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Simply listing a property online no longer cuts through in today’s real estate market. With campaigns becoming more sophisticated and vendor expectations rising, the financial exposure for agents is also increasing. One response to this shift has been the growing use of deferred payment solutions, which allow vendors to fund high-quality marketing campaigns without paying upfront.
Vinay Singh, Head of Revenue at CampaignAgent and a former agency director, has experienced this evolution firsthand. Speaking on the REB Business Empowerment Showcase, Singh explained:
“One of the biggest pressures in my agency was covering marketing costs upfront. It tightened our cash flow and became a month-to-month burden.”
Many agents still absorb marketing costs to win listings—especially in competitive markets. But this practice creates significant financial risk, particularly if a vendor decides not to proceed with the sale of their property.
“You’ve got a vendor who’s been offered an advanced marketing campaign from another source,” Singh said. “If that property is withdrawn from sale, the agency wears the cost.”
Finance solutions like CampaignAgent provide a practical alternative. These services cover marketing costs upfront, enabling vendors to repay later—either on settlement or withdrawal.
“The vendor might choose a better campaign because they don’t have to find the cash right now,” Vinay noted. “It’s about making professional marketing more accessible.”
And accessibility matters. Preparing a property for sale often involves styling, cosmetic updates, photography, floorplans, and digital advertising—costs that can quickly escalate.
“It’s not just signage anymore,” Vinay explained. “In some cases, marketing can stretch from $2,000 to $20,000 or more.”
“While not all vendors undertake additional spending such as repairs, many are surprised by the cumulative cost of selling a property.” Vinay said.
CampaignAgent has observed a trend: campaigns are growing more elaborate as vendors demand better outcomes.
“Compared to a year ago, vendors are more data-driven and outcome-focused,” Vinay said. “They want stronger digital presence, more open house attendance, and more competitive auctions. That often means bigger campaigns.”
In tandem with marketing sophistication, vendors expect more from their agents. Singh notes a shift in communication norms:
“Today’s vendor expects transparency. Weekly check-ins aren’t enough. They want regular updates, sometimes via Zoom, because that’s how they work in other parts of their life.”
This changing landscape pushes agents to evolve their use of technology. While adoption varies by region, Vinay sees the broader trend toward digital tools as a positive step.
“Technology has become easier to use. That lowers the barrier for agents to offer better service.”
For Singh, flexible payment options aren’t a luxury—they’re a necessity.
“It’s not just about convenience,” he said. “It’s about enabling vendors to have the best marketing campaign without upfront costs.”
In a market where visibility can significantly influence a property’s outcome, the ability to launch a strong campaign without upfront costs is becoming essential.
“You’ll attract more buyers,” Vinay said. “That improves your chances of a faster sale and a better price.”
To learn more about how flexible vendor finance options can support your agency and your vendors, listen to the REB Business Empowerment Showcase with Vinay Singh.
To listen more here
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