65%
of vendors say emotional stress is among the top 3 most challenging parts of selling their home.
1 in 4 buyers rank poor marketing as their number one pain point in their home search.
Remove doubt by leading with your marketing strategy. Use the power of your property marketing to build trust and strengthen conversions.
THE TAKEAWAY?
Lack of marketing is a major pain point that erodes trust and costs results.
Overall, a clear theme emerges around a lack of confidence and trust in both marketing and agents. Buyers call out poor marketing or insufficient information on listings, while vendors highlight a “list and see” approach, with many citing the stress of selling and marketing their home as among the most challenging parts of the process.
First impressions start online.
Real estate portals realestate.com.au and Domain are the leading sources where buyers begin their property search, followed by agency websites. For vendors, the second most common way to find an agent to appraise their home is by researching online, just after personal recommendations.
74%
of buyers start their property search at realestate.com.au
Your digital footprint is the first interview. Buyers and vendors judge you online before they’ve even met you. Is it working for you or against you?
THE TAKEAWAY?
1 in 5 vendors turn to online search first when finding an agent to appraise their property.
Buyers call out weak marketing as a key frustration.
Overhyped, under-informative listings are leaving many buyers sceptical and frustrated. Their top pain points include a lack of detail, inaccurate or outdated information and poor-quality marketing.
44%
Why is it so hard to find clear floor plans?
I skip listings that don’t give me the full picture.
I shouldn’t have to chase agents for basic info.
If I can’t trust the visuals, I can’t trust the property.
Photos and floor plans are not enough. More detailed marketing visuals build confidence and trust. Well-informed buyers act faster.
THE TAKEAWAY?
57%
A well-defined marketing plan is your ticket to winning today’s listing and securing an invite to the next listing appraisal.
THE TAKEAWAY?
list the lack of detailed information as one of the most frustrating parts of their property search.
are more confident in prequalifying and shortlisting the home. This means fewer time wasters and more serious buyers!
are more likely to contact the agent. This means more leads and better buyer enquiries to share with vendors, proving your marketing delivers.
are more likely to inspect in person. This means a higher chance of offers and potentially your next listing presentation invite.
Buyers are more confident in prequalifying properties, are more likely to contact the agent and are more inclined to inspect in person if it features more than just photos and floor plans.
When asked about listings that feature more than photos and floor plans, and feature additional marketing visuals such as virtual tours, videos, drone imagery and other interactive content, buyers respond with:
70%
62%
Listings that go beyond photos and floor plans drive buyers to shortlist, enquire and inspect.
Photos and floor plans are not enough. Listings that go beyond the basics are shortlisted sooner, enquired about faster and attract more serious, qualified buyers through the door.
THE TAKEAWAY?
When presented with an agent who markets a listing using not just photos and floor plans but also video, virtual tours, drone imagery, and other interactive marketing visuals, vendors believe that the agent attracts more buyers and sells the home faster and more smoothly. They also consider this comprehensive level of marketing worth the investment, as it is directly linked to stronger sales results.
72%
62%
57%
agree that an agent who offers more comprehensive marketing tools will sell their home faster and more smoothly.
believe agents offering more than photos and floor plans will attract more buyers.
say marketing is worth paying extra for because it will deliver a better result.
Win over vendors by offering more than the basics to market their property and proving it delivers better outcomes. Vendors invest where they see value.
THE TAKEAWAY?
BUYERS
VENDORS
BUYERS
BUYERS
VENDORS
VENDORS
VENDORS
Great, see you at the viewing
on Saturday 2PM
Vendors link better results to marketing that goes beyond photos and floor plans. And they are willing to pay extra for it.
Marketing strategy matters more than experience or sales volume to win the listing.
When choosing an agent to invite in to appraise their property, vendors place greater importance on marketing strategy than on years of experience or sales volumes. Trust, local knowledge, and brand familiarity also top the priority list.
say an agent’s proposed marketing plan plays a critical role in their choice of agent to list with.
62%
BUYERS
