When you're getting ready to sell your property, one of the most important aspects to consider is your marketing strategy. Attracting serious buyers requires more than just a “For Sale” sign and an online listing. To give your home the best chance of selling quickly and at the highest possible price, you need to invest in smart, targeted marketing. That’s where understanding marketing expenses for home sale becomes essential.

In Australia, marketing costs can vary greatly depending on whether you go the traditional route with a real estate agent or take control of the process yourself using a platform like For Sale By Home Owner. Regardless of how you sell, it pays to know exactly where your money goes and how you can make every dollar work for you.

Let’s break down the typical marketing expenses for home sale and see how private sellers can manage these costs effectively.

Professional Photography

High-quality photos are the cornerstone of any real estate listing. In fact, they can determine whether buyers even click on your ad. Professional photography is one of the most common marketing expenses for home sale and typically costs between $150 and $400, depending on your property's size and location.

Buyers make decisions quickly based on visuals, especially online. Grainy or poorly lit images can cause potential buyers to scroll right past your listing. With For Sale By Home Owner, you can access affordable professional photography as part of your marketing package, helping your property stand out from the competition.

Online Listings and Featured Ads

Most Australian buyers begin their property search online, so listing your home on major platforms like realestate.com.au, Domain, and Homely is essential. Listing fees can vary based on exposure level and platform:

Standard listing: Free to $300 Upgraded or featured listing: $200 to $1,000+ depending on suburb competition Premium listings: May go beyond $1,500 in high-demand areas

When you sell with For Sale By Home Owner, your property can be listed on Australia’s leading real estate websites at a fraction of the usual cost. Bundled listing packages ensure your ad gets seen by the right buyers without overpaying.

Signboards and Banners

Physical signboards remain a highly effective form of local advertising, especially when your home is in a high-traffic area. A standard coreflute signboard costs between $100 and $250, while larger photo signboards can range up to $500 or more.

Signboards help attract drive-by interest and let locals know your home is on the market. For Sale By Home Owner offers branded signboard packages you can add to your listing order, making it easy to create a polished, professional presentation.

Floor Plans and Virtual Tours

Buyers love details. Providing a floor plan helps them visualise the layout and flow of the property. This extra transparency builds trust and often encourages more serious enquiries.

2D or 3D floor plans: $100 to $300 Virtual tours or video walkthroughs: $200 to $600

These tools are especially valuable in regional areas or when buyers are relocating from other cities. They reduce the number of non-serious inspections and can lead to faster offers.

Social Media and Digital Advertising

Social media platforms like Facebook and Instagram can significantly boost your reach. Even a modest budget can drive high traffic to your property listing.

Typical digital marketing costs:

Facebook or Instagram sponsored ads: $50 to $300+ Google Ads: Varies by keywords and location Email campaigns: Often included in some FSBO platforms

For Sale By Home Owner includes optional tools to help you share your listing across social channels, giving your marketing a broader reach without relying solely on agent campaigns.

Printed Brochures and Flyers

Although digital dominates, brochures and flyers still serve a purpose—especially during open homes. You can hand out property brochures that include photos, features, floor plans, and contact details.

Costs include:

Design and printing: $50 to $200 for 50–100 brochures Letterbox drops: Additional distribution fees if outsourced

If you’re hosting inspections yourself, having printed material available creates a more professional impression and helps buyers remember your property.

Optional Extras (Home Styling, Drone Shots, etc.)

To take your marketing to the next level, some sellers invest in extras like:

Home styling or staging: $800 to $3,000 Drone photography: $200 to $500 for aerial shots Twilight photography: $150 to $300 for evening ambiance shots

While these are optional, they can significantly increase visual appeal and perceived value, especially in high-end markets. Private sellers using For Sale By Home Owner often choose the extras they need without pressure or upselling.

Estimated Total Marketing Costs (Traditional vs FSBO)

Marketing Item

Traditional Agent*

For Sale By Home Owner

Photography

$200–$400

Included or discounted

Online listings

$500–$1,500+

$399–$699 (bundle)

Signboard

$200–$500

From $99

Floor plan/virtual tour

$150–$600

Optional

Social media ads

$100–$300+

Optional

Brochures and flyers

$50–$200

Optional

Styling/drone/twilight (extras)

$500–$3,000+

Optional

*Traditional agent costs are often in addition to commissions and may be marked up.

Final Thoughts

When it comes to selling your home, smart marketing isn't optional—it's essential. A clear understanding of marketing expenses for home sale helps you budget effectively and prioritise the tools that truly drive buyer engagement.

Platforms like For Sale By Home Owner give private sellers the opportunity to access professional-level marketing at significantly lower prices, all while keeping full control of the process. Whether you choose a basic package or go all-in with video, social media, and drone shots, you’ll know exactly where your money is going—and how it supports your sale.