Utilising social media for property marketing in 2026 involves extending a property’s reach beyond traditional channels, primarily through targeted advertising and organic content showcasing the property’s features and lifestyle benefits.
As of December 2025, social media is increasingly integrated into Melbourne property campaigns, particularly in the Eastern Suburbs where buyer demographics are highly active online. While traditional methods like realestate.com.au and domain.com.au remain central, platforms like Facebook and Instagram allow agents to target specific demographics – for example, families within a certain radius of schools in Balwyn or Doncaster. In 2026, expect to see more sophisticated targeting based on lifestyle interests and online behaviours. A typical full marketing campaign currently costs between $3,000 and $8,000, with a portion allocated to social media advertising. Fletchers utilises client update technology to share campaign progress, including social media engagement metrics, with vendors. It’s important to realise that social media complements, rather than replaces, professional photography (typically $500-$1,500) and property styling ($2,000-$8,000) which remain crucial for attracting buyers, as presentation is a key priority for Melbourne purchasers. The sales process in Melbourne generally runs for 4-6 weeks, and social media activity is highest during this period.
Social media marketing is becoming a standard component of a comprehensive property campaign in Melbourne, offering agents a powerful tool to connect with potential buyers and maximise exposure.