Spring is always a hive of activity in the property world. With many homeowners gearing up to list, one of the most important questions sellers face is: how much should I invest in marketing?
Let’s make one thing clear—marketing your home isn’t just an expense. It’s an investment, and one that can have a direct impact on your final sale price.
Why Quality Marketing Matters
The goal of any property campaign is to generate maximum interest. The more potential buyers you can draw in, the more competitive the bidding becomes—and competition is what pushes your sale price higher.
A solid benchmark is to allocate around 1% of your property’s value towards marketing if your home is priced under $2.5 million. It’s not a hard rule, but it’s a good starting point.
Where to Begin
If you’re unsure where to start, begin with the essentials:
Professional photography and copywriting
A signboard out front
A strong online listing
These basics help establish a professional, polished image. From there, you can layer on extras—things like targeted social media ads, DL cards for letterbox drops, and print ads.
What you shouldn’t do is cut corners on quality. Great marketing doesn’t just say, “This home is available”—it says, “This home is worth your attention.”
First Impressions Count
When buyers are deciding which homes to inspect, your campaign needs to make yours the obvious choice. Between overlapping open times and busy weekends, buyers often have to prioritise. The homes that look the most appealing—online and in person—get the foot traffic.
The first two to three weeks of a campaign are critical. That’s when buyer engagement peaks. So if your budget is limited, front-load your spend. Prioritise exposure early to capture momentum.
Reaching More Than Just Active Buyers
Online listings are powerful, no doubt. But they mainly target active buyers—people who are already searching.
What about passive buyers?
These are people who aren’t actively looking but might fall in love with the right home. A striking signboard, a DL card delivered to their letterbox, or a social media post in their feed might be all it takes to draw them in.
In regional areas, passive buyers can make a big difference—especially those inspired by lifestyle changes, sea changes, or tree changes. The trend sparked by COVID is still going strong, with many city dwellers seeking a new pace of life or investing in a holiday home.
Targeting the Right Audience
A large portion of buyer interest—around 60%—often comes from locals. These might be people in the same suburb or neighbouring ones who already have a connection to the area. This makes signboards and local DL drops highly effective tools. They’re low cost, but they can generate meaningful leads.
Got a home on a desirable street? Even better. Many buyers are simply looking to upgrade within the same area.
The Power of Extra Channels
To reach those out-of-the-box buyers, consider:
Print advertising: Still relevant, especially for regional listings targeting metro buyers.
Social media: Highly targeted and cost-effective. You can tailor campaigns to demographics likely to be interested in your home.
The Bottom Line
Quality marketing can be the difference between a good price and a great one. The better your campaign, the more interest you generate—and it’s buyer interest that fuels strong results.
You’re selling one of your most valuable assets. Give it the exposure it deserves. The right marketing strategy is worth every dollar.
