What should a real estate marketing plan include when selling in NZ?

What Is a Marketing Plan for Selling a House?
The marketing plan is how your property reaches the right buyers. Here is what a quality marketing plan includes and why each element matters.

What a real estate marketing plan is
A real estate marketing plan is the strategic and tactical framework for presenting your property to the buying market. It specifies: which platforms your property will be listed on, the quality and scope of visual content (photography, video, floor plan), the marketing budget and who contributes to it, the open home schedule, and any targeted or direct buyer outreach activities. It is the difference between a passive listing and an active sales campaign.

Professional photography: non-negotiable
Professional photography is the single most important marketing investment for a residential sale. The majority of buyer first impressions are formed from listing photos before any in-person viewing occurs. Poor photography - dark, cluttered, wide-angle distortion - dramatically reduces enquiry. Quality photography requires a professional real estate photographer with proper lighting, post-processing, and an understanding of how to present each room to maximum advantage.

Platform listing coverage
At minimum, your property should be listed on: TradeMe Property (the dominant residential property platform in New Zealand), realestate.co.nz (the industry’s own platform), and the listing agency’s own website. Some agencies also list on Homes.co.nz. Premium listing placement (featured or top-of-search-results placement) on TradeMe typically generates significantly more views and enquiry than standard listing and is usually worth the additional cost.

The floor plan and Video tour
A professionally drawn floor plan enables buyers to understand the property’s layout before visiting, improving the quality of enquiry and open home attendance from serious buyers. A video virtual tour allows out-of-town buyers (especially Auckland-based lifestyle buyers considering Northland) to conduct a preliminary viewing remotely, increasing your buyer pool.

Vendor funding contribution (VFC) or Vendor Paid Marketing (VPM)
Many New Zealand real estate agencies ask vendors to contribute to marketing costs through a Vendor Funding Contribution (VFC). This is separate from the commission and typically covers platform listing fees, photography, and print advertising. VFCs commonly range from $1,000 to $5,000 depending on the campaign scope.
Aim for between 0.5-1% of your properties' sales price as a guide.
This contribution is negotiable and should be explicitly agreed in writing before signing the agency agreement.

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Paul Sumich is a Whangarei-based real estate professional with local Northland expertise. Find more at paulsumich.co.nz/blog