DIGITAL ADVERTISING OF REAL ESTATE IN ISLAMABAD: ANALYZING THE STRATEGIES OF SELECTED AGENCIES

Abstract

Real estate sector in Islamabad has experienced a rapid growth over the course of last two decades which has primarily boosted the country’s economy and subsequently enhanced the overall growth of this sector. This growth is attributed to the underlying marketing strategies through digital media platforms encompassing Facebook, Instagram, Google ads and YouTube. These platforms generate business while enhancing brand awareness and product knowledge to the customer. This research study assesses the growth of leading three real-estate companies in Islamabad; i.e. Zameen.Com, Etimaad International and Sky Marketing by analyzing the varying trends through their digital media platforms. Qualitative method of research has been employed to assess the varying trends while comparative analysis has been drawn in terms of their spending to assess the growth of business in each company. Persuasion Theory and Agenda Setting theory has been employed to assess the growth of these companies through social media in terms of theoretical lens. This research study finds that employing digital marketing to promote their services online has a significant influence on the growth of the estate agent sector in Pakistan. Most effective platform for digital media marketing is email, affiliate marketing, websites, and social media. Each platform is linked with the other and plays an influential part in terms of client’s convergence. This research study further highlights the effectiveness of digital platforms whilst indicating strategies to expand the volume of contemporary market of Pakistan’s real-estate sector.