What makes a great advertising campaign?

A good advertising campaign can be the difference between selling a property quickly for a great price and not selling at all.

An advertising schedule is an itemised list-like document, produced by a real estate agent after consultation with the owner, which outlines all the marketing activities planned for the sale of a property, complete with whether the agent or owner will pay for it, and the total cost to the owner.  It’s the blueprint for a sale.

“The effectiveness of advertising online through a popular real estate site like realestate.com.au is indisputable, so it should be part of any comprehensive online advertising schedule”.

Part of it, but not all of it!

“To reach the maximum number of potential buyers without blowing your budget, your property’s advertising schedule should be tailored to work for you and your property, taking into account things like average days on market, other properties for sale in the area and the value of the property”.

“You also need to think about how you can stand out in what can be a crowded marketplace.

“Also, think about how you can target passive buyers, through things like Audience Maximiser, a sophisticated targeting system based on behavioural data, which presents your ad to house hunters after they have left realestate.com.au,”.

An understanding that “information is key to the consumer” should be at the heart of an advertising schedule.

“Buyers want information, they want great images, floor plans, even 3D walkthroughs and videos, which are becoming increasingly popular. So if the budget allows it, give them this”.

What does an advertising schedule look like?

Advertising campaigns are usually split into three main sections and costs will vary depending on the agent and location of your property:

Traditional marketing: This is the basics of selling your property and will consist of photography, signboard and brochures.

Technology/online advertising: This is all about getting your property online, but it’s more than just being on websites like domain.com.au and realestate.com.au.  The campaign should include the latest strategies like a social media campaign on Facebook and Instagram, and leading edge technology like video, and drone photography.

Campaign strategy: This is where the agent will detail an inspection/open house plan, likely sale time frame, how enquiries are handled, and any other strategies important to the sale, like the whether you should offer a pre-sale pest and building report, survey or strata report.


To talk to your Global representative about how our marketing works, enquire today.