Providing a Digital Marketing Model for Real Estate Development from the Perspective of Builders
Masood Malehmir
1
(
Department of Management, Ki.C., Islamic Azad University, Kish, Iran
)
Ahmad Askari
2
(
Department of Management, Lam.C., Islamic Azad University, Lamerd, Iran
)
Darioush Jamshidi
3
(
Department of Management, Khon.C, Islamic Azad University, Khonj, Iran
)
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.
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