Research Article
Digital Transformation Strategy in Property Marketing: Literature Review
@INPROCEEDINGS{10.4108/eai.19-9-2024.2354069, author={Verrawati Verrawati and Eliada Herwiyanti and Bambang Setyobudi Irianto}, title={Digital Transformation Strategy in Property Marketing: Literature Review}, proceedings={Proceedings of the 7th International Seminar on Business, Economics, Social Science, and Technology, ISBEST 2024, 19 September 2024, South Tangerang, Indonesia}, publisher={EAI}, proceedings_a={ISBEST}, year={2025}, month={1}, keywords={digital transformation digital marketing social media quality content}, doi={10.4108/eai.19-9-2024.2354069} }- Verrawati Verrawati
Eliada Herwiyanti
Bambang Setyobudi Irianto
Year: 2025
Digital Transformation Strategy in Property Marketing: Literature Review
ISBEST
EAI
DOI: 10.4108/eai.19-9-2024.2354069
Abstract
Property companies face challenges in staying relevant and competitive in the digital era. Digital transformation is essential for improving operational efficiency, enhancing customer experiences, and seizing new business opportunities, with digital marketing playing a key role. This research explores effective digital marketing strategies for property companies, focusing on social media, search engine optimization (SEO), content creation, and advanced technologies like VR, AR, and AI. Using a Systematic Literature Review (SLR), secondary data from journals, articles, and books were analyzed to identify trends and gaps in the field. Findings indicate that social media fosters customer interaction, SEO improves website visibility, and high-quality content, such as blogs and virtual tours, builds trust and engagement. Advanced technologies like VR and AR provide immersive buyer experiences, while AI enhances personalization through customer data analysis. These strategies collectively offer property companies a competitive advantage in navigating digital transformation.
