The Power of Property Marketing: A Tale of Two Listings

When it comes to renting property, many landlords focus on minimizing costs, including agent commissions and marketing expenses. But is cutting corners on marketing really saving you money, or is it costing you in the long run? Today, we’ll compare two real-life examples of property listings that are same house, same land size , same street—one poorly marketed and the other expertly presented—to highlight the undeniable power of strategic marketing.

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Listing #1: The Poorly Marketed Property

Location: Brisbane, QLD
Type: Dual Occupancy Investment Property

Asking Rent for Dwelling 1: $580
Asking Rent for Dwelling 2: $330

Total Rent: $910 per week

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Marketing photos below

This property had all the right fundamentals—a great location, solid rental potential. However, the way it was marketed completely failed to showcase its value. Here’s what went wrong:

• Unprofessional Photos – Dark, grainy images taken on a smartphone made the property look unappealing. No effort was made to stage or present the home attractively.
• Lack of a Compelling Description – The listing description was generic, providing minimal details, nearby amenities, or key selling points.
• No Floor Plans or Virtual Tour – People want to visualise how a property functions, yet this listing had no floor plans, video walkthroughs, or interactive elements.

The result? The property sat on the market for much longer, attracting only lowball offers. Eventually, the owner had to drop the asking price to 20% sacrificing yield just to get it tenated.

Dianne’s journey began with a strategic investment in a dual-key property—a high-yield asset designed to maximize rental returns. By working with the right experts and selecting a well-positioned market, she locked in a property that is now generating an impressive 8.5% yield.

Not only was this investment cash-flow positive from day one, but it also experienced significant capital growth within a short period. This combination of strong rental income and appreciation in value boosted Dianne’s borrowing capacity, putting her in a position to expand her portfolio sooner than she expected.

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Listing #2: The Well-Marketed Property

Location: Brisbane, QLD
Type: Dual Occupancy Investment Property

Asking Rent for Dwelling 1: $630
Asking Rent for Dwelling 2: $420

Total Rent: $1,050 per week
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Marketing photos below

This property was in the exact same suburb, on the same street, and had the exact same house design as Listing #1. However, the marketing strategy made all the difference:

• Professional Photography & Videography – High-quality, well-lit images showcased the property’s best features. A professionally produced video tour highlighted key investment benefits.
• Compelling Listing Copy – The description emphasized value to tenants
• Targeted Digital Marketing – The property was marketed across multiple platforms, including realestate.com.au, social media ads, email campaigns, and investor networks.
• Floor Plans & 3D Virtual Tour – Tenants could explore the property from anywhere, making it easy for interstate buyers to feel confident making an offer.
• Strategic Open Homes – The agent ensured inspections were well-timed, creating competition among buyers and driving urgency.

The result? The property received multiple applications within the first two weeks and ultimately rented higher than expected rent.

Not only did the landlord achieve a higher price, but the well-presented listing also attracted high-quality tenants, allowing the new owner to secure a rental income of $1,050 per week—significantly higher than Listing #1. Over a year, this difference amounted to $7,280 in additional rental income, proving that good marketing benefits both bringing quality tenants and rental returns.

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The Key Lesson: Marketing is an Investment, Not an Expense

Many landlords focus on cutting costs, assuming that minimizing marketing expenses will maximize their profits. However, as these two case studies show, the opposite is often true. Saving a few thousand dollars on marketing can result in tens of thousands lost in rental income.

A well-presented property attracts more interest, more offers, and stronger competition, ultimately leading to a faster occupancy at a higher price and better long-term rental returns. If you're renting a property, investing in high-quality marketing is not optional—it’s essential.