What difficulties does the marketing of commercial space entail?
Vacancy in the Swiss commercial‑property market is not fate but the result of a less‑than‑optimal marketing mix. Anyone who wants to place office and commercial space successfully must blend digital expertise, technological tools, targeted advertising, flexible terms and flawless presentation into one seamless process. The five chapters below explain how this works—and why none of them is optional.
Today, the digital first contact decides the majority of all lettings. General portals such as Homegate or ImmoScout24 provide reach; specialised platforms like maison.work already filter for users actively looking to rent commercial space in Switzerland. The cost‑benefit sweet spot combines both: reach for awareness, specialisation for lead quality.
Pure classified ads remain passive. An SEO‑optimised property landing page improves organic findability and lets the campaign live on beyond the portal. Content formats such as market analyses, guides or success stories position the lessor as a knowledgeable partner and steer readers straight into a CRM system. Every contact is then followed up; automated email sequences keep interest alive until an anonymous click becomes a negotiation‑ready lead.
Social‑media activity reinforces this loop. On LinkedIn, for example, an office space can be shown precisely to specific sectors, company sizes and hierarchy levels. This creates fewer but more relevant impressions—and saves budget because costly scatter losses disappear.
The interplay of data, visualisation and process automation now marks the biggest leap in marketing efficiency. 360‑degree or Matterport tours let prospects view the property remotely, cut down on viewing appointments and bring only qualified people on site. Professional drone footage shows the site and infrastructure from above—a value added that simple floor plans cannot offer.
On the data side, market reports from Wüest Partner or JLL supply solid foundations for setting rents, matching target groups and analysing competitors. If this data base flows straight into an integrated CRM, manual copy‑and‑paste disappears, response times fall and every lead receives the right property documentation within seconds.
PropTech also works behind the scenes: Emonitor digitises the application journey, Flatfox collects all messages in a single chat thread, Realcube bundles building, operations and ESG data on one dashboard. Linking such silos saves days compared with traditional Excel processes—time that can be invested in personal advice where software alone cannot convince.
Paid formats are not self‑running; they require a finely tuned strategy. Google Ads covers general searches such as “office rent Zurich Oerlikon” or “retail space Basel city centre.” Click prices range from two to eight francs; high ad relevance lowers them noticeably. Quality score grows out of concise ad texts, mobile‑friendly landing pages and consistent A/B testing.
For B2B targets—especially for large areas or head‑quarter mandates—LinkedIn Ads provide the sharpest targeting. You often pay more per click but reach exactly the decision‑makers who rent five‑ or six‑figure annual‑rent spaces. Small budgets can start at ten francs a day; the key is a clear call‑to‑action and a seamless transfer into the CRM, where automated mails—floor plans and 3D‑tour links, for example—arrive within minutes.
Portals themselves also offer premium placements. A coloured ad or a top listing on the home page massively increases click‑through rates, but should be time‑limited to avoid eating into the budget. Best practice: book full visibility for the first two weeks of a campaign, then switch to organic ranking (SEO, ratings, regular updates).
Tenants no longer ask only for square metres. They expect variable contract models that cushion their business risk. Swiss tenancy law leaves wide scope here provided the rent is not abusive.
Just as important is contractual flexibility: shorter minimum terms, break options, the right to sublet or assign the lease all make scaling easier—top arguments for start‑ups and fast‑growing mid‑caps. The often underrated deposit can free up liquidity through bond models such as Firstcaution and is therefore increasingly negotiated.
Fit‑out subsidies round off the package. When landlords share in tenant investments, they raise long‑term loyalty and at the same time upgrade the fit‑out standard of the property—provided that clear rules on reinstatement and cost allocation are firmly anchored in the lease.
Online listing, exposé and viewing form one chain; if a single link breaks, the deal fails. Professional photography is the foundation. Soft HDR contrasts, daylight shots and precise framing make spaces feel generous and spark emotions. Additional drone photos show accessibility and surroundings; floor plans convey clarity.
Virtual or physical staging makes empty areas tangible: a digitally furnished conference room or a real coffee lounge demonstrates use cases and creates the proverbial “wow” moment. In the exposé these images tell a consistent story backed by clear facts on size, fit‑out, ancillary costs and public transport links. Less is more: concise text instead of buzzwords, infographics instead of overloaded tables.
The experience continues at the viewing. Clean entrances, working lighting, pleasant air quality and prepared documents signal professionalism. Modern access technology enables flexible time slots; follow‑up emails with PDF exposé and a link to the 3D tour are sent the same day, keeping the decision curve high.
Commercial‑space marketing succeeds where online marketing builds visibility, technology streamlines processes, paid advertising hits the mark, flexible terms convince and first impressions delight. Each element works on its own; together they eliminate vacancy, maximise cash flow and safeguard long‑term property value. Those who implement this integrated approach consistently say a final goodbye to vacancy.
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