Match the Campaign to the Property and the Buyer.
Build a tailored campaign by matching the property, likely buyer, presentation and marketing channels instead of relying on a standard package.
Not every property should have the same marketing campaign.
The best campaign is built around two things:
- The property
- The buyer most likely to purchase it
Start there before choosing portals, video, print, social media or other marketing.
Look at the property first.
Consider:
- Property type
- Price range
- Location
- Condition
- Size
- Land
- Presentation
- Key features
- Method of sale
A small investment apartment needs a different campaign from a prestige family home.
Identify the likely buyer.
Think about who the property is most likely to suit.
Possible groups include:
- First-home buyers
- Families
- Downsizers
- Investors
- Developers
- Prestige buyers
- Interstate buyers
- Local buyers
The buyer should influence where you spend the marketing budget.
Match the channels to the buyer.
| Buyer | Likely campaign focus |
|---|---|
| First-home buyer | Portals, social media, strong photography |
| Family buyer | Portals, database, signboard, social media |
| Investor | Portals, investor database, clear rental information |
| Downsizer | Local database, portals, direct contact |
| Prestige buyer | Premium photography, video, portals, buyer agents |
| Developer | Direct contact, database, planning and site information |
These are guides only.
Local market conditions should also be considered.
Match the presentation to the property.
The property itself should influence the creative work.
For example:
Renovated family home
Focus on:
- Kitchen
- Living areas
- Backyard
- Schools
- Lifestyle
Apartment
Focus on:
- Layout
- Light
- Balcony
- Location
- Parking
Investment property
Focus on:
- Condition
- Rent
- Yield information where appropriate
- Low-maintenance features
- Location
Prestige property
Consider:
- Video
- Drone
- Twilight photography
- Premium portal placement
- Higher-end styling
Check the competition.
Look at similar properties currently for sale.
Ask:
- How many are competing?
- How are they presented?
- What portal level are they using?
- What price range are they in?
- What would make this property stand out?
More competition may justify stronger presentation or higher visibility.
Do not copy the last campaign.
It is easy to reuse the same package.
That can lead to:
- Unnecessary spend
- Missed buyer groups
- Weak targeting
- Marketing that does not suit the property
Review every listing from the start.
Explain the match to the vendor.
Show the vendor why the campaign has been built that way.
For example:
“This property is likely to appeal mainly to young families, so I would put more emphasis on portal exposure, local database marketing, social media and the lifestyle features of the home.”
Or:
“This apartment is likely to attract investors, so I would keep the campaign simpler and focus on portals, investor buyers and clear property information.”
This makes the campaign easier to understand.
Agent Action Plan.
1. Define the property
Write down the main features, price range and likely appeal.
2. Define the buyer
Choose the one or two most likely buyer groups.
3. Match the channels
Select the channels most likely to reach them.
4. Match the presentation
Choose the photography, video and styling that suit the property.
5. Check the competition
Review similar listings before setting the final campaign.
6. Remove anything that does not fit
Cut marketing items that have no clear role.
7. Explain the strategy to the vendor
Show how the campaign connects the property to the likely buyer.
The campaign should be built around who will buy the property, not around a standard marketing package.