How to compare agent marketing proposals

Two marketing proposals from two agents can land on your kitchen table with very different totals attached, and very little explanation of why. Learning to read a marketing proposal line by line is one of the simplest ways to make sure you are paying for things that will actually help sell your home, rather than a bundled figure nobody can fully explain.

What a marketing proposal should itemise

A proper marketing proposal breaks down each cost, rather than presenting one combined number. Expect to see separate line items for professional photography and floor plans, listing on major property portals, a signboard, access to the agency's buyer database, social media promotion, and any print advertising such as local papers or brochures.

Each item should have its own cost, or at least a clear explanation of what it covers. If a proposal only shows a single total marketing figure with no breakdown, ask for one before agreeing to anything.

Which items usually matter most for buyer reach

Portal listings remain the primary way most buyers discover properties, so strong placement and good photography on these sites tend to carry real weight. Quality photography and floor plans affect how many buyers click through to inspect your listing in the first place, so this is rarely an area worth cutting corners on.

A signboard still generates genuine local enquiry in many areas, particularly from neighbours and people driving through who are not yet actively searching online. Social media promotion and the agency's own buyer database can add reach, but their value varies a lot depending on how actively the agency actually uses them, rather than simply listing them as inclusions.

Red flags to watch for

Be cautious of a single bundled marketing figure with no breakdown of what it actually buys. Without itemisation, you cannot tell whether you are paying for genuinely useful exposure or simply covering the agency's general overheads.

Also look closely at what the marketing spend is actually promoting. Some campaigns lean heavily on materials that build the agent's or agency's own brand and profile, rather than directly promoting your property to buyers. A certain amount of this is normal, but it should not dominate the spend you are funding.

Questions to ask about each line item

For every item on the proposal, ask what it includes, how much it costs individually, and how it is expected to generate buyer enquiry for your specific property. Ask whether the cost is fixed regardless of outcome, or whether any part is contingent on sale. Ask how the proposed spend compares with what was used on recent, comparable local sales, and what results that spend produced.

It is also reasonable to ask whether any items are optional, and what the campaign would look like, and cost, without them.

How BrokerMyAgent reviews marketing costs

When you work with us, we review agents' selling proposals, commission and marketing costs, and challenge anything that doesn't stack up. That means looking closely at the breakdown behind the total, comparing it with what similar campaigns typically cost, and raising questions on your behalf before you commit to a figure.

Your appointed agent still designs and runs the campaign. Our role is to help you understand what you are being asked to pay for, so the decision to proceed is an informed one.