Anyone wishing to sell or rent out a property faces a simple but crucial question at the outset: Where should the listing appear? From major real estate portals and classified ads and metasearch engines to social media and the traditional for-sale sign, there are more ways than ever today. We provide an overview of all important marketing channels, compare their strengths, and show which combination is really worthwhile for your property.
What marketing channels are available?
The success of a sale depends largely on how many suitable prospective buyers see your listing at all. Around 97 percent of people between the ages of 16 and 74 in Germany use the internet (Federal Statistical Office) – property searches therefore now take place almost entirely online. Nevertheless, not every channel is equally suitable for every property.
Broadly speaking, five types of channels can be distinguished:
- Real estate portals such as ImmoScout24 and Immowelt – the classic first port of call for most people searching.
- Classified ad platforms with free listings and a very large reach.
- Metasearch engines such as TraumImmo, which bundle listings from many portals.
- Social media such as Facebook and Instagram for fast, image-focused distribution.
- Local channels such as the for-sale sign, notices in the surrounding area, and personal networks.
In the following sections, we present each channel individually.
The major real estate portals
The specialized real estate portals are the most important channel for most sellers. The market leader is ImmoScout24, followed by Immowelt. The former portal Immonet is now gradually being integrated into the Immowelt brand under the umbrella of AVIV Germany. Advertising on these portals reaches a large proportion of actively searching prospective buyers.
The advantage lies in the targeted reach: Users filter by location, price, size, and features and thus find precisely suitable listings. The disadvantage for private sellers is the cost – a private listing on the major portals is subject to a fee and, depending on the term and package, can cost a three-figure amount per month.
Classified ads and free platforms
Kleinanzeigen (formerly eBay Kleinanzeigen) is the platform with the greatest reach Germany’s classifieds platform and allows you to list properties free of charge. The major advantage: You reach a very broad audience without advertising costs. The disadvantage: The audience is less specifically searching for properties, and you must expect more non-binding inquiries.
For private sellers, the channel works well as a free supplement – especially for properties in the mid-price segment and in regions with high local demand.
Metasearch engines: several portals at a glance
Metasearch engines such as TraumImmo search several property portals simultaneously and consolidate the results in one place. For those searching, this means they see listings from various sources without having to visit each portal individually. For you as a provider, this increases the visibility of your listing, as it can also be found when interested parties enter via the metasearch.
Metasearch engines are not a substitute for a well-prepared listing, but rather a valuable multiplier: An offer listed on a connected portal automatically appears in a larger results list.
Social media: Facebook, Instagram and Co.
Social networks have developed into a serious marketing channel. 59 percent of people between the ages of 16 and 74 in Germany actively use social media (Federal Statistical Office). Properties with particularly strong visual appeal can be effectively presented via Instagram and Facebook, and sharing within your own network often spreads a listing quickly.
The channel is primarily suitable as a supplement: for additional attention, for reaching younger target groups and for properties with a distinctive appearance. A purely social media listing generally does not replace targeted searches on portals.
For-sale sign, notice and neighborhood
The local channel is often underestimated. A for-sale sign at the property, a notice in the supermarket or targeted information provided to neighbors and acquaintances costs little and reaches precisely the people who already live in the desired location or know someone there. Particularly in sought-after residential areas, the buyer may sometimes be found in the immediate neighborhood.
The disadvantage: The reach is limited and difficult to control. As the sole channel, it is sufficient only in exceptional cases; as a supplement, it is valuable.
Which channel suits which property?
The right choice depends on the property, location, and budget. A rough guide:
- Standard condominium or terraced house: a large portal (ImmoScout24 or Immowelt) plus a free classified ad as a basis.
- Property with a distinctive look or lots of character: additionally use social media to leverage the visual appeal.
- Sought-after location with local demand: a sale sign and neighborhood outreach effectively complement the online channels.
- Tight budget: start with free channels (classifieds, social media, sign) and add a paid portal if needed.
As a rule of thumb: A combination of one large portal and at least one free channel covers most sales situations well. You can further increase visibility via metasearch engines without additional effort.
Mandatory information: What every property listing must contain
Regardless of the channel, commercial property listings are subject to legal requirements. If an energy performance certificate is available at the time of listing, you must already provide certain energy figures in the listing under Section 87 of the German Building Energy Act (GEG). For residential buildings, these are:
- the type of energy performance certificate (demand-based or consumption-based certificate),
- the final energy demand or final energy consumption,
- the main energy sources used for heating,
- the year of construction stated in the energy performance certificate,
- the energy efficiency class.
Sellers, landlords, or the appointed estate agent are responsible for ensuring the information is correct. Missing or incorrect information may be penalized as an administrative offense—therefore, carefully check your listing before publication.
Advantages and disadvantages of the most important channels
- Large portals – Advantage: high, targeted reach among active searchers. Disadvantage: charge private users a fee.
- Classifieds – Advantage: free and offering very broad reach. Disadvantage: less targeted audience, more noncommittal inquiries.
- Metasearch engines – Advantage: additional visibility without extra effort. Disadvantage: not an independent channel, but a multiplier.
- Social media – Advantage: rapid distribution, ideal for visually striking properties. Disadvantage: does not replace targeted portal searches.
- Local channels – Advantage: inexpensive and geographically precise. Disadvantage: limited reach that is difficult to control.
FAQ about listing properties
How many portals should I list on?
A A combination of one major portal and one free channel is sufficient in most cases. More channels increase reach, but also mean more work maintaining listings and responding to inquiries.
Is placing an listing free of charge?
That depends on the channel. Classified ads, social media and a For Sale sign are free of charge. The major real estate portals generally charge private sellers a fee, which varies depending on the package and term.
Which information is mandatory in the listing?
If an energy performance certificate is available, the energy figures pursuant to Section 87 GEG must already be included in the advertisement – such as the type of certificate, final energy value, energy source, year of construction and efficiency class. In addition, you should always provide accurate information about the location, size and condition.
Is social media worthwhile for selling real estate?
As a supplement, yes; usually not as the sole channel. Social media is particularly suitable for visually appealing properties and for rapid distribution within your own network, but it does not replace targeted searches on the portals.
What are the benefits of a metasearch engine?
Metasearch engines aggregate listings from several portals, thereby increasing the visibility of your listing. They are convenient for prospective buyers because they can compare several sources at a glance.
Conclusion: The right mix of channels is decisive
There is no perfect portal – the right combination is what matters. A major real estate portal ensures targeted reach, free channels such as classified ads and social media complement it at no additional cost, and local methods such as a For Sale sign reach the immediate area. Metasearch engines such as TraumImmo aggregate the listings and further increase visibility. Regardless of the channel, make sure you have an informative property brochure and include the legally required information – then your property will find the right buyer.