Property marketing strategy through digital platform of real estate agency in Malaysia

Digital revolution has allowed the digital technologies being used to serve customers real time and the communication has become immediate. Besides to avoid the time consuming in delivering the information through Internet, it also helps to understand the requirement and problem of the customers bet...

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Main Author:	Tan, Jia Ying
Format:	Thesis
Language:	English English English
Published:	2022
Subjects:	HF Commerce
Online Access:	http://eprints.uthm.edu.my/8355/1/24p%20TAN%20JIA%20YING.pdf http://eprints.uthm.edu.my/8355/2/TAN%20JIA%20YING%20COPYRIGHT%20DECLARATION.pdf http://eprints.uthm.edu.my/8355/3/TAN%20JIA%20YING%20WATERMARK.pdf
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id	my-uthm-ep.8355
record_format	uketd_dc
spelling	my-uthm-ep.83552023-02-20T07:28:45Z Property marketing strategy through digital platform of real estate agency in Malaysia 2022-04 Tan, Jia Ying HF Commerce Digital revolution has allowed the digital technologies being used to serve customers real time and the communication has become immediate. Besides to avoid the time consuming in delivering the information through Internet, it also helps to understand the requirement and problem of the customers better. Thus, the property agents ought to adapt and adopt in applying digital technologies to promote their properties to increase the competitive advantage in this digitalization era. Other than that, there are various impacts of adopting digital marketing in property market which discussed by the previous researchers. Thus, it is imperative to assess the impacts of adopting digital marketing in real estate agency practice in Malaysia. The researcher carried out the data collection through the qualitative unstructured interview with seven experienced registered estate agents from the top ten well-known real estate agency firms in Malaysia. After analysing and interpretating the data of interview findings using qualitative content analysis, the study found that more than half of the respondents are adopting social media marketing in promoting their properties on digital platforms. The adoption of digital marketing by registered estate agents in Malaysia depend on the types of property market involved, types of properties promoted, and subject to the types of appointment of the clients. Additionally, this study discovered that the application of digital marketing affected the relationship between agents and customers due to its greater exposure and customer engagement. This study had proposed the strategies to help the registered estate agents to utilise the digital marketing wisely and professionally. This study found that, through the training or courses, it will help to improve the service quality to the public. By performing the trustworthy services, it will help in building the customer’s loyalty to the real estate agency firms. When the brand and image of the estate agency firms being boosted, it will increase the sales generation and firms’ earning. 2022-04 Thesis http://eprints.uthm.edu.my/8355/ http://eprints.uthm.edu.my/8355/1/24p%20TAN%20JIA%20YING.pdf text en public http://eprints.uthm.edu.my/8355/2/TAN%20JIA%20YING%20COPYRIGHT%20DECLARATION.pdf text en validuser http://eprints.uthm.edu.my/8355/3/TAN%20JIA%20YING%20WATERMARK.pdf text en validuser mphil masters Universiti Tun Hussein Onn Malaysia Fakulti Pengurusan Teknologi dan Perniagaan
institution	Universiti Tun Hussein Onn Malaysia
collection	UTHM Institutional Repository
language	English English English
topic	HF Commerce
spellingShingle	HF Commerce Tan, Jia Ying Property marketing strategy through digital platform of real estate agency in Malaysia
description	Digital revolution has allowed the digital technologies being used to serve customers real time and the communication has become immediate. Besides to avoid the time consuming in delivering the information through Internet, it also helps to understand the requirement and problem of the customers better. Thus, the property agents ought to adapt and adopt in applying digital technologies to promote their properties to increase the competitive advantage in this digitalization era. Other than that, there are various impacts of adopting digital marketing in property market which discussed by the previous researchers. Thus, it is imperative to assess the impacts of adopting digital marketing in real estate agency practice in Malaysia. The researcher carried out the data collection through the qualitative unstructured interview with seven experienced registered estate agents from the top ten well-known real estate agency firms in Malaysia. After analysing and interpretating the data of interview findings using qualitative content analysis, the study found that more than half of the respondents are adopting social media marketing in promoting their properties on digital platforms. The adoption of digital marketing by registered estate agents in Malaysia depend on the types of property market involved, types of properties promoted, and subject to the types of appointment of the clients. Additionally, this study discovered that the application of digital marketing affected the relationship between agents and customers due to its greater exposure and customer engagement. This study had proposed the strategies to help the registered estate agents to utilise the digital marketing wisely and professionally. This study found that, through the training or courses, it will help to improve the service quality to the public. By performing the trustworthy services, it will help in building the customer’s loyalty to the real estate agency firms. When the brand and image of the estate agency firms being boosted, it will increase the sales generation and firms’ earning.
format	Thesis
qualification_name	Master of Philosophy (M.Phil.)
qualification_level	Master's degree
author	Tan, Jia Ying
author_facet	Tan, Jia Ying
author_sort	Tan, Jia Ying
title	Property marketing strategy through digital platform of real estate agency in Malaysia
title_short	Property marketing strategy through digital platform of real estate agency in Malaysia
title_full	Property marketing strategy through digital platform of real estate agency in Malaysia
title_fullStr	Property marketing strategy through digital platform of real estate agency in Malaysia
title_full_unstemmed	Property marketing strategy through digital platform of real estate agency in Malaysia
title_sort	property marketing strategy through digital platform of real estate agency in malaysia
granting_institution	Universiti Tun Hussein Onn Malaysia
granting_department	Fakulti Pengurusan Teknologi dan Perniagaan
publishDate	2022
url	http://eprints.uthm.edu.my/8355/1/24p%20TAN%20JIA%20YING.pdf http://eprints.uthm.edu.my/8355/2/TAN%20JIA%20YING%20COPYRIGHT%20DECLARATION.pdf http://eprints.uthm.edu.my/8355/3/TAN%20JIA%20YING%20WATERMARK.pdf
_version_	1776103327371624448

Property marketing strategy through digital platform of real estate agency in Malaysia

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