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ABSTRACT
The study examined le application of digital marketing in real estate transactions in Benin City, Edo State. Three (3) objectives were raised for the study which are: to examine the extent of adoption of online marketing on real estate transactions; to determine the factors influencing the application digital marketing in real estate transactions; and to identify the challenges associated with online marketing in real estate transactions.. The study adopted survey research design. The instrument for data collection was questionnaire; it was built around the research question and validated by the researcher’s supervisor. Data collected were analysed using descriptive statistics (frequency, percentages, Mean and Standard deviation). The findings of the study revealed that there are several factors that influence the application of digital marketing in real estate transactions such as the shift in consumer behaviour towards online property searches and inquiries, the ability of digital marketing to target specific demographics and geographical areas, amongst others. The application of online marketing in real estate transactions is faced with several challenges such as the reliance on online communication may lead to a lack of personal connection between real estate professionals and clients, impacting trust and relationship building and also issues related to cybersecurity and online fraud pose significant risks to real estate transactions conducted through online platforms. It was concluded that the application of digital marketing in real estate transactions has profoundly transformed the industry, offering unparalleled opportunities for real estate professionals to showcase properties and engage with potential buyers or tenants in innovative ways. By harnessing the power of online platforms, including real estate websites, social media channels, and digital advertising platforms, agents and property owners can reach a broader audience, streamline the property discovery process, and enhance the overall customer experience. It was however recommended that real estate firms should invest in professional photography and virtual tour services to showcase properties in the best possible light; real estate firms should concentrate on developing a strong presence on popular social media channels such as Facebook, Instagram, and LinkedIn, and regularly share compelling content such as property listings, behind-the-scenes glimpses, client testimonials, and informative articles.; and that real estate firms should leverage the targeting capabilities of digital advertising platforms to reach specific demographics and audiences likely to be interested in the properties being marketed.
