Why is the role of digital marketing vital to your real estate business?

Abstract

This study seeks to examine how digital marketing is vital to real estate businesses in Malta and Gozo. As a consequence of this, the purpose of this study is to address a research void in the Maltese context that is related to the subject at hand, which has previously been examined in other countries, as shown by the literature review. The primary objective of this study is to gain some rich and in-depth insights regarding the application of digital marketing within the real estate industry on the local level. Other aims include analysing whether this type of marketing is more appealing to younger generations considering the ease with which it can be accessed by those generations through social media. In order to accomplish the predetermined goals, the qualitative research methodology was selected as the method of choice for collecting the primary data. Interviews were conducted with a sample of nine real estate companies based in the Maltese Islands that are currently making use of digital marketing. During these interviews, a number of semi-structured, in-depth questions were asked. Following the presentation of the findings of this study, an analysis and subsequent discussion of the data was carried out. The findings indicate that a significant number of the local businesses do engage in digital marketing, and each of the respondents emphasised the positive impact that they obtain from doing so. The other findings include the frequency with which the participants utilise social media, as well as the advantages and disadvantages of utilising such online platforms. According to the findings of this research, Facebook and Instagram are the platforms that are favoured the most for several reasons. These reasons include the possibility of reaching out to a younger audience as well as older individuals who are present on such platforms as well. In addition, the results of this research demonstrate that participation in social media is required for the vast majority of the participants in order to establish an online presence. In conclusion, it explains why it is vital for their company to engage in digital marketing.