During the course of a study by Dr. ZitelmannPB on the use of social media in the German real estate sector, the Facebook pages of 81 companies were analysed, with the ImmobilienScout24 page coming out on top. The page stands out thanks to having the largest fan community, a high proportion of active users, and the fastest response times to user queries.
In the analysis conducted by Dr. ZitelmannPB, 81 Facebook pages were evaluated according to various quality criteria. One criterion was the size of the network the pages’ operators have managed to establish. At the time of the analysis, the ImmobilienScout24 fan page had 70,544 “likes” from Facebook users (that number has now risen to 95,469), making it the front-runner of the entire real estate sector. According to the study’s results, the average number of “likes” on the Facebook pages of real estate companies is 2,631 per page.
Double the number of active users compared to DAX-30 companies
The interaction rate on the ImmobilienScout24 fan page is also impressive, at 10.71 percent. This figure denotes the proportion of users actively participating in the page’s fan community. In the real estate industry as a whole, only an average 4.72 of the “likers” are also actively involved on the pages and click the “like” button or post texts, images, etc. On the pages of the average Dax-30 company, the proportion is 5.49 percent. The response to the pages’ contents is also reflected in the number of “shares”. At ImmobilienScout24, every post is shared by an average of 15 users. The median value for the entire sector is only one “share” per post.
Same-day responses to user queries
An additional criterion for evaluating the Facebook pages is the reaction times of the pages’ operators. In the test performed by Dr. ZitelmannPB, one user even received a same-day reply from the ImmobilienScout24 editorial team. This is by no means a matter of course in this sector: only 22 percent of those fan page operators tested also responded within a day.
Ina Lutterbüse, Product Manager for Social Media at ImmobilienScout24, states: “Facebook is an important ingredient in our online marketing mix, providing us with an outstanding platform via which to communicate openly with our customers. Here, we also encourage critical dialogue. We are extremely pleased that our Facebook page has been evaluated so positively; it reinforces our resolve to continue in our current social media strategy.”
The study can be ordered by clicking here.