As of December 2025, a comprehensive online presence is vital for maximising exposure to potential buyers. In 2026, the core platforms remain consistent, but their relative importance and user behaviour continue to evolve.
Currently in Melbourne, the dominant portals are realestate.com.au and Domain.com.au. These platforms account for the vast majority of buyer searches, particularly in the Eastern Suburbs where Fletchers operates. Properties are typically listed on both to ensure maximum reach. Beyond these, social media plays an increasing role. Facebook and Instagram are commonly used to promote listings, often targeting specific demographics – for example, families near school zones. Fletchers utilises these platforms alongside dedicated property portals and our own website, which features detailed property information and virtual tours. It’s important to realise that buyers often begin their search on portals, then cross-reference information on agent websites and social media. In 2026, we anticipate continued growth in the use of video content across all platforms, and potentially increased integration with emerging property technology. While some smaller platforms exist, the majority of serious buyers will initially focus their search on the established portals. Marketing costs in 2026 for a full campaign typically range from $3,000 to $8,000, covering these digital platforms and print materials.
A multi-platform approach, prioritising realestate.com.au, Domain.com.au, and strategic social media promotion, remains the most effective way to reach the widest pool of qualified buyers in the Melbourne market.