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Estratégias de marketing digital e o impacto na fase de pré-compra do consumidor no mercado imobiliário
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O setor imobiliário desempenha um papel relevante na economia e tem sido profundamente transformado pela digitalização. Esta dissertação teve como objetivo analisar de que forma as estratégias de marketing digital influenciam a fase de pré-compra do consumidor no mercado imobiliário português, bem como compreender o impacto do perfil sociodemográfico e da preferência por canais digitais ou físicos ao longo da jornada de compra. Foi realizada uma investigação quantitativa com base num questionário online aplicado a 263 inquiridos que afirmaram ter comprado ou preverem comprar imóveis nos próximos dois anos. Os resultados demonstram que as fases iniciais da jornada, reconhecimento da necessidade e procura de informação, são fortemente influenciadas por canais digitais, confirmando as hipóteses H1 (o reconhecimento da necessidade influencia positivamente a procura de informação) e H2 (a procura de informação influencia positivamente a avaliação de alternativas na escolha de imóveis). No entanto, a decisão final de compra continua a depender da experiência presencial, apresentando as hipóteses H3 (a avaliação de alternativas influencia positivamente a decisão de compra) e H4 (a decisão de compra é influenciada pelas preferências quanto à utilização de meios digitais ou físicos) apenas com suporte limitado, evidenciando a importância da confiança, do contacto físico e da validação sensorial do imóvel. A hipótese H5 (as características sociodemográficas influenciam a intenção de compra e a preferência pelos canais digitais ou físicos) foi confirmada, revelando que idade, escolaridade, rendimento e uso de redes sociais condicionam a preferência por canais de interação. Verificou-se que 84,3% dos inquiridos necessitam de combinar pesquisa online com visita presencial antes da compra, confirmando a predominância de um comportamento omnicanal. Conclui-se que estratégias de marketing digital são mais eficazes quando integradas com práticas presenciais e tradicionais no setor imobiliário.
The real estate sector plays a significant role in the economy and has been deeply transformed by digitalization. This dissertation aimed to analyze how digital marketing strategies influence the pre-purchase phase of the consumer in the Portuguese real estate market, as well as to understand the impact of sociodemographic profiles and the preference for digital or physical channels throughout the buying journey. A quantitative investigation was conducted based on an online questionnaire answered by 263 participants who stated they had bought or intended to buy property within the next two years. The results show that the initial phases of the journey—need recognition and information search—are strongly influenced by digital channels, confirming hypotheses H1 (need recognition positively influences the information search process) and H2 (information search positively influences the evaluation of alternatives when choosing a property). However, the final purchase decision still depends on physical experience, with hypotheses H3 (evaluation of alternatives positively influences the purchase decision) and H4 (the purchase decision is influenced by preferences regarding the use of digital or physical channels) receiving only limited support, highlighting the importance of trust, physical contact, and sensory validation of the property. Hypothesis H5 (sociodemographic characteristics influence the purchase intention and preference for digital or physical channels) was confirmed, revealing that age, education level, income, and social media use condition channel preferences. It was found that 84.3% of respondents need to combine online research with in-person visits before purchasing, confirming the predominance of an omnichannel behavior. It is concluded that digital marketing strategies are most effective when integrated with traditional and in-person practices in the real estate sector.
The real estate sector plays a significant role in the economy and has been deeply transformed by digitalization. This dissertation aimed to analyze how digital marketing strategies influence the pre-purchase phase of the consumer in the Portuguese real estate market, as well as to understand the impact of sociodemographic profiles and the preference for digital or physical channels throughout the buying journey. A quantitative investigation was conducted based on an online questionnaire answered by 263 participants who stated they had bought or intended to buy property within the next two years. The results show that the initial phases of the journey—need recognition and information search—are strongly influenced by digital channels, confirming hypotheses H1 (need recognition positively influences the information search process) and H2 (information search positively influences the evaluation of alternatives when choosing a property). However, the final purchase decision still depends on physical experience, with hypotheses H3 (evaluation of alternatives positively influences the purchase decision) and H4 (the purchase decision is influenced by preferences regarding the use of digital or physical channels) receiving only limited support, highlighting the importance of trust, physical contact, and sensory validation of the property. Hypothesis H5 (sociodemographic characteristics influence the purchase intention and preference for digital or physical channels) was confirmed, revealing that age, education level, income, and social media use condition channel preferences. It was found that 84.3% of respondents need to combine online research with in-person visits before purchasing, confirming the predominance of an omnichannel behavior. It is concluded that digital marketing strategies are most effective when integrated with traditional and in-person practices in the real estate sector.
Descrição
Palavras-chave
Marketing digital Setor imobiliário Jornada de compra Comportamento do consumidor Digital Marketing Real Estate Sector Consumer Journey Consumer Behavior