The questions below are designed to move a sales conversation from reassurance to specifics. A good agency will answer most of them clearly and directly. An agency that dodges, deflects, or gives vague answers to more than two or three is telling you something worth paying attention to before you sign anything.
01 Why the right questions matter more than the pitch
Every agency pitch is designed to sound confident. Case studies get chosen selectively, testimonials get curated, and "we've worked with property agents before" can mean anything from a single small project to years of dedicated focus. The questions below aren't designed to be tricky, they're designed to get past the pitch and into specifics you can actually verify.
02 The 10 questions
- What percentage of your clients are Singapore property agents, specifically? A property-focused agency should be able to answer this precisely, not vaguely gesture at "a lot of real estate work."
- Can I see actual performance data from a past property campaign, not just the finished creative? Screenshots or anonymised dashboards showing cost per enquiry are far more useful than a polished ad mockup.
- Who owns the landing page, domain, and ad accounts once the contract ends? You want a clear answer that you retain ownership, not one that leaves your traffic and data with the agency if you switch providers later.
- How do you handle CEA advertising compliance in ad copy and landing pages? A specialist agency should have a concrete process, not a shrug.
- What exactly is included in the monthly fee, and what's billed separately? Ad spend, creative production, and revisions are common places where costs hide.
- What's your minimum contract period, and what happens if I want to leave early? Reasonable terms are a good sign; heavy lock-ins with vague exit clauses are not.
- How often will I get a report, and what will it actually show? Ask specifically whether it includes cost per enquiry, not just reach and impressions.
- Who on your team will actually be working on my account day to day? Some agencies pitch with senior staff and hand execution to junior team members, worth knowing upfront.
- What happens if the first month underperforms? A credible agency should have a clear process for diagnosing and adjusting, not a script for explaining it away.
- Can you walk me through why this recommendation fits my specific listings, not just property agents in general? A proposal that could apply to any agent in Singapore usually means it wasn't built for you specifically.
03 What to do with the answers
Write down each agency's answers side by side rather than relying on memory of how confident they sounded on the call. Confidence and accuracy are not the same thing, and a well-rehearsed pitch can make a vague answer feel satisfying in the moment. Comparing written answers exposes the gaps more clearly.
If you're earlier in the process and still deciding whether you need an agency at all versus a freelancer or continuing to handle marketing yourself, it's worth stepping back to that decision first, we cover it in Digital Marketing Agency vs Freelancer for Property Agents in Singapore and 5 Signs You Need a Real Estate Digital Marketing Agency, Not More DIY.
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