A standard vendor-paid advertising (VPA) package for a Melbourne property campaign in 2026 will likely cost between $6,500 and $8,000, covering professional photography, online listings on realestate.com.au and domain.com.au, printed brochures, and a signboard. Premium options, including drone footage and 3D tours, can increase this to $8,000–$12,000. Auctioneer fees typically range from $400–$1,000, and agent commission remains negotiable, generally falling between 1.6–2.5%.
Selling costs in Melbourne are a key consideration for vendors, and understanding the components of a campaign is crucial for budgeting. While vendor confidence has improved through late 2025 and early 2026 (Raine & Horne), recent RBA rate hikes have introduced a degree of caution into the market (Domain’s Dr Nicola Powell), meaning a well-planned and cost-effective campaign is more important than ever.
What does a typical marketing package include?
A standard Melbourne campaign, separate to agent commission, generally includes professional photography, listings on realestate.com.au and domain.com.au, printed brochures, and a signboard. This typically falls within the $6,500–$8,000 range. Agents must itemise all VPA costs in the Sales Authority and pass on any advertising rebates or discounts received from portals to the vendor.
Are there additional marketing costs I should consider?
Yes. Premium packages offering drone photography, 3D tours (Matterport), or additional portal exposure can add $1,500–$4,000 to the overall cost, bringing the total to $8,000–$12,000. An auctioneer fee, often bundled within the marketing package, typically ranges from $400–$1,000. Don’t forget to factor in potential costs for staging, if required, to present your property at its best.
How long does a campaign typically run?
A typical Melbourne auction campaign runs for 4 weeks from listing to auction day. Private sale campaigns for well-priced properties can resolve within 1–2 weeks. However, properties requiring price negotiation may take 4–8 weeks to sell. As at early 2026, properties are selling marginally faster than the decade average (Cotality March 2026 report), but this can vary significantly depending on the property and location.
The timing risk.
The February and March 2026 RBA rate hikes have dampened buyer urgency (Domain), creating a more price-sensitive market. This means that while listings are up (Raine & Horne), securing a strong result requires careful timing and a campaign that effectively addresses buyer caution. There’s a risk of overspending on marketing if the market cools further, or underspending and missing potential buyers.
Frequently asked questions
What’s the difference between agent commission and vendor-paid advertising?
Agent commission is a percentage of the final sale price, paid to the agent for their services. Vendor-paid advertising (VPA) covers the costs of marketing the property – photography, online listings, brochures, etc. These are separate fees, and all VPA costs must be itemised in the Sales Authority.
Can I negotiate the vendor-paid advertising costs?
Yes, VPA costs are negotiable. Discuss your budget with your agent and explore options to tailor the package to your needs. Consider what marketing activities will deliver the best return on investment for your property. Ensure any agreed-upon costs are clearly outlined in the Sales Authority.
What happens if my property doesn’t sell at auction?
If bidding doesn’t reach the reserve price, the property is “passed in.” The highest bidder then has the first right to negotiate privately with the vendor. It’s crucial to have a clear strategy in place *before* auction day regarding your willingness to negotiate and your bottom line.
How long after the auction does settlement take?
Settlement in Victoria typically occurs 30–90 days post-contract signing, with 60 days being the most common timeframe for standard residential transactions. Auction sales are unconditional, meaning contracts are signed on the day and a 10% deposit is paid immediately.
Questions to ask your agent
- Based on recent comparable sales, what is the optimal VPA package to attract the right buyers for my property?
- What is your strategy for managing buyer expectations in the current market, given the recent interest rate rises?
- Can you provide a detailed breakdown of all potential campaign costs, including any potential rebates or discounts?
This article contains general market information based on data current
as at April 2026. It does not constitute financial, legal, or real estate
advice specific to your property or circumstances. For an appraisal and
tailored advice, speak with a Fletchers agent in your area.
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