DIGITAL PATHWAYS TO PROPERTY BUYERS: RETHINKING LEAD GENERATION IN REAL ESTATE
Abstract
The real estate industry has undergone significant transformation due to the rapid growth of digital technology and internet accessibility. Traditional methods of property promotion such as newspaper advertisements, brokers, and pamphlets are gradually being replaced by digital platforms including social media, property portals, search engines, and online advertisements. This research paper examines the impact of digital marketing on customer behavior in the real estate sector. The study focuses on understanding how digital platforms influence customer decisions related to property search, enquiry generation, and purchase behavior.
The research is based on primary data collected through an online survey using Google Forms. A total of 100 respondents participated in the study, representing different age groups and professional backgrounds. The findings reveal that digital marketing has become an important tool for customer engagement and lead generation in real estate. Property portals, social media platforms, and Google advertisements were identified as the most preferred sources for property-related information.
The study further indicates that attractive digital content such as offers, videos, virtual tours, and detailed project descriptions significantly influence customer interest. However, customer trust, transparency, and communication quality remain critical factors affecting final purchase decisions. Problems such as fake property listings, misleading advertisements, and delayed responses continue to reduce customer confidence in online platforms.
The paper concludes that digital marketing has positively influenced customer behavior in the real estate industry, but organizations must combine effective online promotion with transparency, professional communication, and strong customer relationship management to achieve long-term success.
Keywords
Customer behavior, Digital marketing, Online advertisements, Property portals, Real estate.
Authors
Dr. Imran Ali, Aditya Kumar, Akashi, Alka Singh, Aman Kumar, Aman Raj
Institution
Noida Institute of Engineering & Technology (MCA Institute), Greater Noida
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