Property Marketing Costs: What’s Worth Paying For?

When it comes to selling your property, marketing can be the difference between a quick, top-dollar sale and a long, stressful campaign. Yet many sellers sign an agent agreement without fully understanding what’s included in their marketing package, or whether it’s worth the cost. In one of our recent blogs ‘How Much Does it Cost to Sell a House’, we covered marketing as just one of several selling expenses. Here, we take a closer look at property marketing costs so you can decide what’s worth paying for, what’s optional, and how to get the best value for your budget.

What’s Included in a Typical Real Estate Marketing Package

Most agents will recommend a tailored marketing campaign based on your property type, location, and sales method. While inclusions vary, a standard package often features:

• Professional photography – Essential for making your listing stand out online.
• Floorplans – Give buyers a clear understanding of your home’s layout.
• Property description copywriting – Well-written descriptions highlight your property’s best features.
• Signboards – Capture local interest from people passing by.
• Online listings – Featured placement on realestate.com.au, Domain, or both.
  

Optional extras can include:

• Video walkthroughs and drone photography – Ideal for larger properties or homes with standout features.
• 3D virtual tours – Popular for interstate or overseas buyers.
• Social media campaigns – Targeted Facebook, Instagram, or TikTok ads.
• Property staging – Full or partial styling to enhance presentation.
  

The right mix depends on your property and target buyer which is why comparing proposals from multiple agents can be so valuable.

How Much Are Property Marketing Costs in 2025?

Marketing costs vary based on location, campaign length, property type, and the platforms used. As a general guide, here are typical 2025 price ranges:

Some agents roll marketing costs into their commission, while others bill them separately. This is where sellers often get caught out, a “low” commission can sometimes mean marketing is charged on top, pushing total costs higher.

What’s Worth Paying For (and What’s Not)

Not all marketing elements offer the same return on investment. Here’s how to decide what’s worth it:

Worth Paying For

• Professional photography – Listings with high-quality images generate more clicks and inspections.
• Targeted online advertising – Premium listings or boosted social posts can deliver more buyer enquiries.
• Well-written property descriptions – Good copy can highlight unique features that photography alone can’t.
  

Case-by-Case

• Video tours and drone photography – Great for prestige, rural, or large properties, but not always necessary for smaller homes.
• Property staging – Highly effective in competitive markets, less critical if demand is already strong.

Often Not Worth the Spend

• Expensive print ads – Unless targeting a niche, most buyers search online first.
• Overly large signage – Standard boards are sufficient for most properties.
  

The key is matching marketing to your likely buyer profile, not just spending more for the sake of it.

The Role of Social Media in Property Marketing

Social media is no longer just for casual scrolling, it’s a serious marketing channel for property sales. Platforms like Instagram, Facebook, and TikTok can:

• Reach highly targeted audiences based on demographics and location.
• Showcase video and lifestyle photography in ways listing portals can’t.
• Create buzz for unique or luxury homes.
  

Some agents include social media ads in their package, while others offer them as add-ons. If your property has strong visual appeal, this could be a worthwhile investment.

• For further insight, check out this industry article from Reapit which goes into detail on the impact of social media on real estate sales success. 

Timing and Strategy Can Save You Money

You don’t always need to throw the biggest budget at marketing, the timing and strategy of your campaign can be just as important.

• Sell in high-demand periods – Spring and early autumn often bring more buyers, reducing the need for heavy ad spend.
• Choose the right sales method – Auctions require a shorter, high-impact marketing push, while private sales may need sustained campaigns.
• Stage your campaign – You can always add extras later if initial enquiry levels are low.

Why Comparing Agent Marketing Proposals Matters

Two agents may quote similar commission rates, yet offer vastly different marketing packages. One might include premium listings and social media ads, while another only offers basic photography and a signboard.

Comparing proposals side-by-side lets you:

• See exactly what you’re getting for your money.
• Weigh marketing quality against cost.
• Choose an agent whose strategy aligns with your goals.
  

Agent Choice makes this process easy by letting you compare agents’ marketing inclusions, costs, and track records in one place so you can make a confident, informed decision.

Final Thoughts

Marketing is an investment in your sales result, not just another expense. By understanding what’s worth paying for and comparing agents’ approaches, you can get the best return on your marketing spend.

If you’d like to see how marketing fits into your overall selling budget, check out our recent blog on ‘How Much Does it Cost to Sell a House’. And when you’re ready to choose an agent, let Agent Choice help you find the one who will market your property effectively without overspending.