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At a property acquisition appointment, a homeowner is not only interested in the valuation of their property or the agency’s fees. They also want to understand how their property will be marketed, to which audiences and using which means.
The marketing strategy is therefore a natural part of the elements that an agency can present to make its marketing plan more concrete.

With SwissMLS, this aspect can be given more weight in the sales pitch: a publication now allows you to distribute listings on properstar.ch, dreamo.ch, urbanhome.ch as well as on more than 100 international portals.
The point is not to promise that a wider distribution will sell a property faster. Rather, it is about being able to show the homeowner that their mandate is based on a structured, diversified visibility strategy that can reach different audiences.


Owners want to know how their property will be marketed

When an owner entrusts the sale or rental of their property to an agency, they delegate a significant part of its marketing. It is therefore legitimate for them to want to understand what will be implemented in practice.
Photos, description, price positioning, viewings, buyer database, social networks, or real estate portals: each element contributes to the strategy presented by the agency.
In this context, simply announcing that the property will be “posted on real estate portals” provides very little information.

A more precise presentation, on the other hand, allows the planned arrangements to be materialized:
where will the advertisement be visible? What geographical coverage is being sought? Will several audiences be targeted? How does this distribution fit in with the other marketing actions?
These are all elements that help to transform the rather abstract notion of “visibility” into a more concrete plan for the owner.


Make distribution a visible part of the marketing plan

This way, distribution becomes an integral part of the overall presentation of the mandate rather than just a technical step.
The agency can, for example, present its distribution strategy around several complementary levers:

  • preparation and presentation of the property;
  • distribution to its own contact base;
  • publication on real estate portals and their various geographical audiences;
  • digital actions or social media, depending on its strategy;
  • activation of its professional network;
  • follow-up of requests and adaptation of the marketing.

The principle is simple: the agency publishes its listing from its usual business software or manually, and it is then automatically distributed on the partner portals of the SwissMLS network.

Today, this network includes properstar.ch, dreamo.ch, urbanhome.ch and more than 100 international portals, with the intention of welcoming new partners.
The benefit for the client is easy to understand: their property is not dependent on a single point of visibility, but benefits from distribution on several platforms and to different audiences.


Talk about reach rather than just the number of portals

The number of platforms is obviously a concrete element. But in a sales appointment, the real value of this distribution also lies in the diversity of audiences it allows you to reach.
An advertisement can interest a buyer located in the immediate vicinity of the property, in another region of Switzerland or, depending on the type of property, abroad.

The relevance of these different audiences obviously depends on the mandate. An apartment intended primarily for a local clientele and a property that could interest international buyers do not necessarily require the same strategy.
This is precisely where the expertise of the professional remains central: distribution is a tool for a marketing strategy, and not a strategy in itself.

SwissMLS nevertheless allows you to add an extra dimension to this strategy by combining a presence on several Swiss portals with extensive international distribution.


A network that can also illustrate a diversified distribution strategy

Beyond the number of portals, SwissMLS can also help agents address another issue: diversifying their visibility.
The Swiss real estate portal market has become highly concentrated in recent years. In this context, a distribution strategy can also consist of multiplying points of contact rather than relying on a single channel to provide all the visibility for a property.

SwissMLS works precisely as an alliance of independent portals brought together within a single distribution network.
More than 2,000 agencies are already using the network, which now includes several Swiss portals and an extensive international presence.

For an agency, this structure can become an additional element of its sales pitch: it shows that it does not just think about creating the listing, but also about how it will be presented to the market.


An additional lever to support the agency’s expertise

Extensive distribution obviously does not replace the local expertise of a real estate agent, nor does it replace a relevant valuation, the quality of the property presentation, or the follow-up provided to the owner.
It can, however, reinforce and materialize the marketing plan presented to the client.
This is perhaps one of the advantages of SwissMLS that goes beyond the simple publication of advertisements.

The network can be used not only once the mandate has been obtained, to distribute the properties, but also upstream, to illustrate the marketing methods that the agency is able to mobilize.