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Abstract(s)
O mercado imobiliário é um dos setores com mais peso da economia, onde o uso do
marketing digital regista uma tendência crescente. Este tipo de marketing tem vindo a
afirmar-se cada vez mais prioritário e relevante face ao marketing offline.
Esta investigação visa compreender se a realização e execução de estratégias de
marketing digital influenciam vendas de um agente ou de uma agência imobiliária. Foi
elaborada uma metodologia de investigação mista, em que foi utilizada uma metodologia
de investigação quantitativa através da realização de uma tabela de observação (n=20) e
uma metodologia de investigação qualitativa através da elaboração de entrevistas (n=5).
Como resultados deste estudo foi possível perceber que a delineação e aplicação de uma
estratégia de marketing digital tem um impacto positivo nas vendas no setor imobiliário,
uma vez que se revela uma estratégia que consegue impulsionar, impactar e tornar os
negócios no setor mais eficazes.
O contributo da presente investigação relaciona-se com a exploração do impacto que o
marketing digital tem, ou pode ter, no setor imobiliário e desta forma potencializar a
utilização deste tipo de marketing neste setor na ótica de quem vende os imóveis. No caso
do contributo para a academia, este reside na realização de uma pesquisa que explora
temáticas ainda pouco investigadas até o momento.
The real estate market is one of the most significant sectors of the economy, where the use of digital marketing is registering a growing trend. This type of marketing has increasingly established itself as a priority and more relevant than offline marketing. This research aims to determine whether the creation and execution of digital marketing strategy influences the sales of a consultant or a real estate agency. A mixed research methodology was employed, incorporating a quantitative approach through the creation of an observation table (n=20) and a qualitative approach through the preparation of interviews (n=5). As result of this study, it became evident that designing and implementing a digital marketing strategy positively impacts sales in the real estate sector, proving to be a strategy that enhances, impacts and influences the effectiveness of closing deals in the industry. This research contributes by exploring the impact that digital marketing currently has, or could potentially have, on the real estate sector. It aims to promote the utilization of digital marketing in this sector, specifically from the perspective of property sellers. From an academic standpoint, this research delves into themes that have been underexplored so far.
The real estate market is one of the most significant sectors of the economy, where the use of digital marketing is registering a growing trend. This type of marketing has increasingly established itself as a priority and more relevant than offline marketing. This research aims to determine whether the creation and execution of digital marketing strategy influences the sales of a consultant or a real estate agency. A mixed research methodology was employed, incorporating a quantitative approach through the creation of an observation table (n=20) and a qualitative approach through the preparation of interviews (n=5). As result of this study, it became evident that designing and implementing a digital marketing strategy positively impacts sales in the real estate sector, proving to be a strategy that enhances, impacts and influences the effectiveness of closing deals in the industry. This research contributes by exploring the impact that digital marketing currently has, or could potentially have, on the real estate sector. It aims to promote the utilization of digital marketing in this sector, specifically from the perspective of property sellers. From an academic standpoint, this research delves into themes that have been underexplored so far.
Description
Keywords
Marketing digital Setor imobiliário Estratégia Venda de imóveis Digital marketing Real estate sector Strategy Property sales