Who Pays for Marketing When You Sell a House in WA?

In Western Australia, the seller usually pays for marketing. It is normally a separate bill from the agent's commission, it is often due before the first home open, and in most cases you pay it whether your home sells or not. The law gives you real protection though: an agent can only charge you for advertising you have agreed to in writing, up to a maximum figure you have initialled.

Marketing is the part of selling that surprises people most. Sellers budget for commission, then get handed a separate campaign quote of several thousand dollars and are asked to pay it before a single buyer has walked through the door. Here is how it works, what it tends to cost, and where you should push back.

Who pays, and when

You do. In the industry it is called vendor paid advertising, or VPA. "Marketing costs", "campaign costs" and "advertising" all describe the same bill.

There are three common arrangements in Perth:

• Paid upfront. The agency invoices the campaign before it goes live. This is a very common arrangement and the one that catches sellers off guard.
• Paid at settlement. The marketing cost is taken out of the sale proceeds along with the commission. Easier on your cash flow, but check what happens if the home does not sell.
• Included in the commission. The agent pays for the campaign and recovers it through their fee. There is no free marketing here. It is priced into a higher commission rate.

Whichever arrangement you choose, the question to ask is the same: if the home does not sell, or I change agents, what do I owe? Get the answer in the agreement, not in a conversation.

What a Perth campaign typically costs

There is no set price, because the campaign should fit the home. As a rough guide, a basic campaign with professional photography, a standard portal listing and a sign board starts at around two thousand dollars. A fuller campaign with a premium portal listing, a floor plan and some social media advertising commonly runs to several thousand. A premium campaign with video, drone footage and top portal placement can go past ten thousand.

Those are ranges, not quotes. Portal pricing varies by suburb and changes regularly, so the only number that matters is the itemised quote for your home. Ask for it in writing, line by line.

What the law says in WA

This is the part most sellers never hear about, and it is worth knowing. The Code of Conduct that governs WA agents sets clear rules on marketing costs:

• Written agreement first. An agent cannot recover the cost of advertising, sign boards, printed materials or promotions unless you have agreed in writing to pay it.
• A maximum you initial. That agreement must state a maximum amount, and you must initial it. The agent cannot charge you more than that figure without your written agreement.
• Proof of the spend. If you are reimbursing the agent for an expense, they must give you the information you reasonably need to be satisfied of the amount and that it was properly incurred.
• Rebates disclosed. If the agent receives a discount or rebate from an advertising supplier in connection with your sale, they must disclose its full nature, extent and amount, and get your written consent.

So if a marketing bill ever arrives bigger than the figure you initialled, or you cannot get a clear breakdown of what was spent, you are entitled to ask questions. A good agent will answer them before you have to.

What is worth paying for, and what is not

Almost every buyer finds your home online first, and the photos decide whether they come to the home open. That tells you where the money should go.

Usually worth it:

• Professional photography. This is the single most important item in any campaign. Never skip it.
• A floor plan. Buyers use it to shortlist, and listings without one get skipped.
• A sensible portal listing on the main property sites, sized to the home and the competition in your price bracket.
• A sign board, for homes on streets with passing traffic.

Often not worth it:

• Print advertising for most homes. Some buyers still read it, but for most properties it adds cost without adding many serious buyers.
• Glossy brochures in large print runs. A small batch for home opens is plenty.
• Every upgrade on the menu. A campaign built to look impressive in the listing presentation is not the same as a campaign built to sell your home.

If an agent recommends the most expensive package for a home that will sell to local buyers regardless, I would ask them why. Sometimes the answer is good. Sometimes the answer is that the spend makes their brand look good, and you are paying for it.

How to keep the spend honest

When you are comparing agents, ask each one for the same three things: an itemised marketing quote, the payment terms, and the total cost of selling at your likely sale price, including commission. Then compare totals, not headlines. A low commission with a heavy campaign can cost you more than a fair commission with a sensible one.

Ask what the agent expects each part of the campaign to do for your home specifically. If they cannot explain it, it probably is not needed.

Questions sellers ask

Do I get my marketing money back if my house does not sell?
Usually not. Money spent on photography, portal listings and signage is gone once it is spent, whether the home sells or not. If an agent offers to cover marketing unless the home sells, get the exact terms in writing, including what happens if you withdraw or change agents.

Can an agent charge me more for marketing than I agreed to?
No. Under the WA Code of Conduct for agents, an agent can only recover advertising, sign board, printed material and promotion costs you agreed in writing to pay, up to a maximum amount stated on the agreement and initialled by you. Anything beyond that figure needs your written agreement first.

Is it better to have marketing included in the commission?
Not automatically. Included marketing is simpler and means the agent carries the risk, but the cost is still in the price, usually through a higher commission rate. Compare the total cost of each offer at your likely sale price, not the headline figures.

Are portal upgrades worth the money?
Sometimes. A premium listing puts your home higher in the search results for the first few weeks, which is when most buyer attention lands. For an ordinary home in a busy price bracket it can be worth it. For a home that will sell to local buyers regardless, it often is not. Ask your agent to justify it for your home specifically.

When do I have to pay for marketing?
It depends on the agreement. Some agencies invoice before the campaign starts, some bill at settlement, and some offer to defer it. Read the payment clause before you sign, because it is a cash flow question as much as a cost question.

The honest summary

In WA, you pay for your marketing, usually separately from commission and often upfront. The law is on your side: nothing gets charged without your written agreement and a maximum you have initialled. Spend on the things that get buyers through the door, photography first, skip the extras that do not, and always compare the total cost of selling rather than the commission rate alone.

If you would like a straight, itemised view of what your home actually needs, I will put it in writing and explain every line. Book a free appraisal, or grab the free seller's guide if you would rather read first.

This article is general information only and does not take your personal circumstances into account. Marketing costs vary by property, suburb, campaign and provider, and portal pricing changes regularly. Always obtain an itemised written quote and read your agency agreement before you sign.