Marketing property online: Which platform is right for your property?
The property market has changed significantly in recent years. Whilst newspaper adverts used to be the first port of call, there are now numerous digital options available to you. From property portals to social media – we’ll show you which platform is best suited to your needs.
Property portals: A classic on the internet
Immobilienscout24 is one of the best-known portals and attracts the most potential tenants and buyers. This has both advantages and disadvantages:
- Advantages: Wide reach and plenty of prospective customers.
- Disadvantages: High demand can lead to a huge rush, which takes a long time to process.
Less well-known portals can be used specifically to limit the number of enquiries and target a more selective audience. As advertising rates vary considerably, it is essential to compare costs and services. You should also take the duration of the advert into account.
Facebook adverts and groups: flexible and cost-effective
Facebook offers an interesting alternative to traditional property portals, particularly for lettings:
- Posts in groups: Free of charge and ideal for local offers.
- Facebook adverts: They enable targeted advertising using filters such as interests. However, targeting by age, origin or gender is not permitted, in order to prevent discrimination.
Facebook adverts are particularly useful for sales, as they can achieve a wide reach on a modest budget.
Selling property through an estate agent
When you instruct an estate agent, they will take charge of marketing your property. This often includes:
- Creating and managing property listings on property portals.
- Targeted advertising on social media platforms such as Facebook.
- Sharing the listing on the estate agent’s website and on social media.
The advantage: you save time and avoid receiving countless messages on your personal profile.
Conclusion: Choosing the right platform
The choice of platform depends on your objective: if you’re letting out a property, local Facebook groups or smaller portals are ideal. If you’re selling, well-known property portals or Facebook adverts are a good option. Seeking advice from experts will help you develop the best strategy.
Get non-binding advice now
Robert Schüßler
Property valuer (EIA and IHK)
Note: This text is for information purposes only and does not constitute legal or tax advice. Please consult an expert if you have individual questions.
