The role of digital marketing in real estate growth

The exponential growth and constant changes in the real estate sector in recent years are the results of numerous changes, both internal to the sector and at an economic, social and even cultural level. In a volatile market with its characteristics, it is essential to define cohesive and aggregated strategies on all fronts, to outline the present and prepare for the future. This is where digital marketing comes in, with communication, which seeks to highlight the factors that make a difference and the company leader in the market.


For some years now, real estate development and construction companies have realised the importance and impact of marketing. This awareness promoted more significant investment in human and technical resources, deepening the use of digital resources, such as social networks, websites and blogs, to attract and retain customers, partners, suppliers and investors.

digital marketing

The aggregating role of marketing, particularly in the digital landscape


Suppose construction, in particular, is a sector that historically seeks and develops technical and accurate information about its products and services. In that case, organisations in the real estate sector understand the notorious role of marketing in its ability to transmit and create meanings, both outwardly and inwardly.

Communication is a dominant means for defining the organisation since it guides the direction in which it is built and organised, and through the range of means available, it creates a dominant narrative and positions the company in the market. Today, organisations still have at their disposal digital media that open up new opportunities for approximation and amplify forms of contact with their audiences. With digital marketing, companies can not only ensure a solid online presence but also:

  • Build a qualified audience and speak to them at the right time;
  • Be ahead of the competition;
  • Analyse the metrics accurately and rigorously evaluate the investment;


Digital tools as a means of approaching and transforming


Digital platforms and events promote more profitable relationships for the organisation. This is also the space of choice that customers and partners use to exchange information about brands, products and companies.

The use of digital tools such as websites, social media tools, email marketing, paid campaigns, and influencers, among others, has proved to be a communication strategy capable of increasing brand recognition.

In addition, marketing and the communication strategy companies use have proved to be essential points of employer branding. It has never been easier to reach and retain people as personalised as in the digital age. Thanks to the available resources, it is now possible to demonstrate the company’s activity, vision, mission and values, its projects, products or services and even the stakeholders’ feedback.

We can say that investing in digital marketing is a way for companies, in general, and the real estate sector, to maintain a good relationship with the public, inform, influence and positively advise them. Although the tools of ‘offline’ channels, especially in the real estate sector, play an equally important role, digital is a clear trend that has changed how we communicate and do business and must be professionalised.

Relationship builds trust


Digital marketing allows detailed monitoring of each “campaign” and guarantees constant optimisation of the strategy, analysing its strengths and weaknesses. However, we believe the marketing, particularly in relationships and people sectors such as real estate, has to be more than “numbers and metrics”. And here, we can talk about relationship marketing that seeks to build long-term, mutually satisfying relationships with partners, customers, suppliers, distributors and investors so that you can win and retain business opportunities over time.

Relational marketing is based on trust and security transmitted by an organisation. It is crucial for the development of solid and lasting relationships. Still, also on product appreciation and price “tolerance”, especially in the real estate market where a part of what it offers is intangible: a way of being, living or working.


We know in advance that: the market is increasingly competitive, technological and attentive to trends and that the real estate and construction sectors are among the most important in the world, given their transformative potential for society. Bearing these two premises in mind, it is essential to understand how we do business has changed and that marketing and communication must undoubtedly be part of the equation. Generating authority for the organisation, improving credibility, increasing visibility and positioning it in the market as a reference is the key to attracting more potential and effective customers, investors and partners.

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