skills. A marketing agency brings a team across SEO, ads, web development and design, but has to learn your portfolio.
| Compared on | In-house marketer | Marketing agency |
|---|---|---|
Range of skills | Usually one or two people's skills | A team across SEO, ads, web development and design |
Knowledge of your portfolio | Deep and day to day | Has to be built, and kept up as properties change |
Time to start | Hiring and training take time | Starts once onboarding is done |
Cost shape | Salary, benefits, tools and training | A fee set by the scope of work |
Continuity | At risk when the person leaves | Depends on the agency's records and who owns the accounts |
Day-to-day control | Direct | Through agreed goals, reporting and regular calls |
Tools | Bought and learned by your team | Often brought by the agency |
Housing ad rules | Depends on the hire's experience | Depends on the agency's experience; ask |
What are the pros and cons of in-house marketing?
Pro: close to the business
An in-house marketer hears from leasing, maintenance and owners every day.
Pro: fast on small things
A listing update, a resident notice or a social post happens the same day.
Pro: built-up knowledge stays
Each property's story and history stay inside the company, while the person does.
Con: one person, limited skills
Few marketers are strong at SEO, ads, web development and design at once.
Con: hiring and managing take time
Someone has to hire, train and direct the role.
Con: a single point of failure
When the marketer leaves, logins, plans and know-how can leave too.
What are the pros and cons of a marketing agency?
Pro: several skills at once
Search, ads, websites and design come from people who do each every day.
Pro: a faster start
No hiring process before the work begins.
Pro: patterns from other clients
An agency that works with management companies has seen what wins owners and renters elsewhere.
Con: further from the business
An agency learns the portfolio from you, so it needs regular input to stay accurate.
Con: shared attention
Your account is one of several, so ask who works on it and how often.
Con: quality varies widely
Ask for live work you can check, and figures with a source and a window.
When should a property management company use both?
Often, once it manages enough doors to keep marketing busy every week. A common split:
Hire one in-house coordinator
For listings, resident and owner communication, social posts and the daily requests.
Use an agency for the specialist work
SEO, owner lead generation, ads, and website builds and rebuilds.
Keep the accounts in your name
Your Google Business Profiles, ad accounts, analytics and domain should belong to the company, with access given to whoever does the work.
Set shared goals
Owner leads, renter leads and signed leases, reported the same way every month.
Meet on a schedule
A short call each month keeps the agency current on properties, vacancies and priorities.
Frequently asked questions
Who should own the website and ad accounts?
Your company, whoever does the work. Ask any agency or freelancer to set up the Google Business Profiles, the ad accounts, analytics and the domain under your company's ownership, and to work in them with granted access. That way nothing is lost if you change who runs your marketing.
What should an in-house marketer at a management company do first?
Start with what renters and owners see first: the Google Business Profiles for the office and each community, the accuracy of listings, and the website's owner pages. Then set up tracking, so owner leads and renter leads can be counted separately from the first month.
Is a property management specialist agency better than a general one?
Not automatically, but it starts with less to learn. A specialist knows the platforms, the housing ad rules and the difference between owner and renter marketing. A general agency can do good work too, if it is willing to learn your business. Either way, ask to see live work and real figures.
How do you measure either one?
By the same numbers: owner leads, renter leads, tours, signed leases and new doors under management, each with its source. Judge in-house and agency work on those, over the same periods, rather than on activity such as posts or reports.
For the terms, see owner leads, cost per lead and Google Business Profile in the glossary, and our general post on in-house marketing vs an agency. To see how we work with management companies, start at property management marketing.
Google reviews
What clients say
Nicholas
Google review
Kiran and his team are simply fantastic! I've worked with 16 different third party marketing teams and they are by far the best. They are incredibly smart, responsive and an overall pleasure to work with. Since working with them over the last 2 months my ask of them constantly changes and their ability to quickly adapt and figure out new ways to quickly add value is incredibly impressive. I can't recommend Kiran and his team enough and will continue to work with them for the foreseeable future!
Reika
Google review
Kihan Marketing is a fantastic team to work with, friendly, professional, and highly responsive. They are highly responsive and quick to take action, ensuring projects move forward efficiently. Despite working in a fast-paced environment, they remain professional, organized, and attentive to detail. Their dedication really show in the quality of their work, and they consistently deliver results while maintaining clear communication. Highly recommended!
Real estate agency, Sint Maarten
Google review
Kihan Marketing Organization is friendly, professional, and very responsive. Kiran and his team move quickly, communicate clearly, and deliver high-quality work in both website development and social media marketing. They stay organized, pay attention to detail, and make the whole process smooth and efficient. Highly recommended for anyone looking to grow your online presence!
Watcharaponne
Real estate agency, Thailand
I highly recommend Kihan Marketing. Kiran is an incredibly talented, skilled, and thoughtful web designer. What impressed us most was that he didn't simply build a website, he took the time to truly understand our business, our vision, and the local Koh Samui real estate market. Throughout the process, Kiran provided valuable advice and creative ideas that helped shape the brand and support the growth of our business. His attention to detail and understanding of what makes a business unique resulted in a website that feels truly personal to our brand. He created the beautiful website for [a real estate agency in Thailand]. It represents the elegance, professionalism, and identity of our business beautifully. Thank you, Kiran and Kihan Marketing, for bringing our vision to life. Highly recommended!
Listya
Google review
Working together felt very collaborative and aligned. Communication flowed easily, tasks were well-organized, and we shared the same attention to detail throughout the process. It genuinely felt like working as one team.
Business client
Google review
Kihan Marketing Organization has been great to work with. The team is professional, responsive, and focused on delivering real results. I'm very satisfied with their service and would highly recommend them.
vittoria
Google review
Very fast and professional. I love working with Kihan Marketing. Definitely recommended
Wei
Real estate agent, Sint Maarten
I can't recommend Kihan Marketing highly enough. Kiran and his team truly went above and beyond in helping me with both my social media and my website, and the results speak for themselves.
Shelley
Cryotherapy studio near Seattle
I recently worked with Kihan Marketing to design my new website, and I couldn't be more thrilled with the experience. From start to finish, they were incredibly responsive, communicative, and attentive to every detail.
