Presenting an Influential Marketing Model in the Real Estate Industry

Abstract

The extensive developments in information and communication technology have led to fundamental transformations in traditional marketing patterns and have revealed the necessity of redefining digital marketing strategies in service industries, including the real estate sector. The present study was conducted with the aim of identifying influential components and explaining an effective digital marketing model in the Iranian real estate industry. This study adopted a qualitative approach and employed the grounded theory methodology within the framework of the systematic model proposed by Anselm Strauss and Juliet Corbin (1990). The research data were collected through 18 semi-structured interviews with experts and managers active in digital marketing within the real estate industry and were analyzed using open, axial, and selective coding. The data analysis resulted in the identification of six main categories, including causal conditions, contextual conditions, intervening conditions, the core phenomenon, strategies, and consequences, as well as 30 subcategories. The core phenomenon of the study was identified as “customer behavior-based branding, interactive approach, and responding to customers’ digital expectations.” The proposed strategies included enhancing brand positioning, developing digital interactions, producing value-creating content, involving customers in the marketing process (electronic word-of-mouth [E-WOM]), and technological innovation. The outcomes of implementing these strategies were analyzed as increasing market share, organizational effectiveness, brand value enhancement, and the development of digital business. Ultimately, the paradigm model developed from this study can be used as a localized conceptual framework for designing and implementing digital marketing strategies in the real estate industry, assisting decision-makers in this field in improving digital performance effectiveness.