Before you approve the marketing budget, ask what each item will do
By Ben Price·Posted
A glossy marketing proposal can make every item look essential. Before you approve the total, ask a simpler question: what job will each part of this package do for my sale?
Advertising can help the right buyers find and understand your property. But a more expensive package is not, by itself, evidence of a better result. You need to know what is included, how it fits your likely buyers and what happens if the campaign runs longer than expected.
Selling costs have returned to the discussion this week, with an updated industry cost guide and reporting about premium listings. It is a useful prompt to examine your own proposal rather than rely on someone else's budget.
Start with the buyer and the property
Ask the agent who they expect to be interested in your home and why. The answer should guide the marketing recommendation.
A clear floor plan might help a buyer understand a flexible layout. Good photographs can show natural light and the relationship between rooms. Accurate written information can answer questions before an inspection. Each item should have a purpose that the agent can explain without relying on the word "premium".
Ask what they would recommend if they had to prioritise the budget. That conversation can reveal what they consider essential and what is optional.
Compare the same items across each proposal
Two totals may include quite different services. Put the proposals alongside each other and check photography, floor plans, copy, signboards, online listings, social advertising and any printed material.
For online advertising, ask which platform and product are included, how long the placement lasts and whether the price includes GST. For social advertising, distinguish the amount spent placing advertisements from the cost of creating or managing them.
If a service is included in commission, make that clear. If it is charged separately, record it separately. You should be able to understand the full proposed cost without trying to piece together several conversations.
Ask what each upgrade actually changes
An upgrade may increase visibility, offer different placement or add features. Ask the agent to describe the specific difference from the lower-cost option and why it matters for your property.
Also ask what evidence they will use to assess its usefulness. Views and clicks can show attention, but they are not the same as inspections, offers or a completed sale.
Some buyers may discover the home through more than one channel, so it is difficult to attribute a result perfectly. A sensible agent should still be able to explain the recommendation and discuss what the campaign is revealing.
Confirm what happens if plans change
Find out when each amount becomes payable and whether any costs remain payable if you withdraw or do not sell. Ask about renewal charges, additional photography, a changed sale method or an extended campaign.
Request written approval before optional extra spending. It helps to agree who can authorise changes and how a revised budget will be provided.
Ask for the agreed advertising budget and approval process in writing. Have your legal adviser explain any contract terms you do not understand, including what happens if you change agents or withdraw. Do not assume every proposal has the same conditions.
Keep the rest of your selling costs in view
Marketing is only one part of your selling costs. Commission, legal work, preparation, moving arrangements and any lender charges may also affect what is left after the sale.
Ask the relevant providers for written quotes or estimates. If you are considering borrowing to fund preparation or marketing, discuss the repayments and risks with a suitable financial professional before committing.
The aim is not to remove every expense. It is to make considered choices about the work needed to present the property, reach suitable buyers and manage your budget.
BrokerMyAgent helps sellers Australia-wide compare suitable agents and review appraisals, and we review agents' selling proposals, commission and marketing costs, and challenge anything that doesn't stack up. We help you ask the questions before you sign; your chosen sales agent runs the campaign and negotiates the sale.
If you have proposals on the table and would like a clearer comparison, book a free, no-obligation 15-minute call. Bring the questions you have, even if you are still some way from listing.
Sources and market context
Have marketing proposals on the table and want a clearer comparison? Start your free enquiry.