Multi-Channel Marketing

What Is It?

Multi-Channel Marketing (Marketing Multi-Canal) is a property promotion strategy that uses multiple channels simultaneously — both digital and physical — to ensure the property is exposed to the largest possible number of potential buyers, wherever they may be.

The objective is market omnipresence.

Main Marketing Channels

Real Estate Portals (National and International)
Presence on leading Portuguese portals such as Idealista, Imovirtual, and CasaSAPO, as well as international platforms like Kyero or Green-Acres, helping attract foreign buyers and investors.

Social Media (Social Selling)
Targeted advertising on platforms such as Facebook and Instagram, aimed at users matching the buyer profile for that location, combined with short-form video content (TikTok / Reels) showcasing the property’s lifestyle appeal.

Direct Marketing (Agency Database)
Email campaigns or automated alerts sent to registered buyers already searching for similar properties within the agency’s database.

Physical Channels (Offline Marketing)

• For Sale Sign (Placa de Venda) — captures buyers already familiar with or interested in the neighbourhood.

• Flyers / Leaflets — distributed locally, as neighbours are often the first to recommend properties to friends or family.

Agency Sharing Network (MLS — Multiple Listing Service)
The property is shared with other agencies and consultants, effectively placing hundreds of agents working simultaneously to find a buyer.

What Is It For / Why Is It Important?

Speed
The greater the exposure during the first 15 days on the market, the higher the probability of generating competing offers.

Audience Targeting
Different channels reach different buyers — for example, international investors via global portals versus local buyers who notice signage in the neighbourhood.

Perceived Value
A property that appears consistently across multiple platforms creates urgency and market relevance.

What Does It Cost?

Private Seller
Individual promotion on portals usually requires separate paid listings, typically ranging from €50 to €500 per month per platform.

Through an Agency
Multi-channel marketing is normally included within the Real Estate Mediation Commission (Comissão de Mediação Imobiliária), with the agency assuming the marketing investment and associated risk.

The Key Principle: Message Consistency

Multi-channel marketing only works when pricing, images, and messaging remain identical across all platforms.

If a property appears with different prices or inconsistent information across channels, buyer confidence drops — and the property quickly becomes market-damaged (“burned” in the market).