Answer five questions to see a recommended campaign budget across Meta, TikTok, and WeChat.
This question is really about reach. The higher the property's price point, the smaller the pool of buyers who can actually afford it. Far more people can stretch to a $2M property than to a $5M one. A larger ad budget lets us put the listing in front of significantly more people, which raises the odds of reaching more people in the right budget bracket for it.
Targeting only local buyers is efficient. We're competing for ad placements within one geography, so the budget can be leaner. Interstate or open campaigns mean a much wider audience field, competing with other brands for placements across more markets, which raises the cost to maintain visibility.
This doesn't change the calculated price, but it does inform the suggestion we give the vendor afterwards. An apartment, a house, and a townhouse each appeal to different buyer profiles. If the recommended budget feels too high for the type of buyer realistically chasing this kind of property, an agent or marketing, upon request, can suggest stepping the tier down. It also shapes campaign creative, since each residence type photographs and sells differently.
This adds $500 because implementing another social platform requires more budget. Adding TikTok lets us reach a younger demographic, typically families with kids and younger buyers, who aren't being reached as effectively on Meta alone. It's a small premium for genuinely different audience coverage.
Creative note: when TikTok is selected, a shorter-form 10-second video should be produced for the platform in addition to the standard content pieces, since TikTok's vertical short-form format performs very differently from Meta's feed-based creative.
This adds $500 to fund a WeChat campaign, which reaches buyers Meta and TikTok don't cover effectively. WeChat is the dominant platform for Chinese-speaking audiences and a meaningful share of premium property buyers in Australia. We skip this when the buyer is local-only, since the platform's strength is reaching diaspora buyers.