Give Your Marketing a Performance Audit

It's easy to fall into the mindset that if business slows down or you want to grow, the answer is to add something new to your marketing.

But before adding anything new, it is worth asking a simple question: Is what you’re already doing actually working?

One of the smartest things you can do before heading into the fall market is a marketing audit to understand which parts of your marketing are creating conversations, building relationships, and ultimately contributing to your business.

So let’s walk through how exactly to do an audit of your current marketing to decide what’s working. Set aside an hour, pull up your marketing from the last six months, and walk through these five areas one by one:

1. Audit Your Social Media

Social media often gets measured by likes and views, but those numbers don't always tell the whole story. Instead, focus on whether your content is actually helping build relationships and position you as the local expert.

As you review your posts, ask yourself:

• Which posts generated comments, direct messages, or conversations?

• What topics consistently received the strongest engagement?

• Are people saving and sharing your content?

• Does your profile clearly communicate who you help and where you work?

• If someone landed on your page today, would they immediately understand your value?

If your answers reveal some gaps, don't assume you need to post more. Instead, post more intentionally. Double down on the topics that consistently create conversations, refresh your bio if it's outdated, and make sure your profile reflects the business you want to attract today, not the one you had two years ago.

2. Audit Your Email Marketing

Your email list is one of the few marketing assets you truly own, which makes it worth reviewing regularly.

Take a look at your email marketing efforts and consider:

• Have you diligently updated and organized your database and contact list?

• How consistently have you stayed in touch?

• Which subject lines had the highest open rates?

• Which emails generated replies or conversations?

• Which resources or links received the most clicks?

• Have your emails provided value, or have they mostly been promotional?

If engagement has slowed, the answer may not be sending more emails. It may be sending more useful ones. Educational content, local recommendations, homeowner tips, seasonal guides, and community updates often give people a reason to keep opening your emails long before they're ready to buy or sell.

3. Audit Your Marketing Investments

Now it's time to look at where your marketing dollars are going. Pull up your monthly subscriptions, advertising expenses, sponsorships, networking memberships, print materials, and any other recurring marketing costs.

For each one, ask yourself:

• How much am I investing?

• What conversations or opportunities has this created?

• Has this contributed to closed business or meaningful relationships?

• If I weren't already paying for it, would I invest in it today?

That last question is often the most revealing.

Some investments simply need a few adjustments to perform better. Others may have quietly stopped serving your business.

4. Audit Your Networking and Community Presence

Not every opportunity to network creates the same return. Think back over the events, organizations, sponsorships, and community activities you've participated in this year.

Ask yourself:

• Which events led to genuine relationships?

• Where have referrals or business opportunities come from?

• Am I spending time with the people I want to build long-term relationships with?

• Am I following up after these events, or simply showing up?

Sometimes the biggest improvement isn't attending more events, but instead, being more intentional about the ones you choose and doing a better job of nurturing the relationships that begin there.

5. Audit How Everything Works Together

Finally, step back and look at your marketing as one complete system.

Ask yourself:

• Does my social media encourage people to join my email list or visit my website?

• Do my emails point people toward helpful resources?

• Are my branding, messaging, and visuals consistent across every platform?

• Do my marketing efforts guide people toward taking the next step?

When every piece works together, your marketing becomes much more effective without requiring you to do more.

What to Do With What You Find

Once you've finished your audit, resist the temptation to immediately add another marketing strategy.

Instead, organize your findings into three simple categories:

Keep: The strategies consistently creating conversations, relationships, and business.

Improve: The efforts that are showing promise but could perform better with a few adjustments.

Eliminate: The subscriptions, activities, or tactics that continue to consume time or money without producing meaningful results.

This is where the real value of a marketing tune-up comes from. Instead of spreading yourself thinner by adding more to your plate, you're making smarter decisions about where your time, energy, and marketing budget belong.

MORE ON MARKETING?

If you'd like another set of eyes on your marketing, our leadership team is always happy to help.

We specialize in helping agents leverage marketing plans that will get them where they want to be in their business + give them tools and resources to actually accomplish the marketing they set out to do.

So connect with our team to book a strategy session if that sounds like something you could use, too.