Short answer: A useful written marketing plan identifies likely buyer groups, campaign assets and channels, seller-paid costs, approvals, reporting and the fallback plan. It should explain the work, not promise a particular sale result.

Start with the intended buyer and property story

Ask the agent to describe the likely buyer groups and the property evidence supporting that view. The answer should connect to the home's location, type, tenure, condition, features and price communication. A generic statement about reaching every buyer does not explain how campaign choices will be made.

Agree which property details and claims need verification before publication. Review the title, chattels, floor area source, consent information, photography and listing copy. Marketing should present the home accurately and must not be used to hide a known defect or replace disclosure and legal advice.

Record channels, assets and approvals

List portal packages, photography, floor plans, video, signboards, print, database contact, social or digital advertising and open-home promotion. Record who produces each asset, who approves it, usage rights and the planned launch date. Ask which inclusions are essential and which are optional upgrades.

Keep the seller's total authorised spend visible. Include GST where applicable and distinguish agency-funded items from costs charged to the seller. Ask what happens to an asset or prepaid package if the method, launch date or agency appointment changes.

Define reporting before the campaign starts

A reporting plan should state when the seller will hear from the agent and what will be included. Useful evidence can include enquiry, viewings, repeat interest, buyer themes, follow-up and written offers. Counts need context, and private buyer details should not be copied into a seller's browser workspace.

Agree how material decisions are recorded. Price, method, advertising or timing changes should have a reason, an owner and a review date. The campaign health log supports that conversation but contains no invented market benchmark and cannot recommend a change automatically.

Ask for the fallback plan

The plan should explain what will be reviewed if response differs from expectations or the property does not sell within the first campaign phase. Ask how the agent distinguishes a presentation issue, limited reach, buyer objection, price-expectation gap or incomplete follow-up.

Do not accept a vague promise that more spending will fix the campaign. Ask for the evidence, available options, new seller cost and effect on the agency agreement. Preserve the original plan so later changes can be assessed against what was agreed.

  • Buyer audience and property evidence
  • Assets, channels, dates and approvals
  • Seller-paid cost and inclusions
  • Reporting, review and fallback decisions

Put this guide into your private workspace

Use these connected tools to record your own facts and questions. Values stay private and are never sent to an agent without a separate reviewed contact action.

Frequently asked questions

Does a larger marketing budget guarantee a better sale price?

No. Ask what each item is intended to do and how campaign response will be measured, without treating spend as a guaranteed outcome.

Who should approve listing copy and photographs?

Agree the approval process with the agent and check property details carefully before launch.

What should a weekly report contain?

It can organise enquiry, viewings, repeat interest, feedback themes, follow-up, offers and the next agreed decision.

Official sources

Sources were accessed and checked on 21 August 2026. Keep the live source and current professional advice as authority if rules or circumstances change.