Impact of digital marketing strategies on performance of real estate companies in Anambra state

Onuchukwu, Stanley Ebuka¹, Elamah Daniel² & Ekwelem Okechukwu³

¹Department of Estate management, Faculty of Environmental science Nnamdi Azikiwe University Awka, Nigeria

²Department of Building Technology, Auchi Polytechnic, Edo State

Abstract

This paper examined the impact of digital marketing strategies on performance of real estate companies in Anambra State. Three research questions guided the study while three null hypotheses were formulated. The paper adopted a correlation survey research design. The target population for this study consisted of all the 121 registered members of the Estate surveyors and Valuers who are duly registered with Estate Surveyors and Valuers Registration Board of Nigeria (ESVARBON) in Anambra State.  The entire population size formed the sample size, thus, no sampling technique. Two questionnaires were structured and validated “Questionnaire on Digital Marketing Strategies” (QDMS) and “Questionnaire on Performance of Real Estate” (QPRE). The Cronbach Alpha Method was used to determine the internal consistency of QDMS and QPRE and co-efficient values of 0.76 and 0.88 were obtained respectively. Linear regression was used to answer the research questions and test the null hypotheses at 0.05 alpha level. It was found that social media strategies highly impacted performance of real estate companies in Anambra State while search engine optimization and content creating lowly impacted the performance of real estate companies in Anambra State. Based on the findings, it was recommended amongst others that real estate companies in Anambra State should improve on their website’s SEO performance to help real estate companies rank higher in search engine results, increasing visibility and attracting organic traffic from potential customers actively searching for properties in Anambra State.

Keywords

marketing; digital marketing; SEO; social media; content creating; performance.

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