RUPERT SOMMER CAMPAIGN
The Kleinanzeigen platform aims to shine a brighter spotlight on the work of real estate agents through a B2B campaign created by its regular agency, The Goodwins. Under the title “The Ultimate Job,” the platform is currently promoting its real estate partnership and positioning itself as a partner to the industry.
Real estate professionals have a demanding job that requires dedication, perseverance, and personal commitment. Kleinanzeigen also aims to highlight its own high standards for working with real estate agents.
The real estate partnership is intended to go beyond the role of just another real estate portal. Kleinanzeigen is committed to collaboration on an equal footing and emphasizes transparent models, fair terms, and dedicated personal contacts. These contacts are designed to support real estate professionals in their day-to-day work and take the pressure off them.
A key component of the value proposition is the platform’s reach. According to Kleinanzeigen, more than 32 million people use the online marketplace each month. Real estate listings are not intended to reach potential buyers exclusively within a specialized environment, but rather within the platform’s everyday context of use. The campaign highlights this access to a broad target audience as a strategic advantage for real estate agents.
“Every day, real estate agents do far more than just list properties: they advise, facilitate, and guide people through important life decisions. With ‘The Ultimate Job,’ we’re highlighting this contribution. Our real estate partnership combines genuine support in day-to-day work with a key advantage: Kleinanzeigen connects professionals with people for whom a life event turns into a concrete need for real estate,” says Nadine Weiskircher, Brand Marketing Lead at Kleinanzeigen.
For The Goodwins, in addition to product performance, the agency’s primary focus is on gaining the appreciation of its target audience. With the campaign video, the agency aims to deliberately challenge common perceptions of the profession and shed light on the day-to-day work of real estate agents.
“Kleinanzeigen doesn’t just claim to understand the day-to-day lives of real estate agents—it proves it directly with the commercial ‘The Ultimate Job.’ It’s a particularly appreciative approach that the real estate partnership will also reinforce in their day-to-day work,” says Clemens Kandziora, Creative Director at The Goodwins.
The campaign has launched nationwide and is being rolled out across multiple channels. It features digital video formats, online banners, and various social media assets. An additional presence is planned for the Expo Real real estate trade show in Munich. There, DOOH displays in the vicinity of the trade show, as well as trade advertisements in high-reach print media from the real estate and media industries, are intended to attract the attention of the B2B target audience.
The campaign film was produced by Apes Hamburg. It was directed by Julian Caspar Schmitz. The spot comes in three versions, lasting 20, 15, and 6 seconds. Frederike Wetzels was responsible for the photography of the key visual. The Goodwins and Kleinanzeigen had previously collaborated with her on the “Real Deals. Real People.” campaign.
For The Goodwins, “The Ultimate Job” is another project for its long-standing client, Kleinanzeigen. In addition to Kleinanzeigen, the agency works with brands such as SMA Solar, Denns BioMarkt, Voelkel, Rossmann, Hama, and Qonto. According to the agency, The Goodwins employs around 30 people and was awarded the German Sustainability Prize in 2025.
Kleinanzeigen positions itself as an online marketplace for various categories of products and services. In addition to household and garden items, electronics, and job listings, the platform also features real estate listings. According to the company, there are, on average, more than 58 million listings on the platform.