In multifamily, we hear the term full-stack marketing often. How do you know if this is the way to go for your marketing needs? First, let's understand what it means. Full-stack marketing is a form of marketing encompassing various marketing types rather than focusing on a single tool or service. To help you make the most informed decisions, we've put together some pros and cons when considering a full-stack marketing strategy.

Integrations

Ideally, all your marketing tools should be integrated. Many teams enjoy having all their tools under one umbrella so that the integrations are sure to work. This depends heavily on the platform. For instance, there are some platforms that may advertise that they all work together however, many of the tools that are used under that company's umbrella may have been acquired at a later time. This means that the integrations would be the same as if you were to use any external tool. That's why it's important to understand the level of integration available between your tools.

Reporting

Understanding what works is a huge part of strategic marketing. That's why reporting is such an important topic. Many teams like the idea of having all their reporting under one platform for the sheer fact of convenience. However, it is also important to consider the type of reporting included. You want to make sure that you have oversight into all your marketing tools with the most robust reporting possible. When choosing between full-stack marketing or using an outside vendor, ask for a sample of their reporting. Take a look at the information available and figure out what's most important for you and your teams to make the most informed decisions. Not only is reporting a must, but the type reporting could make or break your marketing strategy. It's important to cover all your bases when contemplating your choices.

ROI

Consider the cost investment on your tools before making your choice. Will it be more cost effective to go with a tool within the services you're already using or would you get more for your money with an outside tool? If your full-stack marketing company offers a tool for free, consider the costs. You're probably thinking "What cost? It's free." However, it's important to acknowledge that free doesn't always mean it won't cost you. Typically free widgets and add-ons are built by companies that provide a CRM, website, etc. The widget is not their primary focus, so it will not be optimized in all the ways it should be. That being said, a paid model saves time and money in numerous ways. We break it all down in our article that shows why free doesn't always mean no cost.

At the end of the day, it's important to make the best decision for your team. Sometimes it can actually be beneficial to have multiple services under one roof. However, there are some things that can be done better by experts that focus on one specific service. It's important to consider these points when making a decision on your marketing strategy.