Marketing real estate online: How to make optimal use of Homegate, ImmoScout24 & Co. in Switzerland

Did you know that over 90% of all real estate searches in Switzerland start online? This figure illustrates an undeniable fact: your success in renting or selling a property is now largely decided in the digital space. Platforms like Homegate and ImmoScout24 are by far the most important marketplaces, but many listings do not come close to reaching their potential and get lost in the crowd.

A professional online presence is no coincidence, but the result of a well-thought-out strategy. In this comprehensive guide, we show you how to make full use of the Swiss real estate portals. We guide you step by step through the process, compare the most important platforms, and give you expert tips as well as practical checklists—so your listing is not only seen, but also convinces.

Choosing the right portal is the first step to success. While some platforms offer enormous reach for all types of properties, others have specialized in specific niches. Here is an overview of the most relevant players in the Swiss market.

Recommendation: For maximum visibility when selling property, a presence on the two market leaders Homegate and ImmoScout24 is essential. For rentals, Flatfox can be a valuable and often cost-effective addition.

A listing is more than just a list of facts. It is the business card of your property. A complete and appealing property description builds trust, proactively answers questions, and motivates interested parties to get in touch.

Mandatory information and convincing details:
Make sure that all basic information is present and correct: address, price, number of rooms, living area, plot size, year of construction, and availability.

The emotional introduction:
Avoid boring standard phrases. Start your description text with a sentence that conveys a lifestyle or a unique feature of the property.
Instead of: “Beautiful 4.5-room apartment in a central location.”
Better: “Enjoy your evenings with a view of greenery on your sun-drenched balcony – and reach the train station in just five minutes on foot.”

Structure creates clarity:
Organize your text clearly. Use subheadings and bullet points to highlight the most important features. This makes it easier to quickly grasp the information and minimizes follow-up questions. A well-structured listing signals professionalism and care. By clearly preparing all information, you can create an exposé that convinces buyers.

The first glance decides. On real estate portals, users scroll through countless offers in seconds. At that moment, your images are the only factor that determines whether they click or ignore. Professional visual content is therefore not an option, but a necessity.

High-quality photos, virtual 360° tours, and meaningful floor plans are crucial for evoking emotions, building trust, and significantly increasing the number of high-quality inquiries. A professional partner like Visualista not only provides you with first-class images, but also ensures fast and reliable processing with a well-coordinated team of 10 permanent photographers—a decisive advantage in the dynamic real estate market.

Recommended “shot list” for a complete listing:

• Exterior view: At least two perspectives showing the facade and entrance area.
• Living and dining area: Photographed from at least two different angles.
• Kitchen: Overall view and possibly a detail shot of the equipment.
• All bedrooms: Each with a meaningful overall view.
• All bathrooms:
• Special features: Balcony/terrace, garden, view, fireplace, etc.
• Additional rooms: Basement, attic, garage.
• Floor plan: A clean, furnished 2D or 3D floor plan for orientation.

For properties with a special location or a large plot, drone shots are an unbeatable added value. Vacant properties appear immediately habitable and inviting through virtual furnishing. The technical integration of such content is uncomplicated: virtual tours (e.g., from Matterport) or videos are hosted externally and simply inserted via a link in the listing.

Find out about the various costs for real estate photography packages and the enormous benefits of our professional real estate photography. To offer interested parties an immersive experience, read everything you need to know about virtual tours.

Even if the user interfaces vary slightly, the process of creating a listing on the major portals is basically very similar.

1. Registration & login: Create an account as a private individual or as a professional provider.
2. Create listing: Select the option “Create listing” or “Market property” and decide on “Rent” or “Buy.”
3. Enter property data: Carefully fill in the form with all basic data (address, type, area, rooms, price, etc.). The address is often used for the map view and is crucial.
4. Title & description: Enter a meaningful title and add your prepared description text.
5. Upload images & documents: Upload your professional photos, floor plans, and videos. Pay attention to the order: the best image belongs in the first position.
6. Select price & duration: Set the duration of your listing (e.g., 14 days, 1 month). Here you are often offered additional options to increase visibility (e.g., “Top Listing”).
7. Publish: Check all details in the preview one last time and publish the listing.

Keep your listing up to date. If something changes (e.g., a price reduction), adjust it immediately. This signals activity to the portals, which can positively influence visibility.

Some mistakes can drastically reduce your marketing chances. Use this checklist to check your listing before publishing.

If the basics are right, you can get even more out of your listing with a few strategic tricks.

• Optimal timing: Publish or update your listing at peak times when many users are online, for example on Sunday evenings or on weekdays after work.
• Regular updates: A small change in the text or replacing an image can push your listing back to the top of the search results.
• Use social media: Share the link to your listing on suitable social media channels to leverage your personal reach.
• Observe legal aspects: Make sure all mandatory information is correct. In some cantons, the building energy certificate (GEAK) is required.
• Professional support: Don’t hesitate to hire an expert for crucial elements such as visual presentation. The benefit of professional images and tours far outweighs the costs, as they speed up the sale and often achieve a better price.

What does a listing on Homegate cost?

The costs for a listing on Homegate vary depending on the selected duration and any additional options for highlighting. You can find the exact, current prices directly on the Homegate website, as these may change.

How long should a real estate listing be online?

For rental properties, 2 to 4 weeks is often sufficient. For sales properties, a longer duration of 1 to 3 months is common, as the decision-making process for buyers takes longer.

Homegate or ImmoScout24 – which is better?

Both portals are market leaders with enormous reach. For a sale, it is strategically smartest to list on both platforms at the same time (multiposting) to cover the entire market.

How do duration and extension work for real estate listings?

Listings have a fixed, prepaid duration. After expiration, the listing is automatically deactivated. You must actively extend it if the property has not yet been brokered.

How can I increase the visibility of my listing?

The best levers are: excellent photos, a complete and meaningful profile, and booking premium packages (e.g., top placement or color highlighting) offered by the portals.

What listing packages are available on Swiss real estate portals?

Most portals offer tiered packages. A basic package ensures simple publication, while premium packages provide better placement in search results, larger display, or color markings, and can significantly increase the click rate.

Successful online marketing of your property is not rocket science, but it does require care and a strategic approach. The key lies in the combination of choosing the right portals, a complete and convincing listing text, and—above all—excellent visual presentation.

Professional photos, virtual tours, and clean floor plans are now the standard to stand out from the crowd and attract qualified prospects. They are the best investment in a quick and successful transaction.

Take this checklist in hand and optimize your existing listing today—or create an ad from the start that leaves nothing to be desired and presents your property in the best light.