DOES PROPERTY MARKETING STILL MATTER IN 2026?

Short answer – Obviously, yes.

But the more important question is:
What type of marketing is appropriate for your property and the buyers you are trying to reach?

Most properties today will appear on:
- Agency websites
- Trade Me
- OneRoof
- realestate.co.nz
That level of exposure is now standard.
The more important question is:
What is the marketing trying to achieve?

WHAT IS THE ROLE OF MARKETING NOW?

Simply getting a property online is no longer enough on its own.

Today’s buyers have access to huge amounts of information and can compare dozens of properties very quickly before they even speak to an agent.

That means the role of marketing is not just visibility.

It is:
- Creating engagement
- Building emotional connection
- Reaching beyond the obvious buyer pool
- Giving buyers confidence to act 

PRICING CAN BE PART OF THE MARKETING STRATEGY

Pricing itself is a form of marketing.

A very sharp price can create urgency quickly because active buyers already watching the market immediately recognise value and fear missing out.

That can work extremely well in some situations.

But it also tends to focus the campaign primarily on:
- Buyers already actively searching
- Buyers constantly looking for bargains

Broader marketing strategies are often trying to achieve something different.
They are attempting to reach people who were not actively planning to buy at all.

Sometimes those buyers:
- Unexpectedly connect with a property
- Emotionally engage with it
- Decide they do not want to miss the opportunity
That is why broader marketing can sometimes create stronger competition and stronger prices, particularly where emotion, lifestyle or scarcity play a significant role in the buying decision.

THE OPPOSITE CAN ALSO BE TRUE

If a property is priced too high but supported by only limited marketing, the campaign can struggle very quickly.

A sharp price can create urgency because active buyers immediately recognise value.

But a higher price generally requires:
- More buyer reach
- More buyer engagement
- More emotional connection
- More competition
Without that broader reach, the property can simply sit online waiting for buyers who may never engage.

DIFFERENT MARKETING STRATEGIES CREATE DIFFERENT OUTCOMES

Some agencies now include or absorb marketing costs as part of their business model.
That can suit some sellers.
But it is important to understand that reducing upfront cost and achieving the best possible result are not always the same objective.

The key question should always be:
What type of buyer are we trying to attract — and how broad does the campaign need to be to reach them?

MARKETING SHOULD SUPPORT THE STRATEGY — NOT DICTATE IT

In some situations, a simple campaign may be entirely appropriate.

In others, broader exposure through:
- Print
- Digital campaigns
- Targeted database marketing
- An agency's national or international reach
Can significantly widen the buyer pool.

Sometimes the right buyer is simply not actively searching online every day.

UPFRONT COST IS NOT ALWAYS THE REAL ISSUE

Some sellers are understandably cautious about spending money on marketing before a property sells.

That is why options such as deferring certain marketing costs until settlement can sometimes make sense, and many agencies, including Bayleys, offer this as an option.

The important thing is that the marketing strategy should be based on achieving the best result for the property and chosen method of sale — not simply minimising upfront cost.

THE BIGGEST MISTAKE SELLERS MAKE

Treating marketing as a cost to minimise rather than part of the sales strategy.

In reality, the right campaign can:
- Increase competition
- Improve buyer quality
- Create stronger emotional engagement
- Improve confidence in the property
And ultimately influence the final result.

SUMMARY

The goal of marketing is not simply exposure.

It is creating enough confidence, competition and emotional engagement for the right buyer to act.

That looks different for every property, every seller and every buyer pool.

Understanding that difference is often what separates an average campaign from a strong one.