Advantages for Real Estate Companies are currently under significant pressure: Competition is strong in many areas, especially in large cities where property acquisition is becoming increasingly challenging. The legal framework is becoming more complex, for example, due to the order principle and the right of withdrawal. PropTechs are trying to gain market share, and customers are raising their expectations of real estate companies. Against this backdrop, the handbook assists brokers, developers, project developers, and property managers in successfully facing these challenges and optimizing their marketing. The goal is to avoid high acquisition costs, expensive sales advertisements without target audience orientation, inefficient online marketing, numerous uselessly sent brochures and exposés, as well as too many viewings with the wrong interested parties through professional real estate marketing.