immo!nvest – Die Plattform für Standorte und Immobilien

Tag: Marketing

  • SMG introduces AI label for visual content

    SMG introduces AI label for visual content

    The Group has introduced an AI label that will characterise all AI-generated visual representations in advertising. The aim of this label is to make the use of artificial intelligence in marketing transparent and at the same time increase the efficiency and creativity of campaigns. The label is now available licence-free on the SMG website and can be downloaded so that other companies can also use it for their AI-generated media.

    Internal guidelines for use
    Internal guidelines have been developed to ensure the correct use of the new AI label. These guidelines include the labelling of photorealistic AI-generated content and the use of platform-specific functions for labelling, such as native functions on Instagram. If such a function is not available, the company’s own label is used. A reduced icon is also available for smaller formats.

    Responsibility and efficiency
    The company presents this initiative as a valuable contribution to its role as a pioneer in the Swiss digital industry. The company uses AI to increase efficiency while acting responsibly and transparently. The AI label will be used for all SMG brands with immediate effect.

    Successful start with Homegate
    The first campaign that has already successfully integrated the new AI label is currently running for Homegate. This campaign shows how the label is used in practice and supports transparency towards customers.

    With this launch, SMG is setting an example for transparency and innovation in the use of artificial intelligence in advertising.

  • New career opportunities for career changers in the property industry

    New career opportunities for career changers in the property industry

    A career change opens up exciting opportunities for many career changers. Claudio Kuhn, an experienced business administrator with a Master of Science in Business Administration from HSLU, sees the property industry as his new challenge. Motivated by the prospect of intensive customer contact and diverse marketing activities, he is focusing on a career in property sales, particularly in the Zurich economic area and the Lucerne region.

    Targeted further training for entry
    Despite his extensive specialist knowledge, Kuhn realised that specific basic knowledge was essential for property sales. He therefore decided to enrol on the intensive course for career changers at SVIT Zurich, which he successfully completed. The course provides essential knowledge and skills to gain a foothold in the dynamic property sector.

    Support from SVIT Zurich
    In addition to specialist training, SVIT Zurich offers comprehensive support for professional integration into the property industry. Pascal Stutz, CEO of SVIT Zurich, supports course participants in developing successful job search strategies. As a result, graduates not only acquire in-depth knowledge, but also valuable skills for a successful job application.

    Networking and practical experience
    Kuhn and other course graduates also have the opportunity to present themselves to potential employers via dossiers and personal references such as skills. These documents, which can also be requested by non-SVIT members, enable companies to access qualified candidates directly (mail to: pascal.stutz@svit.ch).

    Outlook for interested lateral entrants
    SVIT Zurich’s current range of courses for lateral entrants in the fields of property management or property sales can be viewed on the svit-bildung.ch website. With targeted programmes and supportive guidance, the SVIT offers ambitious career changers like Claudio Kuhn a solid basis for a successful career start in the real estate sector.

    The intensive training and close support provided by SVIT Zurich offer a promising opportunity to increase the attractiveness of the property industry for career changers and pave the way for a successful career.

  • Potential for transformation despite development delay in Basel

    Potential for transformation despite development delay in Basel

    The study conducted by Sotomo shows that Basel has experienced subdued growth momentum over the last ten years, particularly in comparison with cities such as Zurich, Geneva and Bern. With only six per cent growth in the housing stock since 2012, Basel brings up the rear among the eight largest Swiss cities. Only a small proportion of flats were built after 1990, which suggests a delayed development dynamic.

    Demographic challenges and opportunities
    The study also emphasises that Basel is the only city in the study that does not have a birth surplus, which indicates a weak population dynamic. The comparatively low proportion of young adults and families and the high proportion of older households reflect a demographic challenge that also influences the development of the labour market.

    Despite these challenges, the study emphasises that new-build flats do not necessarily lead to higher rents in existing flats. On the contrary, they could even revitalise the market for affordable flats in older buildings. This points to untapped opportunities in urban planning and development.

    The potential of “Klybeck Plus“
     One particularly striking example of untapped potential is the planned “Klybeck Plus” urban quarter. This area is to be built on a former industrial site and offers space for flats for 8,500 people and 7,500 jobs. similar to Basel’s Gundeli or Geneva’s Le Pâquis neighbourhood, “Klybeck Plus” could offer a lively mix of living and working and at the same time be as green as Basel’s Gellert district.

    The study emphasises that, despite current challenges, Basel has considerable potential that can be exploited through strategic planning and innovative development concepts. The results are a wake-up call for urban planners, developers and political decision-makers to mobilise the available resources and reposition Basel as a dynamic and future-oriented city.

  • Flatfox becomes part of the Swiss Marketplace Group

    Flatfox becomes part of the Swiss Marketplace Group

    According to a joint press release from SMG Swiss Marketplace Group and Mobiliar, the Zurich-based digital network company has acquired a majority stake in Mobiliar subsidiary Flatfox. With the acquisition and sole control by SMG, Flatfox will be integrated into SMG Real Estate. Flatfox has already been involved in the digitalisation of the rental process in Zurich, Bern and Fribourg in recent years. With the ImmoScout24 and Homegate portals, SMG Real Estate now wants to drive this process forward throughout Switzerland. The aim is for users to benefit efficiently from Flatfox’s digital solutions throughout the rental process on SMG’s property marketplaces, according to the press release.

    “In future, it will be even easier for tenants to find a new home – digitally and in the shortest possible time,” Martin Waeber, Managing Director Real Estate at SMG, is quoted as saying in the press release. The acquisition of Flatfox also offers benefits for corporate customers. “Combining the services of Flatfox and SMG Real Estate will enable them to organise their business even more efficiently, visibly and therefore more successfully in future,” says Waeber. The SMG Swiss Marketplace Group unites the digital marketplaces of TX Group, Ringier and Mobiliar.

  • PropTech investors score with quality and industry know-how

    PropTech investors score with quality and industry know-how

    Despite interest rate increases, declining transactions, rising construction costs and tighter regulations, the construction and real estate industry is experiencing a wave of innovation. This is due in particular to the PropTech scene, which set a new record last year with an investment volume in the high triple-digit millions in the DACH region.

    A survey conducted in June 2023 on the brand awareness of PropTech investors revealed a growing diversity of funders active in different regions. The 90 real estate executives and professionals surveyed concluded that brand awareness is increasingly important in this dynamic environment. It can be assumed that in the future investors will increasingly deal with branding and marketing in order to expand their own visibility and strengthen their reputation.

    Quality and number as criteria for cooperation
    Around 42 percent of the participants stated that they knew PT1 – PropTech1 Ventures. The company was rated as a leading investor by the respondents both in terms of overall perception and along individual criteria. Multiple responses were possible. It is followed by Bitstone Capital (approx. 33 percent), BeyondBuild (approx. 26 percent) and High Rise Ventures GmbH (approx. 22 percent).

    In the case of interest in a collaboration, the choice of an investor depends on various criteria. The quality of the investments made proved to be important or very important for around 90 percent of the survey participants. The number of previous investments was also rated as important or very important by three-quarters of respondents. Other relevant criteria are the level of awareness, quality (network, industry know-how) and expected returns.

    Advice, mentoring and expertise as the most important services
    Nevertheless, the survey shows that the market shares of PropTech investors are not solely due to financial support. The range of services and the fulfilment of service expectations are also decisive, whereby the latter differ according to the recipient group: For example, real estate decision-makers primarily expect a good market overview, advice, expertise and a strong network. PropTechs, on the other hand, value capital, business development support, access to resources as well as advice and mentoring.

    These findings suggest that expertise, industry knowledge and service quality are becoming more important for PropTech investors to gain competitive advantage in the future. The diversity of investors also highlights the importance of regional expertise.

    Survey results at www.pom.ch

  • Change of baton at the SVSM

    Change of baton at the SVSM

    For eight years, Beny Ruhstaller shaped the umbrella organisation of Swiss location and business development agencies as president, and he had already been a member of the board since 2013. But he had his first contact with the SVSM much earlier: “In 2007, I received the first SVSM award for my mandate as managing director of the Glattpark area marketing Ruhstaller is not a classic location promoter. Rather, he has represented the real estate industry’s point of view in the association by sitting on the SVSM board and, from 2015, as president. It has always been important to him to bring the real estate industry and location promotion closer together. Ruhstaller will be succeeded as president of the association by Remo Daguati, owner of LOC AG, and Stefan Otziger, managing director of the Thun economic region, will take over as vice-president.

    As president of the SVSM, Beny Ruhstaller benefited from a large network that he built up during his decades of activity in the real estate industry. He became particularly well known as “Mister Glattpark”: as Managing Director of the Glattpark Area Marketing – now IGG Glattpark – 21 years ago, he built up an organisation that was unique in Switzerland at the time. The association of several property owners aimed at the overall marketing of the area, which was then still called Oberhauserriet. In the following 21 years, Ruhstaller not only acted as a mediator between landowners, representatives of the city of Opfikon, media representatives and the public, but also sat on juries for individual building projects, set up a showroom with a large model and visualisations of the new district or founded the IG Boulevard. Ruhstaller took a lot of time for lectures and guided tours of the new district: he gave about 1,000 of them. Ruhstaller also recently gave up his mandate as managing director of IGG Glattpark.

    Furthermore, Beny Ruhstaller made a name for himself in the field of real estate marketing – at a time when this discipline did not actually exist in Switzerland: Together with Roman H. Bolliger, he wrote the non-fiction book “Immobilienmarketing: Mehrwert für Liegenschaften” (Real Estate Marketing: Added Value for Real Estate), which has become a standard work and textbook and has sold over 10,000 copies to date. Ruhstaller was active as a consultant and marketer in numerous real estate projects with his company acasa Immobilienmarketing and was involved as a lecturer and speaker on the subject.

  • Garden city – city and lots of nature

    Garden city – city and lots of nature

    It all started with a concept competition: Think Architecture AG and Koch Kommunikation AG won the race from three participating architecture firms: “It was a successful attempt to integrate marketing into the project from the very beginning and not later in the process,” remembers Corinne Ruoss , Team Leader Development at Mobimo. The outside space of the condominiums was given a very high weight. The floor plans are modern, functional and flexible. The apartments attract with a generous outside space of at least 14 square meters and a fireplace. The living space climate in the building (Eco) as well as the energy balance (Minergie) play a central role: “The building is planned in accordance with the Minergie Eco standard. A spacious staircase is naturally illuminated with daylight. And the vertically structured wooden facade with wooden slats is a particular eye-catcher. The balconies are integrated into the facade, so that when viewed from the outside, there is a unity, ”adds Ruoss.

    In-house electricity and e-mobility
    A photovoltaic system on the roof generates in-house electricity, and the parking spaces in the underground car park are intended for e-mobility. Based on the “garden city”, the use of natural materials is planned. Native plants are provided for good biodiversity, there is a butterfly meadow on the balcony roofs (intensive greening), and only a few sealed areas are planned. There is a flowing transition to the surroundings with soft shapes, trees and bushes. Seen in this way, the estate fits perfectly with Mobimo’s selection of project locations, with an urban or suburban location and good access to public transport: “In the implementation, convincing architecture and a high standard of construction are important to us, and we also pay close attention to sustainability … and yes: A good price-performance ratio is ultimately decisive for the response on the market. “