Digital intelligence and real estate digital marketing in Nigeria: practitioner’s appraisal

Abstract

AbstractDigital disruption in real estate transactions has led to the full adoption of digital marketing in real estate agency services. However, the demand for sustainability in real estate agency service requires adopting digital skills and competencies to achieve effective and efficient real estate digital marketing. This study examines Estate Surveyors and Valuers’ perceptions of the relevance of digital intelligence for sustainable real estate digital marketing in Nigeria, using Edo State as the study area. The data for the survey were sourced from 120 registered and practicing Estate Surveyors and Valuers (ESVs) using structured questionnaires, out of which 100 (83.33%) were retrieved and found suitable for analysis. Mean score, cross-tabulation, and chi-square were employed for data analysis. Findings indicated that social media marketing and e‑mail marketing are the highest-ranked digital marketing channels adopted among the surveyed respondents. Also, chi-square results show that there is a significant relationship between the relevance of digital intelligence and the level of usage of social media marketing, the relevance of digital intelligence and the level of usage of e‑mail marketing, and the relevance of digital intelligence and the level of usage of affiliate marketing. It was recommended, among others, that ESVs should invest in themselves and their staff in terms of training to raise their competency to harness the opportunities in technology to enhance their professional practice.