Understanding Real Estate Advertising Costs in Queensland

Dene Tucker is a Licenced Real Estate Agent with 35 years in the Industry and a part of the REMAX TLG Team with Offices in Cleveland, Alexandra Hills and Morningside

In Queensland, marketing your property for sale typically costs between 0.5% and 1% of the home’s value, which usually falls somewhere between $6,000 and $20,000. The exact figure depends on your property’s value and the type of campaign you choose.

While this may sound like a large outlay, the good news is that many providers allow you to defer payment until settlement. This means the funds come directly out of your sale proceeds - not your pocket upfront.

Golden Rule #1: Never let your agent pay for your advertising. (We’ll explain why shortly.)

What Advertising Costs Cover

A property marketing campaign typically includes:

• Listings on major property portals such as realestate.com.au and domain.com.au

• Optional upgrades for premium placement

• Professional photography and floor plans

• Signage, brochures, and other traditional materials

Key Factors That Influence Costs

• Property Value - Higher-value homes usually require broader campaigns, as their buyer pool is smaller.

• Listing Type - Standard listings are cheaper, but premium options provide priority placement and more visibility.

• Marketing Strategy - Investing in high-quality photos, floor plans, brochures, and local promotions increases exposure and can boost your final sale price.

• Market Conditions - In competitive markets, stronger campaigns are crucial to stand out and attract more buyers.

Tips for Managing Your Marketing Budget

• Plan with Your Agent - Collaborate on a tailored marketing strategy that balances cost and effectiveness.

• Think Return on Investment - Strong marketing may feel expensive in the beginning, but it often delivers faster sales and higher prices.

• Clarify What’s Included - Some agent fees cover advertising, others don’t. Be clear about what you’re paying for.

Who Should Pay for Advertising?

Here’s the truth: when an agent offers to pay for your advertising, you create a conflict of interest.

Why? Because the agent then has two motivations - to secure their commission and to recover the money they’ve spent on your campaign. That puts the focus on simply “making a sale” rather than securing the best possible price for you.

Worse still, some agents play games with what you think you’re getting versus what they actually provide. If something feels off, trust your instincts and ask for a clear breakdown before signing anything.

Protecting Your Most Valuable Asset

When it comes to selling, remember this simple rule: competition drives price.

If you only have one buyer, they’ll negotiate hard against you. But if you have multiple buyers, they’re forced to compete with each other - and that competition almost always pushes the price higher.

In other words: create demand, generate competition, and leverage it to win the best possible result for your property.