Counting the full investment
You are not just paying a salary. You are paying for the time it takes to train them, the tools they need to track performance, and the content budget to support their work. As a growth lead, you want to know their CAC. If they can't manage their own costs and show you the metrics, they are a bad investment. You need someone who thinks in data, not just pretty pictures.
Testing velocity in luxury
Can they help you run tests? You need someone who can iterate on your property tour videos to find the hook that drives the most inquiries. If they only know how to post pretty photos, they won't help you grow. You need a marketer who understands the luxury audience but also knows how to use data to optimize their output. That level of skill comes with a higher price tag.
In-house vs outsource
Sometimes, a high-performing freelancer is cheaper than a full-time hire. They already have the skills to drive engagement, and you don't have to deal with the benefits or the training time. If you need growth, you should look for someone who has a track record of driving results, not just managing a brand. Focus on the impact, not the title.
Holding them accountable
The cost of a social media manager is only justified if they are contributing to your growth goals. You should set clear KPIs for them from day one. If they can't manage the metrics, their cost is too high for your team. You need someone who can handle the pressure of growth and deliver results that you can report to your firm's leadership.
Focus your social media manager budget on someone who can produce measurable growth, not just maintain your brand identity.
See your network before you hire.
Tell us what your luxury real estate agency already makes and how you get customers today. We'll show you a real network running live and tell you honestly whether it fits. It costs about the same as one marketing hire.
Follow-up questions
What is the key performance indicator?
The key is inquiries or leads generated from your listings. If they aren't helping you get those, their value is low.
Should I care about their design skills?
Yes, but they should be a marketer first. They need to understand how to drive growth, not just how to make things look nice.
Is it better to have an agency?
An agency is often better for testing and scale, as they have more experience and more resources to handle the workload.