Yes, vendor-paid advertising (VPA) is the standard practice in Melbourne, with costs separate from the agent’s commission. A standard campaign typically costs between $6,500 and $8,000, while premium packages range from $8,000 to $12,000.
While vendor confidence improved throughout late 2025, RBA rate hikes in February and March 2026 have introduced new caution and dampened buyer urgency (Domain). This shift makes the strategic allocation of a marketing budget more critical to ensure a property stands out as buyers become more price sensitive (LJ Hooker).
The cost of marketing packages
A standard Melbourne campaign costs between $6,500 and $8,000 and covers professional photography, signboard, printed brochures, and listings on realestate.com.au and domain.com.au. Premium packages, which include 3D tours, drone photography and additional portal exposure, cost between $8,000 and $12,000.
Current listing and buyer activity
Listings increased by nearly 40% since December 2025, with appraisals surging over 75% month-on-month into early 2026 (Raine & Horne). While open for inspection attendances were up 3% year-on-year as of early 2026 (Raine & Horne), the recent rate hikes have reduced the speed at which buyers move.
Timeline and days on market
Properties in Melbourne are selling marginally faster than the decade average as of March 2026 (Cotality). A typical auction campaign takes four weeks, while well-priced private sales can settle in one to two weeks, though properties requiring negotiation often take four to eight weeks.
The buyer urgency risk
The primary risk currently is the gap between high listing volumes and dampened buyer urgency (Domain). While properties are still moving, the increase in competition means an under-marketed property is more likely to stagnate or require price negotiation.
| Package Type | Estimated Cost | Key Inclusions |
|---|---|---|
| Standard | $6,500–$8,000 | Photography, portals, brochures, signboard |
| Premium | $8,000–$12,000 | Drone photography, 3D/Matterport tours, extra portal exposure |
Frequently asked questions
How much does it cost to market a home in Melbourne?
Standard marketing packages generally cost between $6,500 and $8,000. Those opting for premium assets, such as 3D tours and drone photography, should expect to pay between $8,000 and $12,000. All these costs must be itemised in the Sales Authority provided by the agent.
Should I choose a private sale or an auction?
Private sales are favoured for properties on the Mornington or Bellarine Peninsulas, homes priced above $3–4 million, or when clearance rates are below 60%. They are also preferred for tenanted properties or when the seller requires flexibility to negotiate terms with interstate or overseas buyers.
How long does the selling process take in 2026?
Auction campaigns typically run for four weeks. Private sales vary from one to two weeks for well-priced homes up to eight weeks for those requiring negotiation. Following the contract signing, settlement in Victoria typically occurs within 30 to 90 days, with 60 days being most common.
What happens to advertising rebates received by agents?
Under current regulations, any advertising rebates or discounts that an agent receives from property portals must be passed on to the vendor. This ensures the vendor only pays the actual cost of the advertising as itemised in the Sales Authority.
Questions to ask your agent
- Which specific portal rebates will be passed back to me, and how will they be credited?
- Given the current buyer price sensitivity noted by LJ Hooker, which premium marketing assets will most effectively justify my target price?
- With listings up nearly 40% since December 2025 (Raine & Horne), how will this specific marketing spend differentiate my property from the new competition?
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.