Sample Listing Campaign Budget.
See example standard and enhanced campaign budgets, with core costs, optional extras and a clear framework for explaining each item to vendors.
A clear marketing budget helps the vendor see exactly where their money is going.
It also makes it easier for the agent to explain which items are essential and which are optional.
The figures below are examples only. Actual costs will vary by supplier, location, property and campaign.
Example: Standard Residential Campaign.
| Marketing Item | Example Cost |
|---|---|
| Professional photography | $450 |
| Floorplan | $180 |
| Property portal advertising | $2,200 |
| Signboard | $350 |
| Brochures | $250 |
| Social media advertising | $300 |
| Database and email marketing | Included |
| Agency website | Included |
| Total Campaign | $3,730 |
This could suit a standard residential property where the main focus is strong online exposure, professional presentation and local marketing.
Optional Extras.
Some properties may justify additional marketing.
| Optional Item | Example Cost |
|---|---|
| Property video | $650 |
| Drone photography | $250 |
| Twilight photography | $300 |
| Additional social advertising | $300 |
| Print advertising | $500 |
| Partial styling | $1,500 |
| Full property styling | $3,500+ |
These should only be added where there is a clear reason.
Example: Enhanced Campaign.
A vendor may decide to include additional video, social media and presentation.
| Marketing Item | Example Cost |
|---|---|
| Photography | $450 |
| Floorplan | $180 |
| Video | $650 |
| Drone photography | $250 |
| Portal advertising | $2,500 |
| Signboard | $350 |
| Brochures | $250 |
| Social advertising | $600 |
| Database and email marketing | Included |
| Agency website | Included |
| Total Campaign | $5,230 |
The higher budget should come with a clear explanation of what the extra spend is designed to achieve.
Show the vendor what is essential.
It can help to divide the campaign into two parts.
Core Campaign
Items you strongly recommend.
For example:
- Photography
- Floorplan
- Portal advertising
- Signboard
- Database marketing
Optional Campaign Items
Items that may add value depending on the property.
For example:
- Video
- Drone
- Twilight photography
- Print advertising
- Extra social media spend
- Styling
This gives the vendor more control over the final budget.
Explain each item.
Do not simply present a total figure.
Explain what each cost is for.
Photography
Used across portals, social media, email, brochures and the agency website.
Portal advertising
Puts the property in front of active buyers searching in the area.
Signboard
Adds local exposure and can generate enquiry from nearby buyers.
Social media advertising
Extends the campaign beyond buyers already searching on portals.
Compare the spend with the role it plays.
Before adding an item, ask:
- Who will see it?
- What does it add?
- Is it reaching a different audience?
- Is the cost justified?
- Is there a better use for the money?
A campaign should not become more expensive simply because more marketing products are available.
Agent Action Plan.
1. Build the core campaign
Start with the items you believe the property needs.
2. Add optional items separately
Do not hide extras inside one large total.
3. Check every cost
Make sure the current supplier pricing is correct.
4. Explain the purpose
Be ready to explain why each item is included.
5. Give the vendor choices
Show what can be added or removed without confusing the campaign.
6. Confirm the final budget
Get the vendor’s approval before ordering the marketing.
A simple budget makes the marketing conversation easier.
The vendor can see what is being spent, where it is being spent and what each item is there to do.