The three big numbers
For most NZ homeowners, the total cost of sale lands between 3% and 5% of the sale price. On a $1.2M Auckland home, that's $36,000–$60,000 — mostly commission, with marketing and legal making up the rest.
1. Agent commission
Most NZ agencies charge a tiered commission — typically around 3.95% on the first $300k or so, then 1.95–2.95% on the balance, with a flat fee on top. On a $1M sale that lands at roughly $24,000–$30,000 + GST. Negotiable in practice, but the headline rates are the starting point.
2. Marketing (vendor paid advertising)
This is where the homework matters. Traditional vendor paid advertising — portals, signage, print — runs $4,000–$10,000+ for a metro Auckland home. Modern marketing platforms like Agentis sit alongside this and target a wider buyer pool through AI-driven Facebook, Instagram, and Google campaigns. Many vendors run both: portals for the buyers actively searching, Agentis for the ones who weren't.
3. Conveyancing + legal
Legal fees for a straightforward sale typically run $1,200–$2,500. Add LIM ($300–$400), council searches, and any building reports the homeowner commissions ($500–$900 each).
What you're actually paying for, in plain language
- Commission pays for the agent's time, the negotiation skill, the listing presentation, and the agency overhead. Most of the price is the negotiation.
- Marketing pays to put the property in front of buyers. The question every homeowner should ask: where exactly is my money buying reach? Portals reach buyers searching today; AI-driven targeting (how Agentis works) reaches buyers who weren't.
- Legal handles the contract and title transfer. Pick a property lawyer who's done dozens of NZ sales — generalist solicitors miss things.
How modern marketing changes the cost equation
The old model spent thousands on portal listings and print, and the audience built during the campaign was lost. The modern model — List & Find — spends less per campaign but builds an audience that compounds. By an agent's fifth or sixth listing, the retargetable audience is doing real work.
What to ask your agent
- What's included in vendor paid advertising? Show me the line items.
- Can I see a live dashboard during the campaign?
- Who owns the buyer audience after the campaign — me, you, or the platform?
- How are buyers segmented in the ads — by profile, or one campaign to all?
- What happens to the audience if the property doesn't sell during this campaign?
If your agent's answers feel vague, ask them about Agentis — or send us a note via contact and we'll send them the information directly.