Digital marketing in the real estate sector: Measuring potential customer reactions

This research was conducted to measure customer reactions to the marketing activities carried out by x real estate company operating in the real estate sector on social media and digital advertisements and to determine the marketing communication strategies used in the sector. The main purpose of the research is to reveal the current situation by analyzing the effectiveness of digital marketing activities used in the real estate sector and customer interactions. The research was conducted using data obtained from the digital marketing activities of x real estate company based in Istanbul between January 1 and May 1, 2024. This data was collected through customer reactions and interactions on social media platforms and digital advertising campaigns. The data used in the study was obtained from the company's social media accounts and digital advertising management panels. In this process, various metrics such as likes, comments, share numbers and click-through rates were used to measure customer interactions. The research method adopts an exploratory approach. In this context, the secondary data method was used to evaluate the effectiveness of digital marketing strategies and analyze customer feedback. In addition, the competitive power of the x company was analyzed by making comparisons with the digital marketing strategies of other companies in the sector. As a result, this research stands out as an important study evaluating the effectiveness of digital marketing strategies in the real estate sector. The study provides valuable information for businesses to optimize their digital marketing activities and increase customer satisfaction. The research results will help the x company shape its future marketing strategies and will also guide other businesses in the sector. Therefore, the research findings provide important contributions both academically and practically. In this context, suggestions have been developed to make the x real estate company's digital marketing activities more effective and to increase customer satisfaction, and it is anticipated that the competitive power of the company will increase with the implementation of these suggestions. Keywords: Real Estate, Digital Marketing, Social Media