IMPACT OF DIGITAL MARKETING STRATEGIES ON CUSTOMER ENGAGEMENT IN THE REAL ESTATE SECTOR
DOI:
https://doi.org/10.64675/Keywords:
Digital marketing, Real estate sector, Customer engagement, Online property portals, Social media marketingAbstract
The real estate sector has undergone a significant transformation due to the rapid adoption of digital technologies. Traditional marketing methods are increasingly being replaced by digital platforms that enable wider reach, better customer engagement, and cost-effective promotion. This study examines the impact of digital marketing strategies on customer engagement in the real estate sector. Primary data were collected from 420 respondents using a structured questionnaire. Descriptive statistics and factor analysis were employed to analyze the data. The findings reveal that social media marketing, online property portals, virtual tours, and digital advertisements significantly enhance customer engagement and influence purchase intentions. The study provides strategic insights for real estate firms to optimize their digital marketing efforts.
