Assessing The Impact of Digital Marketing Strategies on Real Estate Agencies in Shandong China

Abstract

This study explores the digital marketing strategies commonly employed by real estate agencies in Shandong, China, in response to the increasing role of digital platforms in shaping market competitiveness. Using a qualitative research design, data were gathered through interviews with ten managers from various real estate agencies in the region. Thematic analysis of the interview responses revealed three dominant strategies: the use of social media platforms and live streaming for customer engagement, investment in paid digital advertising and real estate listing platforms for lead generation, and the application of content-driven marketing combined with customer relationship management practices. These strategies reflect a multi-channel approach aimed at maximizing client outreach, enhancing brand visibility, and fostering customer loyalty. The findings highlight the agencies’ strategic alignment with digital trends and underscore the importance of integrating direct engagement, performance-based advertising, and relationship management in contemporary real estate marketing.