In this episode of Hoole Decode, the team explores whether real estate agencies still need a physical office or high-street shopfront in an era where digital marketing is more powerful than ever.
This episode unpacks the ongoing debate around the necessity of maintaining a physical office space in real estate. With digital marketing offering broader reach and measurable returns, the conversation delves into whether high-street visibility still provides value or if agencies should shift their investments toward digital strategies.
The discussion includes cost comparisons, real-world case studies, and alternative branding approaches for staying relevant in a competitive market.
Key discussion points:
The cost of a high-street office
- Rent alone in metropolitan areas can range from $60K to $80K per year, with additional expenses including staffing, utilities, signage, cleaning, and security.
- Many agencies maintain these offices despite declining foot traffic.
Is it just a costly billboard?
- 25 years ago, people visited real estate offices to check listings, but today, most people search online first.
- A high-street shopfront functions more as a branding exercise than a key customer acquisition tool.
First-hand experiences
- Danielle shares her experience working in a high-traffic office vs a small office in a shopping centre, concluding that foot traffic was minimal.
- Many in-person visitors were tenants dealing with property management issues rather than sellers, buyers or landlords.
Alternative office solutions
- Property management divisions might benefit from physical spaces due to tenant interactions, but sales teams don’t necessarily need a shopfront.
- Agencies could consider co-working spaces, remote work setups, or smaller office locations to cut costs.
Brand presence without a shopfront
- Digital alternatives such as car signage, billboards, shopping centre ads, and community sponsorships can maintain visibility.
- Some agencies have experimented with ‘dummy shopfronts’—physical spaces with no staff, just branding and contact details.
Case studies of innovative branding approaches
- A solo agent in a regional town rented window space in a retail store, displaying digital property listings.
- A Brisbane-based agency used QR codes on garbage bins to subtly market their brand while promoting community safety messages.
Comparing digital vs traditional marketing:
- Letterbox drops cost around $750 for 5,000 homes, but 30% of recipients are renters, making them irrelevant.
- Digital marketing can reach the same 5,000 people for just $80 and offers retargeting opportunities.
- Digital ads track engagement, ensuring budget efficiency, whereas physical advertising like billboards offer no direct performance metrics.
The shift to digital marketing:
- Personalised, targeted advertising via social media and Google Ads reaches the right audience at the right time.
- Real estate agents often struggle to grasp their digital visibility, as they don’t physically “see” their brand appearing in front of thousands of potential clients.
- Digital platforms allow A/B testing to identify the most effective messages, something traditional marketing lacks.
Will shopfronts become obsolete?
- Likely not entirely, but their importance is diminishing.
- Agencies should consider hybrid models, balancing a smaller physical footprint with a stronger digital presence.
- If budgets are tight, investing in digital marketing over physical space yields significantly greater returns.
While real estate traditionally relied on high-street visibility, modern customer behaviour makes digital-first strategies more effective and cost-efficient. Agencies need to evaluate their expenses and consider leaner, more targeted approaches to branding and lead generation.
🎧 Listen now and form your own conclusion.
Written by Melanie Hoole
My team and I specialise in helping real estate and property professionals perfect their personal brand, build a first-class digital profile and implement inbound marketing activities to attract leads. If you are unsure which direction to take with your digital marketing contact me for help.
