Digital marketing in Swiss real estate agencies - Effectiveness of digital marketing approaches in acquiring customers

Context & Objective

The Swiss real estate industry represents a competitive market, wherein online visibility and presence contribute significantly to how agencies attract potential customers. Thus, this research explicitly examines Swiss real estate agencies’ digital marketing methods and the effectiveness it brings to acquire new customers (sellers). Although digital marketing evolved drastically and allowed real estate agencies to implement new technological advancements within their marketing strategies, the adoption of models that allow companies to develop an understanding of customer behaviour (Dual AISAS model) remain overlooked. In addition, the digitalisation increased customers’ interest in online search, purchase and after-sales activities including sharing their experiences with potential customers. Accordingly, real estate agencies established optimal digital marketing strategies mainly by implementing superior content quality to increase their attractiveness and digital marketing channels along with tools to improve their online performance. However, customers who intend to sell their property may require more information, credibility, trustworthiness and uniqueness of the company’s value, since the online environment is not always a reliable source of information. Therefore, this thesis examines how Swiss real estate agencies can use digital marketing to boost the acquisition of new customers (listings).

Methodology

The research comprises both a theoretical framework, consisting of relevant literature, and qualitative interviews. Seven semi-structured interviews were conducted with specialists in the real estate industry during April and May 2026. These agencies vary in size and regions within Switzerland. Therefore, this research combines distinct examples of real estate agencies demonstrating a comprehensive analysis, specifically using inductive thematic coding via Taguette. 

Findings

The key findings show that digital marketing is an enhanced version of the traditional marketing. The interviews elaborate by noting that traditional marketing is the foundation of a marketing strategy, digital tools and channels enhance rather than replace it. Achieving optimal digital marketing relies on tools (SEO tools, property valuation tools, content marketing tools, newsletters) that essentially support the channels’ functioning (SEO, PSA, OPPs, email marketing, social media). For instance, current Swiss real estate agencies’ marketing approaches shifted by benefiting from newsletters that serve as invitations to real estate networking events along with Google reviews providing a foundation for spreading both E-WOM and WOM. The Dual AISAS model is established to evaluate the relevance of customer behaviour, signifying an imperative part of real estate agencies’ optimisation processes. The purchasing desire reflects on customers’ intentions in finding and choosing an agency, while the sharing desire explores the behaviour in which people distribute content related to the agency and its services - especially important in the Swiss real estate industry. 

Recommendations

Since the customer journey often represents a once-in-a-lifetime transaction, building trust and credibility is essential. Agencies should prioritise SEO, establish and maintain a presence on Swiss OPPs, such as Immoscout24 and Newhome, implement valuation tools for lead generation and actively encourage E-WOM and WOM by personalised follow-ups. Agencies that focus on quality and create trustworthy content within selected channels satisfy customers, encourage them to engage in organic marketing through advocacy, which results in the attraction of new customers.