Every job is different and it also depends on the candidates - is he from the area (or more importantly, is their spouse from the area), did he coach some of the players somewhere else, etc.
The Saints will definitely need to sell themselves. But I think the first thing they need to do is decide how they want to organize the team going forward. What’s Loomis’ role? Ireland? Does the new coach have any say in personnel - those decisions will shape the field as much as anything.
They will need to sell themselves but they need to decide what they are selling first.