Vendors should ask for a fully itemised breakdown of Vendor-paid advertising (VPA), ensuring standard costs ($6,500–$8,000) or premium packages ($8,000–$12,000) are detailed in the Sales Authority (CoreLogic/Cotality, Domain, PropTrack, REIV, RBA, and ATO research, April 2026). It is critical to confirm the agent will pass on all portal rebates and discounts to the vendor.
Digital strategy in 2026 is less about the tools and more about the transparency of cost and the quality of lead generation. Buyers are increasingly price sensitive, making the precision of the digital price guide a primary driver of genuine competition.
Standard versus premium marketing costs
A standard Melbourne campaign typically costs between $6,500 and $8,000, covering professional photography, printed brochures, signboards, and listings on realestate.com.au and domain.com.au (CoreLogic/Cotality, Domain, PropTrack, REIV, RBA, and ATO research, April 2026). Premium packages range from $8,000 to $12,000 to include drone photography, 3D Matterport tours, and increased portal exposure.
Transparency in the Sales Authority
All advertising expenses must be itemised within the Sales Authority to prevent unexpected costs. Agents are legally required to pass any rebates or discounts received from property portals directly back to the vendor (CoreLogic/Cotality, Domain, PropTrack, REIV, RBA, and ATO research, April 2026).
Buyer reach and database capacity
Digital listings are only one part of the reach; the agent’s internal database of active buyers is a critical measure of their ability to generate competition. Assessing an agent’s responsiveness to initial inquiries is a reliable indicator of how they will manage buyer leads during a live digital campaign.
The pricing guide gap
Despite Victorian laws prohibiting advertising below a reserve, price guides in inner and middle-ring suburbs often sit 10–15% below eventual sale prices (CoreLogic/Cotality, Domain, PropTrack, REIV, RBA, and ATO research, April 2026). This creates a risk where digital traffic is high, but buyer quality is low due to unrealistic expectations.
| Package Level | Estimated Cost | Key Inclusions |
|---|---|---|
| Standard | $6,500–$8,000 | Photography, realestate.com.au, domain.com.au, brochures, signboard |
| Premium | $8,000–$12,000 | Drone photography, 3D/Matterport tours, additional portal exposure |
Frequently asked questions
How much should I budget for marketing my home in Melbourne?
Most vendors budget between $6,500 and $8,000 for a standard campaign. Those opting for premium features like 3D tours and drone photography should expect costs between $8,000 and $12,000 (CoreLogic/Cotality, Domain, PropTrack, REIV, RBA, and ATO research, April 2026). All costs must be itemised in the Sales Authority.
Do real estate agents get commissions from advertising portals?
Some agents receive rebates or discounts from portals for the volume of listings they manage. Under current requirements, agents must pass these rebates or discounts on to the vendor rather than retaining them as additional profit (CoreLogic/Cotality, Domain, PropTrack, REIV, RBA, and ATO research, April 2026).
Does the time of year affect digital buyer activity?
Buyer activity peaks during Spring (September–November) and Autumn (March–May). While digital interest persists year-round, volume drops significantly from mid-December to January. Winter typically sees lower overall volume, though buyers active during this period are generally more motivated (CoreLogic/Cotality, Domain, PropTrack, REIV, RBA, and ATO research, April 2026).
Is the advertised price guide always accurate?
Victorian law prohibits advertising below the reserve, but guides in inner and middle-ring suburbs often remain 10–15% below the final sale price (CoreLogic/Cotality, Domain, PropTrack, REIV, RBA, and ATO research, April 2026). Vendors should ensure their agent explains the pricing strategy to avoid attracting the wrong buyer profile.
Questions to ask your agent
- Can you provide an itemised list of all VPA costs and confirm that all portal rebates will be passed back to me?
- How many buyers in your current database are actively searching for a property comparable to mine in this specific suburb?
- What is the specific logic behind your proposed price guide relative to the reserve, and how will this be communicated digitally to avoid underquoting issues?
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.