Choosing the Right Marketing Channels for a Listing.

Different buyers behave differently.

• A first-home buyer may search heavily on property portals and social media.
• A downsizer may respond to local database marketing, print or direct contact.
• An investor may focus on price, rent, yield and location.
• A prestige buyer may expect high-quality photography, video and strong presentation before they even consider an inspection.

The buyer should influence the campaign.

Most campaigns use a mix of channels.

No single channel should be expected to do everything.

Major property portals are often the main search tool for active buyers.

They allow buyers to filter by:

• Suburb
• Price
• Bedrooms
• Property type
• Land size
• Features

For many listings, portals will form the base of the campaign.

The decision is usually not whether to use a portal, but how strongly the property should be positioned within it.

Ask:

• Is this a highly competitive price range?
• Are there many similar properties for sale?
• Will stronger placement improve visibility?
• Is the upgrade cost justified?

An agency database can be one of the most valuable marketing channels available.

It includes people who have already:

• Enquired about similar properties
• Attended inspections
• Made offers
• Registered for alerts
• Sold or bought through the agency

Before launching publicly, identify buyers who may already suit the property.

A good database campaign may include:

• Email
• SMS
• Phone calls
• Buyer matching
• Early inspection invitations

The value comes from the quality of the database, not simply its size.

Social media can extend the campaign beyond people actively searching on property portals.

It can help with:

• Local awareness
• Video promotion
• Lifestyle content
• Retargeting
• Sharing
• Reaching passive buyers

Social media should support the campaign.

It should not be treated as a replacement for active buyer channels unless there is a clear reason.

Email works well when the agency has a relevant audience.

A property email may be sent to:

• Active buyers
• Past buyers
• Local owners
• Investors
• Buyers looking in nearby suburbs

The message should be targeted.

Sending every property to the full database can reduce engagement over time.

A signboard still has value, especially in areas with strong local buyer interest.

It can reach:

• Neighbours
• Local renters
• Nearby owners
• Passing buyers
• People already interested in the area

Signboards can also create extra enquiry from people who were not actively searching online.

Video is useful when the property has something that is easier to show than describe.

This can include:

• Large floorplans
• Renovations
• Views
• Outdoor areas
• Lifestyle features
• Prestige finishes

Not every listing needs an expensive video.

Use it when it adds something that photography alone cannot show.

Print can still work for the right property and audience.

It may suit:

• Prestige homes
• Older buyer groups
• Strong local markets
• Auction campaigns
• Areas where local publications still have readership

Print should be chosen because the audience is there, not because it has always been part of the campaign.

Direct mail can help reach people close to the property.

This may include:

• Nearby owners
• Local landlords
• Potential downsizers
• People considering moving within the area

It can also create future listing opportunities for the agent.

Buyer agents can be useful when the property may suit:

• Investors
• Prestige buyers
• Interstate buyers
• Time-poor buyers
• Buyers looking for specific property types

A direct call or email to relevant buyer agents may create interest that would not come through normal advertising.

A campaign should not be copied from the last listing.

Consider the property itself.

A first-home buyer property

Likely focus:

• Major portals
• Social media
• Buyer database
• Email
• Strong photography

A family home

Likely focus:

• Major portals
• Local database
• Signboard
• Social media
• Video where suitable

An investment property

Likely focus:

• Major portals
• Investor database
• Email
• Buyer agents
• Clear rental information

A prestige property

Likely focus:

• High-quality photography
• Video
• Premium portal placement
• Database
• Buyer agents
• Selected social and print

These are starting points, not fixed rules.

Adding more channels increases cost.

It does not always increase results.

Before adding a channel, ask:

• Who will see it?
• Are they likely buyers?
• What will it add?
• Is there overlap with another channel?
• Is the cost justified?

If there is no clear answer, reconsider it.

A practical campaign can be built in three layers.

Core channels

The main places active buyers are expected to look.

For example:

• Property portals
• Agency database
• Agency website

Supporting channels

Used to increase reach.

For example:

• Social media
• Email
• Signboard
• Video

Targeted channels

Used for a specific buyer group.

For example:

• Buyer agents
• Direct mail
• Investor database
• Local publications

This makes it easier to explain the campaign to the vendor.

Do not simply show the vendor a list of advertising products.

Explain what each one is there to do.

For example:

• Property portals — Reach buyers already searching in the area.
• Database — Contact buyers who have already shown interest in similar properties.
• Social media — Extend the campaign beyond active portal users.
• Signboard — Reach local people and nearby buyers.
• Video — Show features that are difficult to capture in still images.

A vendor is more likely to understand the budget when they understand the purpose.

Before finalising the campaign, ask:

• Who is the likely buyer?
• Where are they searching?
• Which channels are essential?
• Which channels add useful extra reach?
• Which channels are unnecessary?
• Does the campaign suit the property?
• Does it suit the local market?
• Can I explain why each item is included?

A good campaign is not the one with the longest list of advertising.

It is the one that reaches the right buyers with the least wasted spend.