Modelling the Synergy of Digital Marketing and Advertising in Real Estate
DOI:
https://doi.org/10.24191/bej.v21i2.867Keywords:
Digital marketing strategies, real estate agencies, Effectiveness factors, model construction, real estate digitalisation, PLS-SEMAbstract
Digital marketing in real estate companies is a prominent trend due to superior network infrastructure and rising smartphone usage in Malaysia. Digital marketing increased during the Coronavirus Disease (COVID-19) pandemic because it decreased health hazards and improved public reach. This study examines real estate agency digital marketing components and their performance. Data was acquired using self-administered questionnaire delivered to Klang Valley real estate agents and negotiators. Frequency and PLS-SEM were used to identify relevant factors. The results indicate that Customer Engagement (C) and Value and Cost (V) components significantly affected real estate agency marketing. In contrast, Segmentation (S) and Longevity (L) were insignificant. The study introduces a relationship model for real estate agency digital marketing in Malaysia, which will improve its utilisation.
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