Providing a Digital Marketing Model for Real Estate Development from the Perspective of Builders

Subject Areas : Management

Masood Malehmir ¹ , Ahmad Askari ² , Darioush Jamshidi ³

1 - Department of Management, Ki.C., Islamic Azad University, Kish, Iran
2 - Department of Management, Lam.C., Islamic Azad University, Lamerd, Iran
3 - Department of Management, Khon.C, Islamic Azad University, Khonj, Iran

Received: 2025-03-22 Accepted : 2025-09-05 Published : 2025-09-12

Keywords: Marketing, Digital Marketing, Development, Property Development, Real Estate. ,

Abstract :

Digital marketing has become an essential tool for real estate development, and developers cannot ignore this method. Digital marketing, aided by various tools such as analytics, digital advertising, and social networks, has created a space for more effective customer interaction and has had a profound impact on marketing processes. This research employed a qualitative method, grounded in the theory of grounded theory. The study samples included 10 experts and university professors who had teaching and construction experience in the field of real estate for 10 years and according to the findings from the interviews, how digital marketing patterns such as content marketing, search engine optimization, and paid advertising, social media marketing, email marketing, affiliate marketing, mobile, data-driven marketing can increase conversion rates and improve customer satisfaction. This has been demonstrated during the stages of obtaining findings, coding, and presenting a model. The study concluded that digital marketing, from the perspective of developers, has become not only a tool for promoting projects but also a necessity for success in today's competitive real estate market. Using modern digital strategies can increase access to targeted customers, control costs, and improve the effectiveness of marketing processes. This approach helps developers develop their projects more successfully and stay ahead of their competitors.

References:

Anousheh, M., & Mohammadi, M. J. (2023). Investigating the effect of conversational robots on consumers' willingness to buy online products 9th National Conference on Modern Studies and Research in the Field of Humanities, Management and Entrepreneurship of Iran. https://civilica.com/doc/1562632 https://civilica.com/doc/1562632 [In Persian]
Bansude, S., Hittalmani, V., & Bura, S. (2023). Impact of digital marketing on real estate business, business. International Journal of Health Sciences, 5(S1), 172–183.
Bavarsad Shahripour, S. (2010). Digital Marketing: Evaluation Tools and Indicators First Conference on Management and Tourism Industry. https://civilica.com/doc/1223267 https://civilica.com/doc/1223267 [In Persian]
Cole, R., Stevenson, M., & Aitken, J. (2019). Blockchain technology: implications for operations and supply chain management , Supply Chain Management. An International Journal, Emerald Publishing Limited. https://doi.org/10.1108/SCM-09-2018-0309
Fuxman, L., Elifoglu, H., & Nan Chao, C. (2014). Digital Advertising: A More Effective Way to Promote Businesses’ Products. Journal of Business Administration Researches, 3(2). https://doi.org/10.5430/jbar.v3n2p59
Hashemi, S., & Sotoudeh, S. (2018). Providing a framework for enhancing the security of smart homes based on the Internet of Things using the IoT-A reference architecture. Iranian Journal of Information and Communication Technology, 36. https://doi.org/20.1001.1.27170411.1397.10.35.4.0 [In Persian]
Hemmati, S., & Ghorbani, H. (2023). The impact of cloud computing on the construction industry Sixth International Conference on Innovation in Architectural Engineering and Urban Planning. https://civilica.com/doc/1604370 https://civilica.com/doc/1604370 [In Persian]
Ibrahim, F. A., Boying, W., Abdul Rahim, N. S., & Mohd Shafiei, M. W. (2023). The Influence of Augmented Reality on Purchase Intention in the Housing Industry. Journal of Consumer Behaviour. https://doi.org/10.1155/2023/5728088
Rahmati, M. (2024). Designing a New Marketing Strategy in the Real Estate Market of Tehran Using Combined Tools of Lean and Green Mass Marketing. Quarterly Journal of Management Sciences Research, 6(18). https://civilica.com/doc/2032741 [In Persian]
Rezaei, R., Shaham, A., Mottaghi, S., & Samak, S. (2019). Application of Artificial Intelligence in Buildings National Conference on New Sciences and Technologies in Water, Energy and Environment. https://civilica.com/doc/1006569 https://civilica.com/doc/1006569 [In Persian]