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Malta Property companies face a big choice today. They can hire a Marketing Agency or build their own team. This choice affects your budget, results, and future growth.
The right choice depends on your business size, budget, and goals. Most malta property firms work with agencies because they cost less. But some larger companies do better with their own teams.
Here's what works best for different property businesses in malta.
malta's property market is worth €88 billion. Competition is fierce. Every agent and developer fights for the same buyers and sellers.
Good marketing brings in more enquiries. It helps you get more listings. It makes your phone ring with qualified leads.
But bad marketing wastes money fast. Many malta property firms spend thousands with no results.
The key is choosing the right approach for your business. Let's look at both options.
A marketing agency handles all your digital marketing. They create content, run ads, and manage your social media.
Most malta property agencies choose this route. It's cheaper than hiring staff. You get experts without the full-time costs.
Good agencies offer these services for property companies:
The best agencies understand malta's property market. They know which areas sell fastest. They understand buyer behaviour patterns.
Here's what most malta property firms pay for agency services:
| Service Level | Monthly Cost | What You Get |
|---|---|---|
| Basic Package | €500-€800 | Social media posts, basic website updates |
| Standard Package | €1,200-€2,000 | Full social media, Google Ads, content creation |
| Premium Package | €3,000-€5,000 | Complete marketing strategy, video content, advanced campaigns |
Most successful agents spend between €1,200 and €2,000 per month. This covers all their digital marketing needs.
Working with an agency gives you several advantages:
Instant expertise: You get a whole team of specialists. Designers, copywriters, and ad managers all work on your account.
Lower costs: Hiring one full-time marketer costs €35,000-€50,000 per year. A good agency costs €15,000-€25,000 annually.
Latest tools and technology: Agencies use expensive software for design, analytics, and automation. You get access without buying licenses.
Faster results: Agencies start working immediately. No hiring delays or training periods.
Scalable services: Need more marketing during peak season? Agencies can scale up quickly.
Agencies aren't perfect. Here are the main problems:
Less control: You can't manage daily tasks directly. Everything goes through account managers.
Shared attention: Your account manager handles multiple clients. You're not their only priority.
Learning curve: New agencies need time to understand your business and target market.
Communication delays: Changes and updates take longer when working through a third party.
Some agencies also lack deep property market knowledge. They might create generic content that doesn't connect with buyers.
In-house marketing means hiring your own staff. You build a team that works only for your company.
This approach works better for larger property companies. Developers and big agencies often choose in-house teams.
A basic in-house team needs these roles:
Smaller companies might hire one person who handles multiple roles. Larger firms create specialized positions for each area.
Building an in-house team costs more upfront. Here's the typical budget breakdown:
| Role | Annual Salary | Additional Costs |
|---|---|---|
| Marketing Manager | €40,000-€55,000 | €8,000 benefits and equipment |
| Social Media Specialist | €25,000-€35,000 | €5,000 benefits and equipment |
| Content Creator | €30,000-€45,000 | €10,000 camera gear and software |
A basic two-person team costs around €80,000-€100,000 annually. Add equipment, software, and office space for the full picture.
Your own team offers unique advantages:
Complete control: You manage every campaign directly. No waiting for agency approvals or changes.
Deep market knowledge: Your team learns your specific market area. They understand your clients and competitors.
Faster response time: Need urgent social media posts or ads? Your team acts immediately.
Brand consistency: One team creates all content. Your message stays consistent across all channels.
Long-term investment: Good team members stay for years. They build deep expertise in your business.
Building your own team creates several problems:
Higher costs: Salaries, benefits, and equipment cost more than agency fees.
Hiring difficulties: Good marketing talent is scarce in malta. Competition for skilled people is intense.
Limited skills: One person can't match a whole agency team. You might miss expertise in certain areas.
Training needs: Marketing changes fast. Your team needs constant education and skill updates.
Vacation and sick leave: When team members are absent, your marketing stops.
Money matters most for many property companies. Let's compare the real costs of each approach.
Agency costs are predictable. You pay a fixed monthly fee. In-house costs vary more and include hidden expenses.
Here's what each approach costs in the first year:
Agency Route:
In-House Route (2-person team):
Based on typical cost structures, the agency route costs 80% less in year one. This gap narrows over time but agencies stay cheaper.
In-house teams work better for these situations:
Smaller companies should stick with agencies. The numbers don't work otherwise.
The quality of work matters more than cost. Let's compare the expertise you get from agencies versus in-house teams.
Good marketing agencies employ specialists in each area. Your account gets:
Each person focuses on their specialty. You get expert-level work in every area.
Agencies also invest in training. Staff learn new techniques and platform changes quickly.
In-house teams develop different strengths. They learn your business deeply but might lack broad expertise.
One marketing manager might handle social media, design, and advertising. They become generalists rather than specialists.
This works well for consistent daily tasks. But complex projects might need outside help.
Agencies use expensive marketing software. They split costs across multiple clients.
Professional design software costs €600+ per month. Analytics tools add another €300. Social media schedulers cost €200 monthly.
In-house teams need separate licenses for everything. This adds €1,000+ to monthly costs.
Agencies give you access to premium tools without the direct expense.
How much control do you want over daily marketing tasks? This question shapes your decision.
Agencies work through account managers. You don't talk directly to designers or ad specialists.
Changes go through a process:
This takes time but ensures quality control. Good agencies respond within 24 hours for urgent requests.
Your own team reports directly to you. Changes happen immediately.
Need a social media post about a new listing? Your team creates it in 30 minutes.
Want to adjust ad campaigns? Changes go live the same day.
This speed helps during busy periods. But it requires more management time from you.
Here's how quickly each approach handles common requests:
| Request Type | Agency Response | In-House Response |
|---|---|---|
| Social media post | 4-24 hours | 30 minutes |
| Ad campaign changes | 1-2 business days | Same day |
| Website updates | 2-5 business days | 1-2 hours |
| New campaign creation | 1-2 weeks | 3-5 days |
In-house teams win on speed. Agencies win on strategy and planning depth.
Results matter more than process. Which approach Generates More Leads and sales for Malta property companies?
Most successful Malta property agencies see these results from professional marketing:
Agencies bring proven systems and processes. They know what works for property marketing.
The analysis shows agencies deliver better ROI for companies under €2 million annual sales.
In-house teams excel at consistency and brand building. They create steady results over time.
Companies with in-house teams report:
But results take longer to develop. In-house teams need 6-12 months to hit peak performance.
Return on investment varies based on your company size:
Small agencies (1-5 agents): Agencies deliver 3:1 ROI typically. In-house teams struggle to break even.
Medium companies (6-15 agents): Agencies still win with 2:1 ROI. In-house teams might reach 1.5:1 ROI.
Large firms (16+ agents): In-house teams can match or beat agency performance. ROI reaches 2:1 or higher.
"We switched from agency to in-house when we hit 20 agents. The control and speed made a huge difference in our peak season performance." - Major Malta property firm
Some Malta property companies use both approaches. They hire one in-house person and supplement with agency services.
A typical hybrid setup includes:
This gives you speed for urgent tasks and expertise for complex work.
The combined approach offers unique advantages:
Best of both worlds: Internal control plus external expertise.
Flexible scaling: Increase agency services during busy periods.
Risk reduction: If agency relationship ends, you still have internal capability.
Cost optimization: Pay for agency expertise only when needed.
Expect to spend:
This costs more than pure agency but less than full in-house teams.
Choose based on your specific situation. Here's a decision framework that works:
Most Malta property companies fit this profile. Agencies work better for the majority.
Only larger property companies should consider this route.
This works well for companies in transition from small to large.
The guide offers more specific tactics for implementation.
Avoid these errors when choosing your marketing approach:
Many companies forget hidden expenses. In-house teams need:
Industry estimates suggest these add 40-50% to base salary costs.
The cheapest option rarely delivers best results. Focus on ROI rather than monthly costs.
A good agency that brings 20 extra listings per year pays for itself easily.
Marketing takes 3-6 months to show full results. Don't change approaches after just one month of poor performance.
Give your chosen method time to work before making major changes.
Define success before starting. How many leads do you need? What's your target cost per enquiry?
Both agencies and in-house teams work better with specific targets.
Marketing continues to evolve rapidly. Consider these trends when planning your approach:
Property buyers want video tours and virtual viewings. This trend accelerated after 2020 and continues growing.
Agencies invest in video equipment and editing skills. In-house teams need these capabilities too.
Automated chatbots and AI content creation change how marketing works. Agencies adopt these tools faster than in-house teams.
Consider this when evaluating long-term capabilities.
Facebook and Instagram add buying features. Property companies can showcase listings directly in social feeds.
This requires specialized knowledge that agencies typically provide.
Google increasingly favors local businesses in search results. Property companies need strong local optimization.
Agencies understand these technical requirements better than most in-house teams.
Answer these questions to clarify your choice:
Your answers guide the decision more than general advice.
Most successful property companies spend 3-5% of annual revenue on marketing. For a company earning €1 million annually, this means €30,000-€50,000 for all marketing activities.
Expect 2-3 months for initial improvements in enquiries and social media engagement. Full ROI typically develops over 6-12 months as campaigns optimize and brand awareness grows.
Yes, agencies offer packages starting around €500 monthly. This covers basic social media management and lead generation. Even small budgets can produce meaningful results when spent strategically.
Stopping too soon. Marketing requires consistent effort over months to build momentum. Companies that change approaches every 2-3 months never see full results from any strategy.
Only if you have dedicated time and marketing knowledge. Most Property Professionals get better results outsourcing to specialists while focusing on sales and client relationships.
Track leads generated, cost per lead, and conversion rates from leads to signed contracts. Aim for marketing to generate 3-5x its monthly cost in additional commission revenue.
The choice between agency and in-house marketing depends on your specific situation. Most Malta property companies benefit from working with specialized agencies.
Start by setting clear goals and budget limits. Then evaluate options based on ROI potential rather than just monthly costs.
Remember that marketing takes time to work. Choose an approach you can commit to for at least six months.
Your marketing investment should pay for itself through increased enquiries and listings. If it doesn't, you're either spending too little or working with the wrong people.
Digital Marketing Strategist for Property Professionals
David Mifsud has spent over eight years helping Malta's property professionals transform their digital presence into measurable business results. His systematic approach breaks down complex marketing concepts into actionable steps that busy agents and developers can actually implement.
13 min read
