Development of real estate marketing – trends for the future

Real estate marketing has changed fundamentally over the past twenty years, mainly due to digital technologies. Due to the availability of online platforms as intermediary websites, the complexity of interaction relationships between providers, demanders, and real estate agents has increased. The study takes the perspective of real estate agents and uses the example market of Cologne/Bergisch-Gladbach to show what new potential digital channels offer for the reach and intensity of real estate marketing. Real estate agencies are challenged to evolve technologically, but then have a wider inventory of marketing channels and presentation options at their disposal. In the future, social media and video streaming platforms could further revolutionize property marketing, offering further potential to proactive providers, especially in terms of property branding and international sales.

Smarter real estate marketing using virtual reality to influence potential homebuyers' emotions and purchase intention

PurposeThis paper aims to investigate the potentials of virtual reality (VR) for residential real estate marketing to influence house purchase intention.Design/methodology/approachBased on the relevant literature in consumer behaviour, this study hypothesised the relationships between atmosphere with pleasure and arousal emotions and the subsequent influence of emotions towards house purchase intention in a virtual environment. A within-subjects experimental design was conducted with 60 real potential homebuyers to test the hypotheses. Data were analysed using paired samples t-test and partial least squares-structural equation modelling (PLS-SEM).FindingsResults revealed that there is a significant difference in the atmosphere and house purchase intention between real and virtual environments. On the other hand, pleasure and arousal emotions evoked in real and virtual environments showed no significant difference. The results show that the atmosphere significantly affects pleasure and arousal, where pleasure, in turn, has a significant effect on purchase intention, and arousal showed an insignificant effect on purchase intention in the virtual environment.Research limitations/implicationsDue to budget limitation, this study was constrained to the use of HTC Vive as the VR equipment and evaluation of only one type of housing design.Practical implicationsThis study contributes to facilitating the revitalisation of real estate marketing with the integration of VR by providing notable empirical results and recommendations based on the research findings.Originality/valueThis study extends the current knowledge from the stimulus-organism-response framework for a smart real estate marketing strategy using VR.

Should Seller Disclosures Drone on? The Increasing Use and Need for Regulation Regarding Drones in Real Estate Marketing

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Multi-Agent System for Supporting and Managing Real Estate Marketing

Recently there have been major changes in the real estate market, where everyone is investing in sell or buy properties, which meet their needs and suit their pockets. In this paper, a multi-agent system for real estate marketing where considered. The proposed system provides the clients with an easy and practical solution through advertising their property and searches for a buyer or seller on behalf of them. And The system makes use of agent’s technology as its core function for locating a suitable property among hundreds or even thousands of the offers. The proposed system provides clients with an Android mobile app developed using Java which works as an agent for establishing a communication with the other agents located on a server. On the server, there are many agents that work together to fulfill the main goal like sell agent, buy agent, and others, using the Symfony PHP framework. The SUS results confirmed that the rate of overall satisfaction was high nearly 76.66%, which is above average and highly acceptable.