BEYOND THE BASICS
Real estate marketing has come a long way. But what worked before won’t cut it today.
From newspaper ads and letterbox drops to property portals and social media campaigns, the way homes are marketed has evolved significantly. And so have the people engaging with them. In today’s market, the right property marketing content can determine whether a buyer books an inspection or a vendor invites the agent in for an appraisal.
Today's consumers are more informed, digitally savvy, and have grown accustomed to instant access to information, faster decision-making, and higher standards of online experience. This expectation carries through to real estate, where buying and selling a property is one of the biggest financial decisions a person can make.
This shift is being accelerated by technology. AI tools like ChatGPT and Google’s Gemini are influencing early decisions and listings must now appeal to both humans and algorithms. In this context, the way properties are presented online now matters more than ever.
Who’s it for?
Whether choosing a home or selecting an agent, online presentation is where the decision-making process begins. Ultimately, it can determine whether a buyer books an inspection or a vendor invites the agent in.
All listings include photos, and the majority would include floor plans, while some feature additional marketing visuals such as virtual tours, videos, drone imagery and other interactive content. But do these extra features actually make a difference? Are buyers truly influenced to act after viewing listings with content like videos and virtual tours? Do vendors think more highly of agents who offer more than just photos and floor plans? And what matters most to both groups during the buying and selling process?
To explore this further, we partnered with a leading national real estate brand and surveyed over 5,500 of their vendors and buyers across Australia. Our goal was to understand how expectations are evolving around real estate marketing content, what drives trust and confidence, and what marketing content translates into enquiries and inspections, and when.
THE FINDINGS MAKES ONE THING CLEAR
Marketing is no longer cosmetic. It is commercial. It drives the click, the enquiry, and the next listing appointment.
Whether you’re building your profile, leading a high-performing team, or shaping an agency brand, this report gives you clear insight into today’s consumers and what it takes to compete in a market driven by innovation and technology.
You’ll get the most value if you’re:
- A business owner focused on growth, strategy, and performance. Learn how to future-proof your agency.
- A high-performer and ambitious real estate professional aiming for a competitive edge. Discover how marketing quality directly impacts your results and earnings.
- For marketing and operations managers seeking an evidence-based approach to property marketing. Gain practical direction to build high-impact online presentations that strengthen your brand and outcomes.