How to promote real estate listings without paying for expensive portals

Are you feeling squeezed by real estate portal pricing?

More agents and vendors are asking the same thing: Do we really need to drop thousands of $$$ just to get a listing seen?

Short answer: not always.

With the right setup – a real estate CRM that works, a decent website and a warmed-up database – you can run a strong listing campaign without leaning so hard on the big players.

Let’s break it down…

Why some agents are ditching the portals

Portal advertising used to be a no-brainer.

Now it’s more of a budget blackhole.

A recent report by The Guardian revealed that a premium listing on realestate.com.au can cost up to $4,000 in inner city areas like Sydney and Melbourne – and that’s before you add any optional extras (The Guardian, 2024).

Meanwhile, basic ads in lower-demand suburbs can start from around $200 – a massive gap that’s making vendors question what they’re really paying for.

It’s not just agents raising eyebrows – the ACCC is currently investigating REA Group (which owns realestate.com.au) concerns over price gouging and anti-competitive behaviour (ABC News, 2025).

So, if you’ve got vendors asking, “Is this really worth it?”, they’re not wrong to ask.

And luckily, you’ve got options.

5 smarter ways to promote listings without the portals

1. Start with the buyers you already know

Before blasting a listing out to the masses, match it to the buyers already in your CRM.

If you’re using Reapit’s real estate CRM, Reapit Sales, you can:

• Set up buyer segments and tags
• Trigger automated alerts via email or SMS
• Book inspections before the property even hits the public market

This is your warmest, most interested audience – and the cheapest to reach.

2. Feature it on your website (and make it look good)

Your agency’s website is a powerful tool for showcasing listings and capturing leads.

With a real estate website, you can:

• Showcase listings straight from your CRM: No double handling or delays
• Keep your brand front and centre: Highlight your team, local expertise and unique selling points
• Optimise for search engines: So listings have abetter chance of showing up on Google
• Update content quickly: Whether it’s a listing, testimonial or new blog post
• Refresh the design over time: With free updates every two years to keep things looking sharp

Unlike the portals, your website keeps the focus on you – not your competitors – and gives you full control over how your listings are seen.

3. Run local ads on social media

You don’t need $4,000 to run a targeted Facebook or Instagram campaign.

• Use high-quality images or a quick walk-through video
• Target people in specific suburbs or demographic
• Link the ad to your agency site (not a portal)

It’s cost-effective, trackable and easier to prove value to vendors.

4. Email campaigns that actually get read

Don’t underestimate email. With your CRM properly segmented, you can:

• Send tailored property alerts to active buyers
• Create “Just Listed” or “Off-Market Opportunity”email templates
• Follow up automatically based on clicks or enquiries

Reapit’s built-in email tools make this super simple – no third-party tools needed.

5. Use off-market as a strategy, not a secret

Off-market doesn’t mean secret. It means strategic.

You can:

• Offer VIP buyer access before public launch
• Create exclusivity around high-demand listings
• Close deals faster with less spend

It also gives vendors a “soft launch” option before they commit to full advertising.

How to talk to vendors about portal-free marketing

Not every vendor will be thrilled when you suggest skipping the big portals. So, it helps to come prepared with the why behind your strategy.

Here’s how to explain the value in plain terms:

• Targeted outreach: “Instead of hoping the right buyer scrolls past your ad, we’re going straight to the people in our database who are actively looking for something like your property.”
• Smarter spend: “We’re not throwing thousands at portal ads that may or may not convert. We’re putting your budget where it actually works.”
• Clear reporting: “You’ll see exactly where enquiries are coming from – emails, SMS, website views – so you’re not left guessing.”

Want help having that chat?

Grab our free guide, Sell the sell: How to show clients the value of property marketing. It’s full of practical tips and scripts to help you explain your approach and get buy-in without the back-and-forth.

→ Download Sell the sell: How to show clients the value of property marketing here.