The marketing of real estate has changed fundamentally in recent years. Choosing the right platform for social media marketing is the decisive factor for success today. But which platform offers the greatest potential for real estate companies in Switzerland? Is it LinkedIn with its professional network or Meta (Facebook and Instagram) with its enormous reach and visual impact? Let’s dive into the topic and find out which platform reaches your target group most effectively.
LinkedIn – The champion for B2B marketing
LinkedIn is the preferred social medium for professional networks and has a strong presence in Switzerland. LinkedIn plays a key role, particularly for real estate projects in the premium segment and new buildings aimed at investors or companies.
Target group on LinkedIn
The main target group of LinkedIn are decision-makers, professionals and companies. Swiss real estate agents can use this platform to:
- Establish high-quality contacts with investors and companies.
- expand B2B networks.
- Share industry-related content, such as market analyses or success stories.
Strengths of LinkedIn
- Precise targeting: With LinkedIn Ads, you can target your audience based on job title, industry and company size.
- Professional content: Real estate companies can build trust and demonstrate expertise through articles, posts and videos.
- High level of engagement: The platform offers a format that promotes discussion and interaction within the industry.
Weaknesses of LinkedIn
Although LinkedIn offers a large reach in the B2B sector, it is less suitable for B2C projects. Emotional content about real estate that appeals to potential private buyers or tenants is more difficult to implement here.
Meta – The visual power of Facebook and Instagram
Meta combines the best features of social media with Facebook and Instagram: high reach, visual content and powerful advertising tools. These platforms are indispensable, especially for new construction projects that appeal to private individuals.
Facebook and Instagram target group
The target groups of these platforms are diverse. Facebook appeals to a broader, often older user group, while Instagram appeals to younger and more visually oriented users. This diversity allows real estate companies to use both platforms strategically:
- Facebook: Ideal for comprehensive project descriptions and community building.
- Instagram: Perfect for sharing visual content such as 3D renderings, construction site updates and completed properties.
Ads on Facebook and Instagram
Meta Ads tools enable Swiss real estate companies to place highly precise advertisements. They are particularly effective:
- Carousel ads: For projects with several residential units.
- Video ads: To arouse emotions and bring the project to life.
- Stories: To offer exclusive insights behind the scenes.
Advantage: Meta’s algorithm ensures that ads are displayed optimally and that a high reach can be achieved.
Weaknesses of Meta
Despite the wide reach and the opportunities to share visual content, there are challenges:
- Costs: High-quality ads require a budget.
- Algorithm updates: These can limit the visibility of organic posts.
- High competition: Real estate companies need to create creative content to stand out.
Which platform for which real estate projects?
The choice of platform depends on your target group and your project. Here is a comparison:
Platform Ideal for examples LinkedIn B2B, luxury real estate, investors commercial real estate, luxury apartments Facebook and Instagram B2C, visual content new buildings, apartments, vacation homes
LinkedIn or Facebook – which platform is better? Use LinkedIn if your target group is investors or companies. For real estate projects that you want to market BTC, Meta offers more potential due to its visual strength and reach.
Potential of social media – combining the two?
Many Swiss real estate companies have recognized that the two platforms together are unbeatable. Why? Because they cover different target groups and their strengths complement each other:
- LinkedIn: Building trust and expertise in the industry.
- Meta (Facebook and Instagram): Emotional and visual appeal.
A successful campaign could look like this:
- LinkedIn: Specialist article on the advantages of sustainable new buildings.
- Facebook and Instagram: Video ads that showcase the design and quality of life of the new buildings.
Conclusion: The right platform for your real estate
The choice between LinkedIn and Meta depends on your real estate marketing goals:
- LinkedIn: Use LinkedIn if you want to build up professional contacts and demonstrate your expertise.
- Facebook and Instagram: Choose Meta if you need broad reach and visual content.
For Swiss real estate marketing companies, a strategic combination is the best way to fully exploit the potential of social media. With the right tools and formats, you can reach any target group and successfully market your projects.
If you want to successfully market your real estate projects via various social media platforms, contact us at Marketing Butler! Our experts will help you to exploit the full potential of LinkedIn and Meta and reach your target groups effectively.
