DISSERTATION REPORT

On
“The Impact Of Digital Marketing On Real Estate Sales.”
Submitted by:
Mamoon Ahmad Siddiqui
BBA VI-B
A7006421020

Under guidance of:

Dr Amit Kumar Sinha
Professor
ABS, Lucknow

(DISSERTATION REPORT SUBMITTED IN PARTIAL FULFILLMENT FOR

THE AWARD OF FULL TIME DEGREE OF BACHELOR OF BUSINESS
ADMINISTRATION 2021-24)

AMITY BUSINESS SCHOOL

AMITY UNIVERSITY UTTAR PRADESH LUCKNOW
 DECLARATION

I Mamoon Ahmad Siddiqui, hereby declare that this dissertation report

entitled
“The impact of Digital marketing on real estate sales.”
Under the guidance of Dr Amit Kumar Sinha submitted in partial
fulfilment of Bachelor of Business Administration (BBA) of Amity
Business School (ABS) to Amity University, Uttar Pradesh. This is my
original work-research study-carried out during 02/01/2024- 11/03/2024
. The work contained in the report is original and has been done by me
under the general supervision of my supervisor. I have followed the
guidelines provided by the university in writing the report. Whenever I
have used materials (data, theoretical analysis, and text) from other
sources, I have given due credit to them in the text of the report and
giving their details in the references.

Mamoon Ahmad Siddiqui

(Student)
 ACKNOWLEDGEMENT

I want to sincerely thank Prof (Dr) Rohit Kushwaha, Director, Amity

Business School for their assistance in seeing my project, titled “The
impact of Digital marketing on real estate sales.”, through to
completion.
For all his time and work over the course of the year, my mentor, Dr
Amit Kumar Sinha, deserves a special note of appreciation. Your
insightful counsel and recommendations were quite beneficial to me as I
finished the assignment. Your constant guidance and willingness to
share your vast knowledge made me understand this project and its
manifestations in great depths and helped me to carry out my project
research on time. It was a great privilege and honor to work and study
under your guidance. I will always be grateful for what you have offered
me.

Mamoon Ahmad Siddiqui

A7006421020
 STUDENT’S CERTIFICATE
Certified that this report is prepared based on the Dissertation
undertaken by me on “The impact of Digital marketing on real estate
sales.” from 02nd January,2024 to 11th March,2024, under the able
guidance of Dr Amit Kumar Sinha in partial fulfilment of the
requirement for award of degree of Bachelor ofBusiness Administration
(BBA) from Amity University,Uttar Pradesh.

Mamoon Dr Amit Kumar Sinha Prof. (Dr) Rohit Kushwaha

Student Professor Director (ABS)
 FACULTY CERTIFICATE
Forwarded here with a dissertation report on “The Impact of Digital
marketing on real estate sales.” submitted by Mamoon Ahmad
Siddiqui, Enrollment No A7006421020, student of Bachelor of
Business Administration (BBA) 6th Semester (2021-24).
This project work is partial fulfilment of the requirement for the degree
of Bachelor’s in business administration from Amity University
Lucknow Campus, Uttar Pradesh.

Dr Amit Kumar Sinha

Professor
Amity University, Lucknow
 TABLE OF CONTENTS

CHAPTER PARTICULARS PAGE

NO, NO.

1 EXECUTIVE 8-9
SUMMARY

2 INTRODUCTION 10-21

3 LITERATURE REVEIW 22-24

4 RESEARCH METHADOLOGY 25-33

5 DATA ANALYSIS 34-40

6 CONCLUSION AND REFERENCES 41-44

CHAPTER-1

EXECUTIVE
SUMMARY
 EXECUTIVE SUMMARY

Digital selling for any product or service has currently become crucial. Realty includes each
new building with selling homes and the common class is single-family homes. They are
Land, Residential real estate, Residential, Commercial, Industrial, Real estate investment trust,
Raw land and vacation homes. In today's extremely charged and competitive realty market,
agents have to be compelled to do a lot of then acquire a license. The thought is to speculate
during a home, either for living or to leverage. This call will facilitate individuals lead a
financially-stable life, currently and on the far side. Realty is an trade that has greatly
benefitted from digital selling. The buildings are often used for analysis, production, storage,
and distribution of products. For decades, the real estate industry has relied heavily on traditional
marketing methods such as print advertising and cold calling. Although these traditional methods
are still used within the industry today, the expansion of the internet over the past few decades has
resulted in agents shifting away from older school marketing techniques to digital methods of
marketing. This thesis will examine several digital methods of advertising such as social media
marketing, email marketing campaigns, web design, and video production. In addition, this thesis
will explain why these are the most effective marketing tools and necessary for real estate agents
to use in order to optimize their success.
 CHAPTER-2

INTRODUCTION
 INTRODUCTION OF TOPIC

Digital marketing has emerged as a transformative force across numerous industries, and real
estate is no exception. In recent years, the advent of digital platforms and technologies has
revolutionized how properties are marketed, bought, and sold. This shift has profoundly impacted
the dynamics of the real estate market, offering new opportunities for both buyers and sellers
alike.

In this context, examining the impact of digital marketing on real estate sales becomes imperative.
From social media advertising and search engine optimization (SEO) to virtual tours and targeted
email campaigns, digital marketing strategies have redefined the way properties are showcased
and promoted to potential buyers. This shift has not only enhanced the reach and visibility of real
estate listings but has also streamlined the sales process, making it more efficient and accessible.

Moreover, the digital landscape has empowered buyers with unprecedented access to information,
enabling them to research properties, compare prices, and explore neighborhoods from the
comfort of their own devices. As a result, real estate agents and developers must adapt to this new
paradigm, leveraging digital channels to engage with tech-savvy consumers and stay competitive
in an increasingly digital marketplace.

However, alongside its benefits, digital marketing in real estate also presents unique challenges
and considerations. Privacy concerns, data security, and the need for authenticity in online
representations are among the factors that must be carefully navigated in this digital age.

In light of these developments, this paper aims to explore the multifaceted impact of digital
marketing on real estate sales, analyzing its implications for industry stakeholders and the broader
economy. By examining the effectiveness of various digital marketing strategies, as well as their
implications for consumer behavior and market dynamics, this study seeks to provide insights into
the evolving landscape of real estate marketing and sales in the digital era.
 DIGITAL MARKETING IN REAL ESTATE

Digital marketing has significantly transformed the landscape of real estate sales, offering agents
and agencies powerful tools to reach potential buyers and sellers in more targeted and efficient
ways. Here are some key impacts of digital marketing in the real estate industry:

• Increased Reach: Digital marketing enables real estate professionals to expand their reach
beyond traditional methods like print ads and flyers. Through social media platforms,
search engines, and real estate websites, agents can reach a much larger audience locally,
nationally, and even globally.
• Targeted Advertising: With digital marketing, real estate agents can target specific
demographics, interests, and behaviors, ensuring that their marketing efforts are directed
towards the most relevant audience. This targeted approach increases the likelihood of
connecting with potential buyers or sellers who are actively looking for properties or
agents.
• Cost-Effectiveness: Compared to traditional marketing channels such as television or print
advertising, digital marketing campaigns in real estate can often be more cost-effective.
Agents can allocate their marketing budget more efficiently by focusing on platforms and
strategies that yield the best results.
• Data-Driven Insights: Digital marketing tools provide valuable insights and analytics that
allow real estate professionals to track the performance of their campaigns in real-time.
This data includes metrics such as website traffic, engagement rates, and conversion rates,
which can help agents optimize their strategies for better results.
• Improved Customer Engagement: Social media platforms and email marketing enable real
estate agents to engage directly with their audience in a more personal and interactive
manner. By sharing valuable content, responding to inquiries promptly, and fostering
relationships online, agents can build trust and credibility with potential clients.
• Virtual Tours and Open Houses: Digital marketing has made it easier for agents to
showcase properties through virtual tours, 3D walkthroughs, and live-streamed open
houses. This allows potential buyers to explore properties from the comfort of their own
homes, making the home-buying process more convenient and accessible.
• Enhanced Brand Awareness: Consistent digital marketing efforts help real estate agents
 and agencies build a strong online presence and brand identity. By sharing valuable
content, showcasing expertise, and engaging with their audience, agents can establish
themselves as trusted authorities in the industry.
• Adaptability to Trends: The digital landscape is constantly evolving, with new platforms,
technologies, and trends emerging regularly. Real estate professionals who embrace
digital marketing are better positioned to adapt to these changes and stay ahead of the
competition.

Overall, digital marketing has revolutionized the way real estate is bought and sold, empowering
agents with the tools and strategies needed to reach, engage, and convert potential clients in an
increasingly digital world.
 REAL ESTATE INDUSTRY IN INDIA AND ITS GROWTH

The real estate industry in India has been witnessing significant growth and transformation over
the past few decades. Here are some key points highlighting its growth:

• Rapid Urbanization: India has been experiencing rapid urbanization, leading to increased
demand for residential, commercial, and industrial spaces. This demand has been
primarily driven by population growth, migration from rural to urban areas, and economic
development.
• Government Initiatives: The Indian government has implemented various initiatives to
boost the real estate sector, such as the Pradhan Mantri Awas Yojana (PMAY) for
affordable housing, Smart Cities Mission, and the Real Estate (Regulation and
Development) Act, 2016 (RERA), aimed at regulating the sector and protecting the
interests of homebuyers.
• Foreign Investment: The liberalization of foreign direct investment (FDI) policies has
attracted significant investment into the Indian real estate market. Foreign investors view
India as an attractive destination due to its growing economy, favorable demographics,
and potential for high returns.
• Infrastructure Development: Infrastructure development projects, such as metro rail
networks, highways, airports, and industrial corridors, have contributed to the growth of
real estate markets in both tier 1 and tier 2 cities. Improved connectivity and amenities
have increased the attractiveness of these locations for real estate investment.
• Shift Towards Organized Sector: There has been a noticeable shift towards organized real
estate players in India, with the emergence of large developers and corporate entities
dominating the market. This shift has led to increased professionalism, transparency, and
quality standards in the industry.
• Technology Adoption: The real estate sector in India is increasingly embracing
technology solutions such as virtual reality, augmented reality, drone technology, and
digital platforms for marketing, sales, and property management. These innovations are
enhancing customer experiences and streamlining business processes.

• Challenges: Despite the growth opportunities, the Indian real estate sector faces challenges
such as regulatory complexities, land acquisition issues, funding constraints, construction
delays, and changing market dynamics. Economic downturns and policy changes can also
impact the sector's performance.
 PROBLEM STATEMENT

The real estate industry in India stands as a cornerstone of economic growth, urban development,
and infrastructure expansion. However, amidst its promising prospects, the sector grapples with a
myriad of challenges that hinder its ability to thrive. This comprehensive analysis aims to delve
into the core issues plaguing the Indian real estate industry, highlighting the urgent need for
solutions to unlock its full potential.

• Regulatory Complexities:
One of the primary challenges confronting the Indian real estate sector is regulatory complexities.
The industry operates within a labyrinth of regulations and policies at both the central and state
levels, leading to bureaucratic red tape and procedural delays. Regulatory uncertainty not only
deters potential investors but also complicates project approvals and compliance procedures,
stifling the industry's growth trajectory.

• Opaque Land Acquisition Processes:

Land acquisition remains a contentious issue in India, with opaque processes and conflicting
interests often resulting in protracted legal battles and delays. The lack of a streamlined
mechanism for land acquisition not only impedes infrastructure projects but also escalates project
costs, making real estate development financially unviable in certain cases. Addressing land
acquisition challenges is imperative to unlock the untapped potential of vacant land parcels for
urban development.

• Funding Constraints:
Access to finance remains a significant bottleneck for real estate developers in India. Despite
efforts to liberalize lending norms and attract foreign investment, developers continue to face
challenges in securing adequate funding for their projects. High interest rates, stringent collateral
requirements, and risk aversion among lenders further exacerbate the funding crunch, particularly
for small and medium-sized developers. Bridging the financing gap is crucial to catalyze
investment in the real estate sector and spur economic growth.
 • Construction Delays:
Construction delays have emerged as a pervasive issue plaguing the Indian real estate industry,
undermining project timelines and eroding investor confidence. Factors such as regulatory
hurdles, labor shortages, supply chain disruptions, and environmental clearances contribute to
delays in project execution, leading to cost overruns and revenue losses for developers.
Streamlining the construction process through better project management practices, technology
adoption, and stakeholder collaboration is essential to mitigate delays and enhance project
efficiency.

• Evolving Market Dynamics:

The Indian real estate market is characterized by its dynamic and evolving nature, shaped by
demographic shifts, urbanization trends, and changing consumer preferences. Developers must
adapt to these evolving market dynamics to remain competitive and meet the evolving needs of
homebuyers and investors. Failure to anticipate market trends and adapt to changing demands can
result in excess inventory, price volatility, and diminished returns on investment.
 OBJECTIVES

• Expand Reach and Visibility

One of the primary objectives of digital marketing in real estate is to expand the reach and
visibility of properties to a broader audience. Through targeted online advertising campaigns,
social media promotions, and search engine optimization (SEO) strategies, real estate
developers and agents can effectively showcase properties to potential buyers across different
demographics and geographical locations. By maximizing online visibility, real estate
professionals can increase brand awareness and attract qualified leads, ultimately driving sales
growth.

• Generate High-Quality Leads

Digital marketing enables real estate professionals to generate high-quality leads by leveraging
data-driven strategies and targeted advertising techniques. By utilizing customer segmentation,
behavioral analysis, and predictive modeling, marketers can identify and engage with prospects
who are actively seeking properties in specific locations or price ranges. By nurturing leads
through personalized communication channels, such as email marketing and social media
engagement, real estate professionals can establish trust and credibility, ultimately converting
leads into satisfied customers.

• Enhance Customer Engagement and Experience

Another key objective of digital marketing in real estate is to enhance customer engagement and
experience throughout the sales process. Interactive virtual tours, 3D floor plans, and immersive
multimedia content allow potential buyers to experience properties from the comfort of their
homes, eliminating the need for physical visits and enhancing convenience. Moreover, real-time
communication channels, such as live chat support and social media messaging, enable real
estate professionals to address customer queries and provide personalized assistance, thereby
fostering meaningful relationships and driving customer satisfaction.
 • Build Brand Authority and Trust

Digital marketing serves as a powerful tool for building brand authority and trust in the real
estate industry. By consistently delivering valuable content, thought leadership insights, and
educational resources through blogs, videos, and social media channels, real estate professionals
can position themselves as trusted advisors and industry experts. Transparent communication,
authentic testimonials, and positive online reviews further reinforce brand credibility and instill
confidence in potential buyers, leading to increased sales conversions and repeat business.

• Measure and Optimize Performance

Digital marketing enables real estate professionals to measure and optimize the performance of
their marketing campaigns in real-time. Through advanced analytics tools, marketers can track
key performance indicators (KPIs) such as website traffic, lead conversions, engagement
metrics, and return on investment (ROI). By analyzing data insights and identifying areas for
improvement, real estate professionals can refine their marketing strategies, allocate resources
more efficiently, and maximize sales outcomes.
 LIMITATION

• Limited Reach and Targeting:

One of the primary limitations of digital marketing in real estate sales is its potential for limited
reach and targeting. Despite the widespread use of online platforms, digital marketing efforts
may fail to effectively reach certain segments of the population, particularly older
demographics who may not be as active online. Moreover, targeting specific audience segments
based on demographics, interests, and behaviors can be challenging, leading to inefficient
allocation of marketing resources and reduced effectiveness of campaigns.

• Dependency on Digital Platforms:

Digital marketing in real estate sales is heavily dependent on third-party digital platforms such
as search engines, social media networks, and listing websites. While these platforms offer
unparalleled reach and visibility, they also pose risks in terms of dependency and reliance.
Changes in algorithms, policies, or user behaviors on these platforms can significantly impact
the reach and effectiveness of digital marketing campaigns, leaving real estate professionals
vulnerable to sudden shifts in the digital landscape.

• Difficulty in Establishing Trust and Credibility:

Building trust and credibility is essential in real estate sales, where buyers are making
significant financial investments. However, establishing trust and credibility through digital
marketing channels can be challenging. In an online environment filled with noise,
misinformation, and scams, real estate professionals must work harder to differentiate
themselves and earn the trust of potential buyers. Limited face-to-face interactions and the
absence of tangible experiences can further hinder efforts to establish genuine connections and
rapport with clients.
 • Complexity of Transactional Processes:

Real estate transactions involve complex processes, legalities, and financial considerations that
may not be easily conveyed or addressed through digital marketing alone. While digital
platforms can facilitate initial lead generation and engagement, converting leads into actual
sales often requires personalized assistance, guidance, and expertise from real estate
professionals. The inability to adequately address the intricacies of real estate transactions
through digital channels can limit the effectiveness of digital marketing campaigns in driving
actual sales.

• Competition and Saturation:

The digital landscape of real estate marketing is highly competitive and saturated, with
numerous players vying for the attention of potential buyers. As a result, standing out amidst
the noise and capturing the attention of target audiences can be challenging. Real estate
professionals must constantly innovate and differentiate their digital marketing strategies to
remain relevant and competitive in an increasingly crowded online marketplace.
CHAPTER-3

LITERATURE

REVIEW
A number of research papers and articles provide a detailed insight on Internet Marketing. The
findings from the literature are presented below:-

Internet marketing has been described simply as ‘achieving marketing objectives through
applying digital technologies’ (Chaffey et al., 2009). Digital marketing is the use of
technologies to help marketing activities in order to improve customer knowledge by matching
their needs (Chaffey, 2013). In the developed world, companies have realized the importance of
digital marketing. In order for businesses to be successful they will have to merge online with
traditional methods for meeting the needs of customers more precisely
(Parsons,Zeisser,Waitman 1996). Introduction of new technologies has creating new business
opportunities for marketers to manage their websites and achieve their business objectives
(Kiani, 1998). Online advertising is a powerful marketing vehicle for building brands and
increasing traffic for companies to achieve success (Song, 2001). Expectations in terms of
producing results and measuring success for advertisement money spent, digital marketing is
more cost-efficient for measuring ROI on advertisement (Pepelnjak, 2008).

Today, monotonous advertising and marketing techniques have given way to digital marketing.
In addition, it is so powerful that it can help revive the economy and can create tremendous
opportunities for governments to function in a more efficient manner (Munshi, 2012). Firms in
Singapore have tested the success of digital marketing tools as being effective and useful for
achieving results. (Teo, 2005). More importantly, growth in digital marketing has been due to
the rapid advances in technologies and changing market dynamics (Mort, Sullivan, Drennan,
Judy, 2002).

In order for digital marketing to deliver result for businesses, digital content such as
accessibility, navigation and speed are defined as the key characteristics for marketing
(Kanttila, 2004). Other tried and tested tool for achieving success through digital marketing is
the use of word-of-mouth WOM on social media and for making the site popular (Trusov,
2009). In addition, WOM is linked with creating new members and increasing traffic on the
website which in return increases the visibility in terms of Marketing.

Social media with an extra ordinary example Facebook has opened the door for businesses to
communicate with millions of people about products and services and has opened new
marketing opportunities in the market. This is possible only if the managers are fully aware of
using the communication strategies to engage the customers and enhancing their experience
(Mangold, 2009). Marketing professional must truly understand online social marketing
campaigns and programs and understand how to do it effectively with performance
measurement indicators. As the market dynamics all over the world are changing in relation to
the young audience accessibility to social media and usage. It is important that strategic
integration approaches are adopted in organization’s marketing communication plan (Rohm &
Hanna, 2011). With the above reviews we can assume that GST is a tax reform which will
change the scenario of the country as a support for this review study.

Blogs as a tool for digital marketing have successfully created an impact for increasing sales
revenue, especially for products where customers can read reviews and write comments about
personal experiences. For businesses, online reviews have worked really well as part of their
overall strategic marketing strategy (Zhang, 2013). Online services tools are more influencing
than traditional methods of communication (Helm, Möller, Mauroner, Conrad, 2013). As part of
study, it is proven that users experience increase in self-esteem and enjoyment when they adapt
to social media which itself is a motivating sign for businesses and marketing professional
(Arnott, 2013). Web experiences affect the mental process of consumers and enhance their
buying decision online (Cetină, Cristiana, Rădulescu, 2012).

The Internet is the most powerful tool for businesses (Yannopoulos, 2011). Marketing
managers who fail to utilize the importance of the Internet in their business marketing strategy
will be at disadvantage because the Internet is changing the brand, pricing, distribution and
promotion strategy.
 CHAPTER-4

RESEARCH

METHODOLOGY
Digital marketing has the power to dramatically change the real estate industry by ushering in
a fresh era of innovation and efficacyin real estate sales. Through the smart use of online
circumstances,tools, and technology, real estate agents can leverage the power of the internet
to reach a larger audience, facilitate more seamless interactions with potential consumers, and
accelerate the sales process. In this in-depth analysis, we will look at the various ways way
digital marketing is predicted to impact real estate sales.

One of the most significant consequences of digital marketing on real estate sales is its ability
to expand the asset's reach and visibility. Before now, print publications and local advertising
channels were the only places to find real estate listings. However, properties can now use
social media platforms, web listing portals,and engine optimization (SEO) techniques to reach
an internationaldemographic because of digital marketing. This increased visibility
not only attracts more potential clients but also makes it simpler for people to interact with
people outside of their neighborhood, widening their pool of possible clients and improving
their chancesof making a sale.

Digital marketing can also be used by real estate brokers to start specific advertising
initiatives that are relevant to their particular target audience. By using information analytics
plus consumer insights, agents can create highly personalized advertising campaigns that are
tailored to certain populations, hobbies, and personal preferences. A family home, for
example, might be advertised to young families looking for spacious living areas and superb
school districts, whereas a luxury property can be offered toaffluent individuals with
substantial purchasing power. This targeted strategy ensures improved-quality leads and a
greater rate of conversion by concentrating advertising expenditures on the individuals who
are the most likely naturally drawn to the homes being offered.
Digital marketing enhances communication and engagement throu ghout the home sales
process in addition to expanding reach and enabling personalised advertising.

For potential buyers, the days of evaluating houses solely based onstill images and
explanations are long gone.

Virtual property tours, interactive materials, and 3D walkthroughsare examples of digital

marketing techniques that allow prospective buyers to virtually tour homes and gain a
comprehensive understanding of the location.

This immersive experience fosters stronger connections between buyers and properties,
ultimately assisting purchasers in making better decisions and boosting sales.

Furthermore, data-driven decisions made by real estate experts aremade possible by digital
marketing, which optimizes marketing tactics and boosts sales results. Agents can obtain
important insights into the efficacy of their marketing strategies by monitoring important
indicators like traffic to the site, rates of

clicks through, and conversion rates. For instance, they can

determine which properties are drawing the most interest, which kinds of content are
connecting to their audience, while which marketing strategies are producing the greatest
leads. With the useof data, marketing tactics can be continuously optimised and improved,
resulting in increased sales performance and a maximum return on investment.

Digital marketing is important for CRM, or customer relationship management, in the real
estate sector in addition to its effects on sales and marketing. Personalized assistance, lead
nurturing, and customer communication are all made possible by agents using email
marketing, software for customer relationship management (CRM), and automated
communication technologies. For instance,they can utilize CRM software to analyses
interactions and preferences, plan automated messages for follow-up to stay in touch with
leads, and send customized email newsletters with newson new listings. Through providing
outstanding customer service and keeping in constant contact, real estate agents can establish
long-lasting connections with their clients that result inrecommendations and
repeat business.

Finally, through increasing reach, enabling personalized advertisements, improving

engagement, enabling data-driven decision-making, and better customer relationship
management, digital marketing is positioned to revolutionize the real estate sector. Real
estate agents need to adopt digital marketing tactics inorder to stay competing and take
advantage of the opportunities provided by digital media as technology advances and
customer preferences change. In a developing digital environment, sellers and buyers
can flourish by utilising the potential of digital marketing to increase sales and cultivate
partnerships.

The way real estate transactions occur has drastically changed withthe introduction of
internet marketing. Real estate brokers are using web-based tools and technology more
often to communicate with prospective clients, reach a wider audience, and close deals

faster. This comprehensive analysis looks at how digital

 advertising has changed traditional approaches and altered the realestate sector, with an
emphasis on how it has impacted real estate sales.

Increased Visibility and Reach: In the real estate sector, digital marketing has greatly
increased the visibility and reach of properties. Unlike more conventional techniques
like print ads andlocal listings, digital marketing enables assets to be exposed to a global
audience with search engines, social media sites, and onlinedirectory services.

Real estate agents now depend heavily on online listing portals such as Zillow, Realtor.com,
and Ebay to market their properties toprospective purchasers across the globe. These
platforms enable purchasers to view property from the comfort their their homes by offering
comprehensive property information, excellent photos, and virtual tours.

Social media tools have developed into effective real estate

marketing tools in addition to web listing sites. Real estate agents

can reach particular demographics, pursuits, and preferences with the help of tailored
advertising alternatives available on social media platforms like Facebook, Instagram, and
LinkedIn. Agents may enhance brand recognition, boost attention to listings, and getlead
from a wide range of prospective buyers by utilising targetedads and compelling content.

Targeted Advertising: Real estate agents can run highly focusedadvertising

campaigns based on niche markets and interests by using digital marketing. Agents
are able to target their audience with individualised marketing campaigns by utilising
data analytics as well as consumer insights. For instance, wealthy people may be the
target market for luxury properties, yet youngfamilies may be the target market for
family homes.

Ad networks, like the ones run by Google, Facebook, and Instagram Ads, offer
sophisticated targeting options based on

demographics like age, location, income range, interests, and

online behaviour. This targeted approach ensures higher-quality leads plus
higher conversion rates by concentrating advertisementson the individuals who
are most inclined to be interested in the properties being offered. Retargeting
techniques can also be used to stay in touch with people who have expressed
interest in a certain property in the past, encouraging them to stay involved in
the buying process.

Increased Interactivity and Engagement: Digital marketing makesthe housing

sales process more interactive and engaging by givingprospective buyers
immersive experiences that let them view properties from a distance. Before
organising an in-person visit, purchasers may visualise houses in detail and get
a thorough idea of the space with the help of virtual property tours, 3D
examinations, and interactive floor plans.

33
 CHAPTER-5

DATA ANALYSIS

34
Using secondary data

Sensible assortment of information already exists. You are covering extended amount,
and analyzing improvement over that amount – a lengthwise study.
Analysis And Interpretation Of Data Distinguish the influence of the digital media for
sales? Data interpretation: The above graph shows 37% of traffic for real estate sales
comes from social media whereas 30% customer prefect direct purchase 24% traffic for
real estate comes from reference of other website 8% from search engines and 1% from
any other sources. How the customers through various survey, select their property?

35
 • Data Interpretation
The higher than graph shows the activity of a home shopper on mobile devices you look
after customers scan general data regarding property forty eighth checks direction to go
to the place four hundred and forty yards compare prices35% compare feature thirty fifth
look for a list company’s inventory twenty eighth like line of work a broker twenty first
value more highly to find listing agent twenty first scan reviews two hundredth analysis
mortgage finance 18% like contacting a broker alternative then line of work Sixteen
Personality Factor Questionnaire watch a web video a few home.

• Data Interpretation
The higher than graph shows what client likes to look at on website} whereas checking
out a true estate property eighty three desires to look at photos on site eighty four is
searching for careful property data forty second desires virtual tours forty second square
measure searching for interactive maps forty second square measure searching for agent
contact data thirty fourth square measure searching for neighborhood data thirty seventh
square measure searching for Comps thirty third square measure searching for contract
standing pure gold square measure searching for party data and twenty second desires to
look at videos on-the-spot whereas probing the web site.

36
 • Data Interpretation
The above graph shows marketing channels used by real estate agents 72% agents
prefer using company website 66% prefer using social media (not ads) 62% prefer
using personal website 61% prefer using social media ads 54% use referral marketing
45% use search engine advertising44% use display advertising 41% prefer using in
house marketing 30% use search engine optimization and 23% agents prefer using
third part email marketing.

Involvement of societal media in real-estate

37
 • Data Interpretation
Graph shows involvement of social media in real estate Facebook participation in real
estate is of 80% LinkedIn is 71% Google+ is 32% YouTube is 30% Twitter is 28%
Pinterest is 21% Real estate Blog is 21% And Instagram is 14%.
How to utilize internet at the utmost for the real-estate.

• Data Interpretation
The higher than graph shows however patrons use the web for home search ninety
two of patrons used the web at some purpose to look for home eighty seven of patrons
trust their agents permanently data forty second of patrons used the web as their

38
initiative for home search and 14 July patrons looked on-line regarding the
shopping for method.
Different social media used by the professionals in real-estate

• Data Interpretation
The higher than graph shows social media utilized by land professionals in
business enterprise seventy nine of land professionals use Facebook forty eighth use
Twitter twenty ninth LinkedIn V-J Day use Word Press 12-tone system use YouTube
five-hitter like mistreatment journal four-dimensional use Flickr and a pair of use
Tumbler. It conjointly shows however comfy they're mistreatment social media fifty
fifth of pros realize comfy functioning on social media twenty sixth realize it
somewhat comfy 100 percent of pros realize uncomfortable mistreatment social
media and 9/11 of pros don’t use social media.
How the various Medias are used for the real-estate professional to tap the
market

• Data Interpretation

39
The higher than graph shows however land skilled use completely different media
to tackle the market forty third of land skilled use the net to focus on the market
thirty third of professional like land agent to capture the market 9/11 uses yard sign
or party 6 June 1944 like it from a lover, relative, neighbor five-hitter like home
builder or new construction 1 Chronicles like Newspaper third-dimensional skilled
use the other technique.

40
 CHAPTER-6

CONCLUSION AND

FINDINGS.

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 CONCLUSIONS

In the contemporary landscape of the real estate industry, digital marketing stands as a
transformative force, reshaping the dynamics of sales processes and customer
engagement. This research has delved into the multifaceted impact of digital marketing
on real estate sales, exploring its role in accelerating transactions, improving lead quality,
and enhancing customer relationships. Through an analysis of various dimensions such as
accessibility in IT, data-driven strategies, and customer relationship management (CRM),
this study has unveiled the profound influence of digital marketing on driving sales
performance and shaping the future of the real estate sector.

Accessibility in Information Technology (IT) has emerged as a cornerstone of modern

real estate sales, revolutionizing the way properties are marketed and transactions are
conducted. The advent of online platforms, mobile applications, and virtual tours has
empowered both buyers and sellers with unprecedented access to information, enabling
them to make more informed decisions. By leveraging digital channels, real estate agents
can reach a wider audience, showcase properties effectively, and expedite the sales
process. This heightened accessibility not only accelerates transactions but also fosters
transparency and trust, thereby enhancing the overall customer experience.

Furthermore, the integration of data-driven strategies has ushered in a new era of

precision and efficiency in real estate marketing. By harnessing data analytics, businesses
can gain valuable insights into consumer behavior, market trends, and campaign
performance. Monitoring key metrics such as website traffic, click-through rates, and
conversion rates enables businesses to evaluate the effectiveness of their marketing
efforts and refine their strategies accordingly. This data-centric approach not only
maximizes the return on investment but also ensures continuous optimization and
adaptation to evolving market dynamics. Real estate professionals who embrace data-
driven decision-making are better equipped to anticipate market shifts, target the right
audience, and drive tangible results in sales performance.

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Moreover, digital marketing plays a pivotal role in customer relationship management
(CRM) within the real estate industry. Through the adoption of CRM software,
automated communication tools, and email marketing campaigns, agents can cultivate
personalized relationships with clients, nurture leads, and provide exceptional customer
support throughout the sales journey. By leveraging technology to streamline
communication and deliver relevant content, real estate professionals can foster long-
term relationships with clients, leading to increased referrals and repeat business. In an
era where customer experience is paramount, effective CRM practices facilitated by
digital marketing tools are indispensable for building trust, loyalty, and satisfaction
among clients.

In conclusion, the impact of digital marketing on real estate sales is profound and far-
reaching. From enhancing accessibility and streamlining transactions to enabling data-
driven decision-making and fostering customer relationships, digital marketing has
become an indispensable tool for driving sales performance and staying competitive in
the evolving real estate landscape. As technology continues to advance and consumer
expectations evolve, real estate professionals must embrace digital marketing strategies
that prioritize transparency, personalization, and value creation. By harnessing the power
of digital channels, data analytics, and CRM tools, businesses can unlock new
opportunities for growth, differentiation, and success in the dynamic world of real estate
sales.

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 FINDINGS

• Bird, D. (2007). Commonsense direct and digital marketing. London, UK: Kogan

Page Publishers.

• Kaufman, I., & Horton, C. (2014). Digital Marketing: Integrating strategy and

tactics with values, a guidebook for executives.

• Lamb, C. W., Hair, J. F., & McDaniel, C. (2001). Essentials of marketing (2nd

ed.). Cincinnati, USA: Southwestern College Publishing.

• Rowan, W. (2002). Digital marketing: Using new technologies to get closer

to your customers. London, UK: Kogan Page Publishers.

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