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Channel Agents Aren’t Going to Do Your Marketing for You

  • Writer: Jeric Turga
    Jeric Turga
  • Sep 15
  • 2 min read

You’ve got your channel agents onboard. You’ve given them the renders, stock list and brochure. You assume it’s all set and the buyers will roll in.


But weeks pass. The enquiry numbers feel slow. And now you’re wondering why your campaign isn’t gaining traction.


Here’s the truth no one wants to say out loud: your agents are not your marketing team.


They’re here to close leads, not create them. And if you're relying entirely on them to drive your demand, you're holding your entire campaign back.


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What Channel Agents Are Actually Responsible For

Let’s give credit where it’s due. Channel agents are fantastic at what they do:


  • Managing buyer objections


  • Qualifying leads


  • Closing deals


  • Handling contracts and admin


They’re trained for transactions, not funnels.


Expecting them to build your digital strategy, craft your messaging or launch a nurture campaign is like asking your builder to also design your brochure. It’s just not what they’re there for.



What Happens When You Leave Marketing to Agents


You lose control of your brand story.You have no visibility into the top of the funnel.


You miss out on valuable buyer data that could drive follow-up and retargeting.


You wait on someone else’s schedule, pipeline and motivation.


And worst of all, your project blends into the 10 others they’re selling that week.



Marketing Is the Developer’s Responsibility


A successful project launch doesn’t start at the agent level. It starts with your brand, your positioning and your lead generation strategy.


Your role as a developer or marketer is to:


  • Build awareness through consistent branding


  • Generate and nurture leads before they’re handed to an agent


  • Support your agents with assets and information that help them convert


This is not about replacing your agents. It’s about doing your part so they can do theirs.



What You Should Be Controlling

A basic developer-side marketing setup should include:


  • Digital ads to capture attention


  • A fast, mobile-friendly landing page with a clear offer


  • A well-designed brochure with CTAs and campaign alignment


  • A CRM that collects and segments leads


  • Automated email and SMS touchpoints for nurture


  • Content that tells your story before the agent takes the call


This structure gives you control of the early journey, warms up your leads and makes it easier for agents to close deals quickly.



How to Support (Not Burden) Your Agent Network

Instead of asking agents to carry the marketing load, give them the tools they need:


  • Share real-time campaign insights


  • Provide updated content and messaging


  • Give them access to segmented leads with context


  • Offer flexibility in how they can use branded materials


When agents receive warm, informed and ready-to-talk leads, they can do what they do best without spending half their day chasing cold enquiries.



If your strategy is “agents will handle it,” you're missing the point.


Agents can sell, but they can’t build your brand, tell your story or create demand from scratch. That’s your job. And when you do it well, the entire sales pipeline becomes smoother, faster and far more effective.


Good marketing makes your agents look great.


Great marketing makes your project unforgettable.

 
 
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