Online marketing and consumer perception towards its usein real estate market

With the developments in information and communication technologies, internet technology has also developed and changed day-by-day. In this respect, companies benefit from online marketing practices in addition to the traditional marketing activities today, while user number of the internet increases continuously. When considering that real estate sector is a dynamic and continuously growing market, it can be mentioned about online marketing practices' to be valid for real estate market and the necessity of real estate brokers/agencies' to use these marketing practices. Within the scope of this research, it is aimed to determine the consumer perception towards real estate brokers/agencies engaged in online marketing, and to investigate whether or not this consumer perception differentiates in terms of demographic variables. In this regard, a survey was conducted with 274 participants living in Istanbul. As the result of the analyses, 4 of the 7 hypotheses were accepted. According to the results, perception of the participants did not differentiate in terms of gender, age group and proprietorship variables. In terms of marital status variable, single participants gave higher responses than married participants for experience dimension. For education status variable, participants with doctoral degree gave lower responses to the experience dimension than other participants. Participants with lower income gave higher responses for reliability, cost and experience dimensions in terms of income status variable. Participants working with online real estate agencies gave higher responses than participants working with offline real estate agencies for all dimensions. Keywords: Internet, marketing, online marketing, real estate market, real estate marketing