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One of the most common objections agents hear in a strong market is: “Do we really need to spend on marketing when the market is already so hot?” The answer is a clear and confident yes – because vendor-paid advertising (VPA) isn’t just about attracting a buyer, it’s about maximising competition to achieve the best possible price, writes Adrian Bo, CEO of Adrian Bo Real Estate Training & Auctions.
You can’t rely on your database alone
The first step in handling this objection is reassuring the seller that you already have a proactive buyer strategy in place. You’ve got a network. You’ve got qualified, engaged buyers. You’re not sitting back waiting for enquiries on realestate.com.au.
But you also need to make it clear:
There are people who are getting finance approved tomorrow that you haven’t met yet.
No matter how strong your current database is, new buyers are entering the market every day. The only way to reach them is through a broad and well-funded marketing campaign.
Position VPA as an investment, not a cost
Marketing is not an expense – it’s an investment in competition.
One of the most powerful lines you can use in this conversation is:
“I’d rather see you overspend by $3,000 in marketing than undersell your property by $200,000 in price.”
This puts the focus back on the bigger picture. A small spend upfront can be the difference between a good result and a record-breaking one.
When buyers compete, sellers win. To create that competition, the property needs maximum reach and exposure.
Marketing drives price, not just enquiries
Even in a booming market, the difference between a buyer and the right buyer is often found in the depth of your campaign.
VPA allows for:
- High-quality photography and video that emotionally connects with buyers.
- Targeted social media advertising to reach active and passive buyers.
- Premium placements on real estate portals to ensure the listing stands out.
- Email campaigns and local print media that build local momentum and interest.
The more eyeballs on the listing, the more competition you generate – and that’s where price pressure is created.
Even in a red-hot market, VPA is non-negotiable if your client wants the best result. It’s not just about selling – it’s about maximising value, attracting every possible buyer, and ensuring no opportunity is missed.
By explaining the logic behind VPA and presenting it with confidence, agents can overcome objections and guide sellers towards decisions that serve their best interests – not just in the short term, but at the final sale price.
Adrian Bo, CEO of Adrian Bo Real Estate Training & Auctions.
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