Marco Saal Horizont
The fact that used baby rompers, blouses and Lego bricks can be had cheaply on Ebay Kleinanzeigen should be sufficiently well known. After all, the product categories baby & children’s clothing (approx. 4.9 million ads), women’s clothing (4.3 million) and toys (3.2 million) contribute the largest share to the approximately 45 million ads that are available on average on the online marketplace. The fact that real estate can also be found and marketed on Ebay Kleinanzeigen, on the other hand, is less well known. But that is about to change.
Ebay Kleinanzeigen is eyeing new sources of revenue and apparently wants to grow in the real estate business. The online marketplace, which Ebay sold together with Mobile.de for a total of 9.2 billion US dollars to the Norwegian Internet group Adevinta at the beginning of 2021, is positioning itself more strongly as a real estate platform in its new advertising campaign - and is thus attacking top dogs such as ImmoScout24 from the Scout24 Group and Immowelt.de from the Axel Springer Group.
The campaign’s core target group is real estate agents. The calculation: The “real estate professionals," as they are called in the commercial, should no longer place their ads with the relevant real estate portals in the future, but with Ebay Kleinanzeigen - and of course pay for them. As bait, Ebay Kleinanzeigen, which in the last Agof ranking for October 2021 was Germany's largest online offering with just under 38 million unique users, ahead of T-Online (28.9 million unique users) and Focus.de (25 million unique users), is throwing its enormous reach into the balance. “Become more visible than ever. Place yourself on Ebay Kleinanzeigen, where 35 million people look,” reads the commercial, which apparently refers to an older Agof figure. “This is where life happens - and you're right in the middle of it. Ebay Kleinanzeigen - for all real estate professionals,” ends the commercial.
At the heart of the campaign, developed by lead agency The Goodwins Berlin, is a commercial. The 20-second spot, in which real estate agents are projected larger than life and prominently onto building facades, thus becoming a crowd puller, will be used primarily online and later at trade shows. The video, produced by CFS Krug and Streetsmart Media with director Bastian Kuhn (music: Tracks & Fields / sound design: 86Tales), is flanked by print ads and a digital package of measures. In addition to Google display ads and LinkedIn ads, the campaign will also be played out on Facebook and Instagram in a performance-oriented manner.
“Reach, visibility and leads at fair rates, these needs of real estate professionals are met by Ebay Kleinanzeigen. Our new campaign reflects this strikingly,” Veronika Frank, Senior Marketing Manager Verticals, explains the campaign's goals. The campaign was launched on January 17 and will run in its first flight until March.