Real Estate Marketing Packages Australia: What to Include, What to Charge, and How to Deliver Faster

How to get started

1. 1

   Define your package tiers

   Set three clear tiers with fixed line items and prices. Standard, mid-range and premium. Each tier should add obvious value so vendors can choose based on their budget and campaign goals.

2. 2

   Secure photography and portal upgrades first

   Book the photographer and confirm REA and Domain upgrade levels before anything else. These are the two items that most directly affect online visibility and buyer volume.

3. 3

   Generate your listing copy and campaign assets

   Use the property details and campaign angle to create the portal description, feature bullets, brochure copy and social captions. AI tools can generate strong first drafts across all formats from the same inputs.

4. 4

   Review for accuracy and compliance

   Check all claims before publishing. Schools, transport, zoning, approvals, views and inclusions should be verified. Any AI-generated copy should be reviewed by the agent before it goes live.

5. 5

   Deliver the full pack before the listing goes live

   Coordinate photography delivery, portal upload, social content scheduling and brochure printing so everything is ready at launch. The first 48 to 72 hours on REA and Domain are the highest-traffic window and should not be wasted with incomplete assets.

What a standard Australian real estate marketing package includes

Packages vary between agencies and markets, but most Australian campaigns include the same core elements regardless of price point. The difference between tiers is usually coverage, production quality, and the level of bespoke content rather than entirely different asset types.

• REA Premier or Premiere+ listing with hero image and enhanced media
• Domain listing with feature upgrade and gallery-quality photography
• Professional photography (typically 20 to 30 edited images depending on property size)
• Floorplan (hand-drawn or computer-generated, to scale)
• Signboard or board install at the property
• Property description copy for portal listings and print
• Social media launch content (Facebook post, Instagram carousel, property story)
• Open home schedule and inspection reminders
• Vendor presentation material and campaign summary

Mid-range and premium package additions

Agents competing at the top end of their market, or in prestige segments, typically add several layers to the standard package. These additions are also increasingly common in mainstream markets as digital competition increases.

• Drone or aerial photography and video
• Walkthrough video or cinematic property tour
• Virtual staging for vacant rooms
• Suburb highlight reel or lifestyle content
• Targeted Facebook and Instagram ad campaign with boosted spend
• Email campaign to registered buyer database
• Agent-branded brochure or DL card for distribution at inspections
• Printed editorial placement in local newspaper or property supplement
• 3D floor plan or interactive tour embed

How Australian agents typically price their marketing packages

These ranges are indicative. Sydney, Melbourne and coastal prestige markets routinely see premium packages above $15,000 once agency-paid portal upgrades, professional video production and extended digital advertising are included. Regional markets often price well below the ranges above because portal and print costs are lower.

Who typically pays for the marketing package in Australia

In most Australian markets, the vendor pays for the marketing package separately from the agent's commission. This is standard practice in most states, though some agents offer vendor-paid marketing as a deferred cost against the sale or bundle a base package into a fixed-fee offering.

It is important for agents to be clear about this at appraisal. Vendors who understand the marketing costs upfront are less likely to dispute invoices or reduce spend mid-campaign. Presenting the package as a structured line-by-line document helps make the value visible.

How to build and present a real estate marketing package

The goal of presenting a package is not to justify a number. It is to help the vendor understand what their property will look like in market, how buyers will find it, and what the agent will do to generate competition. A good package presentation shows that the agent has already thought about the campaign before the instruction is signed.

• Lead with the result the vendor wants (maximum price, fast sale, or minimum days on market) and show how the package delivers it
• Break the package into clear line items so the vendor can see exactly what is being invested in
• Explain each channel: why REA and Domain are included, what social content does, why photography quality matters to online search results
• Show sample assets where possible: example photography, social post templates, brochure format
• Offer two or three tiers so the vendor can choose based on their priority and budget
• Confirm vendor-paid versus agent-paid items in writing before listing

How AI tools are changing marketing package production in Australia

The time-consuming part of delivering a marketing package has historically been production: writing the listing copy, briefing the photographer, building the brochure, then rebuilding the social content from scratch. AI tools are changing that workflow.

Agents using AI-assisted production are now generating listing descriptions, social captions, brochure text and open home copy from the same property inputs in minutes rather than hours. The result is a more consistent package, faster delivery, and less manual effort for each listing.

For agencies delivering 50 or 100 listings a year, that operational difference compounds. A package that used to take half a day to produce can move closer to one hour when AI handles the first drafts and the agent focuses on review, compliance and final positioning.

Common mistakes in AU real estate marketing packages

• Quoting a price without clearly listing what is included — this creates disputes at invoice time
• Treating photography as optional in any package tier — portal performance drops sharply without it
• Creating social content as an afterthought after the listing goes live — late content misses launch momentum
• Using generic listing copy that could describe any property in any suburb — buyers skip listings that do not speak to their situation
• Failing to adapt copy and creative by campaign stage — launch content, mid-campaign content and closing content each serve different buyer states
• Delivering the pack late — the first 48 to 72 hours after a listing goes live are the highest-traffic window on REA and Domain

How Coraly helps agencies build and deliver marketing packages

Coraly is built for the production side of the Australian listing workflow. Agents upload the core property details and Coraly helps generate the listing description, feature bullets, social captions, brochure copy and vendor presentation content from the same source.

For agencies running multiple listings at once, Coraly reduces the time it takes to produce a complete marketing pack from hours to minutes. The output is localised for Australian portals and platforms, uses Australian English, and avoids the generic language that performs poorly on REA and Domain.

Agencies using Coraly typically report faster campaign preparation, more consistent copy across listings, and reduced reliance on external copywriters for standard residential campaigns.

Frequently asked questions