Vendor paid advertising conversations have always been uncomfortable. Agents asking vendors to invest thousands in marketing creates tension, especially when vendors question whether the spending is necessary.

The digital transformation of property marketing has changed what VPA should include, but many agents haven’t updated their approach. Here’s how to build campaigns that deliver results and vendor confidence.

The VPA Conversation Problem

The traditional VPA pitch goes something like this: “To achieve the best result, you need to invest in premium marketing. Here’s a package that includes…”

Vendors hear: “You need to spend money that primarily benefits the agent.”

This scepticism isn’t unfounded. Some agents do over-specify VPA for properties that don’t need extensive campaigns. Some vendors have paid for expensive marketing that didn’t demonstrably contribute to their sale outcome.

Building trust requires demonstrating that recommended spending connects to specific, defendable benefits.

What VPA Should Include in 2025

The core VPA components remain:

Photography (Essential)

Professional photography is non-negotiable. The difference between professional and amateur images is immediately visible, and listings with quality photography demonstrably outperform those without.

Budget: $300-600 for standard properties, $500-1,000+ for prestige

Portal Listings (Essential)

Presence on REA Group’s realestate.com.au and Domain is fundamental. Standard listings are often included in agency marketing fees, but premium positioning costs extra.

Budget: Standard often included; premium packages $500-2,000+ depending on suburb and duration

Copywriting (Often Included)

Quality listing descriptions matter. Some agencies include copywriting in their service; others charge separately or leave it to agents of varying skill.

Budget: Often included; dedicated copywriter $100-300 if separate

Floor Plans (Highly Recommended)

Buyers increasingly expect floor plans to understand spatial layout. They’re particularly valuable for apartment and townhouse listings.

Budget: $150-300

Virtual Tours (Increasingly Expected)

Matterport or equivalent 3D tours have shifted from premium to expected, especially above $1 million. Interstate and overseas buyers particularly rely on them.

Budget: $300-600

Video Content (Valuable for Right Properties)

Professional video walkthroughs add significant value for properties with story—lifestyle features, impressive aspects, unique character.

Budget: $500-1,500

Signboards (Market Dependent)

Signboards remain effective for street exposure in residential areas. Less relevant for apartment buildings with body corporate restrictions.

Budget: $200-400

What VPA Probably Shouldn’t Include

Some traditional VPA items deserve scrutiny:

Print Advertising

Newspaper property advertising has declined dramatically in effectiveness. Few buyers discover properties through print; most have already seen them online.

Exception: Prestige properties targeting demographics that still engage with print (Financial Review, certain weekend supplements).

Excessive Social Media Boosting

A modest social media budget for listing promotion is reasonable. Large budgets for Facebook and Instagram advertising rarely deliver proportionate returns for individual property campaigns.

Premium Everything

Not every listing needs premium portal placement. Standard properties in areas with good comparable sales activity often sell effectively with standard listings.

Unnecessary Drone Photography

Drone footage adds value for properties with substantial land, water views, or where aerial perspective reveals something meaningful. For a standard suburban house, it’s often wasted spending.

Building Campaigns by Property Type

Entry-Level Properties (Under $800,000)

These buyers are price-sensitive, often first-home buyers who research thoroughly online. VPA should be efficient.

Recommended:

• Professional photography
• Standard portal listings
• Floor plan
• Virtual tour if apartment/townhouse

Budget: $1,500-2,500

Mainstream Properties ($800,000-2,000,000)

The largest market segment, with varied buyer demographics and serious competition between listings.

Recommended:

• Professional photography
• Premium portal placement
• Floor plan
• Virtual tour
• Signboard
• Consider video for standout features

Budget: $3,000-6,000

Premium Properties ($2,000,000+)

Buyers in this segment expect comprehensive marketing. Presentation quality signals property quality.

Recommended:

• Professional photography including twilight shots
• Premium portal placement on both portals
• Floor plan
• High-quality virtual tour
• Professional video
• Drone photography if appropriate
• Premium signage
• Consider print for ultra-prestige

Budget: $6,000-15,000+

The Vendor Conversation Approach

How you discuss VPA matters as much as what you recommend.

Start with objectives: “What are your priorities for this sale? Speed? Price? Privacy?” Let vendor goals shape the campaign recommendation.

Explain component value: Don’t just list items and prices. Explain what each component achieves and why it’s relevant for this specific property.

Offer options: Present a recommended approach plus a minimum viable alternative. Vendors appreciate having choices rather than take-it-or-leave-it packages.

Address scepticism directly: “I understand VPA feels like money going to marketing rather than your sale. Here’s how this specific spending connects to achieving your price target…”

Show evidence: Where possible, reference data. “Properties with virtual tours receive 40% more engagement” is more compelling than “virtual tours are important.”

Be willing to reduce: If vendors push back on components, have a considered response about what’s essential versus optional. Defending every item equally signals inflexibility.

Tracking and Accountability

Technology enables VPA accountability that wasn’t previously possible.

Portal analytics: Show vendors engagement metrics—views, saves, enquiries. Demonstrate that marketing spending generated measurable interest.

Virtual tour engagement: Matterport and similar platforms provide data on how many people viewed tours and for how long.

Campaign reporting: Regular updates showing marketing performance build confidence that VPA investment is working.

Post-sale analysis: After settlement, review what marketing generated buyer interest. This informs future recommendations and builds credibility.

When Vendors Resist

Some vendors remain resistant to VPA regardless of approach. Options include:

Reduced campaigns: Sell with minimal marketing, adjusting price expectations accordingly. Some properties sell fine with standard approaches.

Agent contribution: Some agents contribute to VPA from their commission, particularly for well-priced properties likely to sell quickly.

Conditional arrangements: Structure VPA so that if the property doesn’t sell, some or all marketing costs are absorbed by the agency. (This requires careful legal structuring.)

Walk away: If a vendor’s marketing expectations are fundamentally misaligned with reality, it may be better not to take the listing than to deliver a substandard campaign.

Conclusion

VPA remains necessary for effective property marketing. But the composition, justification, and accountability have evolved.

Agents who build thoughtful campaigns matched to specific properties and explain their recommendations credibly will win more listings and achieve better outcomes.

Vendors who understand what marketing investment achieves—and doesn’t achieve—make better decisions about their campaigns.

Technology provides both the tools for effective digital marketing and the analytics to demonstrate its value. Use both.

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Linda Powers consults with real estate agencies on marketing strategy and vendor communication. Her 25-year career has spanned the transition from print-dominated to digital-first property marketing.