Build the Listing Campaign - Step by Step.

Start with the property itself.

Look at:

• Property type
• Location
• Price range
• Condition
• Presentation
• Land size
• Floorplan
• Key features
• Nearby amenities
• Competing listings

Think about what will attract buyers and what may need to be explained.

A renovated family home will need a different campaign from a small investment unit.

Before choosing marketing, decide who the campaign needs to reach.

Possible buyer groups may include:

• First-home buyers
• Families
• Downsizers
• Investors
• Developers
• Prestige buyers
• Interstate buyers
• Local buyers
• Buyers moving into the area

The likely buyer will influence the photography, copy, advertising channels and campaign message.

Look at what else is currently for sale.

Compare:

• Similar properties
• Price ranges
• Presentation
• Portal positioning
• Days on market
• Recent sales
• Competing auctions

This helps you decide how strongly the property needs to be positioned.

If buyers have ten similar properties to choose from, the campaign may need stronger presentation and visibility.

The marketing begins before the advertising.

Consider whether the property needs:

• Cleaning
• Gardening
• Minor repairs
• Decluttering
• Styling
• Furniture hire
• Touch-up painting
• Window cleaning
• Pressure cleaning

Not every property needs work.

Focus on changes that can improve presentation without unnecessary spending.

The quality of the marketing material will affect how the property appears across every channel.

Consider:

• Professional photography
• Floorplan
• Video
• Drone photography
• Twilight photography
• Copywriting
• Feature highlights

Choose what suits the property.

A small apartment may only need strong photography and a floorplan.

A prestige property may justify a larger visual campaign.

Decide where the property needs to appear.

Common channels include:

• Major property portals
• Agency website
• Buyer database
• Email marketing
• Social media
• Signboard
• Buyer agents
• Print
• Direct mail

Start with the channels most likely to reach active buyers.

Then add supporting channels where they make sense.

Most properties will appear on the major property portals.

The next question is how much visibility the listing needs.

Consider:

• Number of competing listings
• Property price
• Buyer demand
• Campaign length
• Method of sale
• Local portal usage
• Upgrade cost

Premium placement may suit some listings.

Others may not need it.

Once the campaign is planned, add up the costs.

A simple campaign budget may look like this:

Keep the budget easy to read.

Separate essential items from optional extras where possible.

Before presenting it to the vendor, review every item.

Ask:

• What does this item do?
• Who will it reach?
• Does the property need it?
• Is there another way to achieve the same result?
• Is the cost reasonable?
• Would I recommend it if the vendor questioned it?

Remove anything you cannot clearly justify.

Do not hand the vendor a list of prices without explanation.

Walk them through the campaign.

A simple order is:

• Who we are trying to reach
• How the property will be presented
• Where it will be advertised
• Why each channel is included
• What the campaign will cost
• What payment options are available

Keep the explanation practical.

Before ordering marketing, make sure the vendor has approved:

• The campaign
• The total budget
• Any optional items
• The payment method
• Any later campaign changes

Keep written records of approvals.

This reduces problems later.

A campaign should have clear dates.

For example:

The actual timing will vary.

The important part is that everyone knows what happens next.

Once the listing is live, monitor the response.

Look at:

• Portal views
• Enquiry levels
• Inspection numbers
• Buyer feedback
• Email response
• Social engagement
• Offers
• Price feedback

If something is not working, adjust the campaign.

This may mean changing:

• Photography order
• Copy
• Price positioning
• Social promotion
• Portal placement
• Buyer follow-up

Before launch, confirm:

• Likely buyer identified
• Competition reviewed
• Property presentation agreed
• Photography booked
• Floorplan arranged
• Marketing copy prepared
• Portal level selected
• Database campaign planned
• Social campaign planned
• Signboard arranged
• Budget approved
• Payment method confirmed
• Launch date agreed
• Vendor approval recorded

A strong campaign does not need every marketing product available.

It needs the right combination of:

• Presentation
• Buyer targeting
• Advertising
• Timing
• Follow-up

Build the campaign around the property and the likely buyer.

That will give the vendor a clearer plan and help avoid wasted marketing spend.