Introduction
Effective marketing is essential to achieving the best price for your property. This guide explains the components of a professional marketing campaign and typical costs involved.
Every property is different, and marketing should be tailored accordingly. A unit in Rockdale needs different exposure than a waterfront house in Brighton-Le-Sands.
Photography
Professional photography is the foundation of all property marketing. It's your first impression and determines whether buyers click on your listing.
What's included:
Professional photographer with real estate experience
High-resolution images (typically 20-30 photos)
Post-processing and colour correction
Twilight photography (premium option)
Typical costs:
Standard photography: $300-$500
Premium/twilight: $500-$800
Aerial/drone photography: $200-$400 additional
Pro Tips
- Never use phone photos for listings – they cost you buyers
- Twilight photos create emotional appeal and stand out
- Prepare the property before the shoot – clean, declutter, style
Video & Virtual Tours
Video content has become increasingly important, especially since COVID changed how buyers search.
Options available:
Walk-through video (1-2 minutes)
Cinematic property video (2-3 minutes, higher production)
3D virtual tour (Matterport or similar)
Aerial/drone video
Typical costs:
Walk-through video: $300-$600
Cinematic video: $800-$1,500
3D virtual tour: $300-$500
Drone video: $300-$500
Floor Plans
Floor plans are highly valued by buyers, especially for apartments and properties with complex layouts.
Types of floor plans:
2D floor plan (most common)
3D rendered floor plan (more visual appeal)
Site plan (shows property boundaries, outbuildings)
Typical costs:
2D floor plan: $150-$250
3D floor plan: $250-$400
Site plan: $100-$200 additional
Online Advertising
Online portals are where most buyers start their search. Your listing position and visibility matters.
realestate.com.au:
Standard listing: Included in agent fee
Highlight: $400-$700
Feature: $800-$1,500
Premiere: $1,500-$3,000+
Domain.com.au:
Standard listing: Included
Gold: $400-$600
Platinum: $800-$1,200
Premium positioning typically generates:
3-5x more enquiries
Faster time to sell
Greater buyer competition
Pro Tips
- Premium positions are especially valuable in the first 2 weeks
- Consider property price point when deciding on upgrade level
- Ask your agent about performance statistics for different levels
Social Media Marketing
Social media extends reach beyond property portals and targets specific demographics.
Channels:
Facebook (broad reach, targeted advertising)
Instagram (visual appeal, younger demographics)
YouTube (video content hosting)
WeChat (Chinese buyer audience)
Typical approach:
Organic posts to agent's followers
Paid advertising targeting location/demographics
Boost budget: $200-$500 per campaign
Typical costs:
Often included in agent marketing package
Additional paid boost: $200-$500
Signboard
For Sale signs capture local buyer attention and create urgency.
Options:
Standard board with photo
Premium large format board
LED/illuminated board (premium properties)
Typical costs:
Standard signboard: $150-$300
Premium/large board: $300-$500
Installation/removal usually included
Print Advertising
While digital dominates, print still has a role for certain properties and demographics.
Options:
Local newspaper ads (St George Leader, etc.)
Magazine features (prestige properties)
Direct mail to local area
Brochures for open homes
Typical costs:
Local newspaper: $300-$800 per insertion
Magazine: $500-$2,000+
Direct mail: $500-$1,000 (design, print, postage)
Brochures: $150-$400
Pro Tips
- Print is most effective for downsizer and older demographics
- Local papers can reach neighbours who may know potential buyers
- Often better ROI from digital for younger buyer demographics
Property Styling
Professional styling can significantly increase sale price, especially for vacant or poorly presented properties.
Styling options:
Consultation only: $150-$300
Part styling (key rooms): $1,500-$3,000
Full styling: $3,000-$8,000+
Typical ROI:
Studies suggest 5-10% higher sale prices
Faster time on market
Particularly valuable for vacant properties
Sample Marketing Packages
Standard Package ($3,000-$5,000)
Professional photography
2D floor plan
Standard online listing (REA + Domain)
Social media posts
Signboard
Premium Package ($6,000-$10,000)
Professional photography + twilight
Video walk-through
3D floor plan
Upgraded online positioning
Social media with paid boost
Premium signboard
Brochure
Prestige Package ($10,000-$20,000+)
All premium inclusions
Cinematic video production
Drone photography/video
3D virtual tour
Print advertising
Direct mail campaign
Professional styling consultation
Frequently Asked Questions
How much should I spend on marketing?
Is marketing paid upfront or from the sale?
Do premium online listings really make a difference?
Should I pay for styling?
Disclaimer
Costs shown are indicative only and vary by provider, property type, and market conditions. Obtain specific quotes before committing to any marketing spend. Marketing costs are typically separate from agent commission and payable regardless of sale outcome unless otherwise agreed.
