Anyone looking to sell a property will first think of the traditional things: a good valuation, professional photos, a compelling sales brochure and, of course, the major property portals. All of this is also part of professional marketing with us. However, in recent years something fundamental has changed: nowadays people discover properties in very different places.
Sometimes the search starts quite classically on a property portal. Sometimes a flat appears on Google. And sometimes, while scrolling through Instagram, someone suddenly sees a house that wasn't actually on their radar. An interesting Video being forwarded, a Roomtour ends up with friends or family, a Post is being saved. A brief glance can spark interest.
Precisely this development has also shaped our work at Black Label Immobilien changed.
We didn't want to wait for prospective clients to find us
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That is why years ago we started our own digital channels to build consistently. Not as a short-term advertising campaign for individual properties, but as a permanent part of our work. We showcase properties, talk about the Berlin and Potsdam property markets, explain developments and let our estate agents speak for themselves.
That takes time. Relevant reach doesn't happen with three Instagram posts, nor with one successful video. It grows over years, as people find content interesting enough to keep coming back.
A few figures that make this tangible (as of 11/09/2026):
- Over 23,700 subscribers and more than 4.1 million video views on YouTube. With room tours, drone footage and market insights, we showcase properties and the people behind them.
- Around 22,000 followers on Instagram. They are distributed across the company channel and the channel of our managing director Achim Amann, who, as deputy chairman of IVD Berlin-Brandenburg, also regularly addresses technical topics from the real estate industry.
- Almost 900 followers already LinkedIn. Our newest channel is aimed more at the professional network relating to real estate, business and investment.
- More than 57 million impressions across Google and Meta ads. With this, we purposefully complement our own reach and can make properties visible beyond our existing followers and subscribers.
Meanwhile, more than are following or subscribing 46,000 people our tracked channels on YouTube, Instagram and LinkedIn.
The trend becomes even clearer when we look not only at our community, but at how often our content and campaigns were delivered. Up to 11 September 2026, the digital channels we track have together reached around 62.6 million views and impressions.
That is a large number. However, what matters to us is not its size, but what is behind it: Over the years, we have built our own channels through which we can reach people with real estate and property-related topics.
Behind every number are people
62 million impressions are, of course, not 62 million prospective buyers. Nor would we wish this figure to be understood in that way. Rather, it demonstrates how much the possibilities of real estate marketing have changed.
In the past, a prospective buyer usually had to actively search for a property. Today, we can also reach people before they start a specific search query on a property portal.
- That could be the Berliner who has been thinking about moving for a while.
- The family who actually didn't want to buy until next year.
- An investor who regularly follows our market information.
- Or a prospective buyer abroad who has Berlin in their sights as a potential location.
Precisely why having our own reach is so valuable to us. It broadens the circle of people a property can come into contact with.
We also see that this actually generates responses: through our digital activities, more than 663,000 clicks and around 11,200 Leads Captured. The same applies here: a click is not yet a buyer, and a lead is not yet a sale. But attention can turn into interest – and interest ultimately into a conversation, a viewing, and, in the right case, a purchase.
In the end, it is not our reach that counts, but your property
Despite all digital possibilities, real estate marketing for us does not begin with Instagram, YouTube or Google. It begins with the property itself. What makes it special? Who could it be of interest to? How do we need to show it so that precisely these people take notice?
Only from this does the marketing emerge. Sometimes a traditional property portal plays the most important role. With another property, a video can create additional attention. Social media can tap into new target groups and Google can reach people who are already searching very specifically.
How we produce our real estate reels, for example, and why our estate agents step in front of the camera themselves, we already covered in our post Property reels: The dual benefit shown. The look at our current figures now shows the other side: what has emerged from this continuous work over the years.
Because audience reach cannot be built only when a property is to be sold. She needs to be there beforehand.
Are you thinking of selling your property?
Then talk to us about how we can position your property on the market and which buyers we want to reach. We will show you concretely which marketing strategy makes sense for your house or flat.
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