Why Real Estate Agents Should Ask Vendors to Fund Advertising on The Times Property for Sale Section

In Australian real estate, one principle has always separated average campaigns from exceptional ones: exposure drives outcomes. The more qualified buyers see a property, the stronger the competition—and the better the result for the vendor.

Yet many agents still default to a narrow advertising mix—major portals, a signboard, and perhaps a social media push—while overlooking one of the most effective and underutilised channels available today: high-traffic digital news platforms with engaged local audiences.

For agents looking to deliver stronger results—and justify their value—there is a compelling case to ask vendors to allocate part of their marketing budget to The Times Property for Sale section.

The Core Reality: Marketing Is Not a Cost—It’s a Multiplier

Vendors often resist marketing spend because they see it as an expense. The role of the agent is to reframe that thinking:

Marketing is an investment that directly influences the sale price.

A property that reaches:

• More buyers

• More qualified buyers

• More motivated buyers

…is far more likely to achieve:

• Faster sale timelines

• Higher final prices

• Competitive bidding environments

Limiting exposure to one or two platforms is not a strategy—it’s a constraint.

The Problem With Portal-Only Campaigns

Major property portals dominate the market—but they come with limitations:

• Listings are surrounded by competing properties

• Visibility depends on paid upgrades

• Buyer attention is fragmented

• Listings are often commoditised

In contrast, news-based property placement creates context, authority, and focus.

The Strategic Advantage of The Times Property Section

TheTimes.com.au delivers something fundamentally different:

1. Audience Intent Beyond “Active Buyers”

Property portals capture active searchers.
News platforms capture:

• Passive buyers

• Aspirational upgraders

• Investors monitoring trends

These are often the buyers who:

• Have not yet committed

• Have higher budgets

• Can be influenced by the right opportunity

2. High Daily Traffic = Continuous Exposure

With tens of thousands of daily readers, The Times provides:

• Ongoing visibility (not just search-triggered exposure)

• Repeated impressions (buyers see the property multiple times)

• Broader demographic reach

This creates top-of-mind awareness, which is critical in competitive markets.

3. Editorial Environment Builds Credibility

A listing placed within a respected news platform benefits from:

• Editorial association

• Perceived authority

• Greater trust

A property presented alongside economic, business, and lifestyle content is elevated beyond a standard listing.

4. Less Competition, More Attention

On a portal, your listing competes with hundreds nearby.
On The Times:

• Your property stands in a curated environment

• Buyer attention is less diluted

• Engagement is often higher per impression

Why Vendors Should Pay—And Why Agents Should Ask

It is standard practice for vendors to fund:

• Professional photography

• Copywriting

• Signboards

• Portal upgrades

Adding The Times property placement is a logical extension of this.

The agent’s responsibility is to explain:

• More exposure = more buyers

• More buyers = stronger competition

• Stronger competition = higher sale price

Framed correctly, the conversation shifts from:

“Do you want to spend more?”

to:

“Do you want to maximise your result?”

Positioning the Conversation With Vendors

Agents should present The Times placement as:

A Premium Layer, Not a Replacement

• Works alongside portals

• Expands reach beyond traditional channels

A Competitive Edge

• Especially important in slower markets

• Differentiates the property from comparable listings

A Proven Marketing Principle

• Properties with broader exposure consistently outperform those with limited visibility

The Commercial Reality for Agents

There is also a business case for agents:

1. Better Results = Stronger Reputation

Agents who consistently achieve:

• Faster sales

• Higher prices

…win more listings.

2. Differentiation in Listing Presentations

Most agents present similar marketing plans.

Including The Times allows you to say:

“We don’t just list your property—we actively promote it to a broader audience.”

3. Justification of Professional Fees

When agents demonstrate a proactive marketing strategy, their commission becomes easier to defend.

Ideal Properties for The Times Placement

While all listings benefit from exposure, The Times is particularly effective for:

• Mid to high-value residential properties

• Unique or lifestyle homes

• Investment properties targeting a broader buyer pool

• Properties in competitive or slower-moving markets

A Shift in Mindset

The most successful agents already understand this:

Selling property is not just about listing—it’s about marketing aggressively and intelligently.

Relying solely on traditional channels is no longer enough in a digital-first environment where attention is fragmented and competition is constant.

Conclusion

The question is no longer whether additional exposure helps—it unquestionably does.

The real question for agents and vendors is:

Are you prepared to invest in the level of exposure required to achieve the best possible result?

The Times Property for Sale section offers:

• Access to a large, engaged audience

• A premium editorial environment

• A meaningful competitive advantage

For agents, the opportunity is clear:

• Ask vendors to fund it

• Explain the value with confidence

• Deliver stronger outcomes

Because in real estate, the difference between an average result and an exceptional one often comes down to a simple factor:

Who saw the property—and how many of them were ready to act.