Real Estate Advertising in 2027: Where Video Fits in the Campaign
This guide explains where video fits in real estate advertising in 2027: the channels real estate ads run on, the job video does in each one, who pays in Victoria and how to build the plan. The campaign examples come from the Real Estate page of Flip Films, a Melbourne video production studio, and the rules come from Consumer Affairs Victoria. Prices and rules are correct at the time of writing (October 2026).
Short Answer
Video works alongside photography in a 2027 property campaign rather than replacing it. Photos carry the portal listing, print and signboards, while a hero property film and vertical reels carry the story of the home across Instagram, Facebook and the listing itself. Flip Films builds its full property campaigns around a hero film, with social reels and carousels released in stages so the listing keeps surfacing until it sells. In Victoria, the seller pays for marketing and advertising as well as the agent's commission, according to Consumer Affairs Victoria.
Key Facts
Who pays in Victoria: sellers pay marketing and advertising costs in addition to the agent's commission (Consumer Affairs Victoria).
Costs can be negotiated: Victorian sellers can negotiate how much is spent on advertising, and every expense has to appear in the sales authority (Consumer Affairs Victoria).
Rebates belong to the seller: a Victorian agent who gets a discount on advertising has to pass it on to the seller (Consumer Affairs Victoria).
Reserve price published: before a Victorian auction or fixed-date sale, the seller's reserve has to be published for 7 days as one dollar figure, under laws in effect from 1 October 2026 (Consumer Affairs Victoria).
Campaign structure: a Flip Films property campaign centres on one hero film, supported by reels and carousels that go out across the campaign rather than all on launch day (Flip Films).
Video pricing guide: Flip Films lists $1,500 as the starting guide for a regular property video, at the time of writing (Flip Films).
What Is Real Estate Advertising?
Property advertising is the promotion of a home for sale across every place a buyer might see it: portal listings, social media posts and paid ads, print, signboards, and the photos and video that feed all of them. In 2027 a campaign rarely uses just one of these.
Picture a listing going live on a Thursday night. The photos land on the portals. The signboard goes up on the fence. Across town, a buyer scrolling on the couch stops on a short reel of the kitchen with the late sun pouring in. That's one listing, advertised four ways at once, with each piece doing a different job.
Where Do Real Estate Ads Run in 2027?
Property advertising now runs in three places at once: the portals, the social feeds and the street. Each one reaches buyers at a different moment, so each one needs something different.
The portals: realestate.com.au and Domain
Active buyers still start on the portals. They filter by suburb, price and bedrooms, then flick through the photos to build a shortlist.
Photos do the heavy lifting on a portal listing, and they should. But a gallery shows rooms. A film shows how the rooms connect, how the light moves and what it feels like to walk in the front door. Whether an agent is listing on realestate.com.au or advertising on Domain, the film is the piece that turns a floor plan into a feeling.
The portals are making room for video as well. At the time of writing, realestate.com.au's advertising page for agents offers vertical Property Walkthrough Reels for listings.
Portal listing options and prices change often, so check them with the portal or the agent at the time of listing.
Social feeds and paid social
Real estate social media is where buyers who aren't searching yet stumble on a home they didn't know they wanted. Reels and carousels go out on the agent's and the agency's own accounts first. The strongest ones can then be boosted as paid ads.
Real estate Instagram content has to earn attention fast, because the next post is one thumb-flick away. Real estate Facebook ads let the same content reach people who don't follow the agent yet, using whatever targeting options Meta offers when the ads run.
Format matters on social. Feeds are vertical, and Flip Films shoots and cuts social content vertical from the start rather than cropping it down from a landscape edit. Cropping a wide film for a phone screen can lose the very detail buyers were meant to see.
Print, signboards and the street
Print hasn't gone anywhere. A signboard still tells every neighbour and dog-walker that a home is for sale, and a brochure still goes home with buyers after an open. These pieces run on still photography, not video, which is why stills and film are best planned on the same shoot.
Here's how each channel fits into real estate digital marketing and the wider campaign.
| Channel | Main job | What video does there |
|---|---|---|
| Portals | Reach active buyers | Hero film and walkthrough reels |
| Reach buyers before they search | Vertical reels and carousels | |
| Facebook ads | Push the listing to new people | Short cuts run as paid video ads |
| Print and signboards | Local and street presence | None; photography does this job |
How Does Video Work in a Real Estate Marketing Campaign?
Video isn't one asset dropped in on launch day. The approach Flip Films uses has two parts: a set of assets planned together, and a release schedule that spreads them across the campaign.
| Campaign stage | Video asset | Its job |
|---|---|---|
| Before launch | Short reel | Build early interest |
| Launch week | Hero property film | Tell the whole story |
| Mid-campaign | Reels and carousels | Keep the listing in the feed |
| Final week or auction | Fresh reel | Remind buyers of the date |
| Sold | "Sold" edit | Close the loop for the agent |
Step 1: plan the suite
In a Flip Films campaign, films, stills and social cuts are planned together as one campaign rather than booked as separate jobs. The suite is built around a hero property film, with reels and carousels alongside it, and add-ons such as drone, dusk and day-night transitions are chosen to suit the property.
Step 2: stagger the release
Flip Films staggers the rollout so a listing keeps surfacing across the campaign rather than peaking on day one and going quiet. Different assets do different jobs at different stages, from first awareness through to enquiry, and the schedule is set around the campaign calendar and the launch date.
Step 3: close with the sold edit
The video ads in a campaign don't all look the same. A hero film can take its time and let the home breathe, and a reel has to land its point fast. The last piece, the sold edit, isn't an afterthought: it's the piece that shows the next vendor what the agent can do.
Real Estate Marketing Strategies That Make Video Work
Good marketing in real estate is mostly good planning. These are the habits that get the most out of a shoot day.
Plan every cut before the shoot: the vertical shots, the stills and the hero footage can all come out of one visit when they're briefed together. That's how the Flip Films property marketing service is set up.
Put a face on it: a narrative by the agent or the vendors can turn a walk-through into a story buyers remember. Agents who want to build their own name between listings can also look at real estate agent profile videos.
Use the add-ons with a purpose: drone footage shows the block, the street and what's nearby. Dusk shots and day-night transitions show how a home feels after dark, which a photo taken at midday can't. Pick the add-ons that answer a buyer's real questions about the home.
Keep a consistent look: an agent's listings should feel like they belong together. Fisher Private Office's Ryan Fisher runs the same approach on every listing, "a structured, repeatable campaign system designed to build momentum, clarity, and trust in market."
Release, don't dump: space the assets out so the listing has something new to say every week it's on the market.
None of this needs a bigger budget. It needs the thinking done before the camera comes out.
Who Pays for Advertising in Real Estate?
In Victoria, the seller does. According to Consumer Affairs Victoria's guide for sellers, there will be costs for marketing and advertising a property, on top of the agent's commission.
Here's what Consumer Affairs Victoria's guide says about vendor paid advertising:
It's negotiable: the amount spent on marketing and advertising is negotiable, and all expenses must be recorded in the sales authority.
Get it in writing: sellers can ask the agent for a written schedule outlining advertising and other outgoings, so they're clear about what they're paying for.
If the property doesn't sell: the seller still has to pay the marketing and advertising costs agreed to in the authority. These expenses can be avoided by negotiating a "no sale, no fee" arrangement in the sales authority, but Consumer Affairs Victoria says to make sure there are no hidden charges.
Rebates go to the seller: the agent must pass on any rebate or discount they receive, such as for advertising. It is illegal for agents to keep any rebates, even if the seller agrees.
Video is one line in that written schedule of real estate advertising costs. Portal and print prices change too often to quote here. For video, the Flip Films pricing guide puts regular property videos from $1,500 (checked October 2026), with a full campaign suite above that depending on the add-ons.
These are the Victorian rules, as Consumer Affairs Victoria sets them out.
How to Advertise Real Estate: Building the Real Estate Marketing Plan
Start with a written plan. Consumer Affairs Victoria tells sellers to ask for a comprehensive, written marketing plan, which should include advertising methods and costs, and the price or range the property will be advertised at.
Six steps from shoot to sale
The video and price decisions slot into the written plan in six steps. Here's how they line up.
| Step | What to decide | When |
|---|---|---|
| Brief the shoot | Story, must-have shots, add-ons | As soon as the listing is confirmed |
| Book the shoot | Date, time of day, travel | Before photos and copy are due |
| Approve the edits | Hero film, reels, stills | Most projects: 2-5 business days |
| Schedule the rollout | Which asset goes out when | Before launch day |
| Keep the price current | Advertised price or range | Throughout the campaign |
| Publish the reserve | Single-figure reserve price | At least 7 days before auction |
The rollout step is where real estate social media marketing earns its keep. Map each reel and carousel to a week of the campaign, so there's always something fresh in the feed.
The new price rules in Victoria
The price step carries legal weight, and the rules changed in October 2026. According to Consumer Affairs Victoria, new laws on how agents give price information for residential sales are now in effect: from 1 October 2026, and for auctions and fixed-date sales held on and from 16 October 2026. Consumer Affairs Victoria sets out these obligations for agents:
Reserve price: for an auction or fixed-date sale, the agent must publish the seller's reserve price at least 7 days before the sale and include it in any advertisement for the property. It must be a single dollar amount, without words or symbols such as "from", "over", "+" or "starting at". The sale cannot go ahead unless the reserve price has been published for the full 7 days.
Marketing materials: once the reserve price is set, the agent must update all marketing materials to reflect it and withdraw outdated advertising immediately.
Property Price Statement: the new Property Price Statement replaces the Statement of Information. It must be displayed prominently on any main online advertisement, next to the advertised price, and included on any physical advertisement through a QR code or link.
Lowest advertised price: an agent must not advertise a property for less than the agent's estimated selling price, the seller's asking price (if one was given) or a price in a written offer the seller has rejected. If the estimated selling price changes or the seller rejects a higher written offer, online advertising must be updated within one business day, and all other advertising as soon as practicable.
Sold price: within 7 days of a sale becoming unconditional, the agent must publish the final sale price in the Property Price Statement and keep it online for at least 18 months, unless an exemption applies.
Underquoting is illegal. The seller guide from Consumer Affairs Victoria says it is illegal for an agent to underquote a property's price. That means advertising or advising a prospective buyer of a price below the seller's reserve or asking price or, if the seller hasn't provided a price, below the agent's estimated selling price.
More changes are scheduled for 2027. From 1 June 2027, agents must make the section 32 statement (the vendor statement) available earlier, according to Consumer Affairs Victoria. For a private sale, that's within 14 days after the property is advertised. For an auction or fixed-date sale, it's at least 14 days before the sale. If the property isn't advertised, or will be sold within 14 days of being advertised, it's before the buyer signs the contract.
Real Estate Advertising Examples From Flip Films
Three campaigns shown on Flip Films' own Real Estate page show the approach in practice. Each one is described here as that page describes it.
Nic & North: a staged rollout in Braybrook
Flip Films produced an Innovator package for Nic & North Real Estate on a boutique townhouse in Braybrook, in Melbourne's Inner West. The campaign had five core deliverables and was designed as a staged rollout rather than a single drop, with each asset serving its own role from early awareness through to enquiry. The final "sold" reel stays under embargo until the property sells.
Loutakis Real Estate: one story, three formats
For Michael Loutakis of Loutakis Real Estate, Flip Films worked to a brief for the South Kingsville property film to feel like a Netflix trailer. The campaign rolled out as a hero film, a reel and a carousel, each built to work its own corner of the platform while telling one story. Every real estate ad in the set had its own job, and photography agents could run across print and portals sat alongside it.
Fisher Private Office: the agent as the guide
Flip Films' campaign for Ryan Fisher of Fisher Private Office, at Lambert Road in Toorak, positioned him as the expert guide inside the home rather than leaning on staged lifestyle tropes. When the property sold, a recorded voice memo from Ryan became part of a "SOLD" edit.
Agents notice the difference. Aisha from White House Estate Agents said in her video testimonial for Flip Films: "It really helps us do our jobs better, teaming up with people like you, and it also helps the buyers connect with the properties better."
Who Makes the Films at Flip Films?
Flip Films is not one person with a camera. The Flip Films team page lists an 11-person crew. It is led by director Lochlan Tangas and creative director Ellie Lee, with brand manager Toneya Tangas, studio manager Sarah Meldrum-Denvir, editors Fraser Cameron and Zac Musolino, videographers Michael Ribbons, Steve Sous, Jess Trewin and Brock Cullen, and production assistant Harrison Baker. Every shoot and edit runs through the same in-house crew, so a campaign plan doesn't get lost between handovers.
Final Thoughts
Real estate advertising in 2027 is a set of assets, not a single ad. Photos hold the portals and the street, and video carries the story across every feed, from the first reel to the sold edit.
Flip Films is a Melbourne-based studio making story-led, scroll-stopping content for property and brands. We take each project from first concept through to final delivery, so nothing gets handed off mid-way, and we think before we shoot, so strategy and creative lead every time. Got a listing coming up? Tell us about the property and the launch date, and we'll put a quote together and set the rollout around your campaign calendar. Get in touch with the Flip Films crew to start planning.
Frequently Asked Questions
Can the same video run on the portals and social media?
Not always as one file. Flip Films plans a landscape hero film and vertical cuts on the same shoot, so neither has to be cropped from the other. The vertical cuts suit social feeds and, at the time of writing, the vertical walkthrough reels that realestate.com.au offers for listings.
How far ahead should video be booked before a property campaign launches?
Leave room for the edit. Flip Films delivers most projects within 2 to 5 business days, depending on the package, and larger productions take 2 to 4 weeks. A rush fee is available for faster edits when a launch date is fixed.
Who produces real estate video campaigns in Melbourne?
Flip Films, a Melbourne-based studio, produces property campaigns built around a hero film, reels and carousels, with photography alongside. It also shoots interstate and internationally; travel is included within an hour of Melbourne CBD, and a travel fee applies beyond that depending on distance.
Can footage an agent already has be used in a campaign?
Yes. Flip Films' post production covers editing, colour grading, sound design and motion graphics, and the studio also edits footage clients bring from other shoots.
Sources
All sources were accessed on 27 October 2026. Rules and legal points come from Consumer Affairs Victoria, and the portal video product comes from realestate.com.au. Campaign details, prices and turnaround times come from Flip Films' own website. Comments on how each channel works for buyers are Flip Films' own view, not the result of a study.
Consumer Affairs Victoria, Selling property with or without an agent: https://www.consumer.vic.gov.au/housing/buying-and-selling-property/selling-property/selling-property-with-or-without-an-agent
Consumer Affairs Victoria, Underquoting information for real estate agents: https://www.consumer.vic.gov.au/licensing-and-registration/estate-agents/running-your-business/underquoting-information-for-real-estate-agents
Consumer Affairs Victoria, New changes to property sales and underquoting laws: https://www.consumer.vic.gov.au/licensing-and-registration/estate-agents/new-changes-to-property-sales-and-underquoting-laws
realestate.com.au, Residential Property Advertising Solutions: https://customer.realestate.com.au/residential/property-advertising/
Flip Films, Real Estate Videography Melbourne (campaign examples): https://www.flipfilms.com.au/realestate
Flip Films, Our FAQs (pricing guide, turnaround, travel): https://www.flipfilms.com.au/faq
Flip Films, Video Production Services (property marketing, social content, post production): https://www.flipfilms.com.au/services