Category: Marketing & Listings

Two kinds of business, not oneSeveral sites will put an Australian listing in front of Chinese-speaking buyers, and from the outside they look alike. They are not.Some are property portals: people arrive because they are looking for property. Some are media businesses — news titles,...

The old way of thinking made sense once. A portal was a place you paid to display a listing, and you judged it the way you'd judge a newspaper ad — by how many calls it generated. On that maths, nothing competes with the major...

Do the mainstream portals reach a luxury home's whole buyer pool? The major Australian portals are excellent, and they belong at the centre of every prestige campaign — most serious buyers, including plenty of wealthy locals, begin there, and no vendor should run a campaign...

Why don't marketing campaigns win listings on their own? I'll say the unfashionable part first: marketing campaigns don't win listings. Agents do. Market knowledge, pricing conviction, the ability to hold a vendor's trust when the conversation gets hard — no campaign package substitutes for any...

Reaching Chinese buyers in Australia isn't about marketing into China. The myths agents believe, and the right order — local first, then overseas, then international.

What are your real options for reaching Chinese buyers? Four, in practice. Each reaches a different slice of the buyer pool, takes a different amount of effort, and costs in a different way. The mistake agents make is comparing them on price alone, when the...

Why do vendors really push back on marketing spend? Because they can't see what it does. To a seller, a marketing schedule can look like a list of costs with no clear link to the sale price. They're not being difficult. They just haven't been...