There are undoubtedly some regions and price categories in which residential properties practically rent themselves out. In the city of Zurich, for example, there is a very small supply of affordable residential properties. For rentals in the affordable segment, there are usually dozens of interested parties vying for an apartment. But even in this case, it is worth consulting an estate agent. Finding tenants alone is not enough when it comes to professional marketing; rather, the layperson encounters contractual stumbling blocks, insufficiently detailed apartment handovers and little experience in assessing solid and, above all, solvent tenants.

Residential properties in the high-price segment or in less central locations require even more complex marketing knowledge, a good network and experience. Here, decisive points are often not taken into account or not taken into account enough when letting. As a result, rental prices are not in line with the market (too high or too low), the wrong target groups are addressed and the potential of the properties is not optimally exploited. The opinion of a marketing professional is worthwhile as early as the planning stage of an investment property. This could prevent, for example, properties being built in locations that are too exclusive and expensive, making them difficult to let.

The range of services offered by a real estate marketer for (initial) lettings.

Letting of existing properties

1st property inspection and meeting with the owner

The first step is to record the owner’s requirements and inspect the property. The estate agent checks the lettability and points out possible difficulties. The condition of the property is also checked. If necessary, the owner will be recommended small improvements or even a renovation, which will be coordinated or accompanied if desired.

2. preparation of an offer / review of the rents

Once all the factors of the property are “on the table”, the current market value is determined. A professional estate agent can use various calculation options to determine the rental price. A summary of the initial situation, a rental price estimate and an offer for letting services are the result of these initial discussions.

3. marketing / marketing concept

It is not enough to simply place the property on the Internet, on one of the well-known real estate platforms. Ideally, a good estate agent will have drawn up a marketing strategy and concept before the listing in order to discuss with the owner the appropriate measures to achieve the target. In addition to the individual marketing measures (Internet project page, advertisements in trade journals, Internet advertisements, rental boards, flyers, etc.), a professional estate agent has his own customer database, which is selected according to criteria and addressed accordingly.

4. production of a rental brochure

Already in the development/creation phase of a new construction project, a letting brochure geared to the property is created with the help of the available information (architectural language, materialization, interior fittings, plans and visualizations). Today, a dynamic and flexible project homepage often replaces the printing of a brochure, which is more expensive and less flexible.

5. viewings / meetings with prospective tenants

“Being able to sell” – this talent is also crucial for successful letting. Personal and individual viewings of the property are carried out with prospective tenants. Personal contact with a trusted estate agent, who knows the property, location and surroundings inside out, gives prospective buyers the opportunity to clarify any unanswered questions directly. Legal issues can also be clarified and discussed. The aim of a professional viewing is for the prospective buyer to leave the property without any unanswered questions and with a good feeling.

6. preparation of a rental agreement / handover of the premises

A rental agreement will be drawn up for the property that includes and covers all of today’s relevant standards. When the premises are handed over, the lease is concluded and the mandate is transferred to the administration department. Specially prepared handover protocols are used for this purpose. A good tenancy agreement and a professional handover are the basis for a pleasant tenancy and help to avoid unnecessary discussions and disputes. The janitor is regularly inspected, also with regard to his work in the property, and supervised by a specialist from the management department. The selection of a good janitor is a key prerequisite for the image of the property and satisfied tenants. At the same time, safety-relevant points, e.g. e.g. snow clearance, fire police
instructions, insurance, etc., are regularly checked and improved where necessary.

Special features of marketing new buildings

1. consulting in the development phase/analysis

Expert advice in the development phase is underestimated by most investors. Too often, only technical, aesthetic and structural requirements are taken into account. Too little attention is usually paid to the importance of the property’s location, the quality of the finish, the layout, the number of rooms and the identification of potential buyers.

A regional marketer knows the clientele, the local market and the pitfalls that need to be avoided when letting a property. Thanks to his experience, he can provide important information on the future use, materialization and layout of the living and ancillary spaces as early as the project phase. This helps to reduce vacancies, price reductions and unnecessary marketing costs. The following points are checked in this phase:

Location and market quality

• Location quality of the rental property
• Demographic aspects (income, net migration, population structure, etc.)
• Current market situation / competition analysis (e.g. number of vacant apartments in the area, new developments, cooperative apartments, etc.)
• Rental price segment in the region
• Demand for apartment sizes

Object-specific points

• Examination of the planned property (e.g. apartment sizes)
• Information about today’s housing needs
• Suggestions for materializations
• Determination of necessary additional rooms
• Checking the floor plans
• Suggestions for adjustments/improvements

2. special marketing steps before occupation/completion

In this phase, the estate agent must examine various marketing measures and propose an individual marketing plan to position the properties on the market accordingly. The following instruments should be examined in the marketing campaign:

1. advertisements (newspapers/trade magazines/internet)
2. website
3. POS advertising (point of sale)
4. Direct advertising (social media, newsletter, blogging)
5. PR measures

The costs per customer contact are lower the more targeted and larger the contact network is. Press advertising is one of the most expensive measures, while direct advertising and PR measures are among the cheapest. To this end, the broker should carefully weigh up the necessary steps, examine the possible instruments and present these to the client for approval as an advertising mix with a budget
.

Rent it out yourself or have Ginesta Immobilien AG market it professionally?

It’s like going to the dentist: you can pull the tooth yourself or call in a professional. Below is an overview of the added value you receive from our rental services:

We know the market: location analysis/market price estimate

Due to its regional activities, Ginesta Immobilien AG has extensive experience of rental opportunities, rental prices and local knowledge. We also work with a transaction database from Wüest und Partner. This data is compared with our transactions
and checked.

We are the professionals in various disciplines: Marketing & tenancy law

Ginesta Immobilien AG works with employees who have extensive experience in letting and management. Brochures, advertisements and rental contracts are continuously optimized, we work with modern tools and use IT systems of the future. We are part of various international networks and place our properties on local and, if necessary, international websites. international marketplaces and work with partners such as relocation companies, architects and interior designers for your benefit. All our rental properties are advertised in German and English and SEO-optimized (Search Engine Optimization).

We leave nothing to chance: technical systems and a structured approach

Ginesta Immobilien AG has a special brokerage tool that is specifically geared towards marketing and is also used for rentals. For new rental properties, the large existing tenant database is compared with the new property. You also benefit from customer allocations from other rental properties. We manage to generate around 50-70% of our contacts through existing customer contacts. For you, this means lower marketing costs and a higher contact rate.

We save you valuable time: time saving/outsourcing

Ginesta Immobilien AG handles all activities from the market rent estimate to the handover of the property. This saves you valuable time. You don’t have to deal with phone calls and viewings.

Passion & know-how since 1944

Since 1944, Ginesta Immobilien AG has acquired many years of experience in the fields of real estate consulting, sales, leasing and management. The company benefits from a large network, an excellent reputation and a pronounced service provider mentality.

PDF Illusion No. 7

Author: Claude Ginesta

Claude A. Ginesta is a Swiss Federal Councillor. dipl. Real estate trustee and CEO / owner of Ginesta Immobilien AG. The company was founded in 1944 and specializes in the sale of real estate in the economic area of Zurich and Graubünden. With offices in Küsnacht, Horgen and Chur, the company acts as an estate agent for properties with a supra-regional character throughout Switzerland.

Publisher of the Illusions series: Ginesta Immobilien AG, www.ginesta.ch