Real estate agent advertising is a key part of growing your agency. It helps attract leads, build trust and close more deals. But it’s not enough to write catchy copy. You must follow legal rules and provide honest, clear information to renters, buyers and sellers. Poor ads can lead to fines and damage your agency’s brand. In this guide, you’ll learn how to advertise accurately, stay compliant and get better results on every listing.
Boost Your Listings With A Real Estate Marketing Assistant
Advertise smarter, save time and stay compliant with expert support from PMVA.
Table of Contents
How to Advertise Real Estate Ethically and Effectively
Advertising is your chance to reach new clients—but every ad must follow the law. A strong real estate campaign balances attraction with compliance. You aim to advertise clearly, respect consumer law and protect your agency’s reputation.
Follow these key principles
- Be truthful: Avoid exaggeration
- Be accurate: Ensure all facts are correct at the time of publishing
- Be fair: Provide equal treatment to buyers and sellers
Checklist before publishing
- Confirm your licence to advertise
- Include correct property details and pricing
- Avoid misleading words or images
- Disclose material facts
- Add disclaimers if needed
- Use current photography
- Choose reputable platforms
Avoiding Language That Could Mislead Prospects
Vague or exaggerated ads can lead to legal trouble. Under Australian Consumer Law, false or misleading ads—including photos, descriptions, and pricing—are not allowed.
Phrases to avoid:
- “Perfect condition” if faults exist
- “Only minutes to the city” without distance
- “Ocean views” if partial or blocked
Write clearer ads by:
- Using numbers: “300m to train”
- Being specific: “North-facing courtyard”
- Stating facts, not assumptions
Before-and-after examples:
| Risky Version | Compliant Version |
|---|---|
| Luxury home in perfect condition | Modern home with recent updates |
| Only steps from the beach | Located 300m from beachfront |
| Ocean views | Partial ocean view from the upstairs balcony |
Why Accurate Representation Builds Long-Term Trust
Truthful ads protect you legally and help build client trust. When listings match what buyers see onsite, your agency gains credibility.
Benefits of accurate ads:
- More referrals
- Better reviews
- Repeat business
Be consistent across platforms:
- Align price and features in all media
- Avoid conflicting or outdated copy
Clear vs. vague:
| Vague Description | Clear Description |
|---|---|
| Close to transport | 450m walk to the train station |
| Updated kitchen | Renovated in 2022 with stone benchtops |
Legal Pitfalls: Avoiding False or Misleading Claims
Misleading ads attract penalties. Regulators like the ACCC monitor real estate advertising closely.
Stay compliant by avoiding:
- Underquoting
- Claims like “must sell” without proof
- Outdated or heavily edited photos
- Publishing without a valid licence
Check your local guidelines regularly. They vary between states and change over time.
What Every Estate Agent Should Know About Ad Disclaimers
Disclaimers protect you when used correctly. They do not excuse false content.
Use a disclaimer when:
- Price or conditions may change
- Features depend on approval
- Images are not current
Example:
“All information is from reliable sources but cannot be guaranteed. Buyers should verify details. Photos may not reflect current condition.”
Real Estate Advertising Compliance by State
Each state adds its own rules to national consumer law. Here’s a quick comparison:
| Area | NSW | VIC | QLD |
|---|---|---|---|
| Price quoting | Must reflect vendor guide | Statement of Information required | Must not mislead |
| Photo Editing | Cannot hide defects | No enhancement of key features | Must reflect the current condition |
| Auction pricing | No underquoting | Provide comparable sales | Avoid fixed-price messaging |
Tip: Subscribe to your state regulator’s updates.
Real Estate Agent Marketing: Best Channels and Strategies
Use the right platforms to get the best return.
Digital media:
- Real-time updates
- Targeted reach
- Measurable results
Traditional media:
- Strong local branding
- Works well in regional markets
Top tools:
- Facebook for engagement
- Google Ads for search leads
- Email to nurture your database
Example: A QLD agency promoted a listing using email, and Facebook. They received 38 enquiries and two offers in 48 hours.
Creating High-Impact Campaigns for Property Listings
Strong listings follow a structure that guides the reader.
Include:
- Headline with key feature
- Bullet-pointed features
- Benefits that speak to lifestyle
- Clear call to action
Visuals that convert:
- Daylight photography
- Floorplans
- Walkthrough videos
Phrases that work:
- “Move-in ready for first-time buyers”
- “Private courtyard with all-day sun”
- “Close to schools, shops and parks”
Crafting Advertisements That Speak to Today’s Buyers
Modern buyers want quick answers and accurate detail.
What they look for:
- Space, storage and light
- Location and lifestyle
- Realistic price range
How to write better:
- Use short, simple sentences
- Lead with an emotional benefit
- Avoid overhyped words
Example:
✓ “Enjoy light-filled open-plan living”
✗ “Beautiful home in perfect location”
Highlighting Residential Property Features That Sell
Tailor your copy to the target buyer.
| Buyer Type | Features That Attract |
|---|---|
| Families | 3+ beds, fenced yard, near schools |
| Downsizers | Single-level, low-maintenance, updated kitchen |
| Investors | Rental return, reliable tenant, low upkeep |
| First-home | Affordable, flexible layout, move-in ready |
Generating Buzz With Your New Listing Campaigns
Plan to create momentum fast.
Pre-launch tasks:
- Get vendor sign-off
- Book photos and floorplans
- Draft email and social media
Launch day:
- Publish to REA and website
- Send email blast
- Share on socials
Timeline:
| Day | Task |
|---|---|
| 1 | Photos and copy |
| 2 | Set up email and social |
| 3 | Vendor approval |
| 4 | Upload to platforms |
| 5 | Launch live |
Why Selling Price Accuracy Matters in Real Estate Advertising
Underquoting is illegal and harms your brand. You must base your estimate on actual data and vendor agreements.
To stay compliant:
- Use vendor instructions
- Check recent comparable sales
- Avoid misleading price ranges
Tools to help:
- RP Data
- Domain suburb insights
- Internal price trackers
Price right before you publish. It’s the law and your responsibility.
Understanding Rental Market Messaging
Renters want facts—not fluff.
Must-haves:
- Weekly rent and bond
- Lease terms
- Accurate photos
- Features like heating and appliances
- Pet Policy
- Clear call to action
Avoid sales-style language. Stick to what matters.
Positioning Your Rental Property for Maximum ROI
Good marketing reduces vacancy and lifts rental yield.
What matters:
- Clean presentation
- Honest, clear copy
- High-quality images
Before publishing:
- Confirm rent and bond
- Add key features
- Check compliance
- Include a licence to advertise
PMVA supports with:
- Listing uploads
- Quality checks
- Back-office support
Using Residential Listings to Create Repeat Business
Each ad is a growth tool—if you use it right.
One listing can lead to:
- Your next vendor
- Investor enquiries
- Referrals from neighbours
System tips:
- Tag leads in your CRM
- Nurture enquiries with follow-ups
- Share campaign results with vendors
PMVA helps you:
- Track campaigns
- Manage back-end tasks
- Support your new business team
FAQs: Real Estate Agent Advertising
Can I Advertise A Property Without A Licence?
No. You must hold a valid real estate licence to advertise. This includes rental and sales listings. Advertising without a licence may breach state law and lead to penalties.
What Makes An Advertisement Misleading?
An ad misleads if it gives buyers the wrong idea about a property’s price, features or condition. This includes edited photos, vague terms or false claims. The law requires every advertisement to be transparent and fair.
Do Auction Properties Have Different Rules?
Yes. You must follow specific quoting rules if you advertise a property for auction. Your price guide must reflect recent sales and seller expectations. Also, you must state if an auctioneer will be present and include the auction details.
How Can I Get More Out Of My Advertising?
Focus on clear copy, strong visuals and legal compliance. Use the right platforms for your market. Review each campaign’s performance and adjust as needed. Consider outsourcing your ad process to save time and stay consistent.
What If I Get A Lot Of Enquiries But No Offers?
Check your price guide, photos and property details. Make sure your advertisement sets the right expectations. You may also need to improve follow-up systems to convert leads into results.
Build Trust And Grow Smarter
Strategic and compliant advertising sets your agency apart. It builds trust, avoids risk and attracts better clients. Clear ads help you win new leads, meet legal standards and grow a strong profile in your local market. Now is the time to review your current marketing. Check for gaps. Make sure every advertisement reflects your brand, your duty and your goals. Need help getting it right? Book a free discovery call with PMVA or download your real estate advertising compliance checklist today. Let’s make your next campaign your best one yet.
Find Out How Outsourcing Can Work in Your Business
Having a dedicated Virtual Assistant in your real estate business can open the door to a variety of new strategies. Learn how you can grow beyond your current limits by booking a private consultation with our CEO, Tiffany Bowtell now.
