People Behind Products: Meet Marie-Luis Fischbach, Marketing Manager at ImmoScout24

Hi Marie, how does the day of a Marketing Manager at ImmoScout24 look like?

Marie: Simple answer: every day looks different! But to give you a glimpse I can guide you through a classic Monday of mine. The first hour in the morning is blocked to read all my e-mails and sort all the weekly to-dos. Then I have a weekly check-in with our design department to talk about all recent and upcoming tasks that we need for our marketing campaigns. The next hour is blocked to analyse previous marketing initiatives or writing concepts for new campaigns. The regular check-in with our head of sales is relevant to understanding what challenges our customers are facing now. And of course, I also spend a lot of my time talking to different stakeholders such as  product managers and business operation managers and always keep an eye on our competitors.

One of the products you have helped develop is Location Analysis (Standortanalyse), a tool that provides a smart data basis for location and investment decisions for our customers. Why did you decide to build it and what is special about this product?

Marie: The why is quite obvious – because we have the data of more than 20 million users per month and therefore know what the market is looking for. What makes the Standortanalyse so special is the accessibility and the user-friendly UI which makes it easy to read and interpret complex data 24/7. In addition to the data from the demand side, we also show the data from the supply side, socio economic insights and data about the infrastructure to give our customers all the relevant information they need to make smart location and investment decisions – everything is in one tool.

What are the three most important skills that you need to be a successful Marketing Manager?

Marie: You need to be organised, creative and have a good understanding of numbers to analyse relevant KPIs and track your campaigns.

What has been your biggest highlight at the company so far?

Marie: It is honestly hard to pick one out of so many from the past 3,5 years but let me try. I really loved how we as a marketing team came up with the innovative idea to set up digital events right after COVID19 hit the whole industry. We wanted to bring users and customers together and give them the chance to get the information they needed to decide whether they want to build a house and if so, which provider is the best fit for them. Together with the Event Team we set up the Hausbau-Tag (House Building Day) and received so much positive feedback from both sides: users and customers. Therefore, we are already planning similar events for 2022.

How does ImmoScout24 differ from other companies?

Marie: At ImmoScout24 we are working in super diverse teams with lots of smart and creative people. Team spirit and an open mindset are attributes that are deeply anchored in our company, and this is something that drives the innovations we want to deliver for customers and users. This is something that really stands out in comparison to other companies.

Which other projects are in your focus now?

Marie: As mentioned before, we are already planning the next digital events where we can bring customers and consumers together. The biggest project I am focusing on right now is our digital fair @home which will take place from 24^th-27^th March 2022. We will have different exhibitions halls, a diverse speaker programme covering topics like financing, smart home, building types and materials and many more. Everything will take place virtually and the users can easily navigate themself through the fair from home. Many people are working on this project, and it is so good to see how we together as a team bring this crazy idea to life.

What are the next big things in marketing?

Marie: Video content becomes increasingly relevant. This is something you can already feel when you scroll through your social media feeds. What is interesting is that our attention span is getting shorter and shorter. As a marketer we have the challenge to fit in all relevant information in a short format and still stand out from the crowd. I would also add that storytelling and interactive campaigns where the user can participate are more relevant than ever.